Amazon seller glossary
The terms our team uses every day running full-scope Amazon brand and account management — defined in one sentence each.
- A+ Content
- Enhanced product description modules with images and comparison charts, available to brand-registered sellers.
- Account Health Rating (AHR)
- Amazon’s score summarising a seller’s compliance with selling policies. Falling below the threshold can lead to account deactivation.
- ACoS
- Advertising Cost of Sales — ad spend divided by ad-attributed sales. Lower ACoS means more efficient advertising.
- ASIN
- Amazon Standard Identification Number — the unique 10-character identifier Amazon assigns to every product in its catalog.
- Brand Analytics
- A set of reports for brand owners covering search terms, market basket, repeat purchases and demographics.
- Brand Registry
- Amazon’s programme for trademark owners that unlocks brand protection tools, A+ Content, Sponsored Brands and Brand Analytics.
- Buy Box
- The 'Add to Cart' placement on a product page. Amazon awards it to the offer with the best combination of price, availability and seller performance.
- FBA
- Fulfillment by Amazon — Amazon stores, picks, packs and ships your products and handles customer service and returns.
- FBA Reimbursement
- Compensation Amazon pays when FBA inventory is lost, damaged or incorrectly refunded. Many claims must be filed by the seller.
- Flat File
- Amazon’s spreadsheet template for creating or updating many listings at once in Seller Central.
- Item Highlights
- Amazon’s 2026 title structure: a short title of up to 75 characters plus up to 125 characters of highlights shown with it.
- Listing Suppression
- When Amazon hides a listing from search because of missing information, policy issues or pricing errors.
- Pan-European FBA
- An FBA programme that distributes inventory across EU fulfilment centres so products ship locally to customers in multiple countries.
- Plan of Action (POA)
- The written appeal a seller submits after a suspension, explaining the root cause, corrective actions and preventive measures.
- Search Query Performance
- A Brand Analytics report showing impressions, clicks, add-to-carts and purchases for the search terms that lead to your products.
- Search Terms (backend keywords)
- Hidden keywords sellers add to a listing, limited to 250 bytes, used by Amazon’s search index but not shown to shoppers.
- Sponsored Products
- Cost-per-click ads that promote individual listings in Amazon search results and on product pages.
- TACoS
- Total Advertising Cost of Sales — ad spend divided by total sales, showing how advertising affects the whole business.
A clear next step
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