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Listing a great product on Amazon is just one-half of the battle. Knowing what keywords buyers use when searching for a product is the other half. Smart sellers rely on reverse ASIN lookup to find out which keywords the top competitors are targeting and ranking on.

When performed correctly, reverse ASIN lookup helps sellers validate their keyword research efforts and uncover valuable hidden keywords. After going through this blog, you will learn:

  • The purpose of ASINs and what they stand for  
  • Where to find a product ASIN
  • What is reverse ASIN lookup 
  • How to perform reverse ASIN to uncover valuable keywords

Let’s start.

What Does ASIN Stand for?

An ASIN is an acronym for Amazon Standard Identification Number and consists of 10 numbers and letters assigned to every item listed on Amazon. With around 12 million products for sale, ASINs are needed to track inventory, reference catalog data, and index catalog pages. 

If the same product is listed in two different marketplaces, it will have two different ASINs. Also, an ASIN is created and assigned to a product the moment the listing is created. For books, however, the ASIN and the ISBN remain the same. 

Note: People often confuse UPC (Universal Product Codes), GTIN (Global Trade Item Number), EAN (European Article Number), and other unique identifiers with ASIN. An ASIN is only relevant to Amazon, whereas UPCs, GTINs, JANs, and EANs can be used elsewhere as well.

Where Is the Product ASIN Located?

A product ASIN can be found within the page URL, as shown in the image.

The page URL for each product will always consist of its ASIN.

Or you can scroll down to the Product Details section and find the ASIN there.

The product details section includes useful information, including the product ASIN

Note: Each product variation will consist of its own unique ASIN.

What Is Reverse ASIN Lookup on Amazon?

Reverse ASIN lookup is a popularized term that refers to extracting important keywords from competitors’ listings using third-party Amazon seller software. The intent is to find out which keywords top-performing competitors are targeting so you can target and rank for them as well. 

Performing reverse ASIN lookup on a single listing doesn’t provide enough information to make informed decisions. That’s why sellers target multiple listings (sometimes up to 20 per search) to determine two main things:

  1. High revenue and search volume keywords targeted by best sellers
  2. Where each competitor ranks for a particular keyword

Reverse ASIN lookup reveals keywords responsible for driving the most traffic (and profits) while also making clear who your direct competitors are. Equipped with this information, you’ll also be able to create highly relevant product page content and run optimized PPC campaigns. 

To demonstrate how sellers should go about performing reverse ASIN lookup, we’ll rely on the ZonGuru tool which is both accurate and offers functionality across numerous foreign marketplaces including Amazon Australia.

How to Do Reverse ASIN Lookup Using Powerful Amazon Seller Tools

To do reverse ASIN lookup, head on over to the Listing Optimization section and then select the Keywords on Fire tool. Here, you have the choice of performing research either by adding ASINs or by entering keywords of interest. Let’s assume our product is a ‘dish brush’ which will also act as our main keyword. You can do reverse ASIN lookup by adding ASINs as shown in the image below

Performing reverse ASIN lookup via ASINs

Or you can add the main keyword i.e. ‘dish brush’ and click Run Keyword Analysis. We recommend searching for your main keyword as it lets the Keywords on Fire tool automatically select and present a list of top competitors. 

Performing reverse ASIN lookup via keywords

By manually adding ASINs, there’s a chance of selecting products that you may not be directly competing against and inadvertently feed the tool with incorrect information. So unless you know who your competitors are, we suggest sticking to adding products by phrase.

After you hit search, Keywords on Fire will present a list of 25 of the top competitors you can perform reverse ASIN on. Select all 25 for optimal results.

The Keywords on Fire tool automatically selects the top and most relevant competitors

Give a name to your session and wait for the ZonGuru tool to collect all the data. Once that is done, click on the small eye icon shown in the image to proceed to the next step.

Don’t forget the select the right marketplace before creating new sessions

You’ll be greeted by a dashboard with tons of useful information like the one shown in the image:

Click on the Table Settings to view additional information

On the left-hand side, you have a list of keywords generated by the Keywords on Fire tool. Each keyword is extracted from the top 25 competitors along with useful information like:

  • ZG Score: A 0-100 score assigned to each keyword indicating its overall value
  • Search Volume: The number of times a keyword is searched per month
  • Top 25 Comp: The number of top 25 competitors that currently rank for a particular keyword
  • Price: Lists the prices of various products.

On the top-right of the image, there are 4 additional options including Table Settings. Click on the Settings icon to customize search results. Aside from the filters we just mentioned, you can also view monthly units sold, the average number of ratings, average PPC bids, and a lot more!

When it comes to reverse ASIN lookup, the most important feature within Keywords on Fire is ‘Competitor Positions’ as highlighted by the red box. Turning on this feature lets you see where each competitor ranks for various keywords (and also keywords that they are not ranked for). 

Spend some time going through ‘Competitor Positions’ to pick up on keywords that aren’t targeted by most sellers but still boast healthy search volume and monthly revenue. Target these lesser-known keywords by incorporating them into your product listings to bring in every extra bit of revenue.

FAQ – Reverse ASIN on Amazon

We receive tons of questions related to reverse ASIN lookup. Let’s go over some of them.

Is SKU and ASIN the Same?

No. An ASIN (Amazon Standard Identification Number) is a ten-digit alphanumeric number assigned by Amazon to each product. An SKU (Stock Keeping Unit) may consist of both numbers and letters assigned by the merchant (i.e. you) to identify and keep track of products. Once set, the SKU cannot be changed, so choose wisely.

Can Two Products Have the Same ASIN?

Two products cannot have the same ASIN. Attempting to do so is a violation of Amazon’s policies. Regardless of how similar they may, each product must have its own unique ASIN. In case a seller has two completely identical products, Amazon allows merging both product listings into one. This appears to be the only exception.

Can You Search by ASIN on Amazon?

Yes. Products are searched on Amazon either by using relevant keywords or by entering the product ASIN in the search bar. Using keywords to find a specific product can be a long process especially if the product isn’t ranked within the top 3 search result pages. Searching by ASIN lets you land directly on the product page.

What Is the Difference Between ASIN and UPC?

An ASIN (Amazon Standard Identification Number) is a ten-digit product identifier assigned by Amazon to every product for free. A UPC (Universal Product Code), is a unique twelve-digit code purchased by sellers that helps with inventory tracking, storage, and management. Other codes like EAN, and JAN serve the same purpose.

What Is the Difference Between a SKU and UPC?

A UPC (Universal Product Code) is a unique 12-digit code that is purchased by merchants and applied to each product for inventory tracking and management. It’s useful both on and off Amazon. An SKU (Stock Keeping Unit) are merchant-assigned product identifiers and is used by Amazon to associate a product with its detail page.


Reverse ASIN lookup may sound like complicated stuff, but if you follow the steps mentioned in this blog, you will create a product listing that Amazon loves and will push up the rankings. The only thing that’s left is to hook you up with quality keyword research tools to help make it easier to find the right keywords.

We are also offering a separate resource section for all sellers to benefit from. Get access to free podcasts, webinars, blogs, and most importantly, our free keyword research tools! Ready to create the perfect listing?

Sign up to ZonGuru and get access to our full FBA tool suite now.

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