{"id":34355,"date":"2026-07-09T11:40:27","date_gmt":"2026-07-09T09:40:27","guid":{"rendered":"https:\/\/kpw.law\/?p=34355"},"modified":"2026-07-09T11:53:48","modified_gmt":"2026-07-09T09:53:48","slug":"same-asin-different-product","status":"publish","type":"post","link":"https:\/\/kpw.law\/en\/same-asin-different-product\/","title":{"rendered":"Same ASIN, different product"},"content":{"rendered":"\n<div class=\"wp-block-group alignfull v4-pattern-hero v4-pattern-hero--post is-style-background-blend is-style-arrow has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\">\n<div class=\"wp-block-cover alignfull is-light v4-pattern-hero__cover\" style=\"padding-top:var(--wp--preset--spacing--80);padding-bottom:var(--wp--preset--spacing--80);min-height:75vh;aspect-ratio:unset;\"><img data-dominant-color=\"d7600f\" data-has-transparency=\"false\" loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" sizes=\"auto, 100vw\" class=\"wp-block-cover__image-background wp-image-34353 size-large not-transparent\" alt=\"Gleiche ASIN, anderes Produkt, Irref\u00fchrung, Amazon, E-Commerce, Wettbewerbsrecht, Rechtsanwalt\" src=\"https:\/\/kpw.law\/wp-content\/uploads\/Gleiche-ASIN-anderes-Produkt-1024x576.jpg\" style=\"--dominant-color: #d7600f; object-position:48% 86%\" data-object-fit=\"cover\" data-object-position=\"48% 86%\" srcset=\"https:\/\/kpw.law\/wp-content\/uploads\/Gleiche-ASIN-anderes-Produkt-1024x576.jpg 1024w, https:\/\/kpw.law\/wp-content\/uploads\/Gleiche-ASIN-anderes-Produkt-300x169.jpg 300w, https:\/\/kpw.law\/wp-content\/uploads\/Gleiche-ASIN-anderes-Produkt-768x432.jpg 768w, https:\/\/kpw.law\/wp-content\/uploads\/Gleiche-ASIN-anderes-Produkt-1536x864.jpg 1536w, https:\/\/kpw.law\/wp-content\/uploads\/Gleiche-ASIN-anderes-Produkt-2048x1152.jpg 2048w\" \/><span aria-hidden=\"true\" class=\"wp-block-cover__background has-base-background-color has-background-dim-0 has-background-dim\"><\/span><div class=\"wp-block-cover__inner-container has-global-padding is-layout-constrained wp-block-cover-is-layout-constrained\">\n<div style=\"height:5em\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-group alignwide has-global-padding is-content-justification-left is-layout-constrained wp-container-core-group-is-layout-97ba1214 wp-block-group-is-layout-constrained\" style=\"margin-top:0;margin-bottom:var(--wp--preset--spacing--80);padding-top:var(--wp--preset--spacing--60)\">\n<div class=\"wp-block-group has-global-padding is-layout-constrained wp-container-core-group-is-layout-a6a2a725 wp-block-group-is-layout-constrained\">\r\n<h1 id=\"multirow-headline-block_36fb1df768dd9807b52e9d01f6ee7045\" class=\"wp-block-visual4-multirow-headline\">\r\n    <div class=\"wp-block-visual4-multirow-headline\">\n\n<p class=\"has-gigantic-font-size wp-block-paragraph\" style=\"margin-top:0;margin-bottom:0;margin-left:0%;padding-top:0;padding-bottom:0;font-style:normal;font-weight:1000;line-height:1;text-transform:uppercase\">Same ASIN,<\/p>\n\n\n\n<p class=\"has-text-align-left has-huge-font-size wp-block-paragraph\" style=\"margin-top:0;margin-right:0;margin-bottom:0;margin-left:15%;padding-top:0;padding-bottom:0;font-style:normal;font-weight:1000;line-height:1;text-transform:uppercase\">different<\/p>\n\n\n\n<p class=\"has-contrast-color has-text-color has-link-color has-gigantic-font-size wp-elements-e4d4a0ace247c251e7aa652f5f70089c wp-block-paragraph\" style=\"margin-top:0;margin-bottom:0;margin-left:0%;padding-top:0;padding-bottom:0;font-style:normal;font-weight:1000;line-height:1;text-transform:uppercase\"><span class=\"v4-marker-highlight-background\">Product<\/span>.<\/p>\n\n<\/div> \r\n<\/h1>\n\n\n<div class=\"wp-block-group has-small-font-size is-nowrap is-layout-flex wp-container-core-group-is-layout-878d3859 wp-block-group-is-layout-flex\" style=\"margin-top:var(--wp--preset--spacing--20);margin-bottom:0;padding-top:0;padding-bottom:0;font-style:italic;font-weight:300;text-transform:uppercase\"><div style=\"font-style:italic;font-weight:300;text-transform:uppercase\" class=\"wp-block-post-date has-small-font-size\"><time datetime=\"2026-07-09T11:40:27+02:00\">9. July 2026<\/time><\/div>\n\n\n<p class=\"wp-block-paragraph\">of<\/p>\n\n\n<div style=\"font-style:italic;font-weight:600\" class=\"wp-block-post-author-name\">Clemens Pfitzer<\/div><\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-group alignwide has-global-padding is-content-justification-left is-layout-constrained wp-container-core-group-is-layout-3b99a472 wp-block-group-is-layout-constrained\">\n<p class=\"wp-block-paragraph\">Can customer reviews on Amazon for an ASIN be reused if the product they refer to has changed? Or is that anti-competitive? <\/p>\n<\/div>\n<\/div>\n<\/div><\/div>\n<\/div>\n\n<h2 id=\"h-worum-geht-s\" class=\"wp-block-heading\">What is it all about?