<img alt="" src="https://secure.peak2poem.com/196389.png" style="display:none;">


This comprehensive dictionary aims to ensure that your knowledge remains up to date by offering definitions for more than 200 crucial terms in this rapidly evolving field.

Digital shelf

The digital shelf is where products are displayed online. It is similar to the physical shelf in stores. This is where consumers discover products.


The "first-party" is a manufacturer or vendor that sells products directly to Amazon in the traditional supplier/retailer relationship. In a 1P relationship, Amazon acts as the retailer and you operate on their behalf to provide products for sale.


The definition of “third party” can refer either to manufacturers, merchants or resellers that have a product for sale on amazon's marketplace website in addition/instead of selling directly from their own site which would be considered primary distribution channels.


3PL- (third-party logistics) A type of supply chain management where companies use other companies to help them with their distribution, warehousing or fulfillment needs instead of doing it themselves.

A+ content

Amazon's term for Enhanced Manufacturer Content, which is content that comes from the manufacturer.

A/B testing

Testing website or product content by creating two versions and seeing which one is more successful. This term can also be referred to as split testing.


The content that is at the top of a web page before someone needs to scroll, usually including the product title, product image(s), and a brief description, is called "above-the-fold" content.


Making websites and software accessible means designing them so that as many people as possible can use them, including people with disabilities or impairments.


An add-on item is an item that Amazon will not let you buy or ship by itself. You can only purchase the item if you are buying a larger order that meets a certain amount, usually $25 in the U.S. or £20 in the U.K. Add-on Item designation can signal that a product may be falling below acceptable profitability levels.

Add to cart rate

The percentage of online shoppers who visit a specific product description page and add the product to their basket is known as the add to cart rate.

ACOS - Advertising cost of sales

ACOS is a term used by Amazon that refers to the percentage of money spent on sponsored advertising compared to product sales. This figure is calculated by dividing the total ad spend by total sales.


An algorithm is a set of instructions that a computer must follow during a calculation or other problem-solving operation. Algorithms are commonly used in SEO (search engine optimization) and retailer search placement practices.

ALT tags

ALT tags are text that appear when an image is unable to load. This is useful for providing information about the image to users, as well as for SEO purposes.

Amazon Advertising

Amazon Advertising is a self-service advertising platform that Amazon offers. The company rebranded all of its AMG, AMS and AAP features under the Amazon Advertising umbrella in September 2018.

Amazon Attribution

Amazon Attribution is a tool that allows companies to see how their marketing and advertising efforts outside of Amazon impact their performance on Amazon. For example, this tool can show how paid search, social media, and email marketing affect Amazon sales.

Amazon Best Seller Ranking (BSR)

An Amazon Best Sellers Rank is a number that is given to nearly every product in its catalog. This number is based on how well the product is currently selling on Amazon. Amazon does not reveal how this number is calculated, but there are a number of factors that contribute to it, including:

Amazon Born to Run Program

The Amazon Born to Run Program is a program that gives vendors the opportunity to sell large quantities of new products. In exchange, brands must invest 10% of the product's cost in Amazon's marketing services. The brand must also provide full return rights for unsold products after the ten-week period.

Amazon Brand Registry

The Amazon Brand Registry is a program that helps brands protect their intellectual property by accurately representing their trademarks on Amazon.

Amazon Choice

Amazon Choice is a product designation that Amazon provides that is meant to act as a recommendation for Amazon shoppers. The designation is based on positive reviews, competitive pricing, and the availability of the product for instant shipping.

Amazon Demand - side Platform (DSP)

The Amazon Demand-side Platform (DSP) is an advertising platform that allows brands to purchase display and video ads for all Amazon-owned channels using their customer targeting data. The DSP was previously known as the Amazon Advertising Platform.

Amazon Live

Amazon Live is a digital streaming service that Amazon sellers can use to promote their products. By hosting live streams, sellers can boost awareness for their products and connect with potential customers.

Amazon Project Zero

The Amazon Project Zero program helps brands prevent counterfeit products from being sold on Amazon. The program uses automated protections, a self-service counterfeit removal tool and product serialization.

Amazon Transparency

Amazon Transparency is a service that Amazon provides to help brand owners identify their products. With this service, each product has a unique code that proves its authenticity. This way, brands can protect their reputation and customers from counterfeit products.

