No matter what size of seller you are on Amazon, chances are if you’re reselling brands, you have to do UPC to ASIN lookups.

And a lot of them at that!

But before we go into detail about how to do lookups, we need to quickly go over identifiers.

Part 1: The Identifiers

What is an Amazon ASIN?

To summarize, the ASIN is a shortened name for Amazon Standard Identification Number.

They are 10-letter unique codes that represent products on all Amazon sites.

ASINs are important, because some UPCs or EANs may have multiple ASINs depending on package quantity, bundles, etc. You can learn more about ASINs on Amazon’s help page here.

What is a UPC?

upc barcode example

An example of a UPC barcode – notice the 12 digit length.

A UPC, or Universal Product Code, is a 12-digit product identifier. It’s very commonly used for retail products in the United States.

What is an EAN?

ean barcode example

An example of an EAN barcode – 13 digits in length.

An EAN, or European Article Number, is a 12- or 13-digit product identifier. It’s often referred to as the European variant of the UPC.

What is an ISBN?

An ISBN, also known as the International Standard Book Number, is like the UPC of the book world. This barcode is either 10 or 13 digits, and commonly identifies a particular book.

Part 2: Performing UPC to ASIN Lookups

Amazon sellers most often do lookups based on UPC, EAN, or ISBN.

There’s a few ways to go about these lookups.

We’ll start with the quick way, and then we’ll go into the best way to handle them in bulk.

Method #1: The Classic Way

This is the way you’re probably used to – it involves doing a basic product search on Amazon.

To start, just head over to and type your UPC or EAN in the search bar. Then click Search.

searching asin by upc

Searching the individual UPC on Amazon works fine in most cases. However, it doesn’t scale well.


Once you’ve done that, you’ve got a list of results.

Luckily here, we’ve only got one result. So we can feasibly guess that this game is the best match for our UPC.

Now, where it gets a little confusing doing manual searches is sometimes Amazon will not find the proper match.


no match found for upc

The dreaded “no results” screen.


This may be because either:

a) You have the wrong UPC.

b) There’s no match found for your UPC.

c) The item may not be in stock, or have insufficient details on the product page.

In any of these cases, you may miss an opportunity down the line if another seller restocks, or, especially in the case of an accidental typo, you could miss your next profitable item.

So that leaves us to method #2, the scalable way.

Method #2: The Scalable Way

So you’re done with the manual searches.

We get it.

Thousands and thousands of searches on Amazon, going down one-by-one on a spreadsheet matching up ASINs gets tiring! That’s why we made Sellonaut.

Let’s take a look at how we do it in Sellonaut. We have a spreadsheet of over 4,000 UPCs.

Step 1: Uploading UPC or EAN List

sellonaut upload screen

It’s uploadin’ time.


I’m going to go ahead and upload it. We’re going to call this spreadsheet “Cool Stuff”. Because, well, these items are pretty cool.


sellonaut upload screen example

4.6mb! That’s a whole lotta SKUs!

Step 2: Matching Up Fields

Now I’m going to match up the columns so Sellonaut knows what corresponds to each other.

Only price and either UPC or ASIN are required, but I’m going to fill out title, case pack, and SKU for later reference.

And, of course, we don’t have ASINs in this case. So I’m going to keep that as Not Provided.

matching up spreadsheet fields in sellonaut

Matching up spreadsheet fields is quick and easy.


Now that that’s uploading, we’ll go grab a Hibiscus Refresher and come back in 30 minutes.


uploading upc list in sellonaut

Already over 200 down! It’s going quicker than expected.


Boom. Our upload’s done. Let’s get moving to the search page.

Step 3: Searching for Items

the sellonaut search page

The Sellonaut search page, AKA the brain of Sellonaut.

This is the brain of the Sellonaut database.

We’ll be covering more use of this in future posts, but for now, we just want our ASINs! So let’s set some basic criteria.

I know that in general, I look for items that are greater than $1 profit, less than 50,000 for sales rank, and greater than 30% ROI.

But I also don’t want items that are just $1 profit in this moment.

I want them to be consistent.

So I’m going to also force a criteria of greater than $1 profit for its 90-day profit average.

sellonaut search results page

Who knew that Wonder Woman air fresheners would be such a good listing!

Step 4: Creating a Recurring Export

Now that I’ve filtered down my newly-found ASINs by a good bit, I’m going to create a recurring export with these filter criteria.


scheduling a sellonaut export

Scheduling a recurring export on Sellonaut is pretty easy.

Step 5: Profit

Every morning, I’ll wake up to this email showing me my ideal purchases!

And of course, if I ever want to edit these criteria, or setup different kinds of exports, I can do that at any time as well.

Best of all, this email will be different each day – as new items come in and out of my criteria.

This data is being refreshed 24/7 in the background using our custom update algorithm. Every SKU you upload to Sellonaut is updated, even if it’s not in this export, so you can search and create new exports any time.

If this sounds like your dream (and it certainly was ours!) be sure to check out Sellonaut – and try us free for 14 days.

I hope I’ve helped you in your quest to get those ASINs! Happy selling, and of course, if you have any questions about Sellonaut or Amazon in general, feel free to contact us! Next, we’ll talk about how to make profitable purchase orders.