Amazon Glossary – Every Amazon Term Explained

A

A+ Content

A+ Content is an Amazon listing feature that allows brand-registered sellers to enhance product detail pages with images, comparison charts, and rich text. It improves conversion rates, SEO rankings, and customer trust.

A9 Algorithm

The A9 Algorithm is Amazon’s product search engine that decides how listings rank in search results. Optimizing keywords, sales history, and relevance helps sellers improve Amazon SEO visibility.

Account Health / Account Health Rating

Amazon Account Health measures how well a seller complies with Amazon policies, including order defect rate, late shipment rate, and policy violations. A strong rating helps keep your Amazon seller account active and trustworthy.

Ad Clicks

Ad Clicks show how many times customers click on your Amazon PPC ads. More clicks can indicate strong targeting and keyword relevance in your advertising campaigns.

Ad Impressions

Ad Impressions represent how often your Amazon ads are displayed to shoppers. Higher impressions mean more visibility in Amazon search results.

Ad Spend

Ad Spend is the total amount a seller invests in Amazon advertising campaigns. Tracking ad spend helps measure PPC performance and ROI.

Advertising Cost of Sales (ACoS)

ACoS is a key Amazon PPC metric showing the ratio of ad spend to sales revenue. A lower ACoS means your Amazon ads are more profitable.

Administrator (Brand Registry role)

In Amazon Brand Registry, the Administrator is the primary account holder with full control over brand access, permissions, and listing protection.

Aged Inventory

Aged Inventory refers to unsold stock stored in Amazon FBA warehouses for long periods. Managing aged inventory prevents high storage fees and improves cash flow.

All-Offers Display

The All-Offers Display shows every seller’s price, shipping option, and condition for the same Amazon product listing, helping buyers compare offers.

Amazon Application Programming Interface (API)

The Amazon API allows sellers and developers to connect third-party tools with Seller Central, automating tasks like inventory updates, pricing, and reporting.

Amazon Advantage

Amazon Advantage is a vendor program for publishers, authors, and media producers to sell books, music, and videos directly through Amazon’s retail system.

Amazon’s Choice

Amazon’s Choice is a badge given to products with high ratings, strong sales, and fast Prime shipping, boosting trust and click-through rates in search results.

Arbitrage

Arbitrage on Amazon is the practice of buying products at a lower price (online or retail) and reselling them on Amazon for profit. Popular strategies include retail arbitrage and online arbitrage.

ASIN (Amazon Standard Identification Number)

An ASIN is a unique 10-character code Amazon assigns to every product in its catalog. Sellers use ASINs to manage Amazon listings, inventory, and ads.

Associate / Affiliate Marketing

Amazon Associates is Amazon’s affiliate marketing program, where partners earn commissions by promoting and linking Amazon products on websites, blogs, or social media.

B

Backend

The backend of an Amazon product listing refers to hidden fields where sellers add backend keywords, attributes, and data that help improve Amazon SEO without being visible to customers.

Bid+

Bid+ was an Amazon PPC feature that automatically increased bids by up to 50% to help ads win more placements. It has been replaced by dynamic bidding strategies in Amazon Ads.

Bidding

Bidding in Amazon advertising is the process of setting the maximum amount you’re willing to pay per click on your ads. Smart bidding strategies improve visibility while controlling ad spend and ACoS.

Bill of Lading

A Bill of Lading is a legal shipping document used in Amazon FBA logistics that lists the cargo details between seller and carrier. It is required for smooth customs clearance and freight management.

Brand Gating

Brand Gating is an Amazon policy that restricts unauthorized sellers from listing certain branded products. It protects brand owners from counterfeit products and unauthorized resellers.

Brand Registry

Amazon Brand Registry is a program that gives brand owners enhanced tools for intellectual property protection, listing control, and brand content such as A+ Content and Stores.

Brand Stores

Amazon Brand Stores are custom storefronts within Amazon where brand-registered sellers showcase their product catalog with custom design, videos, and brand messaging.

Broad Keyword Match

Broad Match is an Amazon PPC targeting option where ads appear for search terms that include variations, synonyms, and related keywords. It helps increase reach but requires monitoring to control irrelevant clicks.

Broad Reach Potential

Broad Reach Potential refers to the ability of Amazon ads or listings to attract a wide audience by targeting broad keywords and categories. It helps maximize visibility but may lower precision.

Buy Box

The Buy Box is the prominent “Add to Cart” button on an Amazon product page, awarded to sellers with competitive pricing, strong metrics, and Prime eligibility. Winning the Buy Box drives the majority of Amazon sales.

