Amazon Glossary

🅰 A

ACoS (Advertising Cost of Sales)

ACoS stands for Advertising Cost of Sales and is a key performance metric used in Amazon advertising. It is calculated by dividing the total ad spend by the total sales generated from that spend and is expressed as a percentage. For example, if you spent $20 on ads and made $100 in sales, your ACoS would be 20%.

A lower ACoS typically indicates better ad efficiency, meaning you're spending less to generate more revenue. However, depending on your goals (like brand awareness or product launch), a higher ACoS may still be acceptable.

ASIN (Amazon Standard Identification Number)

An ASIN is a unique 10-character alphanumeric code assigned to every product listed on Amazon. It helps the platform organize and manage its vast catalog. Each ASIN is unique within a specific marketplace, making it essential for product tracking, indexing, and search visibility.

Sellers often need to reference ASINs when setting up listings, creating ads, managing inventory, or analyzing competitor products. Understanding ASINs is crucial for anyone managing an Amazon storefront.

A/B Testing (Split Testing)

A/B Testing, also known as Split Testing, is the process of comparing two versions of a product listing, ad, or image to determine which performs better. It helps Amazon sellers make data-driven decisions to improve conversions and sales.

For example, you might test two different product titles or images to see which drives higher click-through or conversion rates. Platforms like Amazon Experiments (for Brand Registered sellers) allow A/B testing on A+ Content and product titles.

Amazon Attribution

Amazon Attribution is a measurement and analytics tool that allows sellers to track how their off-Amazon marketing channels—like Google Ads, Facebook, email, or influencer campaigns—drive sales on Amazon. It provides valuable insight into which external efforts are contributing to conversions and product page views.

By using attribution tags, sellers can optimize their multichannel marketing strategies and reallocate budget to high-performing sources. It's particularly useful for brands aiming to scale visibility and reach beyond Amazon’s ecosystem.

Amazon Brand Registry

Amazon Brand Registry is a program designed to protect registered trademarks and give brand owners greater control over their listings. It offers access to advanced tools such as A+ Content, Amazon Stores, and proactive brand protection from counterfeit listings.

Enrolling in Brand Registry also unlocks enhanced analytics and reporting features, which help brands improve product discoverability, optimize listings, and strengthen their overall presence on the platform.

Amazon FBA (Fulfillment by Amazon)

Fulfillment by Amazon (FBA) is a service that allows sellers to store products in Amazon's fulfillment centers, where Amazon handles picking, packing, shipping, and customer service. FBA enables faster delivery times, Prime eligibility, and reduced logistical burdens for sellers.

This model is ideal for sellers looking to scale without managing warehousing and shipping logistics themselves. However, it does involve storage fees and fulfillment costs, which should be factored into pricing strategies.

A+ Content

A+ Content allows Brand Registered sellers to enhance their product detail pages with rich media like comparison charts, lifestyle images, and formatted text. This elevated content helps communicate product benefits more effectively and builds trust with potential buyers.

High-quality A+ Content can increase conversion rates, reduce returns, and differentiate your product in a competitive market. It also plays a crucial role in brand storytelling and SEO optimization within the Amazon ecosystem.

🅱 B

Buy Box

The Buy Box is the prominent “Add to Cart” button on an Amazon product detail page that leads directly to checkout. Winning the Buy Box significantly boosts sales, as most customers use it to make purchases. Multiple sellers can list the same product, but only one is featured in the Buy Box at any given time.

Factors that influence Buy Box eligibility include pricing, fulfillment method (FBA tends to have an edge), seller performance, shipping speed, and inventory levels. Optimizing for the Buy Box is critical for sustained success on Amazon.

Backend Keywords

Backend keywords are hidden search terms that sellers can add to their Amazon product listings to improve discoverability without cluttering the visible content. These keywords are indexed by Amazon’s algorithm but not shown to customers.

Sellers should use relevant, non-repetitive, and misspelled variations or synonyms of their primary keywords in the backend section to enhance SEO. It's a powerful tool to increase organic traffic when used strategically.

Brand Analytics

Brand Analytics is an Amazon tool available to Brand Registered sellers, providing insights into customer behavior, competitor performance, and market trends. It includes valuable data like the Amazon Search Terms Report, Demographics Report, and Market Basket Analysis.

With Brand Analytics, sellers can identify high-converting keywords, optimize listings, monitor competitor movements, and refine advertising strategies. It’s a goldmine of data for making smarter marketing and inventory decisions.

Brand Storefront

An Amazon Brand Storefront is a customizable multi-page shopping experience that showcases a brand’s full product line. It’s like a mini-website within Amazon, offering curated visuals, branded banners, and category navigation without competitor ads.

Creating a storefront enhances brand identity, boosts conversion rates, and drives traffic through Sponsored Brand Ads or external channels. It’s a must-have for brands looking to offer a cohesive and immersive customer experience.

BSR (Best Sellers Rank)

The Best Sellers Rank (BSR) indicates a product’s relative sales performance within its category on Amazon. A lower BSR means higher sales. Every product can have multiple BSRs—one for its main category and others for subcategories.

While BSR is not a measure of overall quality or reviews, it’s a key indicator of market demand and sales velocity. Monitoring BSR trends can help sellers identify seasonality, growth opportunities, and competitive positioning.

Brand Voice

Brand Voice refers to the consistent tone, language, and personality a brand uses across its Amazon listings, A+ Content, storefront, and ads. A strong, recognizable voice builds trust, conveys values, and sets the brand apart from competitors.

Maintaining a clear Brand Voice on Amazon—whether it's professional, playful, or informative—enhances storytelling, increases customer loyalty, and supports cohesive branding across all touchpoints.

Bulk Upload (Inventory Files)

Bulk Upload is the process of managing multiple product listings at once using flat files or inventory templates in Seller Central. This method is ideal for sellers with large catalogs who want to streamline product creation, pricing, and inventory updates.

By using bulk uploads, sellers can save time, reduce manual errors, and ensure consistency across listings. Mastery of this tool is especially important for scaling operations efficiently on Amazon.

🅲 C

Customer Reviews

Customer reviews on Amazon are critical to product credibility, sales, and search ranking. They provide social proof and influence buyer decisions. Products with higher ratings and more detailed reviews often convert better and appear more prominently in search results.

Managing customer reviews involves encouraging satisfied buyers to leave feedback and responding promptly to negative comments. While sellers can’t directly incentivize reviews, excellent customer service and product quality naturally lead to better ratings.

Coupon Promotions

Coupon promotions are discounts sellers can offer on Amazon to boost visibility and conversions. These coupons appear as green tags on product listings and can be applied by shoppers at checkout. Coupons can be set as a dollar amount or percentage off and are often paired with a minimum purchase requirement.

Coupons are an effective tool to increase traffic, gain Buy Box visibility, and compete in saturated categories. They also help drive impulse purchases and can be used strategically during product launches or seasonal campaigns.

CTR (Click-Through Rate)

Click-Through Rate (CTR) measures the percentage of people who click on your product or ad after seeing it. It’s calculated by dividing the number of clicks by the number of impressions. A high CTR typically indicates that your product title, main image, and price are resonating well with shoppers.

CTR is an important performance metric for both organic listings and Amazon ads. Improving CTR often starts with optimizing your listing’s visual appeal, pricing strategy, and relevance to customer search terms.

Conversion Rate Optimization (CRO)

Conversion Rate Optimization (CRO) refers to the process of improving the percentage of visitors who complete a desired action—like making a purchase—on your Amazon listing. It involves analyzing customer behavior, A/B testing, and enhancing listing elements such as titles, images, bullet points, and A+ Content.

CRO is a powerful growth lever. Even small tweaks can lead to significant gains in profitability by turning more browsers into buyers. It’s essential for maximizing ROI from both organic traffic and advertising efforts.

Catalog Management

Catalog Management on Amazon involves organizing, updating, and maintaining all product listings to ensure accuracy and consistency. This includes SKU creation, pricing updates, inventory control, variation setups, and content optimization.

