diff --git a/asin/asin.module b/asin/asin.module
index a6a84a1..d72a208 100644
--- a/asin/asin.module
+++ b/asin/asin.module
@@ -29,7 +29,7 @@ function asin_field_info() {
       'description' => t('Store the id of a product listed on Amazon.com.'),
       'default_widget' => 'asin_text',
       'default_formatter' => 'asin_default',
-      'default_token_formatter' => 'asin_inline',
+      'default_token_formatter' => 'asin_plain',
     ),
   );
 }
@@ -96,32 +96,30 @@ function asin_field_formatter_info() {
     'asin_default' => array(
       'label' => t('Thumbnail with title'),
       'field types' => array('asin'),
-      'multiple values' => FIELD_BEHAVIOR_DEFAULT,
     ),
     'asin_details' => array(
       'label' => t('Thumbnail with details'),
       'field types' => array('asin'),
-      'multiple values' => FIELD_BEHAVIOR_DEFAULT,
     ),
     'asin_thumbnail' => array(
       'label' => t('Thumbnail image'),
       'field types' => array('asin'),
-      'multiple values' => FIELD_BEHAVIOR_DEFAULT,
     ),
     'asin_medium' => array(
       'label' => t('Medium image'),
       'field types' => array('asin'),
-      'multiple values' => FIELD_BEHAVIOR_DEFAULT,
     ),
     'asin_large' => array(
       'label' => t('Large image'),
       'field types' => array('asin'),
-      'multiple values' => FIELD_BEHAVIOR_DEFAULT,
     ),
     'asin_inline' => array(
       'label' => t('Link to item'),
       'field types' => array('asin'),
-      'multiple values' => FIELD_BEHAVIOR_DEFAULT,
+    ),
+    'asin_plain' => array(
+      'label' => t('ASIN as plain text'),
+      'field types' => array('asin'),
     ),
   );
 }
@@ -135,16 +133,21 @@ function asin_field_formatter_view($entity_type, $entity, $field, $instance, $la
   foreach ($items as $delta => $value) {
     $asin = trim($value['asin']);
     if (!empty($asin)) {
-      $lookup = amazon_item_lookup($asin);
-      if (!empty($lookup) && $item = $lookup[$asin]) {
-        // TODO: kill off amazon_inline_item. There's no reason for it to clutter the earth.
-        $theme_function = $display['type'] == 'asin_inline' ? 'amazon_inline_item' : 'amazon_item';
-        // Trim the 'asin_' prefix from the formatter machine name before
-        // passing it to the theme function.
-        if (strpos($display['type'], 'asin_') === 0) {
-          $style = substr($display['type'], 5);
+      if ($display['type'] == 'asin_plain') {
+        $element[$delta] = array('#markup' => $asin);
+      }
+      else {
+        $lookup = amazon_item_lookup($asin);
+        if (!empty($lookup) && $item = $lookup[$asin]) {
+          // TODO: kill off amazon_inline_item. There's no reason for it to clutter the earth.
+          $theme_function = $display['type'] == 'asin_inline' ? 'amazon_inline_item' : 'amazon_item';
+          // Trim the 'asin_' prefix from the formatter machine name before
+          // passing it to the theme function.
+          if (strpos($display['type'], 'asin_') === 0) {
+            $style = substr($display['type'], 5);
+          }
+          $element[$delta] = array('#markup' => theme($theme_function, array('item' => $item, 'style' => $style)));
         }
-        $element[$delta] = array('#markup' => theme($theme_function, array('item' => $item, 'style' => $style)));
       }
     }
   }