Best Seller Rank (BSR)

Best Seller Rank (BSR) is a score Amazon assigns to products based on recent sales performance within a category. A lower BSR means higher Amazon sales volume and ranking.

Buyer Intent

Buyer Intent describes the likelihood of a customer purchasing a product based on their search terms, browsing behavior, and ad interactions. Targeting high-intent keywords improves conversion rates on Amazon.

C

Case Pack

A case pack is the standard number of identical units packaged together by a manufacturer. For Amazon FBA shipments, sellers must provide accurate case pack details for smooth inventory processing.

Catalog

An Amazon catalog is the database of all active product listings on the marketplace. Each product in the Amazon catalog is identified by a unique ASIN.

Charge / Charges

Charges refer to the various Amazon seller fees such as referral fees, FBA fees, storage charges, and advertising costs that impact profitability.

Chargeback

A chargeback occurs when a customer disputes a payment, and funds are reversed back to the buyer. On Amazon, chargebacks may result from fraudulent transactions or customer dissatisfaction.

Child Listing

A child listing is a variation of a parent listing, such as different sizes, colors, or styles of the same product. Amazon variation listings improve visibility and customer experience.

Click-Through Rate (CTR)

CTR is a metric showing the percentage of shoppers who click on an Amazon ad or listing after seeing it. A higher CTR means your keywords, images, and titles are engaging.

Conversion Rate

Conversion rate measures the percentage of customers who make a purchase after clicking your Amazon product listing or ad. Higher conversion rates improve ranking and sales performance.

Cost of Goods Sold (COGS)

COGS is the total cost of producing or sourcing products, including manufacturing, shipping, and Amazon fees. Sellers use COGS to calculate profit margins.

Cost Per Click (CPC)

CPC is the amount you pay each time a shopper clicks on your Amazon PPC ad. Optimizing CPC helps balance ad visibility with profitability.

Cerebro (Helium10 tool)

Cerebro is a Helium 10 keyword research tool that helps Amazon sellers analyze ASINs, find competitor keywords, and improve listing SEO.

Containers

In Amazon logistics, containers are large standardized shipping units (20ft or 40ft) used to transport goods internationally, often for FBA inventory shipments.

Cost / Costing

Costing refers to the calculation of all expenses involved in selling on Amazon, including product sourcing, shipping, FBA fees, and advertising. Proper costing ensures accurate profit analysis.

D

Disposal

Disposal in Amazon FBA refers to the process of removing unsellable or excess inventory from Amazon warehouses. Sellers can create a removal or disposal order to avoid long-term storage fees.

Dropshipping

Dropshipping is a business model where sellers list products on Amazon without holding inventory. When a customer places an order, the seller purchases the product from a supplier who ships it directly to the customer. Amazon requires sellers to follow strict dropshipping policies to remain compliant.

Demand Side Platform (DSP)

Amazon DSP (Demand Side Platform) is a programmatic advertising solution that allows brands to run display and video ads both on and off Amazon. It helps sellers reach new audiences, build brand awareness, and retarget customers.

E

Enhanced Brand Content (EBC)

Enhanced Brand Content, now known as A+ Content, allows brand-registered sellers to upgrade their Amazon product listings with rich media, detailed descriptions, and comparison charts to improve conversion rates and SEO rankings.

Exact Keyword Match

Exact Match is an Amazon PPC targeting option where ads only show when a customer’s search term matches the keyword exactly. It provides precise targeting and helps improve ad relevance and ACoS.

European Article Number (EAN)

EAN is a standardized 13-digit product identifier commonly used in Europe. On Amazon, sellers use EAN codes (along with UPCs and ISBNs) to list products and avoid duplicate ASINs.

Ex Works (EXW)

Ex Works is an international trade term (Incoterm) where the buyer is responsible for all shipping costs and risks once goods leave the seller’s premises. Many Amazon FBA sellers use Ex Works pricing when sourcing from overseas suppliers.

European Fulfillment Network (EFN)

EFN is an Amazon FBA program that allows sellers in Europe to store inventory in one country and fulfill customer orders across other EU marketplaces, making cross-border selling easier.

F

Fulfillment by Merchant (FBM)

FBM is a fulfillment method where sellers store, pack, and ship products directly to customers instead of using Amazon’s warehouses. FBM gives sellers more control but requires strong logistics and customer service management.

Fulfillment by Amazon (FBA)

FBA is Amazon’s fulfillment service where sellers send inventory to Amazon warehouses. Amazon handles storage, packaging, shipping, and customer service, helping sellers scale quickly and qualify for Prime shipping.

Fulfillment Center

An Amazon fulfillment center is a large warehouse where products are stored, picked, packed, and shipped to customers. Sellers using FBA rely on these centers to deliver fast and efficient order processing.