Effective catalog management is crucial for large sellers and brands with extensive product lines. It minimizes listing errors, improves customer experience, and supports better ad performance and operational efficiency.

Competitor Analysis

Competitor analysis is the process of evaluating rival brands and products on Amazon to identify strengths, weaknesses, and opportunities. It includes studying pricing strategies, reviews, ad placements, listing quality, and keyword usage.

By understanding what top-performing competitors are doing right (or wrong), sellers can refine their own strategy, find gaps in the market, and stay ahead in a constantly evolving marketplace.

Chargebacks

Chargebacks occur when a customer disputes a credit card charge, often claiming they didn’t receive the product or authorize the purchase. On Amazon, this is part of the A-to-Z Guarantee claims process. If the seller is found at fault, the transaction is reversed, and the funds are returned to the buyer.

Chargebacks can affect seller performance metrics and lead to financial loss. Sellers must ensure timely shipping, clear communication, and accurate product descriptions to reduce chargeback risk.

🅳 D

DSP (Demand Side Platform)

Amazon DSP (Demand Side Platform) allows advertisers to programmatically buy display, video, and audio ads both on and off Amazon. It’s ideal for brands that want to build awareness and retarget audiences across the web using Amazon’s deep shopper insights.

Unlike Sponsored Ads, Amazon DSP supports broader campaign goals beyond search, such as audience targeting, brand lift, and reach. It’s often used by established brands looking to scale visibility and tap into Amazon’s vast data network.

Detail Page

The detail page is the individual product page where customers learn more about an item before making a purchase. It includes elements such as the title, bullet points, images, price, product description, reviews, and A+ Content.

An optimized detail page improves both conversion rate and SEO. Clear product information, high-quality images, and trust signals (like reviews and badges) play a vital role in driving sales and minimizing returns.

Dropshipping

Dropshipping is a retail fulfillment method where the seller does not keep inventory in stock. Instead, when an order is placed, the seller purchases the item from a third-party supplier who ships it directly to the customer. On Amazon, dropshipping is allowed only under strict compliance with its policies.

Sellers must ensure that their name appears on all packaging and invoices, and they remain responsible for customer service. While it lowers inventory risk, dropshipping can create challenges in shipping speed, quality control, and customer experience.

Dynamic Bidding

Dynamic Bidding is an Amazon advertising feature where the platform automatically adjusts your bid in real-time based on the likelihood of conversion. There are two types: “Up and Down” (Amazon increases or decreases bids based on conversion probability) and “Down Only” (Amazon lowers bids when conversion is unlikely).

This strategy helps improve ad efficiency by letting Amazon's algorithm optimize your bids depending on shopper behavior, time of day, or placement quality.

Daily Budget (Amazon Ads)

The Daily Budget in Amazon Ads is the maximum amount a seller is willing to spend on a campaign per day. It helps control ad spend and ensures that campaigns don’t exceed financial limits.

Setting the right daily budget depends on your advertising goals, competition level, and product margins. A budget that’s too low may limit exposure, while a budget that’s too high without strategy can lead to wasted spend.

Disbursements

Disbursements refer to the payments Amazon makes to sellers from their sales proceeds. After deducting fees, Amazon deposits the remaining balance into the seller’s registered bank account, usually on a 14-day cycle for most sellers.

Tracking disbursements is essential for cash flow management. Sellers should monitor payout schedules, reconcile earnings with orders, and ensure banking details are up to date in Seller Central.

Defect Rate

Order Defect Rate (ODR) is a key performance metric used by Amazon to evaluate seller reliability. It includes negative feedback, A-to-Z Guarantee claims, and chargebacks. Amazon expects sellers to maintain an ODR below 1% to remain in good standing.

A high defect rate can result in listing suspensions or even account deactivation. Maintaining accurate listings, fast shipping, and responsive customer service is crucial to keeping your defect rate low.

🅴 E

Enhanced Brand Content (EBC)

Enhanced Brand Content (EBC) was the predecessor to what is now known as A+ Content on Amazon. It allowed Brand Registered sellers to enrich their product detail pages with visual elements like banners, custom layouts, and formatted text.

While the term “EBC” is largely outdated, many sellers still use it interchangeably with A+ Content. The goal remains the same: improve shopper engagement, boost conversion rates, and deliver a more polished brand experience.

Early Reviewer Program

The Early Reviewer Program was an Amazon initiative aimed at helping new products gain initial reviews. In exchange for a small reward (usually a $1–$3 Amazon gift card), verified customers were encouraged to leave honest feedback after purchase.

Although Amazon retired the program in 2021, the term is still referenced when discussing legacy strategies for building product credibility. Today, sellers focus on organic review generation, quality service, and tools like Vine.

Estimated Delivery Date

The Estimated Delivery Date (EDD) is the timeframe Amazon provides customers during checkout to indicate when they can expect their order to arrive. It is calculated based on fulfillment method, shipping speed, carrier reliability, and location.

Meeting the EDD is vital for customer satisfaction and seller performance metrics. Consistent delays can result in negative reviews, higher defect rates, and reduced visibility in search.

External Traffic

External Traffic refers to shoppers who land on your Amazon product pages through non-Amazon sources such as Google Ads, Facebook, influencers, blogs, or email campaigns. Driving external traffic can increase product visibility and improve Best Sellers Rank (BSR).

Amazon rewards sellers who bring in outside shoppers, especially when paired with tools like Amazon Attribution. Successful sellers use external traffic to boost launches, drive brand awareness, and reduce dependence on Amazon’s internal ad ecosystem.

Exclusive Brand Deals

Exclusive Brand Deals are time-limited promotions offered by Amazon for select Brand Registered sellers. These deals often appear during high-traffic periods like Prime Day, Black Friday, or Cyber Monday and receive premium placement on deal pages.

Participating in exclusive deals can significantly increase traffic and sales, but sellers must meet strict performance and discount criteria. It’s a valuable tactic for inventory movement and visibility in competitive categories.

Excess Inventory

Excess Inventory refers to overstocked items sitting in Amazon’s fulfillment centers longer than desired, often incurring long-term storage fees. It ties up capital and negatively impacts profitability.

Amazon provides tools like the Inventory Health Report and Manage Excess Inventory dashboard to help sellers identify slow-moving products and take corrective action, such as creating coupons, running ads, or removing stock.

Exit Strategy (for Amazon Brands)

An Exit Strategy is a long-term plan to sell or transfer ownership of your Amazon business. As the FBA aggregator space grows, many sellers now build brands with the intent to sell to investors or aggregators once revenue, reviews, and operations stabilize.

A solid exit strategy involves clean financials, consistent sales, strong branding, and transferable assets like trademarks and custom content. Planning early can greatly increase your business's valuation when you're ready to exit.

🅵 F

FBA (Fulfillment by Amazon)

Fulfillment by Amazon (FBA) is a service that allows sellers to store their products in Amazon’s warehouses. Once an order is placed, Amazon handles packing, shipping, returns, and customer service. FBA also makes products eligible for Prime, which can significantly boost visibility and conversion rates.

While FBA offers convenience and scalability, sellers must account for storage and fulfillment fees. It’s a popular choice for those looking to streamline logistics and focus on scaling their Amazon business.

FBM (Fulfilled by Merchant)

Fulfilled by Merchant (FBM) is a fulfillment method where sellers store inventory and handle shipping, customer service, and returns on their own or through third-party logistics providers. It provides greater control over the fulfillment process and can help reduce fees.

FBM is ideal for sellers with unique shipping needs, large or bulky products, or strong in-house operations. However, it requires maintaining fast shipping times and excellent customer support to compete with FBA sellers.

FNSKU (Fulfillment Network Stock Keeping Unit)

FNSKU is Amazon’s proprietary barcode used to identify products stored and shipped via FBA. Each FNSKU is linked to a specific seller and product, ensuring inventory is properly tracked and credited to the correct account.

