This glossary explains 316 terms you'll meet in Seller Central, Amazon emails and seller communities, grouped into 13 categories. Thresholds and rules come from Amazon's official help pages, and every term has a permanent link you can share.
316 terms · 13 categories · Last updated:
1P is the vendor model where you sell wholesale to Amazon and Amazon is the retailer. 3P is a third-party seller selling under its own name. Seller Central is for 3P, Vendor Central for 1P.
Also called: 1P, 3P, first party, third party
Related:Vendor CentralSeller Central
Amazon's buyer-protection program for orders from third-party sellers. If an item doesn't arrive, arrives damaged or isn't as described, the buyer can file an A-to-z claim. A claim decided against the seller counts toward ODR and the amount is charged to the seller.
Also called: A-to-Z, AtoZ, A2Z, A-to-z claim
Related:Order Defect RateSAFE-T claimBuyer-Seller MessagingChargeback
A feature that lets brand owners add image-rich description modules, including comparison charts, to detail pages. It requires Brand Registry.
Also called: A+, EBC, Enhanced Brand Content, Premium A+
Related:Amazon Brand RegistryProduct descriptionManage Your Experiments
Extra protection Amazon offers eligible sellers with strong account health. Members get priority access to account health support and more room to fix issues. Eligibility shows in Seller Central.
Also called: AHA
The page showing performance metrics, policy violations and AHR. It's where deactivation risk shows up first, with an appeal link for each violation.
Also called: Account Health, Account Health dashboard
Related:Account Health RatingOrder Defect RatePolicy violationPerformance Notifications
A 0–1,000 score that shows how well a seller follows Amazon's policies. 200 and above is Healthy, 100–199 is At Risk, and 99 or lower is Unhealthy. It appears per store on the Account Health page in Seller Central.
Formula / threshold: 200+ Healthy · 100–199 At Risk · 0–99 Unhealthy
Also called: AHR
Related:Account Health pagePolicy violationAt Risk statusOrder Defect Rate
Running the daily work of an Amazon seller account: listings, pricing, orders, buyer messages, returns and account health. Sellers do it themselves or hand it to a team.
Also called: account management
Amazon stopping a seller's selling privileges for a policy violation or poor performance. Reinstatement requires an appeal and Plan of Action through Seller Central. Funds in a deactivated account are usually held.
Also called: suspend, deactivation
Related:Plan of ActionReinstatementAccount Health RatingRelated accounts
Ad spend divided by ad-attributed sales. Lower is more efficient, and a campaign below break-even ACoS is profitable.
Formula / threshold: ACoS = ad spend ÷ ad sales × 100
Also called: Advertising Cost of Sales
Related:ROASTACoSBreak-even ACoS
The unit inside a campaign that holds products sharing the same keywords or targets.
Related:PortfolioManual campaign
The page for adding an offer to an existing ASIN or creating a new product page. For gated products, the application link appears here.
Also called: Add Products
Related:OfferCategory approvalFlat file
An extra charge, on top of monthly storage, for FBA stock that has sat unsold for a long time. The longer it sits, the higher it gets.
Also called: long-term storage fee, LTSF, aged inventory
A downloadable report of every order in a date range with product, price and status, used for profit tracking and bookkeeping.
Also called: All Orders, order report
A free tool that measures how off-Amazon traffic such as social, email and search drives Amazon sales. It is available to brand owners.
Also called: Attribution
The program owners of registered or pending trademarks use to enroll their brand with Amazon. An enrolled brand controls detail-page content, gets A+ Content and a Brand Store, and has extra tools for reporting infringement.
Also called: Brand Registry, BR
Amazon's B2B store where companies, schools and institutions buy for business use. Sellers can set business prices and quantity discounts.
Also called: B2B
Related:Business PriceQuantity discountAmazon Tax Exemption Program
Buying FBM shipping labels inside Seller Central. Tracking uploads automatically, and some carrier-caused delays don't count against the seller's metrics.
Also called: Buy Shipping
Amazon's service that converts sales proceeds to your local currency and sends them to a local bank account, with a currency conversion charge.
Also called: ACCS
Related:Deposit methodDisbursement
Amazon's programmatic ad platform for buying display and video ads on Amazon properties and third-party publishers using audience data.
Also called: DSP, Demand-Side Platform
Related:Sponsored Display
The program that lets sellers in one country sell in other Amazon stores. The Build International Listings tool copies offers from one marketplace to others and keeps prices in sync with exchange rates.
Also called: Global Selling
Related:Build International ListingsUnified accountRemote Fulfillment with FBA
Amazon's store for handmade goods, which requires a separate application showing the products are truly made by hand.
Also called: Handmade
Related:GTIN exemption
Amazon's invite-only loan program for eligible sellers to finance inventory. Repayments are deducted automatically from sales proceeds.
Also called: Lending
Related:Disbursement
The program for professionally inspected and refurbished products. Selling in it requires a separate application and approval.
Also called: refurbished
Related:Item conditionCategory approval
The system that decides which products appear for a search and in what order, based on relevance, sales history, conversion, price and availability. Sellers often call it A9 or A10.
Also called: A9, A10, ranking algorithm
The program that lets eligible business buyers upload tax-exemption documents to their Amazon account and buy without sales tax.
Also called: ATEP, tax exempt
A program where reviewers chosen by Amazon receive products free and write unbiased reviews, used to get early reviews on new items. It requires Brand Registry.
Also called: Vine, Vine Voices
Amazon's bulk storage service that holds inventory at lower cost and replenishes FBA warehouses automatically, acting as a back-room for FBA.
Also called: AWD
Related:FBAFBA capacity limits
Amazon's store for the United Arab Emirates. One of Amazon's Middle East stores, priced in dirhams.
Also called: the United Arab Emirates
Related:amazon.sa
Amazon's store for Canada. It is opened from the North America account, priced in Canadian dollars, with listings in English and French.
Also called: Canada
Amazon's store for Japan. It runs on a separate Seller Central account, with listings in Japanese.
Also called: Japan
Related:MarketplaceAmazon Global Selling
Amazon's store for the United Kingdom. It is managed through the European account, priced in pounds sterling and subject to UK VAT rules.
Also called: the United Kingdom
Related:Unified accountVAT
Amazon's store for the United States. It is Amazon's largest marketplace and is managed through the North America unified account.
Also called: the United States
Amazon's store for Australia. It runs on a separate Seller Central account, priced in Australian dollars.
Also called: Australia
Related:MarketplaceAmazon Global Selling
Amazon's store for Belgium. It is opened from the European account, with listings in French and Dutch.
Also called: Belgium
Related:Unified account
Amazon's store for Brazil. It is part of the North America unified account, with Brazil-specific tax and business requirements.
Also called: Brazil
Related:Unified account
Amazon's store for Mexico. It is opened from the North America account, priced in Mexican pesos, with listings in Spanish.
Also called: Mexico
Amazon's store for Türkiye. It is managed from a separate seller portal and registration uses Turkish company and tax details.
Related:Marketplace
Amazon's store for Germany. One of Amazon's largest European stores; packaging requires EPR registration (LUCID).
