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Valdieron: ASIN is to media products what ISBN is to book. Most ebooks I've seen simply use an ISBN, which is what you really should use.
Cait London: You can't publish the same book through two different publishers at the same time, so when I said he could use the same ISBN on Amazon, I was referring to the distribution, as once it's published under one ISBN, the book can't be issued a second one until the first is marked as "out of print".
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