Fulfillment Network SKU (FNSKU)

An FNSKU is a unique identifier Amazon assigns to each product stored in its fulfillment centers. Sellers must label items with an FNSKU barcode to track inventory and ensure accurate order fulfillment.

Free On Board (FOB)

FOB is a shipping term that defines when ownership and responsibility for goods transfer from seller to buyer. In Amazon FBA sourcing, FOB terms determine whether the supplier or buyer covers shipping to the port.

Freight Forwarders

Freight forwarders are logistics specialists that arrange the transportation of goods from suppliers to Amazon FBA warehouses. They manage customs, shipping, and documentation for international sellers.

Full Container Load (FCL)

FCL is a shipping method where a full container (20ft or 40ft) is used exclusively for one seller’s goods. Amazon sellers choose FCL to reduce costs per unit and ensure secure, large-scale inventory shipping.

G

Global Trade Identification Number (GTIN)

A GTIN is a globally recognized product identifier used to track and standardize products across supply chains. On Amazon, GTINs (such as UPC, EAN, and ISBN) are required for creating new product listings and avoiding duplicate ASINs.

H

Hijackers

Hijackers are unauthorized sellers who list counterfeit or low-quality versions of a product under your Amazon listing and ASIN. This often leads to lost sales, negative reviews, and damaged brand reputation. Using Amazon Brand Registry and proactive monitoring helps protect against hijackers.

I

Index

Indexing on Amazon refers to when a product listing’s keywords are recognized by Amazon’s search algorithm (A9). If a keyword is indexed, the product can appear in Amazon search results, improving visibility and ranking.

Impressions

Impressions measure how many times an Amazon ad or product listing is displayed to shoppers. More impressions mean greater visibility, but conversion depends on CTR and keyword targeting.

International Standard Book Number (ISBN)

An ISBN is a unique identifier used for books. On Amazon, ISBNs are required when creating book listings, helping sellers ensure accuracy and avoid duplicate ASINs.

Inbound

Inbound refers to shipments of products sent from sellers to Amazon FBA fulfillment centers. Properly managed inbound shipments ensure faster processing, reduced delays, and efficient inventory management.

K

Keyword

A keyword is a search term customers use to find products on Amazon. Optimizing your listing with relevant keywords in titles, bullet points, and backend fields improves Amazon SEO and search rankings.

Keyword Match Types

Keyword Match Types in Amazon PPC advertising control how closely a customer’s search term must match your chosen keyword. The main match types are broad, phrase, and exact match, each with different reach and precision.

• Phrase Matchis a PPC targeting option where ads show when a shopper’s search includes your exact keyword phrase, in the same order, with possible words before or after. It balances reach and targeting accuracy.
• Exact Match is the most precise Amazon PPC match type, where ads only trigger if the search term exactly matches your chosen keyword (with minimal variations). It delivers high relevance and better ACoS control.
• Broad Match is a keyword targeting type where Amazon ads show for search terms related to your keyword, including synonyms and variations. It provides the widest reach but requires careful negative keyword management.

L

Launch

A launch is the process of introducing a new product on Amazon. It includes strategies like listing optimization, PPC campaigns, promotions, and reviews to boost visibility and sales momentum during the initial phase.

Landed Cost

Landed cost is the total cost of importing goods, including product cost, shipping, customs duties, taxes, insurance, and handling. Calculating accurate landed cost helps Amazon sellers set profitable prices.

Lightning Deals

Lightning Deals are time-limited promotions featured on Amazon’s Deals page, offering discounts for a short period. They help sellers increase sales velocity, clear inventory, and boost product visibility.

Listing

An Amazon listing is the product detail page where customers view product information, including title, images, bullet points, description, and reviews. Optimized listings improve conversion rates and organic ranking.

Long-Tail Keywords

Long-tail keywords are specific, multi-word search terms that have lower search volume but higher conversion potential. Using them in Amazon SEO helps target niche audiences and reduce PPC costs.

Less Than Truckload (LTL)

LTL shipping is a freight method where sellers ship smaller loads that don’t require a full truck. It’s commonly used in Amazon FBA shipments to reduce costs when sending inventory to fulfillment centers.

Less Than Container Load (LCL)

LCL shipping is when multiple sellers share space in a single shipping container. It’s a cost-effective way to import smaller shipments, though it may take longer due to consolidation.

Lock Screen Ads

Lock Screen Ads are Amazon Advertising placements that appear on Kindle e-readers and Fire tablets. They target customers directly on their device screens, helping brands increase product awareness.