Amazon Verified Purchase

An Amazon Verified Purchase is a notation that signifies Amazon has verified that the person writing the review purchased the product at Amazon. This is different from getting the product for free or at a deep discount.

Amazon Vine

Amazon Vine is a service that Amazon created to allow vendors to submit free products for review by "Vine Voices." These are people who have been approved by Amazon to leave reviews on products.

Amazon Basics

Amazon Basics is Amazon's own line of products. This includes things like HDMI cables, batteries, audio cables, kitchen gadgets and other tech accessories. Amazon doesn't actually make the products, but they buy them from large manufacturers and put their own label and packaging on them.

AMG - Amazon Media Group

AMG (Amazon Media Group) is a premium advertising offer from Amazon that is part of Amazon Advertising as of September 2018.

AMS - Amazon Marketing Services

AMS (Amazon Marketing Services) is Amazon's self-service platform for paid search. This means that you can use this platform to pay to have your product show up when someone searches for a product on Amazon. As of September 2018, this service is part of Amazon Advertising.

AOV - Average Order Value

AOV (Average order value) - The average amount of money a customer spends when placing an order with your brand; this can be calculated by dividing sales revenue by the total number of orders.

APASS - Amazon Packaging Support and Supplier Network

The APASS (Amazon Packaging Support and Supplier Network) is a list of companies and labs that help design, supply, and test packaging to meet Amazon’s Packaging Certifications.

API - Application Program Interface

API stands for Application Program Interface. This is a way for different software programs to interact with each other. The interface defines what type of calls or requests can be made, the data formats that will be used, and the conventions that need to be followed.

ARA - Amazon Retail Analytics

ARA (Amazon Retail Analytics) is Amazon's self-service data and reporting platform. It comes in free ("Basic") and paid ("Premium") versions.

ASIN - Amazon Standard Identification Number

The Amazon Standard Identification Number (ASIN) is a unique 10-character alphanumeric identifier assigned by Amazon.com and its partners.

ASP - Average Selling Price

The average selling price is the average price at which an item was sold over a given period.

ATV - Average Transaction Value

The average amount of money spent by a customer on a single transaction is called the ATV. This is calculated by dividing the total value of all transactions by the number of transactions.

B2B - Business to Business

B2B (Business to Business) - Commerce between businesses, such as between a manufacturer and a wholesaler, or between a wholesaler and retailer.

B2B2C - Business to Business to Consumer

B2B2C is a term used to describe a type of transaction where a business sells a product or service to another business, which then sells it to a consumer. This type of transaction allows for a complete product or service transaction.

B2C - Business to Consumer

Business to Consumer (B2C) transactions are when a company sells products or services to consumers who use them.


Below-the-fold content includes supplementary images, videos, comparison matrices, and other information that a shopper must scroll down the product page to view.

BI - Business Intelligence

Business intelligence (BI) technologies are used to analyze business information. BI platforms provide historical, current, and predictive views of business operations.

BOPIS - Buy Online Pick Up in Store

BOPIS or "Buy Online Pick Up in Store" is a service that allows customers to order products online and pick them up at a store or other specified location.

Brand management

Brand management is a marketing term that refers to the strategies companies use to increase the public's perception of their brand. This includes increasing customer loyalty and creating positive associations with the brand.

Branded keywords

Branded keywords are search keywords that include a specific brand in the product title. This can help you to target potential customers who are already interested in that particular brand.

Brick and mortar

Brick and mortar companies are companies that sell their products to customers through physical store locations.

Budget fluidity

Budget fluidity is a marketing campaign strategy where the amount of money spent on the campaign can change, but the goals and message remain the same.

Bullet content

Bullet content - provides a product's key features and benefits

- Shows off the product's key features and benefits
- Helps people understand what the product does and how it can help them

Buy Box

The "Buy Box" is a box on a product page where customers can add a product to their shopping cart. Customers can choose to buy the product from Amazon, or from another merchant (such as a 3P seller). Amazon will highlight either itself or another merchant as the default seller for a product.

Buy Button

The Buy Button is an element of distributed commerce. It allows vendors to create a product card that can be embedded on a website that is not a retail site. This will allow buyers to purchase the product without having to leave the website they are currently on.

Buy now, pay later

Buy now, pay later - This is when customers can get the things they want right away, but they will have to pay for those things over time. This can sometimes include extra money (interest) on the payments.

