In the Book of Genesis, Asher (אָשֵׁר, Standard Hebrew Ašer, Tiberian Hebrew ʾĀšēr) is a son of Jacob and Zilpah, and the founder of the Tribe of Asher.

Asher comes from Ashar meaning "happy". Ashar is also a place in Palestine.

On his deathbed, Jacob blesses Asher by saying that his land would produce 'rich bread' and 'dainties' (Genesis 49:20).