<\/h2>\n\n<p class=\"wp-block-paragraph\">A company sells balcony solar systems, which are also colloquially referred to as \u201cbalcony power plants.\u201d It offered a complete package on Amazon that included solar panels as well as an inverter. A <a href=\"https:\/\/kpw.law\/en\/topics\/competitor\/\" id=\"23429\">competitor of the <\/a>company claimed that the package had originally contained an inverter from a specific trademark. The company now ships a unit with an inverter from a different trademark under the same Amazon product identifier (ASIN). According to the platform\u2019s guidelines, such a change would normally require a new ASIN to be assigned. Since this was not done, all customer reviews originally submitted for the package with the previously supplied inverter remained intact and are now incorrectly attributed to the current offering. In response, the competitor <a href=\"https:\/\/kpw.law\/rechtsgebiet\/wettbewerbsrecht\/\" id=\"197\">issued <\/a> <a href=\"https:\/\/kpw.law\/thema\/abmahnung\/\" id=\"182\">a cease and desist letter and <\/a> subsequently filed a motion for a preliminary injunction on the grounds of a violation of competition law .        <\/p>\n\n<p class=\"wp-block-paragraph\">The company that received the warning contested this. It argued that the assessments presented were merely circumstantial evidence. It could not recall any actual replacement of the inverter. Furthermore, the opposing party would have to explain in more detail how the ASIN had been assigned.   <\/p>\n\n<p class=\"wp-block-paragraph\">The Cologne Regional Court dismissed the motion for a preliminary injunction. Initially, the court held that a single customer review mentioning a previous inverter was not sufficient to establish a prima facie case. However, after additional relevant reviews were submitted during the proceedings, the Regional Court revised its reasoning. Even assuming that the reviews were misleading, the necessary commercial relevance was lacking, since the reviews in question dated from 2023 and no longer served as an incentive to purchase. Furthermore, consumers were already being accurately informed in the current offer about the inverter actually included at this time.    <\/p>\n\n<p class=\"wp-block-paragraph\">The competitor filed an appeal against this decision.<\/p>\n\n<h2 id=\"h-entscheidung-des-olg-koln\" class=\"wp-block-heading\">Decision of the Higher Regional Court of Cologne<\/h2>\n\n<p class=\"wp-block-paragraph\">The Cologne Higher Regional Court ruled in favor of the competitor, stating that  <a href=\"https:\/\/nrwe.justiz.nrw.de\/olgs\/koeln\/j2026\/6_W_30_26_Beschluss_20260518.html\">Decision of May 18, 2026 &#8211; Case No. 6 W 30\/26 <\/a>  in full. The use of the ASIN for a modified listing is anti-competitive. <\/p>\n\n<h2 id=\"h-der-wechsel-des-wechselrichters-als-indiz-fur-eine-irrefuhrung\" class=\"wp-block-heading\">The Replacement of the Inverter as Evidence of Misrepresentation<\/h2>\n\n<p class=\"wp-block-paragraph\">In this case, the Senate found that there was a high probability that the company had replaced the originally installed inverter with a different device but had continued to list the product under the same ASIN. Although the twelve out of approximately 500 customer reviews that explicitly mentioned the old inverter were, taken individually, merely circumstantial evidence, viewed as a whole, this supported the competitor\u2019s claim.    <\/p>\n\n<p class=\"wp-block-paragraph\">Another decisive factor for the Senate was how the company that received the warning had responded to these allegations. By merely stating that it could not recall any change to the inverter, the company had impermissibly defended itself by claiming lack of knowledge. A company must be informed about the composition of its own products and its own suppliers, especially since it had had sufficient time between the service of the complaint and its response to conduct an internal investigation. Since the relevant information was available only to the company making the offer, it was not the competitor\u2019s responsibility to provide further details regarding the internal procedures involved in assigning the ASIN. Rather, this so-called secondary burden of proof fell on the company against which the claim was made.    <\/p>\n\n<h2 id=\"h-geschaftliche-relevanz-der-bewertungszahl\" class=\"wp-block-heading\">Business Relevance of the Rating<\/h2>\n\n<p class=\"wp-block-paragraph\">The Regional Court had previously denied the commercial relevance of the misleading information, arguing that the twelve relevant reviews were too few to influence consumers. The Senate did not agree with this ruling. The decisive factor was not the number of reviews that explicitly named the earlier inverter, but rather the total number of reviews posted under the continued ASIN for the earlier offer\u2014and thus erroneously attributed to the current product. The total number of reviews is a key criterion for the consumers in question because it allows them to draw conclusions about the product\u2019s popularity and the reliability of the reviews. Double-digit review counts offer no comparable assurance in this regard and are also more susceptible to courtesy reviews.    <\/p>\n\n<div class=\"wp-block-group v4-pattern-general-quote-box has-kpw-blue-background-color has-background has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"margin-top:var(--wp--preset--spacing--60);margin-bottom:var(--wp--preset--spacing--60)\">\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\" style=\"padding-right:var(--wp--preset--spacing--70);padding-left:var(--wp--preset--spacing--70)\">\n<p class=\"wp-block-paragraph\">Customer reviews are a key element of marketing on a platform like Amazon. If they refer to an offer other than the one now being advertised using those reviews, this constitutes a false statement that is likely to mislead consumers. <\/p>\n<\/blockquote>\n<\/div>\n\n<h2 id=\"h-praxistipps\" class=\"wp-block-heading\">Practical Tips<\/h2>\n\n<p class=\"wp-block-paragraph\">Sellers on Amazon should check, when making changes to a listed product, whether this will require them to use a new ASIN for the product, thereby potentially jeopardizing their product\u2019s hard-earned ranking. If an existing ASIN is retained despite such a change, the seller risks receiving cease and desist letters under competition law. <\/p>\n\r\n\r\n\r\n\r\n            <div id=\"content-cloner-block_966801806ab85ec8b702dfab85d4aa88\" class=\"wp-block-visual4-content-cloner alignfull\">\r\n            \n<div class=\"wp-block-cover alignfull is-light has-base-color has-text-color has-link-color wp-elements-b24dfd2c2975c61c616eb74d9a3ea188\" style=\"padding-top:var(--wp--preset--spacing--70);padding-bottom:var(--wp--preset--spacing--70)\"><span aria-hidden=\"true\" class=\"wp-block-cover__background has-secondary-background-color has-background-dim-60 has-background-dim\"><\/span><video class=\"wp-block-cover__video-background intrinsic-ignore\" autoplay muted loop playsinline src=\"https:\/\/kpw.law\/wp-content\/uploads\/loop-1.mp4\" data-object-fit=\"cover\"><\/video><div class=\"wp-block-cover__inner-container has-global-padding is-layout-constrained wp-block-cover-is-layout-constrained\">\n<div class=\"wp-block-columns alignwide is-layout-flex wp-container-core-columns-is-layout-8e83a95e wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:40%\">\n<div class=\"wp-block-group alignwide has-global-padding is-layout-constrained wp-container-core-group-is-layout-a6a2a725 wp-block-group-is-layout-constrained\">\n<div class=\"wp-block-group alignfull is-nowrap is-layout-flex wp-container-core-group-is-layout-f56f613f wp-block-group-is-layout-flex\">\n<h2 class=\"wp-block-heading has-medium-font-size\" style=\"font-style:italic;font-weight:500;letter-spacing:10%\">Received a cease and desist letter?