SKU

Do you know the Amazon terms to use when describing your listings?

By: Cathy Ceely

When selling at Amazon, you will encounter many terms used to describe your listings. As well as the product detail pages visible at Amazon. These terms include ASIN, SKU, Offer, Listing, Detail Page.

It’s important to know the difference between listings and detail pages.

Why does this matter?

Amazon staff does not use the terms interchangeably. Therefore, when interacting with Amazon staff, such as Seller Support or Seller Performance, sellers will want to use the correct term.

What is PDP?

It is the product detail page.

This is a shared space that displays attributes common to all offers, or listings, for that product. These attributes generally include:

• Title
• Image
• Bullet points
• Product Description
• Variations (size or color)
• Customer product reviews

What is a listing?

A listing is a seller’s offer found on the product detail pages. Ideally, sellers will use the product’s UPC code to search for, and match to, existing detail pages. If a detail page does not exist, sellers may create a new ASIN for the product. Amazon owns the product detail page once created, regardless of who creates the page.

Sellers may see that Amazon takes enforcement against ASINs and/or listings. Here are some examples of ASIN level enforcement:

• Restricted Products
• Intellectual Property Infringement
• Duplicate ASINs
• Variation issues

Here are some examples of listing level enforcement:

• Intellectual Property Infringement
• Buyer-driven complaints, such as: product condition, authenticity, or safety

Any seller who has an active listing or SKU, even if the quantity is zero, may receive notification of an ASIN level enforcement. Sellers should consider appealing ASIN level enforcement, especially if the enforcement was an error. When listing level enforcement occurs, only the seller whose listing is impact may appeal.

Sellers who appeal ASIN or listing enforcements want to be clear whether they’re appealing on an ASIN or a listing. Clarity will help ensure that an appeal is successful.

This is a brief discussion that touches on some of the differences between ASINs and listings and is not intended to be all inclusive.

If you have further questions or need help with an ASIN or listing appeal, please reach out to Riverbend Consulting at: 877-289-1017; we’re happy to assist.

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Cathy utilizes 20 years of Amazon experience to advocate for sellers. She has extraordinary knowledge regarding Amazon selling policies and seller enforcement. Cathy was a founding member of the Amazon Executive Seller Relations and Product Quality teams, and Operations Manager for Seller Performance in Seattle. She was a Senior Program Manager with the Marketplace Growth team (now Strategic Account Services). Cathy has raised, trained and shown champion Doberman pinschers for 40 years.