Also called: Germany
Amazon's store for Spain. It is opened from the European account and priced in euros.
Also called: Spain
Related:VATUnified account
Amazon's store for France. It is opened from the European account, and France requires EPR numbers for many product categories.
Also called: France
Amazon's store for Ireland. One of Amazon's newer stores, opened from the European account and priced in euros.
Also called: Ireland
Related:Unified account
Amazon's store for India. A separate marketplace that requires local business and tax registration.
Also called: India
Related:Marketplace
Amazon's store for Italy. It is opened from the European account and priced in euros.
Also called: Italy
Related:VATUnified account
Amazon's store for the Netherlands. It is opened from the European account, with listings in Dutch.
Also called: the Netherlands
Related:Unified account
Amazon's store for Poland. It is opened from the European account and priced in zloty.
Also called: Poland
Related:Unified account
Amazon's store for Saudi Arabia. One of Amazon's Middle East stores, priced in riyals.
Also called: Saudi Arabia
Related:amazon.ae
Amazon's store for Sweden. It is opened from the European account and priced in Swedish krona.
Also called: Sweden
Related:Unified account
A badge Amazon shows on products it highlights for a specific search. It is assigned automatically from signals like price, rating and fast shipping; you can't apply for it or buy it.
Also called: Amazon's Choice
The former name of Amazon's advertising services, now Amazon Ads.
Also called: Amazon Ads, Amazon Advertising
Total revenue divided by number of orders. Bundles and quantity discounts are common ways to raise it.
Formula / threshold: AOV = revenue ÷ orders
Related:Average selling priceBundle
Amazon Standard Identification Number, the 10-character code Amazon assigns to each product detail page. Every seller of the same product lists on the same ASIN. For books it usually matches the ISBN-10.
Also called: Amazon Standard Identification Number
The warning that AHR is between 100 and 199. The account is still active, but new violations can lead to deactivation. Resolving the open violations on the Account Health page raises the score.
Also called: At Risk
A retailer or seller officially allowed by a brand to sell its products. Some brands allow only authorized resellers on Amazon and report the rest.
Also called: authorized seller, authorized dealer
Seller Central's free rule-based pricing tool. You pick a rule such as compete for the Featured Offer or match the lowest price, and set a minimum and maximum for each SKU.
Related:RepricerMinimum / maximum price
A Sponsored Products campaign where Amazon decides which searches and products to target from your listing data. Useful for discovering new keywords.
Also called: auto campaign
Sales revenue for a period divided by units sold, showing how discounts and deals affect the real price.
Formula / threshold: ASP = revenue ÷ units sold
Also called: ASP
B2B is business-to-business and B2C business-to-consumer selling. Most Amazon sales are B2C; Amazon Business brings B2B buyers.
Also called: B2B, B2C
Related:Amazon Business
A deal type that runs on Today's Deals for several days, longer than a Lightning Deal and with more inventory.
Also called: 7-day deal, BD
Related:Lightning Deal
The orange badge for the top-selling product in a subcategory. It follows sales rank and updates hourly.
Also called: #1 Best Seller
A product's sales rank in its category, where 1 is the top seller. It updates hourly from recent and historical sales and is used to estimate sales, but it isn't a unit count.
Also called: BSR, sales rank
The most you're willing to pay for a click. The auction winner usually pays just above the next-highest bid.
Also called: default bid, CPC bid
Related:CPCDynamic biddingDaily budget
The transport document showing freight was handed to the carrier, required for pallet (LTL) FBA shipments.
Also called: bill of lading
Related:SPD and LTL
A reporting dashboard for brand owners with search frequency, top clicked products and customer behavior data. It requires Brand Registry.
Also called: ABA, Amazon Brand Analytics, Search Query Performance
Amazon requiring separate permission to sell certain brands. Applications usually need invoices from an authorized distributor or a letter of authorization, and Amazon makes the final call.
Also called: brand ungating, brand gating
Related:Category approvalSupply chain invoiceLetter of Authorization
A seller's list of brands never to list because of IP complaint or approval risk. It is the main safeguard for account health in dropshipping accounts that list in bulk.
Also called: blacklist, restricted brands
Related:Intellectual propertyBrand approvalRestricted products
A program where brand owners earn back part of the referral fee on sales driven by off-Amazon traffic, measured with Amazon Attribution tags.
Also called: BRB
Related:Amazon AttributionReferral fee
A multipage storefront inside Amazon for Brand Registry brands, with its own URL and usable as an ad landing page.
Also called: Amazon Store, Storefront
The ACoS at which an ad-driven sale earns zero profit. It equals the pre-ad profit margin: a product with a 30% margin breaks even at 30% ACoS.
Formula / threshold: Break-even ACoS = pre-ad profit ÷ sale price
Also called: BE ACoS, target ACoS
The price or volume at which a sale makes neither profit nor loss. The break-even price equals product cost plus Amazon fees and shipping.
Also called: break-even
Related:Break-even ACoSNet profit margin
The category path where a product appears in the Amazon store, such as Home & Kitchen › Kitchen Utensils. The wrong node hurts discoverability and can mean the wrong referral fee.
Also called: BTG
A Seller Central tool that copies offers from a source marketplace to target marketplaces and keeps prices updated by exchange rate and your rules.
Also called: BIL
The short feature lines below the title on a detail page, typically five. They describe the product's main features; price, shipping or seller details don't belong there.
Also called: key product features
Different, complementary products sold together under one ASIN. Amazon requires a separate GTIN for the bundle and a title that says it's a bundle. Bundling branded products without the brand's consent can cause problems.
Also called: multipack, set
A price shown only to business buyers on Amazon Business. Sellers can also add tiered discounts by quantity.
Also called: B2B price, quantity discount
Related:Amazon BusinessQuantity discount
Seller Central's sales and traffic reports, showing sessions, page views, Featured Offer percentage and conversion by date or ASIN.
Also called: Detail Page Sales and Traffic
The offer tied to the Add to Cart button on a product page. When several sellers offer the same ASIN, Amazon picks one based on price, delivery speed and seller performance. Most sales go through it.
Also called: Featured Offer
Related:Featured Offer eligibilityRepricerFeatured OfferOther Sellers on Amazon
The system buyers and sellers use to write to each other through Amazon, with email addresses masked. Marketing, external links and requests for positive reviews are banned; messages must be about completing the order.
Also called: BSM, Buyer-Seller Messages, Contact Buyer
A California rule requiring warning labels on products containing certain chemicals. Covered products must carry the warning on Amazon too.
Also called: Proposition 65
Related:CPSIA and Children's Product CertificateCompliance documents
The page for creating Sponsored ad campaigns, setting budgets and bids, and tracking performance.
Also called: Advertising Console
Related:Sponsored ProductsACoSPortfolio
The share of orders the seller cancels before shipping, measured over 7 days. Amazon requires it to stay under 2.5% for seller-fulfilled orders. Cancellations the buyer requests don't count.
