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Amazon Seller Glossary – Updated 2021
As a new Amazon seller, the first step towards boosting your sales is understanding the tools available to you. Read our continuously updated glossary for sellers and vendors and tackle the extensive terminology of the world’s largest e-commerce platform.
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Term |
Definition (EN) |
A+ Content |
Premium feature, formerly known as Enhanced Brand Content (EBC), allowing sellers to add enhanced, branded content to a Product Detail Page (PDP) |
A10 algorithm |
Amazon's search algorithm, determining the organic product ranking in the search engine's result page (SERP) |
ACoS |
ACoS, short for Advertising Cost of Sale, is a metric used for measuring the performance of a sponsored products campaign |
Amazon Ad Console |
Amazon's platform for Pay-Per-Click (PPC) advertising |
Amazon Brand Registry |
Program for additional protection of registered trademarks and access to other marketing services on Amazon |
Amazon Prime |
Paid subscription service offering additional benefits and services to Amazon shoppers |
Amazon Seller Central |
Amazon's platform for brands, manufacturers and third-party sellers, used for creating product listings, managing orders and viewing analytics |
Amazon Stores |
Amazon Stores is a feature allowing brand owners to create their own Brand Page, a 'website' within Amazon to showcase their brands and products |
Amazon Vendor Central |
Amazon's platform for first-party sellers used for managing purchase orders and product data |
Amazon Vine |
Program inviting trusted reviewers to leave reviews on received free products from participating vendors |
Amazon's Choice |
Label awarded to products that many Amazon shoppers have purchased and were satisfied with |
ASIN (Amazon Standard Identification Number) |
Ten-digit unique identifier for products sold on Amazon |
Backend Search Terms |
Hidden keywords existing on the backend of an Amazon product listing that can be added to boost organic ranking |
Best Seller Ranking (BSR) |
Score assigned to products based on sales performance on Amazon |
Brand Page |
Homepage within Amazon showcasing your brands and products |
Buy Box |
Feature allowing shoppers to make a quicker purchase, awarded by Amazon to sellers based on price, availability, and sales performance |
Demand-Side Platform (DSP) |
Advertising Platform used for buying display, audio and video ads, both on and off Amazon |
Early Reviewer Program |
Program offering a gift voucher to shoppers who have purchased a new product on Amazon in return for a review of the product |
Fulfilment by Amazon (FBA) |
Shipping option where the entire fulfilment process is managed by Amazon |
Fulfilment by Merchant (FBM) |
Shipping option where sellers take care of the distribution by themselves |
Negative keywords |
Keywords irrelevant for your product added to a paid advertising campaign to prevent your ad from appearing in a specific search result |
Premium A+ Content |
Premium invite-only content feature, similar to basic A+ Content but with additional features and benefits |
Seller Fulfilled Prime |
Prime program allowing sellers to ship products directly from their own warehouse to domestic Prime shoppers |
Sponsored Brands Ads |
Keyword or Product based Pay-Per-Click (PPC) ads, appearing above relevant Amazon shopper search results |
Sponsored Display Ads |
Targeting based ads, appearing both on and off Amazon |
Sponsored Products Ads |
Keyword or Product based Pay-Per-Click (PPC) ads, appearing on the bottom and right side of search results, as well as on product detail pages |
If you are a new seller on the Amazon platform, check out our guide for how to optimise your product postings with Amazon SEO.