A-to-Z GuaranteeCustomer Service
Amazon's buyer protection program that allows customers to request refunds if they don't receive their order or receive items significantly different from described. A-to-Z claims count against ODR.
Amazon Seller Glossary
Master Amazon selling terminology with our comprehensive glossary. Learn the meaning of 58+ terms including FBA, BSR, ASIN, PPC, and more.
A10 terms
A+ ContentListing Optimization
Enhanced product descriptions available to brand-registered sellers. A+ Content (formerly Enhanced Brand Content or EBC) allows rich media including images, comparison charts, and formatted text below the product description to improve conversion rates.
A9 AlgorithmSEO & Optimization
Amazon's search and ranking algorithm that determines product visibility in search results. Key factors include relevance (keywords), performance (sales, conversion), and customer satisfaction (reviews, ratings).
Account HealthMetrics
A dashboard showing a seller's performance against Amazon's standards. Key metrics include Order Defect Rate, Late Shipment Rate, and Valid Tracking Rate. Poor account health can lead to suspension.
ACoSAdvertising
Advertising Cost of Sale - A key PPC metric calculated as (Ad Spend / Ad Revenue) × 100. For example, if you spend $20 on ads and generate $100 in ad-attributed sales, your ACoS is 20%. Lower ACoS generally indicates more efficient advertising.
Amazon AttributionAnalytics
A measurement solution allowing brands to track how non-Amazon marketing (Google, Facebook, etc.) drives sales on Amazon. It provides insights into which external traffic sources convert best.
Amazon DSPAdvertising
Amazon Demand-Side Platform - A programmatic advertising platform for buying display, video, and audio ads both on and off Amazon. DSP offers advanced targeting and audience insights but requires significant budget ($35K+ minimum).
Amazon Seller CentralAmazon Basics
The web interface where third-party sellers manage their Amazon business - listings, inventory, orders, advertising, reports, and account health. It's the primary hub for all seller operations.
Amazon VineReviews
An invitation-only program where trusted reviewers (Vine Voices) receive free products in exchange for honest reviews. Brand-registered sellers can enroll products in Vine to generate early reviews for new product launches.
ASINAmazon Basics
Amazon Standard Identification Number - A unique 10-character alphanumeric code that Amazon assigns to every product in its catalog. ASINs are essential for product identification, listing creation, and inventory management. For books, the ASIN is the same as the ISBN-10.
B5 terms
Backend KeywordsSEO & Optimization
Hidden search terms (up to 249 bytes) that sellers can add in Seller Central to help their products appear in relevant searches. Backend keywords are not visible to customers but are indexed by Amazon's search algorithm.
Brand AnalyticsAnalytics
Amazon's data and reporting suite available to brand-registered sellers. Includes search term reports, market basket analysis, demographics, and competitor insights. Essential for strategic decision-making.
Brand RegistryBrand Protection
Amazon Brand Registry is a program that gives brand owners more control over their product listings and intellectual property protection. Benefits include A+ Content, brand analytics, and protection against counterfeiters and unauthorized sellers.
BSRAmazon Basics
Best Sellers Rank - A ranking that indicates how well a product is selling compared to other products in the same category on Amazon. A lower BSR number means higher sales. BSR is updated hourly and is a key metric for product research and competitor analysis.
Buy BoxSales
The white box on the right side of an Amazon product detail page where customers can add items to their cart. Multiple sellers may offer the same product, but only one can win the Buy Box at a time. Factors include price, fulfillment method, seller metrics, and stock availability.
C2 terms
Child ASINCatalog
A buyable product variation linked to a parent ASIN. Each child ASIN represents a specific variant (e.g., color/size combination) and has its own inventory, price, and potentially unique content.
Conversion RateMetrics
The percentage of visitors who complete a purchase. On Amazon, Session Conversion Rate = (Orders / Sessions) × 100. A typical good conversion rate on Amazon is 10-15%, significantly higher than standard e-commerce websites.
E1 term
F4 terms
FBAFulfillment
Fulfillment by Amazon - A service where sellers send their products to Amazon's fulfillment centers, and Amazon handles storage, packing, shipping, customer service, and returns. FBA products are eligible for Prime shipping and typically have higher conversion rates.