To use FBA, sellers must label each item with its FNSKU unless enrolled in stickerless commingled inventory. Proper FNSKU labeling is crucial to avoid fulfillment errors, misattribution, or inventory mix-ups.

Free Shipping Threshold

The Free Shipping Threshold is the minimum purchase amount a customer must meet to qualify for free shipping on Amazon. For non-Prime members, this typically starts at $25. Prime members, however, receive free two-day shipping on eligible items regardless of cart value.

For sellers, understanding this threshold can help in pricing and bundling strategies. Offering promotions or product combinations that help customers reach the threshold can increase average order value.

Feedback Rating

Feedback Rating reflects a seller’s performance based on customer reviews of their service, not the product itself. Buyers rate sellers on shipping speed, communication, packaging, and overall experience. A high rating builds trust and improves Buy Box eligibility.

Maintaining a strong feedback score requires consistent service, prompt issue resolution, and proactive communication. Negative feedback can impact visibility and long-term account health.

Forecasting Demand

Forecasting Demand is the process of predicting future product sales based on past performance, seasonality, market trends, and advertising activity. Accurate forecasting helps sellers plan inventory, avoid stockouts, and reduce overstock costs.

Amazon provides tools like the Restock Inventory report and Manage Inventory Health dashboard to support demand forecasting. Data-driven forecasting leads to better cash flow management and smoother operations.

Fulfillment Center

A Fulfillment Center is a warehouse operated by Amazon where products are received, stored, picked, packed, and shipped to customers. Sellers using FBA send their inventory to these centers to leverage Amazon’s logistics network.

Understanding which fulfillment center your inventory is routed to can help optimize shipping plans, reduce transit times, and comply with Amazon’s inventory distribution requirements. These centers are the backbone of the Amazon FBA experience.

🅶 G

GTIN (Global Trade Item Number)

GTIN stands for Global Trade Item Number—a unique identifier used internationally to recognize products in the supply chain. This includes UPCs (Universal Product Codes), EANs (European Article Numbers), and ISBNs for books. Amazon requires a GTIN to list most branded products unless the seller is approved for GTIN exemption.

GTINs help maintain catalog accuracy, reduce duplicates, and ensure your product listings are easily discoverable both on and off Amazon. Using a valid GTIN also boosts trust with customers and aligns with global retail standards.

Gated Categories

Gated Categories on Amazon are restricted product categories that require seller approval before listing. Examples include Jewelry, Collectibles, Grocery, and certain subcategories within Health & Beauty. Amazon enforces these restrictions to maintain quality, prevent fraud, and comply with regulations.

To sell in a gated category, sellers must apply and often submit documentation such as invoices, brand authorization, or product photos. Getting ungated can open up less competitive niches with higher margins and less saturation.

Global Selling (Amazon Global)

Amazon Global Selling allows sellers to list and sell products across Amazon marketplaces worldwide, such as in Canada, the UK, Germany, Japan, and more. This feature helps businesses expand their customer base and tap into international demand.

To succeed with global selling, sellers must manage currency conversion, taxes, shipping logistics, and marketplace-specific compliance. Amazon provides tools and programs like FBA Export and NARF (North America Remote Fulfillment) to simplify the process.

Growth Opportunities (Seller Central)

The Growth Opportunities tab in Seller Central highlights personalized suggestions to improve sales performance. It includes recommendations for pricing adjustments, product bundling, ad optimization, inventory management, and even expanding to new marketplaces.

This feature serves as a data-driven to-do list that helps sellers make smarter decisions. Regularly reviewing Growth Opportunities can lead to more competitive listings and sustained business growth.

Gross Profit

Gross Profit is the difference between revenue and the cost of goods sold (COGS). On Amazon, it represents how much money you retain after accounting for the direct costs of producing or sourcing your products, but before deducting expenses like Amazon fees or ad spend.

Understanding and optimizing gross profit is essential to running a sustainable Amazon business. It’s often used alongside net profit and ACoS to evaluate product viability and ad performance.

Guided Campaign Creation

Guided Campaign Creation is Amazon’s user-friendly process for setting up Sponsored Ads. It walks sellers through each step, from choosing campaign objectives to setting budgets, keywords, and targeting methods.

This feature is especially useful for beginners, offering real-time tips and default recommendations. For more advanced sellers, it can still serve as a quick and efficient way to launch high-impact advertising campaigns with minimal setup time.

Geotargeting

Geotargeting is an advertising strategy that delivers content based on a user’s geographic location. While Amazon advertising doesn’t offer traditional geotargeting like Google or Facebook, sellers can use tools like Amazon DSP to target specific regions or ZIP codes with display ads.

Geotargeting is ideal for region-specific promotions, seasonal products, or brands with local relevance. It allows for more precise budget allocation and improves ad engagement by showing relevant offers to the right audience.

🅷 H

Headline Search Ads (Sponsored Brands)

Headline Search Ads, now called Sponsored Brands, are banner-style ads that appear at the top of Amazon search results. These ads showcase your brand logo, a custom headline, and up to three product listings—driving traffic to a product detail page or your Amazon Storefront.

Sponsored Brands are ideal for building brand awareness and capturing top-of-funnel traffic. With creative control and keyword targeting, they help establish brand presence and guide customers toward your full product line.

Hazmat (Hazardous Materials)

Hazmat refers to products classified as hazardous materials, including flammable, corrosive, or pressurized items. Amazon requires all sellers to comply with strict Hazmat guidelines for storage, labeling, and shipping, especially when using FBA.

Before listing or shipping a hazmat product, sellers must submit a Safety Data Sheet (SDS) and undergo Amazon’s Hazmat review. Mishandling these rules can result in delayed shipments or listing removals.

Hijacking (Listing Hijack)

Hijacking occurs when an unauthorized seller lists their offer on your private label product's listing—often undercutting your price or selling counterfeit goods. This can damage brand reputation and erode Buy Box ownership.

To prevent hijacking, brand owners should enroll in Amazon Brand Registry, use custom packaging with branding, and monitor listings regularly. Reporting violations promptly helps remove hijackers and protect your brand.

Holiday Readiness

Holiday Readiness refers to the strategic planning sellers must do before peak sales seasons like Black Friday, Cyber Monday, and Christmas. It includes stocking inventory, optimizing listings, increasing ad budgets, creating seasonal content, and ensuring fast fulfillment.

Sellers who prepare early gain an edge in visibility and conversions. Amazon’s Holiday Playbook and tools like Lightning Deals can boost performance when demand spikes during these critical windows.

Hybrid Fulfillment Model

A Hybrid Fulfillment Model combines both Fulfillment by Amazon (FBA) and Fulfilled by Merchant (FBM). Sellers use FBA for fast-moving products that benefit from Prime eligibility and FBM for slower SKUs, oversized items, or products requiring special handling.

This model offers greater flexibility, reduces risk of stockouts, and helps balance storage fees. It’s a smart strategy for scaling efficiently while maintaining control over complex logistics.

Hands-Free Advertising

Hands-Free Advertising refers to Amazon's automated ad solutions like Sponsored Products Auto Campaigns and Amazon’s Campaign Manager Recommendations, which reduce the need for manual input. These tools use machine learning to optimize bids, placements, and targeting based on real-time performance.

For busy sellers or those new to advertising, hands-free tools offer a low-effort way to run ads, gather data, and scale gradually. Over time, these campaigns can be fine-tuned using insights for greater ROI.

Handling Time

Handling Time is the number of business days a seller needs to prepare and ship an item after receiving an order. On Amazon, shorter handling times improve customer satisfaction and increase Buy Box eligibility.

For FBM sellers, setting realistic handling times is essential. If you can consistently ship quickly, Amazon may reward your listing with better placement. FBA automatically sets fast handling due to Amazon's warehouse capabilities.

🅸 I

Inventory Performance Index (IPI)

The Inventory Performance Index (IPI) is a score Amazon assigns to FBA sellers to evaluate how efficiently they manage their inventory. The score ranges from 0 to 1,000, with Amazon recommending sellers maintain an IPI above 400 to avoid storage limits and potential penalties.