Formula / threshold: CR = seller-canceled orders ÷ total orders (7 days) · target < 2.5%
Also called: CR, Pre-fulfillment Cancel Rate
The page keeping every case opened with Seller Support and its replies. Unresolved cases can be reopened.
Also called: case
Related:Seller Support
Data a seller submits to correct or add to a detail page. When there are several contributions, Amazon decides which one appears; a Brand Registry owner's contribution usually takes priority.
Also called: detail page contribution
Some categories and brands require Amazon's approval before you can list. Applications usually include supplier invoices or other documents, which Amazon reviews against its own requirements.
Also called: ungating, gated category
Related:Brand approvalSupply chain invoiceRestricted products
A buyer disputing a charge through their bank or card issuer instead of Amazon. If the bank reverses the payment, it counts as a defect in ODR. Sellers respond with evidence from the chargeback claims page in Seller Central.
Also called: credit card chargeback
The total profit a customer brings over their relationship with a brand, used to set ad budgets for repeat-purchase products.
Also called: LTV, lifetime value
Related:Subscribe & SaveTACoS
Storing identical units from different sellers together under the manufacturer barcode, so an order ships from the nearest unit. Sellers who want their stock kept separate use FNSKU labels.
Also called: stickerless, virtual tracking, commingled inventory
The reference Amazon uses when comparing a product's price with other sellers and other retailers. Offers well above it may lose the Featured Offer.
Also called: external price
Related:Buy BoxPricing Health
A rights owner withdrawing an IP complaint in writing to Amazon. Retracted complaints usually drop off account health, and sellers can contact the rights owner to request one.
Also called: retraction
Related:Intellectual property
Documents showing a product meets safety and regulatory rules, such as test reports, certificates of conformity or safety data sheets. Amazon asks for them before listing in some categories and after complaints in others.
Also called: compliance, CPC, SDS
Related:Product safety complaintCPSIA and Children's Product CertificateHazmat
Measures how quickly buyer messages get answered. Amazon expects replies within 24 hours, weekends included. Messages that need no reply can be marked “No response needed”.
Also called: CRT, response time
The share of clicks that turn into orders. For overall conversion, Seller Central uses Unit Session Percentage.
Formula / threshold: CVR = orders ÷ clicks × 100
Also called: CVR, CR
Related:CTRUnit Session Percentage
What a sold item costs the seller: purchase price, taxes and inbound freight. It is the base of every profit calculation.
Also called: COGS
A discount shown as a clippable badge on the detail page and in search. Sellers set a percentage or amount, a budget, and pay a fee per redemption.
Also called: coupons, clip coupon
The average amount paid per ad click. The price paid in the auction is usually below your bid.
Formula / threshold: CPC = ad spend ÷ clicks
Also called: cost per click
The cost per 1,000 ad impressions, used for visibility-focused Sponsored Display and DSP campaigns.
Also called: vCPM
The US law governing children's product safety. Products for children 12 and under need a Children's Product Certificate (CPC) based on third-party lab testing, which Amazon can request.
Also called: CPSIA, CPC, Children's Product Certificate
The share of people who click after seeing an ad. Low CTR usually means the image, title or price doesn't fit the search.
Formula / threshold: CTR = clicks ÷ impressions × 100
Also called: click-through rate
Related:ImpressionsConversion rateCPC
A tax charged when goods enter a country, based on product type and origin. The rate comes from the item's tariff code and adds to landed cost.
Also called: duty, tariff
The average amount a campaign may spend per day. If it runs out, ads pause until the next day.
Also called: budget
Duty-free entry for import parcels below a set value. The US suspended its $800 de minimis exemption for all countries effective August 29, 2025. Get advice from an accountant or attorney for your situation.
Also called: de minimis, Section 321
Related:Customs dutyLanded cost
The bank account where sales proceeds are sent. Sellers outside the US can use a US or local account, with currency conversion handled by Amazon or a payment service.
A weight calculated from package volume. Shipping is charged on whichever is greater, actual or dimensional weight.
Also called: dim weight, volumetric weight
Related:Size tierFBA fulfillment fee
Amazon transferring sales proceeds from your balance to your bank account. The standard cycle is every 14 days, and eligible sellers can request more frequent payouts.
Also called: payout, transfer
Selling without holding stock: the supplier ships the order straight to the customer. Amazon allows it, but under its Drop Shipping Policy you must be the seller of record, only your information may appear on the package, and you handle returns.
Also called: drop shipping, Drop Shipping Policy
Related:Seller of recordPackage forwarderFBMRetail arbitrage
A brand selling straight to consumers through its own site or channel. Its off-Amazon traffic can be measured with Amazon Attribution.
Also called: D2C
Creating a new page for a product that already exists on Amazon. Policy requires one ASIN per product, so duplicates are merged or removed.
Also called: duplicate ASIN
Related:ASINProduct detail page
Amazon adjusting bids in real time based on how likely a click is to convert. Options are down only, up and down, and fixed bids.
Also called: down only, up and down, fixed bids
Related:BidPlacement bid adjustment
European Article Number, the 13-digit barcode common in Europe and Turkey. Amazon accepts it as a GTIN in place of a UPC.
Also called: European Article Number, EAN-13
The tax ID the IRS issues to businesses, used when opening an Amazon account with an LLC, for bank accounts and on tax forms.
Also called: FEIN, Tax ID
Related:LLCITINTax interview
The registration number businesses use for customs when importing into or exporting from the EU or UK.
Also called: EORI
Related:VATImporter of Record
The delivery window shown to the buyer at checkout, calculated from handling and transit time. On-time delivery and A-to-z claims are judged against it.
Also called: EDD, estimated delivery
Related:On-Time Delivery RateTransit timeA-to-z Guarantee claim
When a shipment or package is expected to arrive, used in FBA shipment planning and supplier tracking.
Ships orders to other European marketplaces from FBA stock held in one European country, with a cross-border fee.
Also called: EFN
Related:Pan-European FBAFBA
Rules that make sellers responsible for the waste cost of packaging, electronics, batteries and similar products. Countries such as Germany and France require an EPR registration number, which Amazon collects.
Also called: EPR, LUCID, WEEE
Amazon's rule against prices that harm buyer trust, such as charging far more than recent prices on or off Amazon, or pairing a low item price with an excessive shipping charge.
Also called: price gouging
Related:Pricing alertCompetitive price
The seller sends stock to Amazon's warehouses and Amazon picks, packs, ships, handles returns and customer service. FBA items get the Prime badge. Storage and fulfillment fees are charged separately.
Also called: Fulfillment by Amazon
Related:FBMFBA fulfillment feeMonthly storage feeInbound shipmentFulfillment center
Amazon's cap on how much inventory a seller can send to and store in FBA. It is based on sales performance and forecast demand and updated periodically.
Also called: restock limits, storage limits
Related:Inventory Performance IndexFBAAmazon Warehousing and Distribution
The per-unit fee for picking, packing and shipping FBA orders. It depends on size tier, weight and price.
Also called: FBA fee, pick and pack, fulfillment fee
Related:Size tierMonthly storage feeFBA
Selling unsold FBA inventory to wholesale buyers through Amazon at a reduced price. The seller gets the proceeds minus fees.