FBA FeeFees
Fees Amazon charges for FBA services, including fulfillment fees (pick, pack, ship) and storage fees (monthly and long-term). FBA fees vary based on product size, weight, and time of year.
FBMFulfillment
Fulfillment by Merchant - A fulfillment method where sellers handle storage, packing, and shipping of their products directly to customers. Also known as Merchant Fulfilled Network (MFN). Sellers retain more control but don't get the Prime badge by default.
FNSKUFulfillment
Fulfillment Network Stock Keeping Unit - A unique barcode that Amazon assigns to FBA inventory to track products in their fulfillment centers. FNSKUs are specific to each seller's account, preventing commingling of inventory from different sellers.
G1 term
I1 term
IPI ScoreInventory
Inventory Performance Index - A metric (0-1000) that measures how efficiently sellers manage their FBA inventory. It considers excess inventory, sell-through rate, stranded inventory, and in-stock rate. A low IPI score can result in storage limits.
K2 terms
Keyword RankingSEO & Optimization
A product's position in Amazon search results for specific keywords. Higher rankings lead to more visibility and sales. Rankings are influenced by sales velocity, relevance, and conversion rate.
Keyword ResearchSEO & Optimization
The process of finding and analyzing search terms that customers use on Amazon. Effective keyword research is essential for listing optimization, PPC campaigns, and understanding customer intent. Tools like Helium 10 and Jungle Scout are commonly used.
L4 terms
Lightning DealPromotions
A time-limited promotional offer on Amazon (usually 4-12 hours) featured on the Today's Deals page. Lightning Deals can drive significant traffic and sales but require meeting minimum discount requirements and paying a fee.
Listing HijackingBrand Protection
When unauthorized sellers add themselves to your product listing, often selling counterfeit or inferior products. Common issue for private label sellers. Brand Registry helps protect against hijackers.
Long-Tail KeywordsSEO & Optimization
Longer, more specific search phrases (typically 3+ words) that have lower search volume but higher conversion rates. Example: 'waterproof hiking boots for women size 8' vs 'hiking boots'. Long-tail keywords are crucial for niche targeting.
Long-Term Storage FeeFees
Additional fees charged for inventory stored in FBA centers for more than 365 days. These fees can significantly impact profitability and encourage sellers to maintain healthy inventory turnover.
M2 terms
MCFFulfillment
Multi-Channel Fulfillment - Using Amazon's FBA network to fulfill orders from other sales channels (your website, eBay, Walmart, etc.). MCF fees are typically higher than standard FBA fees.
MOQSourcing
Minimum Order Quantity - The smallest number of units a supplier will sell in a single order. MOQs vary by product and supplier, ranging from 100 to 10,000+ units. Negotiating MOQ is crucial for managing cash flow and inventory risk.
N1 term
Negative KeywordsAdvertising
Keywords you exclude from your PPC campaigns to prevent ads from showing for irrelevant searches. Adding negative keywords improves campaign efficiency by reducing wasted ad spend on non-converting traffic.
O2 terms
ODRMetrics
Order Defect Rate - The percentage of orders with defects (negative feedback, A-to-Z claims, chargebacks). Amazon requires ODR below 1%. Exceeding this can result in account suspension.
Online ArbitrageBusiness Models
Similar to retail arbitrage, but products are sourced from online retailers instead of physical stores. Sellers use tools like Keepa and Tactical Arbitrage to find price discrepancies between online retailers and Amazon.
P4 terms
Parent ASINCatalog
A non-buyable ASIN that groups related product variations (child ASINs) together on a single product detail page. Parent-child relationships help organize color, size, or style variations.
PPCAdvertising
Pay-Per-Click - Amazon's advertising model where sellers pay only when a shopper clicks on their ad. Amazon PPC includes Sponsored Products, Sponsored Brands, and Sponsored Display ads. It's essential for product visibility and launching new products.
Private LabelBusiness Models
A business model where sellers create their own branded products, typically manufactured by third parties. Private label sellers own their brand and control pricing, unlike retail arbitrage or wholesale. It requires more upfront investment but offers higher margins.
