Overview

When multiple product detail pages exist for the same physical item, it creates confusion for shoppers and can fragment your sales history, reviews, and search visibility. Amazon provides a self-service tool that lets sellers request to combine these duplicate ASINs into a single listing. Understanding the requirements and limitations of this process can help you clean up your catalog and consolidate your product performance metrics.

Key Points / What Sellers Need to Know

• Self-service merging is available - Amazon offers a duplicate product detail pages tool within Seller Central that lets you submit merge requests without opening a support case.
• Both ASINs must share identical attributes - Product name, specifications such as size, color, and style, brand details, category-specific attributes, and UPC/EAN identifiers must all match exactly between the two listings.
• Active listings are required - You must have active listings for either the source or target ASIN in your inventory before submitting a merge request.
• Brand Registry ASINs have restrictions - ASINs enrolled in Amazon Brand Registry can only be merged if the requester is the verified rights owner for that brand.
• Parent ASINs cannot be merged - Variation family parent ASINs are excluded from merging because combining them would break existing parent-child relationships and disrupt the buying experience for multiple child listings.
• Merges are usually immediate - Most merge actions take effect right away, though some may require up to 24 hours depending on request complexity and system processing.

How the Merge Process Works

To initiate a merge, you need to identify both the source ASIN (the duplicate you want to retire) and the target ASIN (the listing you want to keep as the primary page). When submitting your request through Amazon's self-service tool, you must provide both ASINs along with an explanation of why the products are identical and the reason for the merge. Once approved, the target ASIN becomes the main listing, and any shopper who lands on the old source ASIN page will be automatically redirected to the target. The process is designed to be straightforward, but sellers should carefully verify all product attributes match before submitting.