Also called: liquidation
Payment to the seller for stock lost or damaged in Amazon's warehouses. Amazon detects many cases itself, and sellers can file claims for the rest.
Also called: reimbursement, lost and damaged
Related:FBAInventory Ledger
The seller, or the seller's forwarder, ships the order. Dropshipping runs on FBM. Ship times and tracking are the seller's responsibility and feed into account health metrics.
Also called: MFN, Merchant Fulfilled
Related:FBAHandling timeLate Shipment RateValid Tracking RateDropshipping
The share of page views where your offer was the Featured Offer, shown per ASIN in Business Reports.
Also called: Buy Box %, Featured Offer %
Related:Buy BoxBusiness Reports
Whether a seller's offer can be chosen as the Featured Offer. It shows per offer on the inventory page. Ineligible offers can still sell from the Other Sellers list.
Also called: Buy Box eligible
Related:Buy BoxOther Sellers on Amazon
The page listing seller feedback received, with options to request removal or post a public reply.
Related:Seller feedbackFeedback removal
Amazon deleting seller feedback that breaks its rules, such as obscene language, personal information or comments only about the product. Delivery complaints on orders Amazon fulfilled are struck through. Sellers may ask a buyer to revise feedback but can't offer anything in return.
Also called: strike-through
Related:Seller feedbackNegative feedback
The US legal principle that a genuine product, once lawfully bought, can be resold. It doesn't override Amazon's brand approval or IP complaint rules. Get advice from an accountant or attorney for your situation.
Also called: first sale, exhaustion
The page collecting suppressed or incomplete listings, showing which attribute is missing and how to fix it.
Also called: Listing Quality
A spreadsheet for adding or updating many products at once. You download it by product type from Seller Central, fill it in and upload it back; errors appear in the processing report.
Also called: inventory file, bulk upload
Related:Product typeSKU
Fulfillment Network SKU, the label code Amazon uses to tell one seller's FBA stock from another's. It usually starts with X00 and is stuck on each unit so identical products from different sellers don't mix.
Also called: FBA label, X00
Related:SKUComminglingPrep
The annual gross sales form payment platforms file with the IRS and send to sellers. Amazon issues it to US sellers above the reporting threshold; check the IRS for the current amount, as it has changed by law.
Also called: 1099-K, 1099
Related:W-9Tax interview
An Amazon warehouse that stores FBA stock and processes orders. Each has a code, usually three letters plus a number.
Also called: FC, warehouse
Related:FBAInbound shipmentAmazon Warehousing and Distribution
Listing unbranded products under the brand name “Generic”. These usually need a GTIN exemption and can't use Brand Registry tools.
Also called: Generic, unbranded, white label
Related:GTIN exemptionPrivate label
The EU product safety rule in force since December 13, 2024. Products sold in the EU need an EU-based responsible person and contact and safety information on the product.
Also called: responsible person
Related:Compliance documentsExtended Producer Responsibility
Sale price minus product cost, as a percentage of the price. Amazon fees and advertising aren't included.
Formula / threshold: Gross margin = (price − COGS) ÷ price × 100
The global organization that issues barcode numbers. Amazon expects GTINs to match the brand and company in the GS1 database, so cheap barcodes bought from resellers can fail that check.
Canada's federal and harmonized sales taxes. Sellers may need to register under certain conditions, and Amazon collects the tax on some sales. Get advice from an accountant for your situation.
Also called: GST, HST, PST, QST
The umbrella name for barcode numbers that identify a product globally, including UPC, EAN, ISBN and JAN. Amazon requires one for new detail pages in most categories and checks it against GS1 records.
Also called: Global Trade Item Number, product ID, ISBN, JAN
Related:UPCEANGTIN exemptionGS1
Permission from Amazon to list products without a barcode, typically for generic items, handmade goods or brands that don't use barcodes. The request needs product and packaging photos.
Related:GTINGeneric brand
The number of business days between receiving an order and handing it to the carrier. Sellers set it per SKU or shipping template, and an unrealistically short one causes late shipments.
Related:Ship-by dateLate Shipment RateTransit timeShipping template
Products that are flammable, pressurized, corrosive or contain lithium batteries. Amazon requires safety data sheets for them and applies separate FBA rules.
Also called: dangerous goods, DG, SDS
The customs classification code for a product. The first six digits are international; the US uses a 10-digit HTS code. The duty rate depends on it.
Also called: HS code, HTS
Related:Customs dutyImporter of Record
The party legally responsible for importing goods into a country and paying duties. For FBA shipments from abroad, the IOR must be settled up front.
Also called: IOR
Your ad impressions as a share of all ad impressions for a search, measuring visibility against competitors.
Also called: IS
Related:ImpressionsTop of Search
How many times an ad or product was shown. CTR and impression share are calculated from it.
Also called: impression
Related:CTRImpression share
An FBA fee for distributing a shipment across Amazon's network. Sellers who choose to send to fewer warehouses pay more.
Also called: placement fee
Related:Inbound shipmentSend to Amazon
A shipment of stock to an Amazon warehouse for FBA. It's created in Seller Central, Amazon assigns destination warehouses, and each box gets a shipping label.
Also called: shipment plan, inbound
The starter plan with no monthly fee and $0.99 per item sold. It suits low-volume sellers but lacks advertising and advanced tools.
Also called: Individual account
Related:Professional selling plan
A US law requiring marketplaces to verify the identity, bank and contact details of high-volume sellers: those with 200 or more sales and $5,000 or more in revenue in the past 12 months.
Also called: INFORM Act, high-volume seller
Related:Seller identity verification
A rights owner's report that a listing infringes a trademark, copyright or patent. Amazon can remove the listing, and repeated complaints lower account health and can lead to deactivation.
Also called: IP complaint, trademark complaint, copyright, patent
Related:Report a ViolationComplaint retractionPolicy violation
A report of all FBA stock movements: receipts, sales, returns, losses and removals. Used to track reimbursements for missing units.
Related:FBA reimbursementRemoval order
A score showing how efficiently FBA inventory is managed, based on excess stock, sell-through, stranded inventory and in-stock rate. A low score can restrict FBA capacity.
Also called: IPI
Related:FBA capacity limitsSell-through rateStranded inventory
The EU system for collecting VAT at the point of sale on low-value goods shipped from outside the EU to EU consumers, for consignments of €150 or less.
Related:OSSVATCustoms duty
Amazon's program connecting brands with vetted law firms for trademark filing, giving earlier access to Brand Registry before the mark registers.
Also called: IPA
Related:TrademarkAmazon Brand Registry
Whether an offer is listed as New, Renewed, Used or Collectible. Some categories don't accept used items, and the wrong condition leads to condition complaints.
Also called: condition, New, Used, Like New
Individual Taxpayer Identification Number, issued by the IRS to people who can't get a Social Security number but need to file US taxes.
Also called: Individual Taxpayer Identification Number
Related:EINW-8BEN / W-8BEN-E
Metrics chosen to track how a business is doing. Typical ones for Amazon sellers are net profit, ODR, Featured Offer percentage, ACoS and conversion rate.