IPI takes into account metrics like excess inventory, sell-through rate, stranded inventory, and in-stock performance. A strong IPI helps sellers maximize storage availability, reduce fees, and improve operational efficiency within FBA.

Impressions

Impressions refer to the number of times your product ad or listing appears in Amazon search results or on product pages. While impressions don’t indicate clicks or sales, they are a key metric for understanding visibility and brand exposure.

Tracking impressions helps sellers evaluate the reach of their advertising campaigns, assess keyword performance, and refine content to attract more engagement. A rise in impressions without clicks may signal the need for better images or titles.

Inventory Replenishment

Inventory Replenishment is the process of restocking your products to maintain consistent availability and avoid going out of stock. On Amazon, maintaining a steady inventory level is crucial for sustaining Buy Box share and search ranking.

Amazon offers tools like Restock Inventory Reports and Inventory Planning dashboards to help sellers determine when and how much to reorder. Effective replenishment supports sales continuity and minimizes lost revenue due to stockouts.

Invoice Upload (Gated Products)

For restricted (gated) categories or brands, Amazon may require sellers to upload invoices as part of the ungating approval process. These invoices must be from reputable suppliers and clearly show item details, quantities, and seller contact information.

Providing accurate and recent invoices increases your chances of approval and builds trust with Amazon. This is a crucial step for sellers looking to expand into profitable, less saturated gated niches.

Inbound Shipment Plan

An Inbound Shipment Plan is required when sending inventory to Amazon FBA warehouses. Sellers must specify which products are being shipped, their quantities, and the destination fulfillment center. Amazon uses this plan to streamline intake and ensure inventory is correctly received and tracked.

Properly preparing shipment plans, labeling products, and following packaging guidelines helps avoid delays, misrouted goods, or penalties. It’s the foundation of efficient FBA logistics.

Indexing

Indexing refers to whether or not your product listing’s keywords are recognized by Amazon’s search algorithm. If a keyword is indexed, it means your listing can appear in search results for that term. If not, it won't show—regardless of relevance.

Checking keyword indexing helps sellers validate if their content and backend keywords are working. Optimizing titles, bullet points, descriptions, and A+ Content can help improve indexing and overall discoverability.

Influencer Marketing (Amazon Affiliates)

Influencer Marketing on Amazon often involves working with content creators who use Amazon’s Affiliate Program (Amazon Associates) to promote products through custom referral links. Influencers earn a commission for each sale they generate, while sellers benefit from increased traffic and social proof.

This strategy works well for product launches, lifestyle brands, and seasonal promotions. By tapping into trusted voices across platforms like YouTube, TikTok, and Instagram, sellers can expand reach and drive qualified traffic to their listings.

🅹 J

Join & Save (Subscribe & Save)

Join & Save, also known as Subscribe & Save, is Amazon’s recurring delivery program that offers customers a discount for subscribing to regular shipments of a product. Sellers enrolled in this program can increase customer retention, reduce inventory waste, and generate predictable recurring revenue.

Products listed under Subscribe & Save gain better placement in search and appeal to convenience-focused shoppers. However, sellers must maintain sufficient inventory to meet subscription commitments and comply with Amazon’s eligibility criteria.

Just-in-Time Inventory

Just-in-Time (JIT) Inventory is a strategy where products are ordered and received only as needed—minimizing storage costs and overstock risk. While commonly used in lean retail models, this approach can be risky on Amazon due to unpredictable demand spikes and potential FBA delays.

Sellers considering JIT should have tight supplier coordination and fast turnaround times. Otherwise, they risk stockouts, lost Buy Box opportunities, and damage to seller performance metrics.

Join Waitlist (Lightning Deals)

Join Waitlist appears when a Lightning Deal has temporarily reached its claim limit. Shoppers can join the waitlist in hopes that another buyer drops out or fails to complete the purchase in time.

For sellers, Lightning Deals with high engagement and waitlists indicate strong demand and increased visibility. These campaigns can generate a surge in sales, help move excess inventory, and improve Best Sellers Rank (BSR).

Jungle Scout

Jungle Scout is a widely used Amazon research tool that provides data-driven insights into product demand, competition, keyword performance, and profitability. It helps sellers identify winning products, track competitors, and make strategic sourcing decisions.

From niche discovery to sales tracking, Jungle Scout is a go-to solution for new and experienced sellers aiming to scale efficiently with market intelligence.

Jet.com (Marketplace History)

Jet.com was a U.S.-based e-commerce marketplace launched in 2015 and acquired by Walmart in 2016. It aimed to compete with Amazon by offering dynamic pricing and bulk purchase incentives. Despite early growth, Jet.com was discontinued in 2020 as Walmart shifted focus to its core online platform.

Although no longer active, Jet.com played a role in shaping the competitive landscape of e-commerce and pressured Amazon to enhance its own pricing and shipping strategies.

Judgment Score (Customer Metrics)

While Judgment Score isn’t an official Amazon term, it’s sometimes informally used to describe how sellers interpret customer metrics like return reasons, negative feedback, or refund rates to evaluate listing performance and customer satisfaction.

A consistently low “judgment score” across multiple listings may signal the need for better product detail clarity, improved packaging, or customer service improvements.

Joint Venture (Amazon Aggregators)

A Joint Venture in the context of Amazon often refers to partnerships formed between sellers and aggregators—companies that acquire and scale profitable Amazon brands. These ventures may involve partial acquisitions, revenue-sharing models, or brand equity agreements.

For sellers, entering a joint venture with an aggregator can offer access to capital, infrastructure, and marketing expertise—accelerating growth while retaining partial control over the brand.

🅺 K

Keyword Research

Keyword Research is the process of identifying the search terms potential customers use on Amazon when looking for products. It forms the foundation of SEO, PPC campaigns, and listing optimization. Effective keyword research ensures your products appear in relevant searches and attract high-intent traffic.

Tools like Helium 10, Jungle Scout, and Amazon’s own Search Term Report help sellers uncover high-volume, low-competition keywords to improve visibility and conversions.

Keyword Targeting

Keyword Targeting refers to selecting specific keywords to target in Amazon ads or product listings. In advertising, it means telling Amazon to show your ad when shoppers search for those terms. In listings, it means incorporating keywords naturally into titles, bullet points, and descriptions to boost organic ranking.

Smart keyword targeting involves balancing short-tail (high volume) and long-tail (high intent) keywords to attract qualified traffic and maximize ROI.

KPI (Key Performance Indicator)

A Key Performance Indicator (KPI) is a measurable value that indicates how effectively a seller or campaign is achieving its objectives. Common Amazon KPIs include ACoS (Advertising Cost of Sales), conversion rate, click-through rate (CTR), order defect rate (ODR), and return on ad spend (ROAS).

Tracking KPIs is essential for making informed decisions, optimizing performance, and scaling profitably. Each business may prioritize different KPIs depending on growth stage and goals.

Keyword Match Types (Broad, Phrase, Exact)

In Amazon advertising, Keyword Match Types determine how closely a shopper’s search term must match your targeted keyword to trigger your ad.

• Broad Match shows your ad for any variation of your keyword.
• Phrase Match triggers ads when the exact phrase appears in the same order.
• Exact Match only shows your ad for that specific keyword, with minimal variation.
  
  

Choosing the right match type helps you control ad spend, improve targeting precision, and optimize conversions.

Kindle Direct Publishing (KDP)

Kindle Direct Publishing (KDP) is Amazon’s self-publishing platform that allows authors to publish and sell digital and print books globally. It offers tools for formatting, cover design, and distribution, and pays royalties up to 70%.

While not traditional e-commerce, KDP represents a major Amazon marketplace. Authors can use SEO and marketing strategies similar to physical product sellers to grow their readership and sales.

