Resources · Glossary

Amazon & TikTok Shop glossary

62 plain-English definitions of the Amazon advertising, listing, marketplace and TikTok Shop terms brand owners hear most, from ACoS and TACoS to GMV Max and Search Query Performance.

A+ Content
Enhanced product description content for Brand Registered sellers, using images, comparison charts and text modules below the listing.
A9 / A10
Informal names for Amazon's product search ranking system, which considers relevance, sales performance and other signals.
ACoS
Advertising cost of sales: ad spend divided by ad-attributed sales, as a percentage.
Amazon DSP
Amazon's demand-side platform for programmatic display, video and audio ads, usually bought on a CPM basis.
Amazon Marketing Cloud (AMC)
A privacy-safe clean-room analytics environment where advertisers analyze aggregated ad event data with SQL.
Amazon Vine
An Amazon program that invites trusted reviewers to post reviews of new products they receive free.
ASIN
Amazon Standard Identification Number, the unique 10-character ID for a product on Amazon.
Auto campaign
A Sponsored Products campaign where Amazon chooses keywords and products to target based on the listing.
Backend search terms
Hidden keyword fields in Seller Central used for indexing, not shown to shoppers.
Brand Analytics
Reports available to Brand Registered sellers showing search terms, market basket and repeat purchase data.
Brand Registry
Amazon's program that gives verified brand owners more control over listings and access to brand tools.
Brand Store
A free multi-page storefront on Amazon for Brand Registered sellers.
Break-even ACoS
The ACoS at which ad-attributed sales neither make nor lose money; equal to profit margin before ad costs.
Broad match
A keyword match type that can show ads for searches related to the keyword, including variations.
Buy Box
The section of a product page where shoppers click Add to Cart; sellers compete to win it on shared listings.
Click-through rate (CTR)
Clicks divided by impressions; shows how compelling an ad or search result is.
Conversion rate
The share of sessions or clicks that result in an order; on Amazon often shown as unit session percentage.
Coupon
A discount shoppers clip on the search result or product page, shown with a badge.
CPC
Cost per click, the amount paid each time a shopper clicks an ad.
CPM
Cost per thousand impressions.
Creator-attributed GMV
On TikTok Shop, sales driven through creators' affiliate content.
Exact match
A keyword match type that shows ads only for that search term or close variants.
FBA
Fulfillment by Amazon: Amazon stores, picks, packs and ships your orders.
FBM
Fulfilled by Merchant: the seller stores and ships orders.
Flat file
A spreadsheet template used to create or update listings in bulk.
GMV
Gross merchandise value, total sales value before fees and costs.
GMV Max
A TikTok Shop automated ad campaign type that optimizes toward gross merchandise value.
Hijacker
An unauthorized seller who lists on your product page, often with counterfeit or lower-quality goods.
Impression share
Your share of total impressions for a search term, shown in Search Query Performance.
Keyword harvesting
Moving converting search terms from discovery campaigns into exact-match campaigns.
Lightning Deal
A time-limited promotion featured on Amazon's Deals page.
Listing suppression
When Amazon hides a listing from search due to missing information or policy issues.
Main image
The first product image shown in search results; must meet Amazon's image requirements.
Negative keyword
A term added to a campaign so ads do not show for that search.
New-to-brand
Customers who purchase from a brand for the first time within a lookback period.
Open collaboration
A TikTok Shop affiliate commission any eligible creator can join.
Organic rank
Where a product appears in unpaid search results for a keyword.
Parent-child variation
A listing structure grouping sizes, colors or styles under one parent product.
Phrase match
A keyword match type that shows ads for searches containing the phrase in order.
Placement
Where an ad appears, such as top of search, rest of search or product pages.
Product targeting
Targeting ads at specific ASINs or categories instead of keywords.
Q&A
Customer questions and answers shown on a product page.
ROAS
Return on ad spend: ad-attributed sales divided by ad spend.
Rufus
Amazon's generative AI shopping assistant that answers shopper questions.
Search Query Performance (SQP)
A Brand Analytics report showing impressions, clicks and purchases by search query for your brand.
Search term report
An advertising report showing the actual searches that triggered your ads.
Seller Central
The portal third-party sellers use to manage their Amazon business.
Sessions
Visits to your product page in a time period.
SKU
Stock keeping unit, a seller's internal product identifier.
Spark Ads
TikTok ads that boost an existing organic post, often a creator's, with authorization.
Subscribe & Save
An Amazon program offering discounts for recurring deliveries.
TACoS
Total advertising cost of sales: ad spend divided by total sales.
Targeted collaboration
A TikTok Shop affiliate offer with a custom commission for invited creators.
TikTok Shop affiliate
A creator who earns commission promoting products through TikTok Shop.
Unit session percentage
Units ordered divided by sessions; Amazon's conversion rate metric.
Vendor Central
The portal for first-party (1P) vendors who sell wholesale to Amazon.
Walmart Connect
Walmart's advertising business, including Sponsored Search for Marketplace sellers.
Walmart Marketplace
Walmart's third-party seller platform.
Wasted spend
Ad spend on clicks that do not convert or are not relevant.
All resources →Blog →

Questions about
your account?

Book a strategy call and get a free audit.

Book a strategy call
Book a strategy call