The full cost of getting a product ready to sell: purchase, international freight, duties, forwarder and prep fees.
The share of orders without ship confirmation by the expected ship date, measured over 10 and 30 days. Amazon requires it to stay under 4% for seller-fulfilled orders.
Formula / threshold: LSR = orders confirmed late ÷ total orders · target < 4%
Also called: LSR
Related:Handling timeShip-by dateCancellation RateOn-Time Delivery Rate
A letter from a brand owner granting a seller permission to sell its products, sometimes submitted with invoices for brand approval.
Also called: LOA
A limited-quantity deal that runs for a few hours on the Today's Deals page. Amazon recommends eligible products, and sellers pay a fee per deal.
Also called: LD
The manufacturer's or seller's suggested reference price. It can appear struck through next to a lower price, but Amazon won't display a list price that real sales don't support.
Also called: MSRP, RRP
Related:Was PriceSale priceMAP
Another seller adding an offer to a brand's detail page with a counterfeit, different or unauthorized product. Brand owners report it through Brand Registry tools. Reselling a genuine product is not hijacking by itself.
Also called: hijacker, hijack
Related:Amazon Brand RegistryIntellectual propertyProduct authenticity complaint
A US company type. Many non-US sellers open their Amazon account under an LLC. Tax obligations depend on the company's structure and owners. Get advice from an accountant or attorney for your situation.
Also called: Limited Liability Company
A per-unit FBA fee on products whose stock is too low relative to demand, covering the cost of not being able to spread inventory across the network.
Also called: low inventory fee
The first product photo, shown in search results. Amazon requires a pure white background (RGB 255,255,255) and expects the product to fill about 85% of the frame. No text, logos or watermarks.
The page listing every offer with price, quantity, status and Featured Offer info, where offers are edited, closed or deleted.
Also called: Manage Inventory, inventory
The page where orders are viewed, ship confirmations entered, and cancellations and refunds processed.
Also called: orders
The page for authorizing, closing or refunding FBM return requests without a return. Answering within 48 hours protects Return Dissatisfaction Rate.
Related:Return requestReturn Dissatisfaction RateReturnless refund
A testing tool for brand owners to compare two versions of a title, main image or A+ Content and see which sells more.
Also called: MYE
Related:A+ ContentMain image
A campaign where the seller picks the keywords or target products and sets bids and match types per keyword.
Also called: manual targeting
A brand's policy asking resellers not to advertise below a set price. Amazon doesn't enforce MAP; it is an agreement between the brand and its resellers.
Also called: Minimum Advertised Price
Related:List priceAuthorized reseller
An Amazon store serving a specific country, such as amazon.com or amazon.co.uk. Each has its own currency, tax rules, categories and customer expectations.
Also called: store
US state laws that shift the duty to collect sales tax from the seller to the marketplace. In those states Amazon collects the tax on sales made through it.
Also called: marketplace facilitator, MFL
The menu at the top of Seller Central for choosing which marketplace you're working in. Settings and reports follow the selection.
Related:Unified accountMarketplace
How closely a keyword must match the shopper's search. Broad covers related searches, phrase covers searches containing the phrase, and exact covers the same or very close searches.
Also called: broad, phrase, exact
Related:Negative keywordManual campaign
Price limits a seller sets on an offer. If the price goes outside the range, the offer is deactivated, which protects against pricing errors.
Also called: min price, max price, price floor
Related:RepricerPricing alert
The smallest quantity a supplier accepts per order. It sets the starting capital in private label and wholesale.
Also called: MOQ
Related:Private labelWholesale
A monthly FBA charge based on the volume your inventory occupies. Rates rise in October through December.
Also called: storage fee
Related:Aged inventory surchargeStranded inventoryInventory Performance Index
Using FBA stock to fill orders from sales channels outside Amazon. Amazon ships them and charges per order.
Also called: MCF
Related:FBA
Amazon's older seller API, now retired and replaced by SP-API.
Related:SP-API
A debt that forms when fees, refunds or claims exceed sales. Amazon collects it from the card on file or from future sales.
Related:DisbursementReserve
In the Voice of the Customer dashboard, the share of a product's orders with negative customer feedback from returns, complaints and reviews. A high rate can get the listing blocked.
Also called: NCX, Voice of the Customer, VoC
Related:Voice of the CustomerReturn rate
A 1- or 2-star seller rating from a buyer. An order with negative feedback counts as a defect in ODR. Complaints about the product itself belong in a product review, not seller feedback.
Related:Seller feedbackFeedback removalOrder Defect RateProduct review
A term that stops your ad from showing on searches you don't want, cutting spend on irrelevant searches that don't convert.
Also called: negative exact, negative phrase
Related:Match typeSearch term report
Profit left after all costs and Amazon fees, as a share of the sale price. Unlike gross margin, it includes advertising, returns and overhead.
Formula / threshold: Net margin = net profit ÷ sale price × 100
Also called: net margin, profit margin
Related:Gross marginReturn on investmentCost of goods soldBreak-even point
A connection that makes a business liable for tax in a US state. Inventory, employees or a certain sales volume can create it. Get advice from an accountant or attorney for your situation.
Also called: economic nexus, physical nexus
A seller's price, quantity, condition and shipping option for an ASIN. Adding an offer to an existing product differs from creating a new page: you enter selling terms, not content.
Also called: listing, sell yours, match listing
Related:Product detail pageBuy BoxSKU
The share of orders delivered by the estimated delivery date. Amazon says dropping below 90% can restrict your ability to list seller-fulfilled products.
Formula / threshold: OTDR = on-time deliveries ÷ tracked orders · target ≥ 90%
Also called: OTDR
Related:Valid Tracking RateEstimated delivery dateTransit time
Buying products from online stores and reselling them on Amazon for more. Combined with dropshipping, the item goes to the buyer without being stocked.
Also called: OA
Using software for the steps after an Amazon order: buying from the supplier, uploading tracking and recording cost. It cuts the delays and errors of manual work.
Also called: order bot, auto-order
The share of orders in a 60-day window with at least one defect: negative feedback, an A-to-z claim or a credit card chargeback. Amazon requires ODR under 1%; above that, selling privileges can be suspended.
Formula / threshold: ODR = orders with a defect ÷ total orders (60 days) · target < 1%
Also called: ODR
Related:A-to-z Guarantee claimChargebackNegative feedbackAccount Health Rating
Working out which Amazon order an incoming supplier package belongs to at the forwarder, usually via the supplier's tracking or order number. Mismatches lead to wrong-item shipments.
Also called: matching
Where a product appears for a search without ads, driven by sales velocity, conversion and relevance. Ad sales can indirectly lift it too.
Also called: organic ranking, keyword rank
The EU system for declaring VAT on cross-border consumer sales in a single member state, reducing the need to register in each country.
Also called: One-Stop Shop
The section on a detail page that lists offers not holding the Buy Box. Buyers can pick another seller there by price, condition or delivery time.
Also called: Other Sellers, offer listing, AOD
When an offer's sellable quantity hits zero and it drops out of search. For FBM sellers, canceling orders received without stock raises Cancellation Rate.
