Amazon ASIN Merge: A Guide to Merging ASINs on Amazon
As a seller on Amazon, you’re constantly searching for ways to improve your organic search. One critical factor that can significantly harm your results is having duplicate listings of your products. In this blog, we will guide you on how to merge these listings to improve your search rankings and create a more seamless experience for your customers. Let’s get started.
What Does Merging ASINs Mean?
Merging ASINs is the process of combining two separate detail pages into a single one (One Parent SKU with two children SKUs). This is usually done when the two products are physically identical and essentially duplicates of each other. By merging the pages, both products are combined into one, eliminating redundant listings and creating a single comprehensive page for customers to view and purchase the product.
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What Happens When Amazon Identifies Duplicate Listings?
As mentioned above, merging refers to combining duplicate product pages into one listing. Duplicate listings are either created by brand owners themselves to avoid competing with other sellers for the same buy box or by unauthorized sellers. Whatever the case, it is against Amazon’s policies to create a new ASIN or new listing for a product that already exists in Amazon’s catalog. Failure to abide by this rule can result in the removal of the listing.
How Do Duplicate Listings Affect Brands?
Duplicate listings can have a negative impact on brands if they are not promptly addressed. Here are several ways in which duplicate listings can affect brands:
Duplicate listings on Amazon can lead to a loss of sales for the original brand. When duplicate listings exist, unauthorized sellers may offer the same product and divert sales away from your brand. As a result, you miss out on potential sales and market share, which can hinder your growth.
Misdirected Reviews and Ratings
Reviews and ratings play a crucial role in improving the visibility and ranking of a product. A higher number of positive reviews can greatly increase the likelihood of a product appearing at the top of search results, resulting in higher conversions and sales. However, duplicate listings can divert these crucial reviews to unauthorized sellers. When customers unknowingly purchase from these duplicated listings, they write their reviews and ratings on those listings instead of the original product. If these customers receive inferior products due to unauthorized reselling, their negative reviews can damage your brand’s reputation. To prevent this from happening, early detection and merging of duplicate listings is vital.
Poor Customer Experience
Duplicate listings can have a detrimental effect on the shopping experience of customers on Amazon. When multiple listings appear for the same product, it becomes challenging for customers to differentiate between the listings. If customers consistently experience this every time they shop on Amazon, their trust in the brand or the platform as a whole will diminish.
What Are the Requirements for Merging?
To successfully merge ASINs, it is crucial to ensure that the duplicate products are identical in every aspect, including color, size, and packaging. Even though the Product IDs might not match (especially if sellers bought one from a third-party website), as long as the physical products are identical, you are eligible to proceed with the merging process.
How to Merge ASINs
If you identify identical product pages that represent the same physical product, you can request to merge them using Amazon’s dedicated tool for this purpose: the Merge Duplicate Product Detail Page self-service tool. Here’s a step-by-step guide on how to proceed:
- From your Amazon Seller Central Account, go to the Merge Duplicate Product Detail Pages self-service tool and enter the ASINs you want to merge.
- Click Next, and Amazon will issue a case number for your ASIN merge request. Wait for their response to know if they approve your request.
- If the ASIN merge tool does not work, you can create a case through Seller Support and ask them to merge the ASINs.
- Once the merge process is complete, check the merged listing to ensure that all product information, reviews, ratings, and sales history have been transferred correctly.
Note: ASINs for brands registered in Amazon Brand Registry can only be merged if you are the rightful owner of the ASIN.
To sum up, merging Amazon ASINs is a crucial practice for Amazon sellers. It enhances customer experience, adheres to Amazon’s policies, and improves your product visibility. By following the steps outlined in this blog post, you can successfully merge your ASINs and simplify your product listings.
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