BOGO - buy one, get one

BOGO is a promotional sales tactic where you get two items for the price of one.


Bundling is when brands put multiple items or services together to make a single product. When you buy the bundle, you often pay less than if you bought each item or service separately.

Buyer persona

A buyer persona is a representation of who you think your ideal customer is. This includes things like their age, what they do for work, and what their goals are. You create this persona by looking at market research and sales data.

Cart abandonment

Cart abandonment is when someone adds products to their online shopping cart, but then they don't buy the products.

Case Pack

A case pack is a set quantity of products that come in a case. Sometimes, the case pack is divided into smaller packages, which are called inner packs.

Category rankings

Category rankings are the order of products as they appear when shoppers browse to specific department pages or category pages.

CGC - Consumer Generated Content

Consumer Generated Content (CGC) is content created by people who are not professional writers or journalists. This can include images, ratings and reviews, and questions and answers. It is displayed on product detail pages to help people learn more about the product before they buy it.


A chatbot is a computer program that can hold online conversations with people. This is often used to communicate with customers instead of having to speak to a live person.


Click-and-collect is a way for customers to order products online and then pick them up at a store or other specified location.

Click and mortar

A "click and mortar" company is one that sells products to consumers through a website, online retailers, and at least one physical store.

Comparison matrix or grid

A comparison matrix is a table that compares different products within the same product line or brand family. This can be helpful in making a decision about which product to buy. The table will usually have columns for different criteria, such as price, features, and size, and then will list the different products along the top row.


Making sure that the content on your website matches the content from your digital asset management provider is called compliance. This is important because you don't want any gaps between what people expect to see and what they actually see.

Conversational commerce

Conversational commerce is a way to shop online through digital conversations. This can be done through chatbots, messaging apps, or virtual assistants like Amazon Alexa.

CPC - Cost per conversion

CPC (Cost Per Conversion) is the amount of money you spend in order to get one customer to complete a desired action, such as making a purchase, signing up for a service, or completing a call to action.

Conversion rate

The conversion rate is the percentage of people who look at a product detail page and then buy that product.

CPFR - Collaborative Planning Forecasting & Replenishment

CPFR (Collaborative Planning Forecasting & Replenishment) is a concept that helps improve the supply chain by giving everyone involved better visibility of what is going on and making joint business decisions. This includes inventory management and product replenishment. CPFR is a trademark of GS1 US.

CRaP - Can’t Realize any Profit

There are some items that Amazon considers to be unprofitable. If an item is not profitable, Amazon may decide to delist it.


Crossell is a way to advertise by recommending related or complementary products to customers based on what they have chosen to buy.

CTA - Call to action

A call to action is a marketing term used to describe an advertisement or piece of content that prompts viewers to take a specific next step, such as visiting a website or making a purchase.

Curbside pickup

Curbside pickup is a service where customers can purchase items online or through a virtual system, and then pick up their order at a physical store location. This allows customers to avoid having to go into the store, and instead they can pull up to the curb and have an employee bring them their order.

Customer acquisition cost

The dollar value associated with winning a customer to make a purchase is called customer acquisition cost.

Cyber Monday

Cyber Monday is a holiday that encourages people to shop online. This holiday happens on the Monday after Thanksgiving. During this time, retailers offer massive sales and promotions to get people to buy things online.

D2C or DTC - Direct to Consumer

D2C or DTC (Direct to Consumer) is a business and distribution model involving brands selling directly to consumers, typically through their own eCommerce channel (brand.com), catalogs, field sales networks or other direct channels. This allows for a more personal connection with the customer and can often result in a better customer experience.

DAM - Digital Asset Management

DAM (Digital Asset Management) is a category of technology that helps you manage digital assets. This can include pack shots, marketing and lifestyle imagery, videos, banner ads, and more. DAM can also help distribute and syndicate product content to retailers.

Data lake

A data lake is a place where companies can store all their data. This includes raw data and transformed data that is typically used for tasks such as reporting, visualization, analytics, and machine learning.

Data visualization

Data visualization is a way to represent information and data using visual elements like charts, graphs, and maps.

Dark store

A dark store is a distribution center used to fulfil online shopping orders or to allow customers to collect items they have ordered online.

Digital shelf

The digital shelf is where products are displayed online. It is similar to the physical shelf in stores. This is where consumers discover products.