Also called: OOS, stockout
A US warehouse that receives supplier packages on the seller's behalf, matches them to orders, removes supplier paperwork, repacks and ships to the customer. Most sellers dropshipping into the US from abroad use one.
Also called: forwarder, prep center
Receiving a parcel in one country and reshipping it to another country or address, used when products bought in the US are sold to buyers in the UK, Canada or Mexico.
Also called: forwarding, reshipping
The document inside a package listing the ordered items. In dropshipping it must be the seller's slip, not the supplier's.
Total views of your product pages. Unlike sessions, repeat views by the same person all count.
Related:SessionsBusiness Reports
A program that spreads FBA stock across Amazon's European warehouses based on demand. Because stock sits in several countries, VAT registration is needed in them.
Also called: Pan-EU, PEU
Grouping products that differ by things like color or size on one page. The parent ASIN isn't sold; it is the umbrella, and the buyer picks a child ASIN. Adding unrelated products to a variation breaks policy.
Also called: variation, parent ASIN, child ASIN
Related:Variation themeASIN
The page showing balance, next disbursement date, reserves and transaction history, where settlement reports are downloaded.
Also called: Payments, Statement View, Transaction View
The inbox for Amazon's official messages about violations, listing removals and account status. They are emailed too, but this is the record of truth.
Raising bids by a percentage for specific placements: top of search, product pages and rest of search, each set separately, up to 900%.
Also called: bid adjustment, placement modifier
Related:Top of SearchDynamic biddingBid
The appeal you submit to get a deactivated account or removed listing reinstated. It explains the root cause, the corrective actions taken and the measures that prevent a repeat. Amazon makes the final decision.
Also called: POA, appeal
The carrier's record that a package was delivered: a signature, photo or delivery scan. Used as evidence in A-to-z and SAFE-T claims.
Also called: proof of delivery
A listing or action Amazon finds against its selling policies. Violations are listed by type on the Account Health page and lower AHR. Each one has an option to appeal or fix it.
Also called: policy warning
Related:Account Health RatingAccount Health pageIntellectual propertyProduct authenticity complaint
A folder for grouping campaigns by brand, product line or shared budget, with an optional budget cap at the portfolio level.
Related:Daily budgetAd group
An ad model where the advertiser pays only when someone clicks. Amazon's Sponsored ads use it, with prices set by auction.
Also called: pay per click, CPC advertising
Related:CPCBidSponsored Products
Bagging, bubble-wrapping or labeling products for FBA according to category rules. Amazon can do it for a fee, and missing prep leads to extra charges or refused units.
Also called: FBA prep, prep center
A return label paid for by the seller. Amazon requires US FBM sellers to offer prepaid labels, and they can be generated automatically from return settings.
Also called: return label
Related:Return requestManage Returns
A notice Amazon sends when it finds an offer's price unusually high or low. Until the price is fixed, the offer can be deactivated or removed from the Featured Offer.
Also called: pricing error, price alert
Related:Fair Pricing PolicyMinimum / maximum pricePricing Health
The page showing offers that lost the Featured Offer or got pricing alerts, alongside the competitive price.
Amazon's annual sales event for Prime members, usually held in summer. Sellers take part with deals and coupons.
Also called: Prime Big Deal Days
Related:Lightning DealCouponQ4
A discounted price shown only to Prime members, available on Prime-eligible offers (FBA or Seller Fulfilled Prime).
Also called: PED, Prime exclusive
Related:FBASeller Fulfilled PrimeCoupon
Having a manufacturer make a product under your own brand and selling it on a new ASIN. With a trademark, you can use Brand Registry tools.
Also called: PL
Structured product data such as material, dimensions, weight and color. Amazon uses it in filters and search, and missing required attributes can suppress a listing.
Also called: attributes, item specifics
A buyer or rights owner reporting that an item is counterfeit. Amazon usually asks for invoices that show the supply chain. Without them, listings can be removed and the account deactivated.
Also called: counterfeit
Related:Supply chain invoiceIntellectual propertyPolicy violation
A buyer reporting that an item sold as New arrived used, opened or incomplete. Repeated complaints lead to listing removal and an Account Health warning.
Also called: used sold as new, condition complaint
Related:Item conditionPolicy violation
The text field that describes the product in more depth than the bullets. For Brand Registry brands, A+ Content often takes its place.
Also called: description
Related:Bullet pointsA+ Content
The page holding an ASIN's title, images, bullet points and description. There is one page per product, and each seller appears as an offer on it. Amazon decides which contributor's content is shown.
Also called: detail page, PDP, listing
Related:ASINOfferCatalog contribution
Amazon's product research tool showing customer search demand alongside competition data.
Also called: POE, Opportunity Explorer
Choosing what to sell by looking at demand, competition, price history and margin. Products picked without checking sales rank, Buy Box holder and fees often lose money.
Also called: sourcing
A buyer's 1–5 star review of the product, shown on the detail page and shared by every seller of that ASIN. Offering money, free products or discounts in exchange for reviews is prohibited.
Also called: review, customer review
A report that a product caused injury, burns or a health problem. Amazon can block the listing right away and ask for compliance documents or test reports.
Also called: safety complaint
Showing ads on the pages of specific ASINs or categories, often used to appear on competitor listings.
Also called: ASIN targeting, PAT, category targeting
Related:Manual campaignSponsored Display
The product name shown in search results and on the detail page. Most categories allow up to 200 characters, and promotional phrases or unnecessary symbols are not allowed. A good title states brand, product type and key attribute.
Also called: title
The class you pick when adding a product, which sets the required attributes. In bulk uploads each product type has its own template.
Also called: item type
Amazon's $39.99-a-month selling plan, which includes bulk listing, advertising, reports and other tools. Referral fees apply on top.
Also called: Pro plan, Professional account
A program that lets brand owners remove counterfeit listings themselves, alongside automated protections and unit-level serialization.
Related:TransparencyReport a Violation
The Seller Central tool for campaigns such as percentage off, buy one get one, or free shipping, with or without a promo code.
Also called: percentage off, BOGO, promo code
Related:CouponSale price
October through December, including Black Friday, Cyber Monday and holiday shopping. Sales rise, FBA storage fees increase and return windows are usually extended.
Also called: Black Friday, Cyber Monday, BFCM, holiday season
Related:Monthly storage feePrime Day
A tiered discount applied when a buyer purchases above a set quantity, aimed at Amazon Business customers.
Also called: tiered pricing
Related:Business PriceAmazon Business
The category-based percentage Amazon takes from each sale. Most categories are 15%, charged on item price plus any shipping the buyer pays, with a $0.30 per-item minimum in most categories.
Formula / threshold: Referral fee = (item price + buyer-paid shipping) × category rate
Related:Professional selling planVariable closing feeNet profit margin
The part of the referral fee Amazon keeps when a seller refunds an order. Most of the referral fee comes back; a smaller part is kept as the administration fee.
Also called: refund admin fee
Related:Referral feeReturn request
The person or company that receives official mail for an LLC in its state of formation. State law requires every LLC to have one.
