Introduction
Relaunching a product on Amazon often requires creating a new Amazon Standard Identification Number (ASIN) to refresh your listing, update branding, or resolve issues. This guide, brought to you by MikesBlogDesign, walks you through the process, from coordinating with your supplier to launching the new ASIN.
Step 1: Plan the Product Relaunch
Start by defining the purpose of your relaunch, whether it’s rebranding, adding new features, or fixing listing issues.
- Review the existing ASIN for problems like suppressed listings or negative reviews.
- Decide on product updates (e.g., new design, improved quality).
- Align with stakeholders on the relaunch scope and timeline.
Outcome: A detailed relaunch plan.
Step 2: Coordinate with Factory/Supplier
Work closely with your supplier to ensure the updated product meets your specifications.
- Share new product specs (e.g., materials, dimensions).
- Request a production run with updated packaging and labels.
- Ensure no old packaging or labels are used.
- Agree on a production and delivery timeline.
Outcome: Supplier confirmation of updated production.
Step 3: Obtain a New UPC Code
A new Universal Product Code (UPC) is essential for a new ASIN.
- Purchase a unique UPC from GS1 (avoid resellers).
- Ensure it’s distinct from the old UPC.
- Provide the new UPC to your supplier for labeling.
Outcome: A new, unique UPC code.
Step 4: Update Labels and Packaging
Replace all old branding and UPCs on labels and packaging.
- Design new labels with the new UPC and Amazon-compliant details (e.g., FNSKU for FBA).
- Update packaging with new branding or marketing messages.
- Ensure compliance with Amazon’s packaging rules (e.g., suffocation warnings).
- Instruct the supplier to discard old packaging/labels.
Outcome: Approved new labels and packaging designs.
Step 5: Verify Supplier Compliance
Confirm the supplier has implemented updates correctly.
- Request product samples with new labels and packaging.
- Inspect for accuracy (e.g., correct UPC, no old ASIN).
- Approve or request corrections.
Outcome: Approved product samples.
Step 6: Create a New ASIN in Amazon Seller Central
Set up the new product listing in Seller Central.
- Go to “Inventory” > “Add a Product” and select “Create a new product listing.”
- Enter the new UPC and complete product details (e.g., title, images).
- Reflect the relaunched product’s updates in the listing.
- Generate an FNSKU barcode for FBA if needed.
Outcome: A new ASIN created.
Step 7: Prepare Inventory for Amazon
Ensure inventory is ready for Amazon’s warehouse.
- Label products with the FNSKU barcode (via supplier or Amazon’s Label Service).
- Package inventory per FBA requirements (e.g., poly bags, boxes).
- Create a shipping plan in Seller Central.
- Ship to Amazon’s fulfillment centers.
Outcome: Inventory shipped to Amazon.
Step 8: Launch the New ASIN
Activate and promote the new listing.
- Verify the ASIN is live and accurate.
- Optimize with high-quality images, keywords, and A+ Content.
- Run PPC ads or promotions to drive traffic.
- Monitor reviews and performance.
Outcome: Active ASIN with marketing efforts.
Step 9: Phase Out the Old ASIN
Minimize confusion by phasing out the old listing.
- Stop sending inventory to the old ASIN.
- Suppress or delete the old ASIN (consult Amazon support if needed).
- Redirect customers to the new ASIN.
Outcome: Old ASIN phased out.
Key Tips for Success
- Compliance: Adhere to Amazon’s listing and packaging policies.
- Timing: Coordinate supplier production with Amazon’s inventory processing.
- Records: Keep documentation of UPCs, supplier agreements, and Amazon correspondence.
- Testing: Launch in one marketplace (e.g., Amazon.com) before expanding.
Conclusion
Creating a new ASIN for an Amazon relaunch requires careful coordination with suppliers, updated packaging, and a strategic listing setup. By following these steps, you can ensure a smooth transition and a successful relaunch. Stay tuned to MikesBlogDesign for more ecommerce tips!