Digitally native brands

Brands that started on the internet and typically sell their products through their own websites are called "digitally native brands."

Display advertising

Display advertising is a type of advertising that uses visuals, such as images, banners or videos, on social media networks and other websites.

Direct fulfilment

Direct fulfilment is an eCommerce supply chain management method where retailers do not keep inventory in-house. Instead, the retailer transfers customer orders to a third party that handles the inventory, fulfilment, and shipping. This term is also referred to as dropshipping.

Distributed commerce

Distributed commerce is when people can shop and buy things from digital display ads, recipe guides, social media posts, or other digital touchpoints.

Distribution center

A distribution center is a warehouse where products are stored before they are sent to different retailers, wholesalers, or customers.


Individual items that are packaged for resale online are called "eaches."

EFP - Exclusively for Prime

Amazon has a program called "Exclusively for Prime" which limits product purchases to Prime members only. Products that are designated as "EFP" may be selling at a loss and are not making enough profit.

EC - EnhancedContent

Enhanced Content (EC) is supplemental visual and textual content that some retailers can provide, typically for an additional cost.

Endless aisle

The term "endless aisle" refers to the virtual merchandising of an endless assortment of products that are available online.

Engaged review

A review that is left as a result of engagement with the shopper by the brand or retailer is called an "engaged review." This type of review must typically be disclosed as such.

Fair share

Fair share is a term used by suppliers to refer to the idea that they should have an online market share that matches their offline market share in physical stores.


Favorites are a list of products that people have saved to buy easily. People use this list to avoid having to search for products or browse through different stores.

FBA - Fulfilled by Amazon

Amazon's Fulfilled by Amazon (FBA) program is a way for third-party sellers to have their products stored and shipped by Amazon. For a fee, Amazon will take care of the fulfilment, delivery and customer service for these products. FBA products also have access to Prime 2-day shipping, free shipping and other benefits.

FFP - Frustration-Free Packaging

Amazon's Frustration-Free Packaging program is a way for manufacturers to provide an optimal eCommerce product packaging experience. This includes being easy to open, protective, low waste and cost effective.

First Mover

First Mover is a company that sets the price for a product below the market floor price first during a selected time period.

First-party(1P) seller

A first-party seller is a company that manufactures or sells products to Amazon in the usual way that a supplier and retailer trade with each other.

Flash sale

Flash sales are a type of sale where a retailer offers large discounts or promotions for a short amount of time.

Floor price

The floor price is the lowest price that a product can be sold for in the marketplace.

FMCG - Fast Moving Consumer Goods

Products that are quickly sold and at a relatively low cost are called Fast Moving Consumer Goods (FMCG). This includes products like packaged food, beverages, toiletries, cosmetics, over-the-counter drugs, and more.

FMOT - Forever Moments of Truth

FMOT is a term used to describe single decision points that have recurring outcomes. For example, subscribing to or reordering a product.


When a retailer sets a price for their product above the market floor price, but then lowers it to meet or match the price of a new competitor, they are said to have "followers."

Full funnel

A "full funnel" is a term used in marketing to describe the various strategies, tools and levers that can be used throughout all stages of a shopper's journey to purchase a product or service online.

Full basket

A full basket means that a retailer has a wide range of products, similar to what you would find at a supermarket. This includes perishable items.

General keywords

General keywords are words that people use to search for a product but don't include the brand name in the title.


Geotargeting is a marketing strategy that involves delivering specific content or promotions to website visitors depending on their location.

Glance views

Glance views are also called traffic. Glance views are the number of times people look at a product detail page.

Grey market

If a company approves the manufacturing of a product, but the product is then sold outside of the brand's authorized distribution channels, this is called a grey market.

GWP - Gift with purchase

A gift with purchase (GWP) is a sales tactic that involves giving a free item to someone when they make a purchase. This is often used to add value to an order and entice customers.

Headless eCommerce

Headless eCommerce is a framework where the front end and back end of the digital commerce application are separated. This allows for more flexibility and customization for the brand.

Headline search ads

Headline search ads are a type of advertising campaign that you can run on Amazon. These ads will show up as a banner ad at the top of the search results.

Hero image

The image shown on the product's page when someone is looking for it is called the "hero image." This is also the main image that is shown on the product's details page.

Influencer marketing

Influencer marketing is a type of social media marketing where brands use paid endorsements or product placements from popular people or organizations within their industry.

