ASIN Merging to Protect Brand & Grow Revenue
ASIN Merging is a powerful way that vendors (and sellers to an extent) can protect their brand on the Amazon platform and grow their visibility and sales at the same time. Many times third-party sellers or resellers will attempt to list a vendor’s product for sale on a separate ASIN. Most of the time they do this without knowing, but some will purposely create a separate ASIN. They may not be able to compete on pricing with Amazon or believe they can optimize the listing and still make money. The ASIN merging feature is a great way that vendors can fight these prohibited seller activities.
What are Prohibited Seller Activities?
Amazon created the Prohibited Sellers Activities and Actions policy to guide 3rd party sellers on what they can and cannot do with the platform. The policy is broad and covers a variety of different areas such as diverting customers from Amazon, manipulating customer feedback and reviews, manipulating your sales rank and inaccurate matching of products to the Amazon catalog.
This important part of the policy is broken into 3 parts. The first being that “the product being offered must be listed on a product detail page that accurately describes the product in all respects.” Sellers cannot change product names or other attributes to make a product seem different than it really is. The next part is “Creating a product detail page for a product already in the Amazon catalog is prohibited.” Duplicating listings is against Amazon’s Terms of Service and if a seller creates a separate listing of your product (i.e., different ASIN) they are in violation of the policy. The final part is “Sellers may not create separate listings for identical copies of the same item.” This means that if a product is sold in a 2-Pack a seller cannot create a separate 2-Pack listing. Amazon wants these policies followed tightly to prevent counterfeiting of their vendors’ goods. Vendors can use this policy to protect their listings.
Increasing Revenue with ASIN Merging
Vendors can manage their catalog by using ASIN Merging in Vendor Central. When a third party seller creates a duplicate listing for one of your products, you can contact Vendor Central and ask them to merge the listing with your listing. There is a template that can be used to submit the request, however Vendor support has indicated that a clear explanation in an email is also enough to have a listing merged.
Merging listings can be great for your account particularly if the 3rd party listing is performing well. With a merge, the 3rd party seller is not competing with Amazon on price point which is a losing battle for most sellers. Amazon will automatically recalculate their price to be lower than the 3rd party sellers within 24 hours to win the buy box back. Any review that was on the third party listing also becomes incorporated into your listing which can bring additional social proof to your product.
The largest benefit that you receive as a vendor is increased purchase orders from Amazon. We recently reviewed a new clients catalog and found multiple 3rd party listings that could be merged with our client’s listings. The result of the merge is projected to be an additional $45,000 in monthly gross sales to Amazon, which translates roughly into $23,000 in additional purchase orders for our client every month.
Contact AMZ Advisers to learn how we can increase your business’s revenue