"What is ASIN?" Basic Structure of Amazon Catalog and MECE Organization of Parent-Child Relationship for EC Newcomers

When selling and managing products on Amazon, the concept of "ASIN" is unavoidable. It is often perceived as just an identification number, but its reality is the heart supporting Amazon's huge catalog database, and it is an important asset directly linked to sales maximization and ad efficiency. In this article, we explain from the definition of ASIN that new EC managers should understand first, to MECE organization of Parent-Child relationship in variation setting, and precautions in operation from professional perspective.

1. What is ASIN? Amazon Catalog's Unique Rules

ASIN (Amazon Standard Identification Number) is a product identification number consisting of 10-digit alphanumeric characters uniquely assigned by Amazon Group. It is assigned to all products except books (books use ISBN).

Amazon's catalog structure is principally "1 product 1 page". This is called "Canonicalisation", and products with same JAN code (EAN code) are principally linked to one ASIN even if there are multiple sellers. If you create new ASINs indiscriminately without understanding this structure, there is a risk of inviting dispersion of search ranking and violation of terms.

2. MECE Organization of Parent-Child Relationship

The most important thing in Amazon's catalog design is construction of "Variation (Parent-Child Relationship)". By organizing this MECE (Mutually Exclusive and Collectively Exhaustive), user purchasing experience (UX) can be improved dramatically.

• Parent ASIN (Parent): ASIN as "concept" without substance. Displayed in search results but cannot be purchased.
• Child ASIN (Child): ASIN as "substance" that actually has inventory and is purchasable. Has attributes such as size and color.

For example, when selling T-shirts, "T-shirt A Model" becomes parent, and "White/S size", "White/M size", "Black/S size" etc. become children. By consolidating these into one product page, strategy to sum up review accumulation and increase CVR (Conversion Rate) is common.

3. Merits of Variation Setting and Data Structure

The biggest merit of building variation is "Aggregation of SEO Effect" and "Promotion of Cross-sell". Below, we visualize correlation image between inventory and sales by variation configuration.

4. Avoidance of ASIN Duplication and Policy Violation (ASIN Integration)

A mistake that beginners easily fall into is registering the same thing as existing product with different ASIN because they dislike "ASIN Piggybacking". This is strictly prohibited by Amazon's terms, and if discovered, it adversely affects account health.

Also, "Abuse of Variation" grouping unrelated products as variation is strictly prohibited. Maintaining correct catalog structure is prerequisite for receiving trademark protection and appropriate rights management.