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Table of Contents

ASIN stands for Amazon Standard Identification Number, it is a 10-character code assigned to each unique product within the Amazon catalog. 

ISBN (International Standard Book Number) is a 13-digit number that identifies a specific book or an edition of a book. For books, the ASIN and the ISBN numbers are the same. 

ASIN/ISBN is an essential part of the Amazon catalog structure. With its help sellers manage their inventory more efficiently, whereas buyers use it as another value for filtering search results.

Before you can sell your product on Amazon, it is matched with existing items by the Product Identifiers (UPC/EAN, etc.) or title. As a result, your product is assigned to the appropriate ASIN.


Find more details about specifying the Product Identifiers in this article.

In M2E Pro, you can list products under the existing ASIN/ISBN or create a new ASIN/ISBN for the item.

List products under existing ASIN/ISBN

As a rule, M2E Pro performs the automatic ASIN/ISBN search right after you added the product to the Listing. However, you can also do it yourself by running the search automatically or manually.

Automatic ASIN/ISBN search

M2E Pro performs an automatic ASIN/ISBN search based on the Search Settings you specified for the Listing. 


Find more details about specifying the Search Settings for the Listing in this article.

The auto-search algorithm is run in the following sequence: ASIN/ISBN >> UPC/EAN >> Magento Product Name (if enabled). M2E Pro compares your parameter with the ones in the Amazon catalog or switches to the next parameter if search conditions were not met or if parameters hadn't been specified.

If there are several products in the Amazon catalog that meet search conditions, M2E Pro will display them all in the Listing grid. To assign one click on the Image Modified icon icon


In case the search did not return any results, the Image Modified icon  icon will appear next to the product.

In order to assign the ASIN/ISBN automatically:

  1. Navigate to Amazon > Listings.

  2. Click on the magnifier Image Modified


     in the ASIN/ISBN column.

  3. In the opened pop-up, click on the Assign ASIN/ISBN Automatically.

  4. Specify attribute values if necessary and click Assign near the product.

Once done, you can find the assigned ASIN/ISBN in the corresponding column.


In Amazon Listing View Mode you can run the automatic search for products in bulk. For this, tick the necessary items and apply Search Automatically action.


The automatic search may take up to several hours depending on the number of selected products. You can track the process in the progress bar.


ASIN/ISBN search process can be even more automated if you set Auto Add/Remove rules for the Listing or specify the List Rules in the Synchronization Policy. When the specified list conditions are met, the found ASIN/ISBN will be assigned to the products and no actions will be required from you.

Manual ASIN/ISBN search

If you choose to search for an appropriate ASIN manually, this can be done right in the Listing grid under Amazon > Listings:

  1. Click on the magnifier Image Modified


     in the ASIN/ISBN column.

  2. In the opened pop-up, click on the Assign ASIN/ISBN Manually.

  3. Enter the ASIN, ISBN, UPC, EAN, or Product Title and click Search.

  4. Specify attribute values if necessary and click Assign near the product.

Create new ASIN/ISBN for the product

If no corresponding ASIN/ISBN exists in Amazon catalog yet, you can create a new ASIN/ISBN for your product. For this, add the Description Policy with the New ASIN/ISBN creation option enabled and indicate the attribute for UPC/EAN.Image Removed



You can create the Description Policy under Amazon > Configuration > Policies. Read this article for more details.

Next, the created Description Policy needs to be assigned to your product. In the Listing grid follow these steps:

  1. Click on the magnifier Image Modified  in the ASIN/ISBN column

  2. In the opened pop-up, click on the Assign Settings for New ASIN/ISBN.

  3. Click Assign near the created Description Policy. Or create a new one by clicking Add New Description Policy.


In Amazon Listing View Mode, you can assign the Description Policy for products in bulk. For this, select the Assign Settings for New ASIN/ISBN option in the Actions bar.

You can unassign the Description Policy from the product in the Settings View Mode of the Amazon Listing. For this, select the necessary option from the Actions drop-down.

Create the product with no UPC/EAN

In case the product you sell does not imply UPC/EAN (e.g. handmade, private-label), you need to get Amazon approval for listing products without Product Identifiers. 

After it is obtained, you can skip indicating UPC/EAN for your product; instead, select one of the Product ID Override options in the Description Policy:

  • Private Label: Non-nationally branded product of your own company's label

  • Specialized: Low-volume accessory part/item with a specialized function

  • Non-consumer: A business-to-business product not sold in a retail store.

  • Pre-configured: Made-to-order or custom products.

Once done, indicate the None attribute for UPC/EAN