Related:LLC
Getting selling privileges back after an accepted appeal. Amazon may ask for more documents or reject the appeal. Even after reinstatement, the violation can stay visible on the Account Health page for a while.
Also called: reinstate
Related:Plan of ActionAccount suspension
Seller accounts Amazon links through shared details, devices, addresses or payment methods. If one related account is deactivated, the others can be affected. Running more than one account requires a legitimate business need.
Also called: linked accounts, multiple accounts
A program that lets sellers use US FBA inventory to sell to buyers in Canada and Mexico. Items ship from US warehouses, so no separate stock is needed in those countries.
Also called: FBA Remote Fulfillment
Related:FBAamazon.caamazon.com.mx
An instruction to return FBA stock to the seller or dispose of it, charged per unit.
Also called: removal, disposal
The Brand Registry tool where brand owners search for and report infringing listings, covering trademark, copyright, patent and counterfeit complaints.
Also called: RAV, Report Infringement
Related:Intellectual propertyAmazon Brand RegistryProject Zero
A tool that changes prices automatically based on competing offers and your rules. Amazon has its own free Automate Pricing tool, and third-party software exists too. Without a minimum price, margin can disappear.
Also called: repricing, Automate Pricing
A button on the order details page that sends Amazon's standard review and feedback request to the buyer. It can be used once per order within a set window after delivery.
Also called: Request a Review
A document given to a supplier so purchases made for resale aren't charged US sales tax. Dropshippers add it to their supplier accounts to remove sales tax from product cost.
Also called: reseller permit, tax exemption
Funds Amazon holds back against possible refunds and claims. Under the standard rule, an order's funds become available seven days after delivery. Amazon can extend that for accounts it sees as higher risk.
Also called: DD+7, account level reserve
The page that recommends when and how much FBA stock to send, based on sales velocity.
Also called: Restock
Related:FBA capacity limitsSales velocityInventory Performance Index
Products Amazon bans outright or allows only under specific conditions. Listing one leads to removal and an account health warning.
Also called: restricted
Buying discounted products in stores and reselling them on Amazon at a higher price. Amazon may not accept retail receipts as proof of supply chain.
Also called: RA
The share of return requests with a negative outcome. Negative return feedback, requests not answered within 48 hours and returns wrongly rejected all count. Amazon's target is below 10%.
Formula / threshold: RDR = negative return requests ÷ all return requests · target < 10%
Also called: RDR
Net profit as a share of the money spent on the product. Margin is measured against price and ROI against cost, so ROI usually reads higher.
Formula / threshold: ROI = net profit ÷ total cost × 100
Also called: ROI
The share of sold units that come back. It varies a lot by category; a rate well above the category norm signals a listing or product problem.
Related:Negative customer experience rateReturn requestReturn Dissatisfaction Rate
A buyer's return request filed through Amazon. On FBM orders the seller authorizes it, provides a label or refunds without a return, and must respond within 48 hours.
Also called: return, RMA
Related:Manage ReturnsReturn Dissatisfaction RateReturnless refundPrepaid return label
Refunding the buyer without taking the item back, used when return shipping would cost more than the product. Sellers set the rules in return settings.
Related:Return requestManage Returns
Ad-attributed sales divided by ad spend. It is the inverse of ACoS: 25% ACoS equals a ROAS of 4.
Formula / threshold: ROAS = ad sales ÷ ad spend = 1 ÷ ACoS
The underlying reason behind a violation or defect. Amazon wants appeals to address the cause, not the symptom: “the package was late” is a symptom, “one person handled all order processing” is the root cause.
Related:Plan of ActionAccount suspension
An FBM seller's reimbursement request to Amazon for a loss after a return or refund, such as a returned item arriving damaged or different. Amazon decides based on the evidence.
Also called: SAFE-T, Seller Assurance for E-commerce Transactions
Related:Return requestA-to-z Guarantee claimAmazon Buy Shipping
A temporary price valid between set dates. It is entered with a start and end date and reverts to the regular price when it ends.
Related:List priceCouponPromotions
A US state and local tax on retail sales, with rates that vary by state and county. As a marketplace facilitator, Amazon collects and remits it in most states. Get advice from an accountant or attorney for your situation.
How many units a product sells over a given time. It directly affects search rank and FBA stock planning.
Also called: velocity, units per day
A search term's popularity rank on Amazon, where 1 is the most searched. Shown in Brand Analytics.
Also called: SFR
Related:Brand AnalyticsSearch terms
A report of the actual shopper searches that triggered your ads, with clicks, spend and sales. It is the main source for new keywords and negatives.
Also called: STR
The hidden keyword field that helps a product show up in search. In the US it must stay under 250 bytes in total. Competitor brand names, ASINs and repeats of title words don't belong there.
Formula / threshold: US: total < 250 bytes
Also called: backend keywords, generic keywords
Units sold over a period divided by average inventory. A higher rate means stock turns faster.
Formula / threshold: Sell-through = units sold ÷ average inventory
Also called: sell-through
The dashboard Amazon sellers use to manage listings, orders, payments and account health. Each marketplace region (North America, Europe, Japan and so on) has its own Seller Central account.
Also called: SC
The core rules every Amazon seller must follow: give accurate information, don't mislead buyers, don't manipulate ratings or reviews, and operate one account unless permitted otherwise. Violations can lead to deactivation.
Also called: Code of Conduct
A buyer's 1–5 star rating of the seller's shipping, packaging and communication. It is separate from product reviews and shows on the seller profile, where it shapes buyer trust.
Also called: feedback, seller rating
A program that lets sellers show the Prime badge on orders they ship from their own warehouse. It requires Prime delivery speeds and meeting Amazon's performance standards.
Also called: SFP
Related:FBMPrime Exclusive Discount
Amazon checking a seller's identity, address and business, at sign-up or later. It asks for a passport or ID and a bank or card statement, and may hold a video call. Mismatched documents block the account.
Also called: SIV, KYC, video verification
Related:Related accountsSeller Central
The legal seller of an order. Under Amazon's dropshipping policy, only your name may appear on invoices, packing slips and returns; the supplier's name or invoice must not be in the package.
Related:DropshippingPacking slip
The Amazon team that monitors account health, reviews violations and decides appeals. Deactivation and reinstatement decisions come from here, not from Seller Support.
Also called: SP, Seller Performance
The help team reached from “Get support” in Seller Central. It handles listing, payment and technical issues but can't decide account deactivations.
Also called: Selling Partner Support, SPS, case
Amazon's free library of training videos and guides for sellers.
Related:Seller Central
Amazon's marketplace of third-party apps that connect to a seller account, authorized through SP-API.
Also called: Appstore, Marketplace Appstore
The Seller Central workflow for creating FBA shipments. It brings product selection, prep, box contents, carrier and labels into one flow.
Also called: STA
Related:Inbound shipmentPrep
Visits by a user to your product pages within a 24-hour period; repeat visits that day count once. Shown in Business Reports.
The period in which sales, fees and refunds are totaled and a net amount is calculated. Each one ends with a settlement report.
