Amazon seller glossary. Every acronym, in one line.

Advertising

• ACOS: Advertising Cost of Sales, ad spend divided by ad-attributed sales. Guide.
• ROAS: return on ad spend, ad sales divided by ad spend. The inverse of ACOS.
• TACOS: Total Advertising Cost of Sales, ad spend divided by all sales. ACOS vs TACOS.
• Break-even ACOS: the ACOS at which an ad sale makes zero profit; your margin before ads. Calculator.
• CPC: cost per click, what you paid on average for one click.
• CTR: click-through rate, clicks divided by impressions. Guide.
• Impression: one showing of your ad.
• Attribution window: how long after a click a purchase still counts as the ad's: 7 days for sellers' Sponsored Products, 14 for Sponsored Brands and Display.
• PPC: pay per click, advertising you pay for only when a shopper clicks. Guide.
• Sponsored Products: ads for a single product, in search results and on product pages. The three ad types.
• Sponsored Brands: ads with your logo, a headline and several products, for Brand Registry sellers.
• Sponsored Display: ads shown on product pages and off Amazon, targeted by product or audience.
• Automatic campaign: Amazon chooses the searches and products to target from your listing.
• Manual campaign: you choose keywords or products to target.
• Broad, phrase and exact match: how widely a keyword matches searches. Match types.
• Close match, loose match, substitutes, complements: the four targeting groups of an automatic campaign.
• Negative keyword: a search your ad will not show on. Guide.
• Keyword vs search term: the keyword is what you bid on; the search term is what the shopper typed.
• Placement: where the ad showed: top of search, rest of search or product pages.
• Dynamic bidding: Amazon raising or lowering your bid in real time by how likely a click is to convert.

Sales and traffic

• Sessions: visits to your pages; one shopper in one 24-hour period is one session.
• Page views: every page loaded, including several by the same shopper in one session.
• Unit session percentage: units ordered divided by sessions. Amazon's conversion rate. Guide.
• Ordered product sales: the value of everything ordered, ads or not, in Business Reports.
• Units ordered: units, not orders: three units in one order count three.
• ASIN: Amazon Standard Identification Number, the ID of a product in Amazon's catalog.
• Parent and child ASIN: a parent groups variations like sizes and flavours; each child is one variation you sell.
• SKU: your own stock-keeping code for an item you sell.
• Seller Central: the site where third-party sellers run their Amazon business. Guide.

Brand Analytics

• Brand Registry: Amazon's program for brand owners; it unlocks Brand Analytics and Sponsored Brands. Guide.
• Search Query Performance: a Brand Analytics report of your share of each search's impressions, clicks, cart adds and purchases. Guide.
• Search query volume: how many times a search was made in the period.
• Brand share: your brand's count at a stage divided by the market total for the search.

Fees, FBA and profit

• FBA: Fulfillment by Amazon. Amazon stores, picks, packs and ships your orders.
• FBM: fulfilled by merchant. You ship orders yourself.
• Referral fee: Amazon's commission on each sale, a percentage set by category. By category.
• Fulfillment fee: Amazon's per-unit FBA charge, set by size tier, weight and price band.
• Size tier: Amazon's size class for a package, from small standard to extra-large; it sets the fulfillment fee.
• Monthly storage fee: per cubic foot of warehouse space, higher October to December. Calculator.
• Aged inventory surcharge: an extra monthly charge on stock stored past a set number of days.
• COGS: cost of goods sold, what one unit cost you. Landed cost adds freight and duty to Amazon.
• Margin before ads: what is left of the price after Amazon's fees and the unit cost. Profit margin.
• Settlement: the statement of what Amazon paid you for a period, every fee and refund itemised.
• Days of supply: how many days of sales your stock covers at the current rate.

Questions

What does SQP mean on Amazon?

Search Query Performance, the Brand Analytics report of your share of each search at four stages: impressions, clicks, cart adds and purchases.

What is the difference between ACOS and ROAS?

They are the same measurement inverted. ACOS is spend over sales; ROAS is sales over spend. A 25% ACOS is a 4.0x ROAS.

What is an ASIN?

Amazon Standard Identification Number: the 10-character ID Amazon gives each product in its catalog.

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