Keepa (Pricing Tool)

Keepa is a powerful Amazon price-tracking tool that displays historical data on pricing, sales rank, and deals. It’s used by sellers to analyze product trends, track competitor pricing, and determine the best time to launch or promote a product.

The tool provides detailed graphs that help sellers avoid pricing errors, understand demand patterns, and identify buy box fluctuations—essential for making data-driven decisions.

Knowledge Panel (Google Integration)

A Knowledge Panel is the information box that appears on the right side of Google’s search results, showing verified details about a brand, business, or person. For Amazon sellers, having a Knowledge Panel enhances credibility, drives organic traffic, and builds authority.

While not controlled directly through Amazon, sellers can influence Knowledge Panels by verifying their business through Google Business Profile, having a strong digital presence, and ensuring consistent branding across platforms.

🅻 L

Listing Optimization

Listing Optimization is the process of improving product listings on Amazon to increase visibility, click-through rates, and conversions. It involves refining titles, bullet points, descriptions, images, backend keywords, and A+ Content to align with customer search behavior and Amazon’s algorithm.

An optimized listing not only improves organic ranking but also enhances the shopper experience, resulting in higher sales and fewer returns. It’s a core pillar of success for every Amazon seller.

Lightning Deals

Lightning Deals are limited-time promotional offers featured on Amazon’s Deals page. These flash sales boost visibility and create urgency, often leading to spikes in traffic and sales. They are especially effective during peak shopping seasons like Prime Day or Black Friday.

Sellers must meet eligibility criteria and offer significant discounts to participate. While fees apply, Lightning Deals can help move excess inventory, improve Best Sellers Rank (BSR), and generate reviews quickly.

Landed Cost

Landed Cost is the total cost of a product once it has arrived at its final destination, including the item cost, shipping, customs duties, taxes, and handling fees. It’s a crucial metric for pricing, profitability analysis, and supply chain planning.

For FBA sellers sourcing internationally, understanding landed cost ensures accurate profit margins and helps prevent underpricing that could lead to losses.

Lead Time

Lead Time refers to the total time it takes from placing an order with a supplier to having the inventory available for sale. This includes production, packaging, shipping, customs clearance, and delivery to Amazon’s fulfillment centers.

Shorter lead times improve restocking flexibility and reduce the risk of stockouts. Managing lead time effectively is key to maintaining inventory health and avoiding costly FBA restrictions.

Long-Tail Keywords

Long-Tail Keywords are specific, often multi-word search terms with lower search volume but higher intent. For example, “organic lavender bath soap for dry skin” is a long-tail keyword compared to “soap.”

Targeting long-tail keywords helps sellers reach niche audiences, face less competition, and achieve better conversion rates—making them essential for both listing optimization and PPC campaigns.

Loss Leader Strategy

A Loss Leader Strategy involves selling a product at a loss or minimal profit to attract traffic and stimulate sales of higher-margin items. On Amazon, this is commonly used during product launches to gain traction, build reviews, or drive traffic to a storefront.

While risky if misused, this strategy can help establish brand awareness and customer trust, especially when combined with effective upselling or bundling techniques.

LTL (Less Than Truckload)

LTL (Less Than Truckload) shipping refers to freight shipments that don’t require a full truck. It’s commonly used by Amazon FBA sellers sending large quantities of inventory that don’t fill an entire trailer.

Amazon offers partnered carriers for LTL shipments, which helps reduce costs. Proper pallet labeling, freight class selection, and compliance with Amazon’s shipping requirements are critical for successful LTL deliveries.

🅼 M

Marketplace Facilitator Tax

The Marketplace Facilitator Tax is a state-level tax regulation that requires Amazon (and similar platforms) to collect and remit sales tax on behalf of third-party sellers. This simplifies tax compliance, as sellers no longer need to manage sales tax collection in states where the law applies.

Sellers should still consult with tax professionals to ensure compliance, especially if they sell on multiple platforms or operate across various states and countries.

Manual Campaigns (Amazon Ads)

Manual Campaigns in Amazon Advertising give sellers full control over their keyword targeting, bidding strategy, and ad performance. Unlike automatic campaigns, manual campaigns allow you to select specific keywords and match types (broad, phrase, exact) to fine-tune visibility.

This campaign type is ideal for scaling advertising profitably and optimizing for high-converting search terms. When used alongside auto campaigns, manual ads become a powerful component of a full-funnel PPC strategy.

MAP Pricing (Minimum Advertised Price)

Minimum Advertised Price (MAP) is the lowest price a brand allows its resellers to publicly advertise a product. This policy helps maintain consistent pricing, protect brand value, and prevent price wars across platforms.

While Amazon doesn’t enforce MAP directly, sellers who violate a brand’s MAP agreement risk losing distribution rights or facing listing suppression. Brands often monitor MAP compliance through third-party tools or authorized reseller programs.

Mobile-Optimized Listings

Mobile-Optimized Listings are product pages designed to perform well on smartphones and tablets. With a majority of Amazon shoppers browsing on mobile, sellers must ensure listings load quickly, display clean visuals, and present key information (like title, price, and reviews) clearly above the fold.

This includes using high-resolution images, concise bullet points, and mobile-friendly A+ Content. Optimizing for mobile enhances the user experience, boosts conversion rates, and supports ad performance.

Merchant Fulfilled Network (MFN)

Merchant Fulfilled Network (MFN), also known as Fulfilled by Merchant (FBM), is a fulfillment method where sellers ship orders directly to customers without using Amazon’s FBA services. MFN provides greater control over shipping, packaging, and customer service.

It’s commonly used for bulky, customized, or slow-moving products. However, MFN sellers must maintain fast shipping speeds and high service standards to remain competitive—especially against Prime-eligible listings.

Multichannel Fulfillment (MCF)

Multichannel Fulfillment (MCF) is an Amazon FBA service that allows sellers to use Amazon’s logistics to fulfill orders from other sales channels, such as Shopify, Walmart, or eBay. Amazon handles picking, packing, and shipping—ensuring fast delivery and reliable tracking.

While MCF offers the convenience of centralized inventory management, it comes with separate pricing from standard FBA orders and may not include Prime branding. It's ideal for scaling efficiently across platforms.

Monthly Storage Fees

Monthly Storage Fees are charges Amazon imposes on FBA sellers for storing inventory in its fulfillment centers. Fees are based on the product’s size, volume (in cubic feet), and the time of year, with higher rates during Q4 (October–December).

To reduce costs, sellers should monitor inventory age, avoid overstocking, and leverage Amazon’s Inventory Performance Index (IPI) tools. Efficient storage management is crucial for profitability and maintaining IPI thresholds.

🅽 N

Negative Keywords

Negative Keywords are specific words or phrases you exclude from your Amazon advertising campaigns to prevent your ads from showing for irrelevant or low-converting searches. This helps reduce wasted ad spend and improve targeting precision.

For example, if you're selling premium phone cases, you might use “cheap” as a negative keyword. Regularly updating your negative keyword list is a best practice for optimizing campaign performance and improving ACoS (Advertising Cost of Sales).

New-to-Brand Metrics

New-to-Brand Metrics measure how many of your purchases come from customers who haven’t bought from your brand on Amazon within the past 12 months. Available in Sponsored Brands and Sponsored Display campaigns, these insights help assess how well your ads attract first-time buyers.

Tracking new-to-brand data is essential for evaluating customer acquisition costs and planning growth strategies, especially during product launches or brand-building campaigns.

NAP (Name, Address, Phone for Local Listings)

NAP stands for Name, Address, and Phone number—critical business identifiers used in local SEO across platforms like Google My Business, Yelp, and Bing. While less prominent on Amazon, NAP consistency is important for off-Amazon branding and driving traffic to your storefront through external sources.

Inconsistent NAP details can harm your credibility in search engines and confuse customers. Brands operating across platforms should maintain accurate, consistent NAP details for better trust and visibility.

Number of Sessions (Traffic)

Number of Sessions refers to the total number of unique visits to a product detail page within a specific timeframe. It’s an important metric for evaluating listing traffic and gauging interest in your product.