Also called: settlement, settlement report
Related:DisbursementPayments Dashboard
The latest date to hand an order to the carrier and confirm shipment. Confirmations after it count toward Late Shipment Rate.
Also called: expected ship date
Related:Handling timeLate Shipment RateEstimated delivery date
The FBM setting that defines shipping regions, rates and transit times. Different product groups can use different templates.
Also called: shipping settings
Related:Handling timeTransit timeFBM
The product class that sets FBA fees, based on packaged dimensions and weight, such as standard-size or large bulky.
Also called: oversize, standard-size
The seller's own code for tracking an item. Different sellers sell the same ASIN under their own SKUs, and one seller can have several SKUs on an ASIN, for example for different conditions.
Also called: Seller SKU, MSKU, Merchant SKU
Written step-by-step instructions so a task is done the same way every time, often cited in POAs as a preventive measure.
Related:Plan of ActionRoot cause
Amazon's API for accessing seller data from software, used to automate orders, inventory, pricing and reports. It replaced the older MWS.
Also called: Selling Partner API, API
Related:MWSSPNOrder automation
The two FBA shipment types. SPD (small parcel delivery) sends individually labeled boxes; LTL (less than truckload) sends pallets.
Also called: SPD, LTL, FTL
Related:Inbound shipment
Amazon's directory connecting sellers with providers for account management, imaging, tax, logistics and more.
Also called: Service Provider Network
Related:Selling Partner Appstore
Ads showing a brand logo, headline and several products above search results, with a video option. They require a Brand Registry brand.
Also called: SB, Headline Search Ads, HSA
Ads that show products on detail pages and to relevant audiences on and off Amazon, including retargeting past viewers.
Also called: SD, display ads
Related:Sponsored ProductsAmazon DSP
Cost-per-click ads that promote individual products in search results and on detail pages. It is the most common Amazon ad type and doesn't require Brand Registry.
Also called: SP, PPC
FBA stock sitting in a warehouse with no active offer, so it can't sell. Unless the offer is reactivated, the seller must remove it or keep paying storage.
Also called: stranded
A program where buyers get recurring automatic deliveries at a discount. Sellers can enroll eligible FBA products.
Also called: S&S, Subscribe and Save
The manufacturer, distributor or store a seller buys products from. In dropshipping, the supplier's stock, pricing and shipping reliability feed straight into the seller's account metrics.
Also called: vendor
Related:Supply chain invoiceDropshippingMinimum order quantity
A genuine purchase invoice showing where products came from. Amazon asks for it in approval requests and authenticity complaints; seller and supplier details, products and quantities must be clear. Retail receipts are often rejected.
Also called: invoice
Related:Brand approvalCategory approvalProduct authenticity complaint
A listing hidden from search because of missing or non-compliant information, typically no main image, an overlong title or a missing required attribute. It usually reappears once the data is fixed.
Also called: suppressed, search suppressed, inactive listing
Ad spend divided by total sales, paid and organic. It shows advertising's effect on the whole business; a falling TACoS means organic sales are growing.
Formula / threshold: TACoS = ad spend ÷ total sales × 100
Related:ACoSROASOrganic rank
The Seller Central questionnaire Amazon uses to determine a seller's tax status, generating a US form such as W-9 or W-8BEN from the answers.
Related:W-8BEN / W-8BEN-EW-9Form 1099-K
The ad placement in the first row of search results, usually with the highest conversion rate and the highest CPC.
Also called: TOS
The carrier's ID for following a package. On FBM orders it must be entered with the correct carrier at ship confirmation, or Valid Tracking Rate drops.
Also called: tracking ID
Legal protection for a brand name or logo. For Brand Registry, the mark must be registered or pending with the official trademark office of the country or region where you sell.
Also called: TM, ®
The time from handing a package to the carrier until it reaches the buyer, set in the shipping template by region and service level.
Related:Handling timeEstimated delivery dateShipping template
A program where the brand puts a unique code on every unit and Amazon verifies it before shipping. Units without a valid code don't ship, so reselling enrolled products requires codes.
Also called: Transparency code, T-code
A single Seller Central account that sells in several marketplaces of one region. The North America account covers the US, Canada, Mexico and Brazil; the European account covers the European stores. Account health is tracked per marketplace.
Also called: North America unified account, European unified account, NA, EU
Related:MarketplaceAmazon Global SellingMarketplace switcher
Units ordered divided by sessions, Seller Central's conversion rate measure.
Formula / threshold: Unit Session % = units ordered ÷ sessions × 100
Also called: USP, conversion rate
Universal Product Code, the 12-digit barcode common in North America and the most used GTIN when creating products on Amazon US. It must come from GS1 to be valid.
Also called: Universal Product Code
The setting for adding users to an account and controlling which pages each can view or edit, used instead of sharing the login.
Related:Seller CentralRelated accounts
The United States Patent and Trademark Office. For Brand Registry in the US, Amazon typically uses the registration or application number filed there.
Also called: US Patent and Trademark Office
Related:TrademarkAmazon Brand Registry
The share of shipments with a valid tracking number over 30 days. If VTR falls below 95% in a category, Amazon can suspend your seller-fulfilled listings in that category.
Formula / threshold: VTR = shipments with valid tracking ÷ total shipments (30 days) · target ≥ 95%
Also called: VTR
Related:Tracking numberOn-Time Delivery RateLate Shipment Rate
A flat fee on each sale of media items such as books, music, video and DVD, on top of the referral fee. In the US it is $1.80 per item.
Also called: closing fee, media fee
Related:Referral fee
The attribute child products differ by, such as color, size, color-size or count. Each category allows only its own set of themes.
The consumption tax on sales in Europe and the UK. Sellers must register for VAT in a country under certain conditions, and Amazon collects it on some sales. Get advice from an accountant or attorney for your situation.
Also called: UK VAT
Related:OSSIOSSEORI number
The portal for suppliers who sell wholesale to Amazon. It's invitation-only, and Amazon controls retail price and stock.
Also called: VC, Vendor
Related:1P vs 3PSeller Central
A dashboard showing customer complaints, return reasons and NCX rate per product, where problem listings are flagged.
Also called: VoC, CX Health
IRS forms that certify foreign status for non-US individuals (W-8BEN) and entities (W-8BEN-E).
Also called: W-8BEN, W-8BEN-E, W8
Related:W-9Tax interview
The IRS form US persons and entities use to provide their taxpayer ID. A US LLC treated as domestic for tax purposes generally files it.
Related:W-8BEN / W-8BEN-EForm 1099-K
A reference Amazon calculates from the price buyers recently paid. Discounts are shown against it, and sellers can't enter it themselves.
Also called: Typical Price
Related:List priceSale price
Buying a brand's products in bulk from the brand or a distributor and selling them on existing ASINs. The invoices clearly show supply chain, which helps approval requests.
Related:Private labelSupply chain invoiceAuthorized reseller
Year-over-year and month-over-month change in a metric. Seasonality is strong on Amazon, so YoY comparisons are usually more meaningful.
Also called: YoY, MoM, year over year