Inner packs

Inner packs are related to the configuration of packs. Inner packs are smaller packages that make up a case pack.


Inventory refers to the total number of products and materials a company has for sale at any given time.

Joint Business Plan - JBP

A Joint Business Plan (JBP) is a agreement between a retailer and supplier that they will work together to review their performance and create a plan to help their business grow over a set period of time.

Just-in-Time Manufacturing

Just-in-time Manufacturing is a production method in which products and their components are only made when they are ordered by customers. This way, there is no need to store large amounts of unsold stock in warehouses as excess inventory.

Keyword frequency

Keyword frequency is the number of times a keyword is used in relation to the total number of words on a page.

Keyword stuffing

Keyword stuffing is a technique that is used to improve search engine rankings. The idea is to cram as many keywords as possible into a piece of content in order to get noticed by the search engines.

KPI - Key performance indicator

A key performance indicator (KPI) is a value that organizations use to measure how well they are achieving their overall business goals.

Landing page

Landing pages are web pages that are designed for a specific marketing or advertising goal. They often have a call to action that encourages visitors to take a specific action.

Last mile

Last mile is a term used in supply chain management that refers to the flow of goods from a transportation hub to the final destination.

Lifestyle image

Images that show how the product can be used in different settings help people understand how the product could fit into their lives. This can help them imagine using the product and make a decision about whether or not to buy it.

Lightning deal

A lightning deal is an Amazon promotion that is offered for a short amount of time. It is a deal on a limited stock, and it can be found on the Amazon Today's Deals webpage. The deal is restricted to one per customer until the selected inventory is unavailable or the time period ends.

Load test

Load testing is a quality assurance test that can be used to identify potential performance problems on retailer websites. This type of testing can help to calculate how long it takes for product pages to load, and also ensure that large amounts of traffic can be handled without any issues.

Losing the Buy Box

Some Amazon products lose the "Buy Box" status, which means that a different seller will be the default option when someone tries to buy the product. This usually happens when a third-party seller offers a lower price than the first-party seller.


A lozenge is an image that is overlaid on top of a product image. Online retailers use it to highlight price promotions.

LTL - Less than Truckload

LTL shipping is when you use a small truck to transport your products. This type of shipping is used for small freight or when freight doesn't require the use of an entire trailer. LTL shipping can increase product expenses, which lowers the profitability of each individual product.

MAP - Minimum Advertised Price

Minimum Advertised Price (MAP) is a price set by the manufacturer that resellers cannot advertise below.


Marketplaces are a type of eCommerce site where products are provided by multiple sellers. The transactions for these products are processed by the marketplace operator. An example of this is Amazon Marketplace or Walmart Marketplace.


Margin is the profit you make from a sale. This is calculated by subtracting the cost of goods sold and expenses from the product price.

MDM - Master Data Management

MDM is a process that defines and manages an organization's important data. This helps to ensure accuracy, consistency and uniformity of the data across different departments. This allows for a single point of reference for all the data shared by different parts of the company.

Micro Fulfilment

Micro fulfilment centers are small warehouses that can be placed anywhere. The goal is to get orders fulfilled faster and closer to the customer.

Minimum viable economics

Minimum viable economics means that Amazon will only sell a product if it makes a profit at the item-level. If it doesn't, the product will be delisted or classified as CRaP.

Mobile commerce

Mobile commerce is the term used for shopping online using handheld devices, such as cell phones and tablets.

MRHI - Mobile Ready Hero Image

A Mobile Ready Hero Image is a photo that is used to represent a product in the real world. This image may be different from the standard pack shot, but it should have most of the key design elements, shape, and color of the product. The image should also be recognizable when it is shown on a digital shelf.

MSRP - Manufacturer’s Suggested Retail Price

The Manufacturer's Suggested Retail Price (MSRP) is the suggested price that the manufacturer sets. This is the minimum price that resellers should sell a product for.

Native review

A review left directly on a retailer's site is known as a "native review."

Negative review

A review rated 3 stars or lower is considered a negative review.


Omnichannel retail is a type of retail that integrates several different methods of shopping that are available to consumers. This includes online, mobile, voice, and phone shopping as well as physical store shopping.

Order management system

An order management system (OMS) is a software or electronic system used to manage and streamline the process of order entry and processing.

Organic review

Organic reviews are reviews that are not incentivized in any way, such as through free product sampling. They come from people who either love or hate your product.