Product LaunchStrategy
The strategic process of introducing a new product on Amazon. Successful launches typically involve optimized listings, PPC campaigns, reviews (via Vine), external traffic, and potentially promotional pricing.
R4 terms
Referral FeeFees
A percentage of the total sale price that Amazon charges for each item sold. Referral fees vary by category (typically 8-15%) and are charged regardless of fulfillment method (FBA or FBM).
ReimbursementFinancials
Money Amazon owes sellers for FBA-related issues like lost/damaged inventory, overcharged fees, or customer refunds where the item wasn't returned. Sellers can file claims manually or use reimbursement services.
Retail ArbitrageBusiness Models
A business model where sellers buy discounted products from retail stores and resell them on Amazon for a profit. It requires minimal upfront investment but involves finding deals, checking restrictions, and managing thin margins.
ROASAdvertising
Return on Ad Spend - A metric measuring the revenue generated for every dollar spent on advertising. ROAS = (Ad Revenue / Ad Spend). A ROAS of 4 means you earn $4 for every $1 spent. It's the inverse of ACoS.
S10 terms
Sales VelocityMetrics
The rate at which a product sells over a given period. High sales velocity improves BSR, keyword rankings, and Buy Box eligibility. It's a key factor in Amazon's A9 algorithm.
Search Term ReportAdvertising
An Amazon advertising report showing actual search queries that triggered your ads. Essential for finding new keywords, identifying negative keywords, and optimizing campaign performance based on real customer behavior.
SessionsMetrics
A session is a visit to your Amazon pages by a customer. It's counted from when a customer arrives until they leave or after 24 hours of inactivity. Multiple page views within a session count as one session.
SFPFulfillment
Seller Fulfilled Prime - A program allowing FBM sellers to display the Prime badge by meeting Amazon's Prime fulfillment requirements (fast shipping, high metrics). It offers Prime benefits while maintaining control over fulfillment.
SKUInventory
Stock Keeping Unit - A unique identifier that sellers create for their own inventory management. Unlike ASINs (which are Amazon-assigned), SKUs are created by the seller and can include information about the product variant, supplier, or purchase date.
Sponsored BrandsAdvertising
Previously called Headline Search Ads, these appear at the top of search results featuring a brand logo, custom headline, and multiple products. Available only to brand-registered sellers. Great for brand awareness and cross-selling.
Sponsored DisplayAdvertising
Display ads that can appear on and off Amazon, targeting shoppers based on interests, products viewed, or purchases. These ads are useful for retargeting and reaching customers throughout their shopping journey.
Sponsored ProductsAdvertising
The most common Amazon PPC ad type. These ads appear in search results and product pages, promoting individual product listings. They operate on a keyword-targeting or product-targeting model with cost-per-click bidding.
Stranded InventoryInventory
FBA inventory that is in Amazon's fulfillment center but is not connected to an active listing. This can happen due to listing errors, ASIN issues, or compliance problems. Stranded inventory incurs storage fees but cannot be sold.
Subscribe & SavePrograms
Amazon's subscription program where customers can schedule recurring deliveries of consumable products at a discount (typically 5-15% off). Great for building customer loyalty and predictable revenue.
T1 term
TACoSAdvertising
Total Advertising Cost of Sale - A metric that measures ad spend as a percentage of total revenue (not just ad-attributed revenue). TACoS = (Ad Spend / Total Revenue) × 100. It provides a more holistic view of advertising efficiency and organic sales growth.
U1 term
V2 terms
VariationCatalog
Different versions of a product grouped under one listing (e.g., different colors, sizes). Variations share reviews and ranking, making it easier for customers to find all options and for sellers to consolidate listing authority.
Vendor CentralAmazon Basics
An invite-only platform for first-party (1P) sellers who sell wholesale directly to Amazon. Vendors ship inventory to Amazon, who then sells it to customers. Offers different benefits and challenges than Seller Central.
W1 term
WholesaleBusiness Models
A business model where sellers purchase products in bulk directly from manufacturers or authorized distributors at wholesale prices, then resell on Amazon. Requires establishing supplier relationships and often involves brand authorization.
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