<\/h2>\n<\/div>\n\n\n\r\n<div id=\"multirow-headline-block_1d0ab35d914a2e032491f45580bde12e\" class=\"wp-block-visual4-multirow-headline alignwide\">\r\n    <div class=\"wp-block-visual4-multirow-headline\">\n\n<p class=\"has-huge-font-size wp-block-paragraph\" style=\"margin-top:0;margin-bottom:0;margin-left:0%;padding-top:0;padding-bottom:0;font-style:normal;font-weight:1000;line-height:1;text-transform:uppercase\">How to react<\/p>\n\n\n\n<p class=\"has-text-align-left has-x-large-font-size wp-block-paragraph\" style=\"margin-top:0;margin-right:0;margin-bottom:0;margin-left:8%;padding-top:0;padding-bottom:0;font-style:normal;font-weight:1000;line-height:0.9;text-transform:uppercase\">You are best advised to<\/p>\n\n\n\n<p class=\"has-text-align-left has-huge-font-size wp-block-paragraph\" style=\"margin-top:0;margin-right:0;margin-bottom:0;margin-left:0%;padding-top:0;padding-bottom:0;font-style:normal;font-weight:1000;line-height:0.9;text-transform:uppercase\">cease and desist letter!<\/p>\n\n<\/div> \r\n<\/div><\/div>\n\n\n\n<p class=\"has-medium-font-size wp-block-paragraph\">A cease and desist letter, e.g. for infringement of competition law, industrial property rights or copyright, should always be taken seriously, as it can have considerable legal and financial consequences.<\/p>\n\n\n\n<p class=\"has-medium-font-size wp-block-paragraph\">Timely and professional advice is crucial in order to minimize risks and develop the right strategy.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"padding-top:var(--wp--preset--spacing--50);padding-bottom:var(--wp--preset--spacing--50);flex-basis:60%\">\n<ol start=\"1\" class=\"wp-block-list\">\n<li><strong>Check cease and desist letter:<\/strong> Have the cease and desist letter legally checked. Not every cease and desist letter is justified, formally correct and abusive cease and desist letters are unlawful. <\/li>\n\n\n\n<li><strong>Observe the deadline<\/strong>: Be sure to respond within the set deadline to avoid further legal action such as an injunction or a lawsuit.<\/li>\n\n\n\n<li><strong>Check the cease-and-desist declaration<\/strong>: Do not sign a pre-formulated cease-and-desist declaration without legal advice. It could be too far-reaching and lead to considerable and lasting disadvantages. Once a cease-and-desist declaration has been signed, it is almost impossible to get rid of it and can result in considerable follow-up costs in the form of high contractual penalties.  <\/li>\n\n\n\n<li><strong>Strategy<\/strong>: Regardless of whether the cease and desist letter is justified or not, you should consider the right strategy for responding to the cease and desist letter with professional support. Many aspects play a role here. For example, there may be formal errors or the submission of a cease-and-desist declaration may involve incalculable risks.  <\/li>\n<\/ol>\n<\/div>\n<\/div>\n<\/div><\/div>\n        <\/div>\r\n    \r\n\n<h2 id=\"h-fazit\" class=\"wp-block-heading\">Conclusion<\/h2>\n\n<div class=\"wp-block-columns v4-pattern-text-copy-half-col is-layout-flex wp-container-core-columns-is-layout-f56f613f wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<p class=\"wp-block-paragraph\">It should come as no surprise to anyone that retaining reviews when the product being offered is replaced raises legal issues. However, the decision is not quite as clear-cut as it seems.   <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">However, the Higher Regional Court expressly left open the question of how the case would be assessed if the replaced inverter had been a product of technically equivalent design. This particular scenario is likely to be quite common in practice\u2014for example, when a supplier is changed for supply chain reasons, but the component is technically equivalent. Whether a new ASIN\u2014and thus a loss of customer reviews\u2014would be mandatory in such a case remains open following this decision.  <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The legal status of reusing customer reviews when product changes are made therefore remains unclear, even though this is likely to be unfair in many cases.  <\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<\/div>\n<\/div>\n\n<div class=\"wp-block-group alignwide has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"margin-top:var(--wp--preset--spacing--80);margin-bottom:var(--wp--preset--spacing--80)\">\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-group alignwide v4-pattern-cta-box has-secondary-background-color has-background has-global-padding is-layout-constrained wp-container-core-group-is-layout-0c8cea62 wp-block-group-is-layout-constrained\" style=\"padding-top:0;padding-right:0;padding-bottom:0\">\n<div class=\"wp-block-columns alignwide are-vertically-aligned-top v4-pattern-cta-box__columns is-layout-flex wp-container-core-columns-is-layout-71c143ff wp-block-columns-is-layout-flex\" style=\"padding-top:0;padding-bottom:0\">\n<div class=\"wp-block-column is-vertically-aligned-top v4-pattern-cta-box__columns-column is-layout-flow wp-container-core-column-is-layout-fb77afb0 wp-block-column-is-layout-flow\" style=\"padding-top:var(--wp--preset--spacing--50);padding-bottom:0;flex-basis:60%\">\n<div class=\"wp-block-group alignwide has-global-padding is-content-justification-right is-layout-constrained wp-container-core-group-is-layout-1931a79c wp-block-group-is-layout-constrained\">\r\n<div id=\"multirow-headline-block_1d0ab35d914a2e032491f45580bde12e\" class=\"wp-block-visual4-multirow-headline alignwide\">\r\n    <div class=\"wp-block-visual4-multirow-headline\">\n\n<p class=\"has-text-align-left has-huge-font-size wp-block-paragraph\" style=\"margin-top:0;margin-bottom:0;margin-left:0%;padding-top:0;padding-bottom:0;font-style:normal;font-weight:1000;line-height:1;text-transform:uppercase\">We are happy to<\/p>\n\n\n\n<p class=\"has-text-align-left has-x-large-font-size wp-block-paragraph\" style=\"margin-top:0;margin-right:0;margin-bottom:0;margin-left:8%;padding-top:0;padding-bottom:0;font-style:normal;font-weight:1000;line-height:0.9;text-transform:uppercase\">advise you about<\/p>\n\n\n\n<p class=\"has-text-align-left has-huge-font-size wp-block-paragraph\" style=\"margin-top:0;margin-right:0;margin-bottom:0;margin-left:0%;padding-top:0;padding-bottom:0;font-style:normal;font-weight:1000;line-height:0.9;text-transform:uppercase\">Competition law!<\/p>\n\n<\/div> \r\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-group is-nowrap is-layout-flex wp-container-core-group-is-layout-9da75b5c wp-block-group-is-layout-flex\" style=\"margin-top:var(--wp--preset--spacing--30);margin-bottom:var(--wp--preset--spacing--30)\">\r\n\r\n<div class=\"wp-block-visual4-contact-modal__button\">\r\n            \r\n        <div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\r\n            \r\n\r\n<div class=\"wp-block-button v4-contact-modal-button is-style-fill\" style=\"font-style:normal;font-weight:600\" data-form-id=\"8\"><a class=\"wp-block-button__link has-contrast-color has-base-background-color has-text-color has-background has-link-color wp-element-button\">Contact form<\/a><\/div>\r\n\r\n        <\/div>\r\n        \r\n    <\/div>\n\n\n<div class=\"wp-block-buttons is-style-mobile-only is-content-justification-left is-layout-flex wp-container-core-buttons-is-layout-a768b15a wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button is-style-arrow is-style-fill\"><a class=\"wp-block-button__link has-base-background-color has-background wp-element-button\" href=\"tel:4971141019030\" style=\"padding-right:var(--wp--preset--spacing--50);padding-left:var(--wp--preset--spacing--50);font-style:normal;font-weight:600\">Call now!<\/a><\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-top v4-pattern-cta-box__columns-column v4-pattern-cta-box__columns-column--image is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:40%\">\n<figure class=\"wp-block-image size-full v4-pattern-cta-box__columns-column__image\"><img decoding=\"async\" src=\"https:\/\/kpw.law\/wp-content\/themes\/kpw-law\/assets\/samples\/person-cropped.png\" alt=\"\" class=\"wp-image-23155\" \/><\/figure>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Cologne Higher Regional Court: Anyone who continues to use customer reviews under the same Amazon ASIN after a product change is engaging in misleading and anti-competitive conduct.<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[4904],"tags":[5184,5101,5185,5198,5666,5889,5327,5277],"thema":[4997],"rechtsgebiet":[4987,5013],"produkt":[],"class_list":["post-34355","post","type-post","status-publish","format-standard","hentry","category-general","tag-amazon-en","tag-amazon-cease-and-desist-letter","tag-amazon-marketplace-en","tag-amazon-retailer","tag-asin-en","tag-customer-rating","tag-misleading-en","tag-reviews","thema-ratings-and-rating-portals","rechtsgebiet-competition-law","rechtsgebiet-e-commerce-en"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.9 (Yoast SEO v27.9) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Same ASIN, different product on Amazon<\/title>\n<meta name=\"description\" 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