4 Best Reverse ASIN Lookup Tools

Craig Schoolkate January 14, 2021

4 Best Reverse ASIN Lookup Tools

Reverse Amazon standard identification number (ASIN) lookup tools give you plenty of opportunity to grow your Amazon store and establish yourself within Amazon.

They are similar to your run-of-the-mill search engine optimization (SEO) tools with which you can gather data on Google and other search engine keywords to increase your website ranking. With these, you can increase your product rankings and optimize your pay per click (PPC) campaigns for lower costs.

Let’s get into the four best tools out there and then discuss what ASINs are and how to use them.

AMZScout Keyword Tracker

This tool has over 10,000 users and for good reason.

It allows you to see how keywords rank in detail, with information on their page and position on the page in search results. With the keyword graphs, you can also see how the keyword’s position has changed over time: hours or days.

You can see how listing properties influences rankings too, allowing you to dig deep and really optimize your Amazon SEO as well as your PPC campaigns.

This is one of the few free tools available out there. It comes as a Chrome extension and overall it has positive reviews.


SellerApp offers more of a full-fledged service, with expert support available to users.

You can go in-depth with your keyword research by researching keyword search volume, estimated costs for PPC, and impression rates. The tool also calculates a relevance score for each keyword. Instead of just seeing the keywords with some basic information on rankings, you can dig deeper into each keyword to gain a comprehensive understanding of the keywords you want to rank for.

They offer a seven-day free trial and pricing starts at $99 a month for the basic plan.

Jungle Scout

Also offering expert support, Jungle Scout is a comprehensive tool with built-in features that allow you to improve your Amazon SEO and PPC campaigns in multiple ways.

You can see the history of product rankings with two years’ worth of data for each keyword, so you can see how the popularity of the product has evolved over time.

Another feature that you’d struggle to find with any other tool is the ASIN group search, which allows you to compare up to 10 ASINs and their related organic and sponsored keywords.

The tool offers a 14-day free trial and prices start at $39 a month for the most basic package.

Helium 10 Cerebro

Helium 10 Cerebro uses a unique formula that’s based on search volume data. They call this formula the Cerebro product rank (CPR) formula. With this formula, the tool produces suggestions for keywords based on your criteria that are low competition high search volume. They call these data the Cerebro IQ score.

Helium 10 Cerebro comes as a Chrome extension that currently has over 400,000 users. You can also download it on Apple App Store and Google Play. Over all platforms, its average review is four stars.

There is a free version of this tool and prices for the paid version start at $97 a month.

You can see here that different tools offer different features that have a variety of uses based on your goals. You should choose the tool that best fits what you want to achieve and what features you need to achieve those goals.

Now you understand what tools are available, let’s discuss what ASINs are, how they work, and how you can use reverse ASIN tools to optimize your Amazon SEO and PPC campaigns.

What is An ASIN?

An ASIN is an identification number consisting of 10 alphanumeric characters that’s assigned to products on Amazon for tracking. It stands for Amazon standard identification number and it is a requirement for all products on the Amazon marketplace as they help shoppers find the products they’re looking for.

Finding the ASIN for your products is simple: when you visit the product page on Amazon, you can see the ASIN in the URL and in the ‘Additional Information” section.

When you have product variations, you’ll notice there is one ASIN for all the products on the product page. It’s important to know the Amazon policies around product variations to understand how it affects the ASIN, especially the policies around how similar each product page is designed for each product variation.

Peep Behind Your Competitor’s Curtains

With reverse ASIN lookup tools, you can gain intel on your competitors.

Take the ASIN of their top ranking product, enter it into the tool search bar, and then research the keywords the product is ranking for.

You should do this for more than one of your products so you can scrape all the relevant keywords you need to rank them.

Why Use a Reverse ASIN Lookup Tool?

The aim of the process above is to see what keywords your competitors are targeting. You see the relevant high-performing keywords you should be including on your product pages and in your PPC campaigns. Knowing this you can improve your product’s organic rankings on Amazon.

With a reverse ASIN lookup tool, you can find hundreds of relevant keywords quickly so you don’t miss out on valuable keywords. You can also see how your competitors are performing and identify opportunities to leapfrog them.

As well as keywords, using the tool you can also uncover the number of reviews for the product you’re researching, whether the product has a Best Seller badge, the product’s search ranking, the estimated costs to rank the product keywords through PPC, and the total number of ASINs associated with a keyword. This last measure lets you see how competitive the keywords are.

Reverse ASIN Lookup Your Own Products

Don’t just track how your competitor’s products are performing; you can also track your own products to see how your keywords perform over time.

With new competitors entering the Amazon marketplace frequently and current competitors fighting for Amazon rankings, your product ranking won’t remain the same forever. You should refresh your keywords every few weeks to keep high rankings; always iterate and optimize your organic search by keeping your ranking for the best performing keywords and testing new ones.

That said, you want to make sure you’re not ranking for irrelevant keywords. It can be tempting to target keywords with low competition, but if they’re not relevant to your product then you’ll get poor traffic. Targeted traffic is better than uninterested traffic.

The Extra Benefit of Increasing Your Product Rankings

When you have products ranking on Amazon and you’re keeping those rankings by regularly refreshing your keywords and researching new keywords to rank for, you increase your revenue from those products and make them more established on Amazon.

Why is this important?

Well, when you have established products on Amazon that are proven to sell well, you have investable assets.

Buyers of Amazon FBA stores find these assets highly desirable. By acquiring your Amazon FBA store, they are able to profit from an Amazon business without going through the trials and tribulations of starting from scratch.

What you have with your Amazon FBA store is an asset just like any other; stocks, real estate, or currencies. When you understand that, you can sell your store and reinvest your profits into other projects.

You might feel like you’ve done all you can with your FBA business, or you might want to invest in other ventures such as real estate. Either way, you can sell your FBA business for 30–50 times your monthly net profit in a single transaction.

If you feel ready to take that step, then submit your business for sale on the world’s largest curated online business marketplace today.

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