The Amazon glossary for brand owners

1P means selling wholesale to Amazon Retail via Vendor Central. 3P means selling on the marketplace via Seller Central.

An outside warehouse and fulfillment provider handling storage, prep and shipping on your behalf.

The module-based rich content section that replaces the plain product description for Brand Registry sellers.

Amazon's composite view of a seller account's compliance, order defect rate, policy violations, late shipment rate.

Ad spend divided by ad revenue, shown as a percentage. The headline efficiency number for an Amazon PPC campaign.

Amazon's programmatic display and video buying platform, reaching audiences on and off Amazon.

The ten-character code Amazon assigns to every product listing. One ASIN is one product detail page.

A hidden keyword field on each listing, capped at roughly 250 bytes, used to index for terms that do not belong in visible copy.

The maximum you will pay for a click. Amazon runs a second-price auction, so you usually pay less than you bid.

A Brand Registry reporting suite showing search frequency rank, competitor share and repeat purchase behavior.

Amazon's program for verified brand owners, unlocking content control and enforcement tools. Requires a registered or pending trademark.

A free multi-page storefront on Amazon under your own vanity URL, available to Brand Registry sellers.

The ACOS at which an incremental advertised sale makes exactly zero profit, equal to your gross margin percentage.

A per-category rank based on recent sales velocity relative to everything else in that category.

The Add to Cart panel on a detail page, and the single offer it is currently pointed at. Amazon now officially calls it the Featured Offer.

What a unit costs you landed, manufacturing, inbound freight, duties and prep, before Amazon takes anything.

Orders divided by sessions. Amazon reports it as Unit Session Percentage in Business Reports.

Fake product listed against your ASIN. Distinct from grey-market goods, which are genuine but sold outside your distribution.

Clicks divided by impressions. On Amazon it is mostly a verdict on your main image, title and price.

The public product page for an ASIN, title, images, bullets, description, A+ content, reviews and the Buy Box.

You send inventory to Amazon's warehouses; Amazon picks, packs, ships and handles customer service and returns.

The per-unit fulfillment charge plus storage, and any surcharges for aged or oversized inventory.

You hold the inventory and ship each order yourself when it sells.

Whether Amazon has associated your listing with a keyword at all. Without indexing you cannot rank for it at any price.

Amazon's 0-1000 score for how efficiently you use FBA storage. It governs your restock limits.

Finding the searches real customers use for your product, then ranking them by relevance and volume.

Your offer on a product, the SKU, price, quantity and fulfillment method attached to an ASIN.

A third party attaching an offer to your ASIN without authorization, often with counterfeit or diverted stock.

Rewriting and rebuilding a detail page so it both ranks for the right searches and converts the traffic it earns.

The primary product photo shown in search results. Amazon requires a pure white background and strict framing rules.

The lowest price a reseller is permitted to advertise your product at, set by policy rather than by Amazon.

How loosely Amazon matches a shopper's search to your keyword, broad, phrase or exact.

A term you explicitly block, so your ads never show for it.

Where your product appears in unpaid search results for a given keyword.

A listing structure where several related ASINs (sizes, colors, pack counts) sit under one non-buyable parent.

Amazon's auction-based advertising system, Sponsored Products, Sponsored Brands and Sponsored Display.

Preparing units to Amazon's inbound requirements, poly-bagging, bubble wrap, labeling, bundling, suffocation warnings.

Amazon removing the Buy Box because it judges your price uncompetitive against other retailers.

Amazon's membership program offering fast free delivery. The Prime badge is one of the strongest conversion signals on a listing.

The document committing a buyer to purchase a stated quantity at a stated price on stated terms.

Amazon's commission on each sale, typically 8-15% of the total price depending on category. Most categories are 15%.

The process of getting unauthorized third-party sellers off your listings and keeping them off.

Caps Amazon places on how much inventory you may send in, based on your sales velocity and storage performance.

Advertising to shoppers who already viewed your product but did not buy, mainly through Sponsored Display.

Customer product ratings and written feedback on the detail page. Distinct from seller feedback, which rates the merchant.

Ad revenue divided by ad spend, expressed as a multiple. The mathematical inverse of ACOS.

The report showing the actual customer searches that triggered your ads, with spend, clicks and sales for each.

The dashboard third-party sellers use to manage listings, inventory, advertising, orders and payments.

Ratings of the merchant's service, shipping, packaging, communication. Separate from product reviews.

Visits to your detail page within 24 hours, as reported in Seller Central Business Reports.

Your own internal code for a sellable item. Unlike an ASIN, a SKU belongs to the seller, not to Amazon.

Banner ads carrying your logo, a headline and several products, usually at the top of search results. Brand Registry required.

Audience- and product-targeted display ads that appear on and off Amazon, including retargeting of past page viewers.

Keyword- and ASIN-targeted ads for a single product, shown inside search results and on competitor detail pages.

Stock physically in Amazon's warehouse with no active listing attached, so it cannot be sold.

A listing Amazon has hidden from search and browse because it fails a content, compliance or image requirement.

Ad spend divided by total revenue, organic and paid combined. The honest measure of how dependent a brand is on ads.

A serialization program where every unit carries a unique code Amazon scans before shipping.

A third party listing your product on Amazon without your permission, typically sourced through diversion or retail arbitrage.

The barcode standard Amazon uses to match a product to an existing catalog entry or create a new one.

The invitation-only portal for 1P vendors who sell wholesale directly to Amazon Retail.

An Amazon program that gives free units to trusted reviewers in exchange for honest reviews.

A model where a seller buys product outright from the brand at wholesale cost and resells it on Amazon at their own risk.