Monitoring sessions helps sellers identify trends, measure the effectiveness of marketing campaigns, and spot sudden drops in traffic that may indicate listing suppression or a competitive shift.

Niche Market

A Niche Market is a specific segment of a larger market defined by unique needs, preferences, or characteristics. On Amazon, targeting a niche—such as eco-friendly pet products or gluten-free baking tools—can help you stand out in a saturated space.

Niche markets often face less competition and attract loyal customers, making them ideal for private label or DTC brands aiming to grow with focus and efficiency.

Net Profit Margin

Net Profit Margin is the percentage of revenue remaining after all expenses are deducted, including COGS, Amazon fees, shipping, advertising, and overhead. It’s one of the most critical financial metrics for Amazon sellers.

A healthy net margin indicates a sustainable business model. Sellers should regularly track this figure to ensure their pricing, cost structure, and ad spend align with profitability goals.

Non-Compliant Listings

Non-Compliant Listings are product listings that violate Amazon’s policies or legal requirements. This can include misleading product information, missing documentation, keyword stuffing, improper categorization, or restricted claims.

Amazon may suppress, remove, or penalize non-compliant listings. Sellers should routinely audit their catalog and stay updated with Amazon’s seller policies to avoid account issues or lost sales.

🅾 O

Organic Ranking

Organic Ranking refers to where a product appears in Amazon’s search results without paid advertising. Rankings are determined by Amazon’s A9 algorithm, which considers factors like keyword relevance, sales velocity, customer reviews, and conversion rate.

Improving organic ranking requires strong listing optimization, keyword strategy, competitive pricing, and a positive customer experience. High organic placement means more visibility and lower dependence on paid ads.

Order Defect Rate (ODR)

Order Defect Rate (ODR) is a key Amazon performance metric that measures the percentage of orders with problems such as negative feedback, A-to-Z Guarantee claims, or chargebacks. Amazon requires sellers to maintain an ODR below 1%.

A high ODR can lead to listing suppression or even account suspension. Sellers must monitor feedback closely, resolve customer issues quickly, and ensure product accuracy and timely delivery to maintain a healthy score.

Out-of-Stock Rate

The Out-of-Stock Rate tracks how often your products are unavailable for purchase due to inventory shortages. Frequent stockouts can harm organic rankings, reduce sales velocity, and negatively impact your Buy Box ownership.

Amazon rewards consistent availability. Effective demand forecasting and inventory planning—especially around seasonal peaks—are crucial to maintaining a low out-of-stock rate and maximizing long-term growth.

Overstock

Overstock refers to having more inventory than needed to meet current demand, leading to increased storage fees and tying up capital. On Amazon FBA, excess inventory can hurt your Inventory Performance Index (IPI) and result in long-term storage penalties.

Sellers can use strategies like discounts, coupons, or Lightning Deals to reduce overstock. Monitoring inventory turnover and aligning restocks with real demand helps maintain financial and operational efficiency.

One-Day Shipping

One-Day Shipping is a premium fulfillment option on Amazon where customers receive products within 24 hours. Typically available for Prime-eligible FBA listings, it enhances customer satisfaction and boosts conversion rates.

Sellers can access this benefit by maintaining inventory at strategic fulfillment centers and meeting Amazon’s strict performance standards. Products offering one-day delivery often rank higher and enjoy better visibility.

Optimization Score

Optimization Score is a metric provided in Amazon Ads to indicate how well your campaign aligns with best practices. It analyzes bid strategy, keyword usage, targeting, and ad structure, offering recommendations to improve performance.

A higher optimization score suggests your campaign is efficiently set up, while a low score signals opportunities for improvement. Following these recommendations can help boost visibility, reduce ACoS, and maximize ad ROI.

Onboarding Process

The Onboarding Process refers to the steps a seller takes to get started on Amazon, including account setup, brand registry, listing creation, shipping configuration, and compliance documentation.

A smooth onboarding experience sets the stage for long-term success. For agencies like SwiftStart, guiding clients through this process—covering FBA setup, listing optimization, and ad launch—ensures a faster path to profitability and growth.

🅿 P

PPC (Pay-Per-Click)

PPC (Pay-Per-Click) is Amazon’s advertising model where sellers pay a fee each time a shopper clicks on their ad. Amazon PPC includes Sponsored Products, Sponsored Brands, and Sponsored Display ads—each offering different targeting options.

Effective PPC management involves keyword research, bid optimization, and A/B testing to reduce ACoS and increase sales. PPC is critical for visibility, especially for new listings that haven’t yet gained organic traction.

Product Listing

A Product Listing is the complete detail page of an item for sale on Amazon. It includes the title, bullet points, images, product description, backend keywords, and other relevant attributes like brand, size, and weight.

An optimized product listing improves discoverability, boosts conversions, and strengthens brand presence. Amazon’s algorithm heavily relies on listing quality to determine ranking, making it a central focus for any seller.

Product Targeting Ads

Product Targeting Ads allow sellers to target specific ASINs or product categories within their Amazon ads. This strategy is particularly useful for stealing market share from competitors, cross-selling your own products, or defending your listings from others.

These ads can appear on competitor detail pages, “similar items” carousels, or search results, and are effective for highly strategic, bottom-of-the-funnel targeting.

Profit Margin

Profit Margin is the percentage of revenue remaining after all costs are deducted, including production, shipping, Amazon fees, advertising, and overhead. It determines the profitability of your business or individual product.

Calculating profit margin ensures you're not just making sales—but making money. A healthy margin allows you to reinvest in advertising, inventory, and brand growth without sacrificing sustainability.

Parent-Child Variations

Parent-Child Variations are used on Amazon to group similar products under one main listing (the “parent”) with different options such as size, color, or flavor (the “children”). This makes it easier for customers to navigate choices without switching between multiple listings.

Variation listings improve customer experience, consolidate reviews, and increase listing authority. However, Amazon has strict guidelines for what qualifies as a valid variation.

Pricing Strategy

Pricing Strategy refers to how a seller sets and adjusts product prices to remain competitive while maintaining profitability. Common strategies on Amazon include dynamic pricing, value-based pricing, loss-leader tactics, and MAP enforcement.

A well-executed pricing strategy balances visibility (for Buy Box and search rank) with financial performance. It should also account for FBA fees, ad spend, and seasonal fluctuations.

Prime Eligibility

Prime Eligibility means that a product qualifies for Amazon Prime’s two-day shipping promise. Typically, FBA listings are automatically Prime-eligible, while some FBM sellers may qualify through Seller Fulfilled Prime (SFP) if they meet Amazon’s strict shipping and performance standards.

Prime-eligible products often rank higher and convert better, as they appeal to millions of loyal Amazon Prime subscribers expecting fast, reliable delivery.

🆀 Q

Q4 Strategy (Holiday Sales)

Q4 Strategy refers to the planning and tactics sellers implement to maximize sales during the fourth quarter (October through December), Amazon’s busiest shopping season. This includes major events like Prime Big Deal Days, Black Friday, Cyber Monday, and Christmas.

A strong Q4 strategy involves early inventory prep, increased ad budgets, Lightning Deals, optimized listings, and promotional campaigns. Sellers who plan well can achieve a significant percentage of their annual revenue in just these three months.

Quality Assurance

Quality Assurance (QA) in Amazon selling involves ensuring that products meet established quality standards before they are shipped to Amazon or directly to customers. This can include product inspections, packaging checks, labeling verification, and supplier audits.

Good QA processes reduce negative reviews, returns, and defective units—ultimately protecting your seller metrics and brand reputation.

Quantity Limits

Quantity Limits are restrictions Amazon places on how many units of a product a seller can send into FBA or how many customers can purchase per order. These limits are based on factors like sales history, product category, or warehouse capacity.

Sellers must monitor quantity limits during product launches or seasonal surges, especially in Q4. Running out of allowable storage can lead to lost sales opportunities and stockouts.

