Glossary of Amazon acronyms and terminology

Estimated reading time: 4 minutes

Buying and selling on Amazon can be confusing enough at times, let alone when people start using acronyms to describe different things. So, to try and help make things a little easier for everybody, we have put together the Ultimate Amazon Glossary as a free downloadable ebook!

In this blog, we’ve put a handful of our favourite must-know acronyms and terms! For the full glossary click here and download today!

Acronyms / Terminology



Seller Central – the platform used for selling on Amazon as an individual or smaller business

Vendor Central – an invite-only platform where Amazon buys a brand’s products in bulk and ships and sells them itself


Fulfilled by Amazon – this is Amazon’s fulfilment option where Sellers send their products to Amazon fulfilment centres and Amazon then takes care of the picking, packing and shipping when a customer places an order

Fulfilled by Merchant – this indicates that the Seller will ship products from their own inventory and handle all customer feedback and queries

Seller Fulfilled Prime – this is a way for Sellers to have the prime badge on their listings whilst maintaining full control over inventory as the stock is kept and despatched from their own warehouses

Amazon Standard Identification Number – this is a product identifier that is unique to Amazon. ASINs can be searched for to find product pages

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Amazon Media Group – this is the overarching section of Amazon, which oversees all advertising options

Amazon Marketing Services – this is Amazon’s PPC advertising platform for Vendors, allowing the creation of Sponsored Products, Headline Search Ads, Product Display Ads and Lock Screen Ads (US Only) (Now known as ‘Advertising console’ within ‘Amazon Advertising’)

Demand Side Platform (formerly AAP = Amazon Advertising Platform) – this is an advertising platform allowing for advertisers to drive traffic from other websites or mobile apps to Amazon

A+ – this is additional information and allows for extra imagery to be added to products on Vendor Central. This is when a listing has a ‘From the manufacturer’ section above the product description

Enhanced Brand Content – this replaces the product description on listings and allows for extra information and images to be added. This is for products that are on Seller Central and enrolled in the ‘Brand Registry’

Storefront – this is a mini website/store that can be created within Amazon for your products which can be built the way you want. This is only available to brands that are enrolled in the ‘Brand Registry’


Cost of Goods Sold – Cost to Amazon to acquire a product for sale

Retail Revenue – Shipped Units * Sales Price (excl. VAT)

P-COGS – Shipped Units * Cost Price

Pure Product Margin – calculated by the following formula (Revenue – P-COGS) / Revenue

Net Pure Profit Margin minus Sales Discounts – Net Pure Product Margin less sales discounts, calculated as follows Revenue – P-COGS + Contra-COGS – Sales Discounts) / Revenue [does not include AMG]

Replenishable Out of Stock – Clicks on a detail page where Retail items are not available in % of all clicks

Lost Buy Box – Clicks on a detail page where Retail loosed the BuyBox to 3P sellers


Brand Registry – a program offered by Amazon for sellers who manufacture their own brand of products. Brand Registry gives the Seller a greater control of listings

Buy Box – the product listing page that a shopper will see. Numerous sellers can sell the same product, but only one can win the Buy Box. If a shopper clicks to buy or add to basket and you are winning the Buy Box, then it will be your item that is sold, not another Seller’s.

Lightning Deals – these are promotions in which Sellers/Vendors can offer large discounts on their chosen products. These offers only last a few hours

If you are a Seller or Vendor that is still struggling to understand the Amazon marketplace, then feel free to get in touch with us.

For the full Amazon Glossary Click here!
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