Organic search

Organic search is when the results of a search are based on an algorithm that a retailer uses. This is different from when a brand pays to have their product appear as a result of a search.

Organic traffic

Organic traffic is the number of people who visit your website after finding it through a search engine, such as Google, without clicking on any paid advertising.


Outsourcing is a business strategy of hiring third party providers to handle certain elements or processes of a business.

Page placement

Page placement is where a product appears on a search engine results page.

Page ranking

Page ranking is the order in which a product appears on a list of search engine results.

Page speed

Page speed is a measure of how long it takes for the content on a webpage to load.

Partial shipment

Partial shipment is when an order is sent to the customer in multiple deliveries.

Path to purchase

Path to purchase is also called the shopper journey. It's the process that connects what people want to what they buy. This includes all brand touchpoints and information people see.

PDP - Product detail page

A product detail page (PDP) is a webpage that contains images, a description, and a "add-to-cart" button.

PFP - Prep-Free Packaging

Products that are ready to be shipped to an Amazon fulfilment center must be sent in a way that is compliant with Prep-Free Packaging. This means that the products must have a scannable barcode, appropriate labelling, and be ready to be fulfilled. If your products do not meet these requirements, they may experience a delay in receiving and may be subject to additional charges.

PIE - Post-purchase or post-interaction email

PIE stands for Post-purchase or post-interaction email. It is an email sent by a retailer or brand to a consumer following a purchase, in order to request feedback or a review.

PIM - Product Information Management

PIM is a tool that is used to manage all of the information required to market and sell products through different distribution channels, online and offline. PIM systems usually need to support different geographic regions, multiple languages, and the modification of product information within a centralized catalogue.

PLA - Product listing ads

Product listing ads are a type of online advertisement that show a lot of information about a specific product. Companies usually pay for these ads on a "pay per click" basis, which means they only have to pay when someone clicks on the ad.

POS - Point of sale

Point of sale (POS) is the place where customers pay for what they have bought. This can be a physical location, or it can be a virtual location, like on the internet.

PPA - Price Pack Architecture

Price Pack Architecture (PPA) is a research tool that helps determine the best packaging and price for a product that consumers want.

PPC - Pay per click

PPC is a model of internet advertising where a website charges a brand every time someone clicks on or interacts with a sponsored advertisement. This term is also referred to as CPC.

Price competition

Price competition is when a lot of stores start dropping their prices. When this happens, the store's prices usually go below the market floor price.

Price-to-weight ratio

Price-to-weight ratio is a metric that shows how much a product costs in comparison to how much it weighs. This is also called "Weight & Cube." Usually, the higher the price-to-weight ratio, the more profitable the product is.

Primary product image

The primary product image is the main image that is shown on search results pages and the default image that is shown on product detail pages.

Prime Exclusive

Prime Exclusive is a designation for Amazon products that can only be bought by Amazon Prime members.

Private label

Private-label products are products that are made by one company, but sold under another company's name.

Product assortment

Product assortment is the variety of products that a retailer stocks and sells. This can include products that are sold online and in-store.

Product description

The text description of a product is what you will find on the product detail page. It includes information about the product, such as its features and what it is made of.

Product display ads

Product display ads are a type of advertising campaign run through Amazon Advertising that typically places products on product detail pages, below the Buy Box.

Product launch

A product launch is when a company brings a new product or service to market.

Purchase order

A purchase order is an official offer from a buyer to a seller indicating the products or services that the buyer wants and the prices they are willing to pay.

Qualified Lead

A qualified lead is a potential customer who has shown an interest in a product or service and meets certain criteria set by the company. Criteria for qualification can be set by the marketing or sales department.

Recurring payment/subscription

Recurring payment/subscription means automatically paying a merchant for a good or service on a schedule that you have agreed to.


The relevance of a product to a particular keyword is the most important factor in determining which products appear organically in search engine results.

Research online, purchase offline

A trend that is happening with how people shop is called "research online, purchase offline." This means that people will look up information about products online and compare different options before going to a physical store to buy the product.

Responsive design

Responsive design is a way to make sure that your website looks good on different devices, like phones and computers.

Retail media

Retail media is a marketing technique that uses advertising to persuade customers to buy a product or service when they are near or at the point of purchase.

