Glossary
Amazon advertising terms, explained without the fluff.
Definitions, formulas and examples for the numbers and programs that decide profit on Amazon. Written by the team that manages them daily.
A+ Content
Rich media modules on the product page for Brand Registry owners, replacing the plain-text description.
ACoS
Advertising Cost of Sales: how much you spend on ads for every unit of sales those ads generate.
Amazon DSP
Amazon's programmatic buying platform for display, video and audio ads, powered by Amazon's first-party shopping signals.
Brand Registry
Amazon's program for trademark owners that unlocks brand tools, content formats and protection.
Brand Store
A free, customisable multi-page storefront on Amazon for registered brands, with its own URL.
Break-even ACoS
The ACoS at which a paid sale earns exactly nothing. Your margin before advertising, expressed as a share of price.
Buy Box
The default offer in the add-to-cart box on a product page. Ads only show for the offer that holds it.
FBA
Fulfillment by Amazon: Amazon stores and ships your inventory and handles customer service and returns.
Listing optimization
Improving a product page's indexing (which searches it appears for) and conversion (how many visitors buy).
Organic sales
Sales that Amazon does not attribute to an advertising click.
Pan-European FBA
Amazon's program that places your inventory in several EU countries so all EU marketplaces get local delivery at local fees.
ROAS
Return on Ad Spend: sales generated per unit of ad spend. The inverse of ACoS.
Sponsored Brands
Brand-level ads with logo, headline and several products, or auto-playing video, shown at the top of search results.
Sponsored Display
Self-service display ads on and off Amazon, targeted by product, audience or past shopping behaviour.
Sponsored Products
Amazon's core ad format: single-product ads on search results and product detail pages, paid per click.
TACoS
Total Advertising Cost of Sales: ad spend as a share of all sales, organic and paid.
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