M

Monthly Revenue

Monthly revenue is the total income a seller generates from sales on Amazon within a month. Tracking monthly revenue helps measure business growth, profitability, and seasonal performance trends.

Match Type

Match type refers to the targeting options in Amazon PPC advertising that determine how closely a shopper’s search query must align with your keyword. The main match types include broad, phrase, and exact match.

Monthly Sales

Monthly sales are the number of units sold on Amazon within a given month. This metric helps sellers track product demand, sales velocity, and overall marketplace performance.

Minimum Order Quantity (MOQ)

Minimum Order Quantity (MOQ) is the smallest number of units a supplier requires a buyer to purchase. Sellers often negotiate MOQs when sourcing products for Amazon FBA private label businesses.

Multi-Channel Fulfillment (MCF)

Multi-Channel Fulfillment (MCF) is an Amazon service that allows sellers to use FBA inventory to fulfill orders from other sales channels such as Shopify, eBay, or Walmart. It helps sellers manage inventory and logistics across platforms.

N

New-to-Brand Metrics

New-to-Brand Metrics are Amazon Advertising insights that show how many of your purchases come from customers buying your brand for the first time. These metrics help measure customer acquisition, brand growth, and campaign effectiveness.

Negative Keyword

A negative keyword is a PPC advertising setting that prevents your ad from appearing when specific search terms are used. Using negative keywords improves ad targeting, reduces wasted spend, and increases ROI.

O

Organic (Search / Ranking)

Organic ranking refers to a product’s position in Amazon search results without paid ads. Strong Amazon SEO, keyword optimization, and sales history help products achieve higher organic rankings, leading to more visibility and sales.

OEM Products

OEM (Original Equipment Manufacturer) products are items produced by one company and rebranded or resold by another. Many Amazon sellers source OEM products for private labeling and brand building.

Offer

An offer is the listing details provided by a seller for a product, including price, shipping terms, and availability. Multiple sellers can create offers for the same ASIN, competing for the Buy Box.

Offer Display

Offer Display refers to Amazon ad placements that appear on product detail pages, often showing competitor products. These ads help brands increase visibility and attract customers away from competing listings.

Outbound

Outbound refers to Amazon’s fulfillment process of shipping products to customers from warehouses (FBA) or directly by sellers (FBM). It covers packaging, handling, and final delivery.

P

Pan-EU (Pan-European FBA Program)

Pan-EU is an Amazon FBA program that allows sellers to store inventory in multiple European fulfillment centers. This helps reduce shipping costs, delivery times, and increase Prime eligibility across Europe.

P-Index

The P-Index (Performance Index) is an Amazon metric that measures inventory performance. A higher P-Index score indicates better stock management, sell-through rates, and reduced storage fees.

Pay Per Click (PPC)

Amazon PPC (Pay Per Click) is a form of sponsored advertising where sellers pay only when a shopper clicks their ad. PPC campaigns drive traffic, visibility, and sales while improving organic ranking.

Phrase Match

Phrase Match is a keyword targeting option in Amazon PPC that allows ads to appear when a shopper’s search contains the exact keyword phrase in the same order, with additional words before or after. It balances reach and relevance.

Private Label

Private label is a business model where sellers source generic products, rebrand them, and sell under their own brand name. This strategy gives sellers more control over pricing, branding, and profitability.

Profit Margin

Profit margin is the percentage of profit earned after deducting all costs (product cost, FBA fees, shipping, advertising) from the selling price. It helps Amazon sellers measure business sustainability and pricing strategy.

Programmatic

Programmatic advertising on Amazon refers to automated, data-driven ad buying using Amazon DSP. It enables brands to target shoppers across Amazon and third-party sites using AI and customer behavior data.

R

Referral Fee

A referral fee is the commission Amazon charges sellers on each product sold, calculated as a percentage of the item’s selling price. Referral fees vary by category and are a key part of Amazon seller costs.

Reach

Reach in Amazon advertising refers to the number of unique shoppers who see your ads. Expanding reach helps sellers improve brand awareness, customer acquisition, and sales potential.

Review / Review Rating

Reviews are customer feedback left on Amazon product listings, while review ratings (1–5 stars) reflect the overall customer satisfaction. Positive reviews improve conversion rates, organic ranking, and Buy Box chances.

Return on Ad Spend (RoAS)

RoAS is an advertising performance metric that measures the revenue generated for every dollar spent on ads. A higher RoAS means better ad efficiency and profitability for Amazon PPC campaigns.

Return on Investment (ROI)

ROI is the profitability measure that compares net profit against total investment costs. For Amazon sellers, ROI helps determine whether products, ads, and inventory strategies are delivering sustainable returns.