Review “recency” or “velocity”

Some websites use "recency" or "velocity" to measure how recent a review is in order to encourage people to write more reviews. This helps ensure that the website's reviews are kept up-to-date.

Review count

Review count is the number of times people have left reviews for a product.

Review text

Review text is the part of a review where people write comments, describe their experiences with a product, or list the pros and cons of a product.

RFP - Request for Proposal

A Request for Proposal is a document that asks companies for their best offer when the company wants to buy something.

Rich content

Rich content is content that is interactive, like decision guides for regimented product lines.

ROAS - Return on AdSpend

ROAS is a way of measuring how much money an advertisement brings in. You divide the total amount of money brought in by the total amount spent on the advertisement. This number is expressed as a percentage or in dollars.

ROPO - Research Online, Purchase Offline

ROPO is a term used to describe the behaviour of shoppers who research products and prices online before making a purchase in store.


Software as a Service (SaaS) is the type of software that is licensed and hosted by the provider. It is usually subscription-based.

Sales lift

Sales lift is when the sales of a product or service increase because of a specific campaign.

Sampling campaign

Many brands and retailers use a sampling campaign to generate more content from reviews. This is done by sending free products to consumers in exchange for writing a review.


Scorecards are a way of tracking how well your business is doing by highlighting important key performance indicators (KPIs) and seeing if there has been any progress.

Secondary product images

Supplementary images are images that provide extra information about the product.

Sentiment analysis

Sentiment analysis is a way of understanding the opinions people have about your product or service. It goes beyond simply recognizing keywords to identifying topics or themes within review text and gauging the positivity, negativity, or neutrality of those comments.

Seller Central

Seller Central is a web-based platform used by third-party distributors on Amazon to manage their sales, orders, and inventory.

SEO - Search Engine Optimization

SEO is a process that brands use to make sure their website appears as one of the top results when someone searches for a keyword related to their business. This applies both to general search engines like Google, and to on-site search results on retailers' websites.

SERP - Search Engine Result Page

A SERP is a collection of web pages that are the result of a search engine query. The SERP usually displays 10 results at a time, and it may show different results based on the user's location or the type of device they are using.

Share of voice

Share of voice is a marketing measurement model that compares how much visibility one brand has compared to all the other brands in the industry.

Ships from store

Retailers often use stock from physical stores to fulfil online orders. This process, known as "ships from store", helps to reduce the amount of stock that needs to be kept in warehouses. This can help to improve inventory management and reduce costs.

Ships to store

Ships to store is similar to buy online, pickup in-store. This means that customers can order items online and then pick them up at a physical store location. This is often a free shipping option.

Shoppable advertisement

Shoppable advertisements are a type of online advertising where users can quickly and easily purchase the items they see in the advertisement. This type of advertising is often used on social media platforms like Instagram, YouTube, and Pinterest.

SIOC - Ships-in-own Container

Ships-in-own Container (SIOC) is a program from Amazon that certifies that an item can be shipped in its own container without any extra packaging or boxes.

Size of the prize

The size of the prize is the estimated increase in sales or volume that can be achieved if this strategy is put into place.

SKU - Stock keeping unit

An SKU is a number that is assigned to each product in a company's inventory. This number helps the company keep track of how much of each product they have.


Spearfishing is a term for a type of retailer that usually has a national scope and offers a huge selection of products. Customers who shop at these stores know what they want and usually purchase fewer items.

Sponsored brands

Sponsored brands are a type of advertisement on Amazon that appear as banners at the top of all search results. Sponsored brands can display a company logo, a custom headline, and up to three featured products.

Sponsored product ads

Sponsored product ads are a type of advertising campaign that you can run on Amazon. This type of campaign embeds sponsored products into organic search results, which means they will show up with the text "sponsored" next to them. You can also find these ads on product detail pages, under the "Sponsored Products Related To This Item" section.

Sponsored/paid search

Paid search results are generated when a company or individual pays to have their website appear as the top result for a specific keyword or phrase.

Star rating

A star rating is a product rating left by shoppers. It is usually expressed with star symbols on a scale of 1-5 stars, with 1 being the lowest score and 5 being the highest score.

Subscribe & Save

Subscribe and Save is a service that Amazon offers. With this service, you can sign up to get a discount on the everyday low price of eligible products on Amazon and Amazon Marketplace.

Syndicated content

Syndicated content is content that is published on multiple websites or digital channels.