Quarantine Inventory (Returns/Damaged)

Quarantine Inventory refers to returned or damaged FBA items that are set aside by Amazon for further evaluation. These units may be unsellable, awaiting inspection, or held due to a customer dispute.

Sellers can view and manage quarantine inventory in their FBA Inventory Reports, choosing to remove, inspect, or dispose of units. Ignoring this inventory can lead to hidden losses or long-term storage fees.

Quick View Ads

Quick View Ads are a format in Amazon’s mobile interface where ad placements expand to show product details, pricing, and reviews without clicking through to the full detail page. This improves user experience and increases ad engagement on mobile.

Sellers should ensure titles, images, and ratings are optimized, as these elements are highly visible in Quick View Ads and directly impact click-through and conversion rates.

Q&A Section on Listings

The Q&A Section on Amazon listings allows customers to ask questions about a product, and sellers or previous buyers can respond. It’s a valuable area to clarify product features, provide customer support, and overcome objections before purchase.

Actively monitoring and answering Q&A increases customer trust, reduces returns, and strengthens SEO by adding more searchable content to the listing.

Qualified Impressions

Qualified Impressions refer to ad or listing views from users who are more likely to engage or convert—typically measured based on relevance, shopping intent, or targeting accuracy. While Amazon doesn't explicitly use this term in its reporting, understanding which impressions lead to clicks or conversions is key to evaluating campaign quality.

High volumes of qualified impressions often result from strong keyword targeting, audience segmentation, and listing optimization.

🆁 R

RoAS (Return on Ad Spend)

RoAS is a key advertising metric that measures the revenue generated for every dollar spent on ads. It’s calculated by dividing total ad revenue by total ad spend. A higher RoAS indicates better ad efficiency and profitability. Sellers use RoAS to optimize campaigns, scale performance, and assess the overall success of their Amazon PPC strategy.

Reimbursement Claims

Reimbursement claims are requests sellers file with Amazon to recover funds for lost, damaged, or mishandled FBA inventory. This includes shipment discrepancies, customer returns not received, and warehouse damages. Staying on top of reimbursements ensures sellers don’t lose revenue due to fulfillment errors beyond their control.

Return Rate

Return Rate measures the percentage of products returned by customers relative to the total units sold. A high return rate can indicate product quality issues, misleading listings, or poor packaging. Monitoring return rates helps sellers identify problems early and refine product offerings or content.

Retail Readiness

Retail Readiness refers to a product listing being fully optimized and conversion-ready for ad traffic. This includes high-quality images, clear titles, competitive pricing, positive reviews, sufficient inventory, and A+ Content. Without retail readiness, advertising spend can be wasted on unprepared listings.

Restock Limits

Restock Limits are restrictions Amazon places on the quantity of units a seller can send to FBA, based on storage capacity and sales performance. Managing restock limits effectively requires precise inventory planning and consistent sell-through rates to avoid stockouts or excessive holding costs.

Refund Policy

Amazon’s refund policy allows customers to return items within a specific time frame, often 30 days. Sellers must align their own policies with Amazon’s to remain in good standing. Clear communication and prompt processing of refunds protect seller metrics and build customer trust.

Rep Management (Reputation Management)

Reputation management involves monitoring and improving your brand’s public perception through customer service, feedback responses, and proactive engagement. On Amazon, this means addressing reviews, maintaining performance metrics, and ensuring listings accurately reflect your product’s quality.

🆂 S

Sponsored Products

Sponsored Products are keyword-targeted ads that appear in search results and product pages. They drive visibility and sales by placing listings in high-traffic positions. This is Amazon’s most commonly used ad type, ideal for launching new products and increasing discoverability.

Sponsored Brands

Sponsored Brands (formerly Headline Search Ads) feature a brand logo, custom headline, and multiple products. These ads appear at the top of search results and are designed to build brand awareness while promoting a curated product lineup or driving traffic to a storefront.

Seller Central

Seller Central is the main portal third-party sellers use to manage their Amazon business. It includes tools for listing creation, inventory tracking, advertising, reporting, fulfillment, and customer service. Mastery of Seller Central is essential for any Amazon seller’s success.

Search Term Report

The Search Term Report provides data on which customer search queries triggered your ads, along with performance metrics like impressions, clicks, and sales. This report helps sellers identify high-performing keywords and negative keyword opportunities to refine campaigns.

Search Suppression

Search Suppression occurs when Amazon temporarily hides a product listing from search results due to missing or non-compliant listing attributes—like images, titles, or category misplacement. Fixing suppressed listings promptly restores visibility and prevents lost sales.

Stock Keeping Unit (SKU)

A SKU is a unique identifier assigned by the seller to track products internally. It helps manage inventory, analyze performance, and streamline logistics. On Amazon, sellers use SKUs alongside FNSKUs and ASINs to differentiate variations and monitor operations.

Storefront Optimization

Storefront Optimization involves enhancing your Amazon Brand Store with organized navigation, engaging visuals, and clear messaging. A well-optimized storefront improves customer experience, increases time spent on brand pages, and supports Sponsored Brands and external traffic campaigns.

🆃 T

TACoS (Total Advertising Cost of Sales)

TACoS measures advertising spend as a percentage of total revenue (not just ad revenue). It offers a more holistic view of how ads impact overall sales. A low TACoS suggests organic sales are improving relative to ad spend, making it a critical metric for long-term growth.

Title Optimization

Title Optimization involves crafting a product title that is keyword-rich, readable, and compliant with Amazon’s character limits. A well-optimized title increases click-through rates, improves ranking, and ensures relevancy for both search engines and shoppers.

Traffic Sources

Traffic sources refer to where your Amazon page visitors are coming from—such as organic search, paid ads, social media, or external websites. Understanding traffic sources helps sellers prioritize marketing efforts and allocate budgets more effectively.

Third-Party Logistics (3PL)

3PL providers are external companies that handle inventory storage, order fulfillment, and shipping for sellers. Many Amazon sellers use 3PLs to support FBM orders, manage oversized products, or diversify away from full FBA dependency.

Terms of Service (ToS)

Amazon’s ToS outlines rules sellers must follow regarding listings, customer communication, advertising, and fulfillment. Violating these policies can result in listing removal, account suspension, or permanent bans. Staying compliant protects your long-term business.

Two-Day Shipping

Two-Day Shipping is a Prime delivery benefit that significantly boosts conversion rates. Products fulfilled via FBA automatically qualify, while FBM sellers can access it through Seller Fulfilled Prime (SFP). Fast shipping is a major trust factor for customers.

Trust Signals

Trust Signals are elements that boost customer confidence, such as verified reviews, A+ Content, badges (like "Amazon’s Choice"), and transparent return policies. Incorporating strong trust signals into your listings enhances credibility and increases conversions.

🆄 U

UPC (Universal Product Code)

A UPC is a standardized barcode used to uniquely identify products in retail. On Amazon, most new listings require a UPC unless you’re approved for GTIN exemption. Sellers purchase UPCs from GS1 to ensure authenticity and listing approval.

Unit Session Percentage

Unit Session Percentage is Amazon’s version of conversion rate. It measures the percentage of sessions (unique visits) that result in at least one unit sold. This metric helps gauge how well a listing converts traffic into sales.

Unauthorized Sellers

Unauthorized sellers list products without brand approval, often disrupting pricing or selling counterfeit items. Enrolling in Amazon Brand Registry and monitoring listings can help brands detect and remove unauthorized sellers through Amazon’s enforcement channels.

User-Generated Content (UGC)

UGC includes customer-submitted photos, videos, and reviews on Amazon listings. UGC builds trust, boosts SEO, and increases engagement. Encouraging satisfied buyers to leave content-rich feedback enhances social proof and supports higher conversions.

URL Optimization

URL Optimization on Amazon often refers to the use of super URLs or canonical URLs to improve tracking or keyword indexing. While manipulative URLs are against Amazon’s terms, using clean, trackable URLs in external campaigns can aid in performance analysis.