S

Seller Central

Seller Central is Amazon’s platform dashboard for third-party sellers, used to manage listings, inventory, advertising, orders, reports, and payments. It’s the main hub for running an Amazon FBA or FBM business.

Seller / Selling Partner

A seller (or Selling Partner) is an individual or business that lists products for sale on Amazon’s marketplace. Selling partners can operate through FBA, FBM, or hybrid models to reach millions of Amazon customers.

Search Volume

Search volume is the number of times a keyword is searched on Amazon within a given period. High search volume keywords help sellers target popular terms for better traffic and visibility.

Seed ASIN / Seed Keyword

A Seed ASIN or Seed Keyword is the starting point for keyword or competitor research. Sellers use tools to analyze these seeds to uncover related terms, PPC targets, and organic ranking opportunities.

Search Engine Optimization (SEO)

Amazon SEO is the process of optimizing product listings with the right keywords, images, and content to improve organic rankings in Amazon’s search results. Strong SEO increases visibility, traffic, and conversions.

Seller Fulfilled Prime (SFP)

Seller Fulfilled Prime allows sellers to ship directly to customers while offering Prime benefits like fast delivery. To qualify, sellers must meet strict performance and shipping standards.

Stock Keeping Unit (SKU)

An SKU is a unique identifier assigned by sellers to track products in inventory. On Amazon, SKUs help manage stock levels, sales data, and fulfillment.

Smart Complete Keywords

Smart Complete Keywords are auto-suggested search terms generated by Amazon’s search bar. They reveal what shoppers are actively searching, helping sellers discover high-converting keyword opportunities.

Small Parcel Delivery (SPD)

Small Parcel Delivery is a shipping method for sending individual boxes (usually under carrier size/weight limits) directly to Amazon fulfillment centers. It’s commonly used for FBA shipments.

Sponsored Brands

Sponsored Brands are Amazon ads that showcase a brand logo, custom headline, and multiple products at the top of search results. They are designed to increase brand awareness and sales.

Sponsored Products

Sponsored Products are Amazon PPC ads for individual product listings. They appear in search results and product detail pages, helping sellers boost traffic, visibility, and conversions.

Storefront

An Amazon Storefront is a customized brand page on Amazon where sellers showcase their product catalog, brand story, and collections. It enhances brand presence and shopper engagement.

T

Total Advertising Cost of Sales (TACoS)

TACoS is a key Amazon advertising metric that measures ad spend as a percentage of total revenue (both organic and paid sales). Unlike ACoS, which focuses only on ad-driven sales, TACoS shows the overall impact of advertising on business growth. A lower TACoS indicates that organic sales are increasing, while a higher TACoS may suggest over-reliance on paid ads.

U

Universal Product Code (UPC)

A UPC is a 12-digit barcode used to identify products in retail and on Amazon. Every product listed on Amazon requires a valid UPC (unless exempt), which helps ensure accurate cataloging, inventory tracking, and compliance with GS1 standards.

Ungated / Gated Categories

Gated categories are restricted product categories on Amazon that require approval before sellers can list items (e.g., jewelry, groceries, or health products). Ungated categories are open for selling without prior approval. Gaining approval for gated categories helps sellers expand product offerings and grow sales.

V

Versioning / Versions

Versioning refers to offering different variations of the same product, such as sizes, colors, or models. On Amazon, versioning helps organize products under one listing, improving customer experience and sales conversion.

Variation

A variation (or parent-child relationship) is when multiple product options—like color, size, or style—are grouped under a single Amazon listing. Variations increase visibility, cross-selling, and shopper convenience.

Vine Voices

Vine Voices are trusted reviewers in Amazon’s Vine Program, invited to leave reviews on new or pre-release products. Their reviews are considered highly credible, helping sellers build early product trust and sales momentum.

Value Added Tax (VAT)

VAT is a consumption tax applied to goods and services in many countries, including Europe and the UK. Amazon sellers trading internationally must comply with VAT registration, reporting, and payment rules.

Verified Purchase

A Verified Purchase is an Amazon review tag that indicates the reviewer actually bought the product through Amazon. Verified reviews are more credible and influence customer trust, conversion rates, and rankings.

Vendor Central

Vendor Central is Amazon’s platform for first-party (1P) sellers, where brands sell products directly to Amazon wholesale. Amazon then resells these products to customers. It differs from Seller Central (3P), as Amazon controls pricing, fulfillment, and inventory.

W

White Label

White label products are generic goods manufactured by one company and rebranded by another for sale under their own brand name. On Amazon, white labeling allows sellers to enter the market quickly without developing products from scratch, though it often comes with higher competition and lower brand differentiation compared to private label strategies.