Ecommerce
Glossary

Enhanced product description pages on Amazon with images, comparison charts, and brand story modules, available to Brand Registry sellers.

The percentage of attributed sales spent on advertising. Lower is better for profit-focused campaigns.

Amazon Standard Identification Number — the unique 10-character alphanumeric ID Amazon assigns to every product in its catalogue.

Amazon's programme for registered trademark holders that unlocks A+ Content, Stores, Sponsored Brands ads, and advanced brand protection tools.

The prominent "Add to Cart" and "Buy Now" section on an Amazon product page. Only one seller wins it at a time; the vast majority of Amazon sales go through the Buy Box.

Amazon DSP (Demand-Side Platform) — Amazon's programmatic advertising platform for buying display and video ad inventory on Amazon and across the web, targeting audiences rather than keywords.

Fulfillment by Amazon — sellers ship inventory to Amazon warehouses and Amazon picks, packs, ships, and handles customer service and returns.

Gross Merchandise Value — the total value of goods sold through a marketplace or platform over a period, before fees, refunds, or returns are deducted.

Global Trade Item Number — the family of barcodes (UPC, EAN, ISBN) used to uniquely identify a product globally. Required by Amazon and most major marketplaces for new listing creation.

Inventory Performance Index — Amazon's 0–1000 score measuring how efficiently you manage FBA inventory. Low scores trigger storage capacity restrictions.

When Amazon removes a product listing from search results and the Buy Box due to policy violations, missing required attributes, or compliance issues — the listing exists but is not purchasable.

Pay-Per-Click — an advertising model where advertisers pay only when a user clicks their ad, not when it is shown. Amazon Sponsored Ads, Google Ads, and Meta Ads all use PPC models.

Return on Ad Spend — revenue generated for every dollar spent on advertising. Higher is better. ROAS is the inverse of ACOS expressed as a ratio.

Stock Keeping Unit — a seller's internal identifier for a product variant, used for inventory tracking. Unlike ASINs (Amazon's identifier), SKUs are defined and controlled by the seller.

Amazon's most widely used ad format — keyword or ASIN-targeted PPC ads for individual products that appear in search results and on product detail pages.

Total Advertising Cost of Sales — ad spend divided by total revenue (organic + ad), giving a truer picture of advertising efficiency than ACOS alone.