Syndicated review

A syndicated review is a review that is left on a brand's or another retailer site. The review is then re-published on other sites.


Taxonomy is the system of organizing things into groups. This is often used by retailers on their websites when they are categorizing products.

Third-party (3P) seller

Third-party sellers are people or companies that sell products on Amazon using the Amazon Third-Party Marketplace.

Traffic (or Glance Views)

Traffic (or Glance Views) is the number of people who see your product detail page.


Upsell is a technique where you suggest that a customer should buy a more expensive product in order to increase the value of the purchase.


Usability is a measure of how good a website or online storefront is. It looks at how easy it is for visitors to navigate the website or store.

User-generated content

User-generated content refers to any type of content, such as images, videos, ratings and reviews, that has been created by users and posted online on social media platforms, product pages and wikis.

Variated product pages

When an online retailer puts several options for a product (like different flavors, colors, scents, and sizes) on one page, it is called variated product pages. This makes it easier for people to search for products and also switch between the different variants of a product.

Vendor Central

Vendor Central is a system used by first-party manufacturers and distributors on Amazon. It allows these companies to manage their products, orders, and shipments on the Amazon platform.

Vendor lead time

The amount of time it takes for Amazon to send a purchase order to the manufacturer and for the product to be delivered to a fulfilment center is known as vendor lead time.

Verified credential service provider (CSP)

A verified credential service provider (CSP) is an authentication system that issues security tokens or electronic credentials to subscribers.

Verified Purchase

A verified purchase is a badge or flag used to identify the authenticity of reviews.

VFCC - Vendor-Funded Contra-COGS

Vendor-Funded Contra-COGS are funds that come from a vendor in order to offset costs. This is also known as "vendor spend."

Vine review

People who are trusted by Amazon to review products are invited to post their opinions on new products on Amazon. This is so that other customers can make informed decisions about what to purchase. Vine Reviews are the reviews from these people.

Vine Voice

Vine is an innovative new customer review programme that enables Amazon selling partners to put their products in the hands of highly qualified, insightful reviewers. These Vine VOICES were selected for their ability post honest opinions on what they purchased from Amazon!

Virtual reality

Virtual reality technology creates digital simulations of real-world experiences. For example, you can use it to explore virtual product showrooms or try on merchandise with an avatar.

Voice commerce

Voice commerce is a technology that allows people to use voice commands to search for and purchase products.

Voice Skill

Voice Skill is a feature that allows you to use your voice to control certain functions on devices like Amazon Alexa or Google Home. This allows brands to create products that are optimized for voice-activated purchases.


Wholesale is when you buy products from a manufacturer or distributor in bulk and at a lower price than what it would cost to buy them at retail. This way, you can resell them for more money and make a profit.

Winning the Buy Box

Winning the Buy Box is important for brand manufacturers that sell products directly to Amazon. This metric determines how much of the demand for your product is captured by Amazon itself, as opposed to third-party merchants.


Wishlist is a feature on websites of retailers that allows customers to save items they want to own, but do not intend to purchase right away.

WMS - Warehouse management system

A warehouse management system (WMS) is a type of software that helps businesses manage their inventory and distribution centers. This software can help businesses optimize how they direct their inventory and make sure it is distributed in the most efficient way possible.

X-Channel Management

Selling a product on multiple online marketplaces at the same time is called X-Channel Management (Cross-Channel or Multi-Channel Management). This increases the revenue source of a company and also helps reach more customers.

XML Sitemap

XML Sitemaps help search engines understand the structure of a website and what type of data it offers. They help identify URLs, categories, products, and landing pages on a website. This information allows search engines to rank a site better in search results.

YoY - Year-over-Year

Year-over-year means that you compare the performance of a certain metric from one year to the next. This can tell you if the metric has gotten better, worse or stayed the same.

YTD - Year-to-Date

The year-to-date (YTD) is the time period from the beginning of the current year (either calendar or fiscal year), up to the present day.

ZMOT - Zero Moment of Truth

ZMOT is an expression that was created by Google in 2011 to describe the online behaviours of people who are researching products.

Zero Inventories

Zero inventories means that a company only holds the items it expects to sell in a short period of time. This prevents any waste from inventory levels getting too high.

Delve Into our Research and Insights

Fresh perspectives, market insights, and innovative concepts created by eStoreBrands professionals to enhance your success on the digital shelf.