Unverified Reviews

Unverified reviews come from customers who haven't purchased the product on Amazon. These reviews may still influence buying decisions but carry less weight in the algorithm. Too many unverified reviews can raise trust issues and hurt conversion.

Unique Selling Proposition (USP)

Your USP is what sets your product or brand apart from competitors. It should be clearly reflected in your listing, A+ Content, and storefront. A compelling USP increases perceived value and helps shoppers choose your product over others.

🆅 V

Vendor Central

Vendor Central is Amazon’s platform for first-party (1P) sellers—typically manufacturers or wholesalers who sell directly to Amazon. Unlike Seller Central, Amazon buys the products wholesale and handles retail pricing, fulfillment, and customer service.

Variation Listings

Variation listings group similar products under one parent ASIN with selectable options (e.g., size, color, flavor). Variations improve user experience, consolidate reviews, and increase chances of upselling. Amazon has strict rules on valid variation relationships.

Voice of the Customer Dashboard

The Voice of the Customer (VOC) dashboard in Seller Central aggregates customer feedback and return comments. It provides insights into product quality and customer satisfaction, helping sellers reduce returns and enhance listings.

Verified Reviews

Verified Reviews come from buyers who purchased the product on Amazon. They carry more weight in the algorithm and with shoppers. A steady stream of verified reviews boosts trust, ranking, and conversion.

Virtual Bundles

Virtual Bundles allow Brand Registered sellers to group multiple FBA products into a single offer without physically packaging them together. Bundles increase average order value and improve visibility for slower-moving products.

Vine Program

The Amazon Vine Program invites trusted reviewers (Vine Voices) to receive free products in exchange for honest feedback. It’s an effective way to gain high-quality, early reviews on new or under-reviewed listings—especially for brand launches.

Volume Discounts

Volume Discounts allow sellers to offer tiered pricing based on quantity ordered. Displayed directly on the listing, these incentives boost conversion and encourage bulk buying—ideal for B2B or repeat customers.

🆆 W

Wholesale Model

The Wholesale Model involves buying branded products in bulk from manufacturers or authorized distributors and reselling them on Amazon. It differs from private label in that the products are not custom-branded but rely on retail demand and established brand equity.

Warehouse Management

Warehouse Management includes tracking inventory movement, storage efficiency, and order fulfillment in either your own facility or through a 3PL. Good warehouse systems help avoid overselling, stockouts, and shipping delays.

Win the Buy Box

Winning the Buy Box means your offer is the one shown by default on the product page’s “Add to Cart” button. Winning depends on metrics like price, fulfillment method, seller rating, and inventory availability. Buy Box ownership is key to increasing sales.

Working Capital

Working Capital is the cash you have available for operations after subtracting current liabilities from current assets. In the Amazon world, it funds inventory purchases, ad spend, and restocks. Healthy working capital is vital for sustainable growth.

White Hat SEO (for Listings)

White Hat SEO involves using ethical, Amazon-compliant strategies to improve organic visibility—like accurate keyword integration, clear content, and optimized images. Unlike Black Hat tactics, it builds long-term listing health and protects your account.

Walmart Marketplace

Walmart Marketplace is a growing e-commerce platform and a key Amazon alternative for multi-channel sellers. Many Amazon tools also support Walmart selling. Expanding here helps diversify risk and reach non-Amazon buyers.

Weekly Sales Velocity

Weekly Sales Velocity tracks the number of units sold per week and is often used to inform restock plans, budget allocation, and ad scaling. It’s especially important for forecasting and inventory management in fast-moving categories.

🆇 X

XML Feed Files

XML Feed Files are structured data files used to bulk-upload product information into marketplaces. They’re common in enterprise-level Amazon operations for managing large catalogs efficiently through API or flat-file feeds.

X-Channel Selling (Cross-Platform)

X-Channel Selling refers to selling across multiple platforms like Amazon, Walmart, eBay, Shopify, and others. It increases brand reach and reduces dependency on a single marketplace, but requires careful inventory and pricing sync.

X-Ray Tool (Helium 10)

X-Ray is a Helium 10 Chrome extension that provides real-time insights into sales estimates, revenue, and competition for Amazon products. It’s widely used for product research and market validation.

X-Factor Products (High Potential)

X-Factor Products are those with unique appeal, high perceived value, or low competition that can break into saturated markets. These products often become breakout successes when paired with strong branding and positioning.

XP Campaigns (Experimental Campaigns)

XP Campaigns are test campaigns sellers run to explore new keywords, creatives, or audiences. These experimental efforts help uncover opportunities before scaling ad spend on proven strategies.

XDock (Cross Dock Fulfillment)

XDock, or Cross Dock, is a logistics method where incoming inventory is quickly sorted and shipped out without long-term storage. It’s used to reduce handling time and speed up fulfillment in FBA prep or 3PL operations.

X-Border Fulfillment

X-Border Fulfillment refers to shipping products internationally from a domestic warehouse. Amazon Global Selling programs like EFN and MCI facilitate this, enabling sellers to reach global customers without setting up warehouses abroad.

🆈 Y

Year-over-Year Growth (YoY)

Year-over-Year Growth compares current performance to the same period in the previous year, providing insight into long-term trends. Tracking YoY sales or profit is vital for evaluating brand momentum and seasonality.

Your Orders Dashboard

This dashboard in Seller Central provides detailed order data, shipping status, buyer information, and issue tracking. It's the hub for managing daily fulfillment and ensuring timely customer service.

Yield Rate

Yield Rate measures the percentage of usable, sellable inventory received compared to what was ordered or produced. A high yield rate indicates strong supplier and production quality control—reducing returns and lost sales.

YouTube Ads for Amazon

YouTube Ads are an external traffic source where sellers promote Amazon products via video. Using Amazon Attribution links, sellers can track performance and boost awareness through influencer reviews, tutorials, or unboxing content.

Year-End Inventory Prep

This refers to the process of evaluating, reconciling, and adjusting inventory levels before year-end for tax and reporting purposes. Sellers may run clearance promotions, remove unsellable stock, or prepare for Q1 replenishment.

YTD Sales Metrics

Year-to-Date (YTD) Sales Metrics show cumulative sales performance from January 1st to the current date. These metrics provide valuable insights into pacing, budget needs, and progress toward annual goals.

Your Promotions Tab

Found in Seller Central, this tab allows sellers to create, manage, and analyze discounts, coupons, and special offers. It’s a powerful tool for running time-sensitive promotions and improving listing engagement.

🆉 Z

Zero Inventory Strategy

This strategy involves holding minimal or no physical inventory and relying on just-in-time production, dropshipping, or 3PL fulfillment. While cost-efficient, it requires excellent supplier coordination and demand forecasting.

Zero Buy Box Ownership

Zero Buy Box Ownership occurs when none of a seller’s offers appear in the Buy Box, often due to pricing violations, stockouts, or account issues. Restoring Buy Box status is essential for regaining sales volume.

ZonGuru

ZonGuru is an all-in-one Amazon seller software suite offering tools for product research, keyword tracking, customer engagement, and listing optimization. It helps sellers make data-backed decisions across their operations.

ZonTracker

ZonTracker is a tool used to track and attribute external traffic (such as Facebook ads) to Amazon sales. It works alongside Amazon Attribution and is ideal for brands leveraging omnichannel marketing.

Zebra Label Printers

Zebra printers are thermal label printers commonly used by Amazon sellers to print FNSKU, shipping, and barcode labels. They are reliable, high-speed, and compatible with Seller Central labeling formats.

Zero Return Rate

A zero return rate means no customer has returned your product. While ideal, it’s rare. Low return rates indicate strong product-market fit, accurate listings, and quality control.

Z-indexing (Deep Listing Indexing)

Z-indexing refers to advanced keyword indexing beyond basic fields—often through backend keywords, A+ Content, and long-term performance. Listings with deep indexing appear for a broader range of search queries and gain stronger organic visibility.