I've not seen this personally, and checking my last 10 ordered items (some 6-7 character made up brand imported items and some recognizable brand items), following this process landed me on the same ASIN/same PDP each time, but it's definitely intriguing enough for me to want to find out more.
* The alphanumeric Amazon Stock ID Number, for physical goods it's usually (always?) a B followed by 9 alphanumeric digits.