Season 4 Glossary
Essentials learning path
Term
Amazon Brand Analytics
A+ Content
Advertising cost of sales
(ACOS)
Amazon Brand Registry
Advertising objective
Amazon Ads Application
Programming Interface
(API)
Amazon Vine
Amazon Marketing Cloud
(AMC)
AMC rule-based audiences
Amazon Standard
Identification Number
(ASIN)
Products and features may not be available in all marketplaces.
Definition
Amazon Brand Analytics is available to vendors and brands enrolled in Amazon Brand
Registry. Amazon Brand Analytics helps businesses better understand their customers
and brand performance through aggregated customer search and purchase data. It
contains multiple dashboards that advertisers can use to make strategic decisions to
optimize their products and advertising.
A+ Content is available to vendors and brands enrolled in Amazon Brand Registry.
This Amazon content creation and management tool allows brands to customize their
product detail pages using rich text, imagery, HD videos, banners, and other interactive
features. You or your clients can use charts, tables, and narrative comments in a
contextual presentation to improve the customer shopping experience.
Advertising cost of sales (ACOS) is a metric that measures ad spend and ad revenue. It’s
used to help determine the success of a brand’s ad campaigns. ACOS is calculated by
dividing ad spend by ad revenue, then converting it to a percentage. For example, if you
spent $50 on an ad campaign and earned $100 from it, your Amazon ACOS would be
50%.
Amazon Brand Registry is a free brand protection program that helps sellers protect
their intellectual property (IP), manage their listings, and grow their business, regardless
of whether or not they sell in the Amazon store.
Advertising objective refers to the goal advertisers want to achieve from digital
advertising. Examples include building brand awareness, increasing consideration,
driving purchases, and building customer loyalty.
The Amazon Ads Application Programming Interface (API) provides a way to automate,
scale, and optimize advertising. Campaign and performance data for Sponsored
Products, Sponsored Brands, and Sponsored Display are available through the API,
enabling programmatic access for campaign management and reporting. Amazon
Attribution insights are also available through the Amazon Ads API.
Amazon Vine is an invitation-only program which selects the most insightful reviewers in
the Amazon store to serve as Vine Voices. Vine Voices have the unique opportunity to
order items free of charge and share their product experiences with Amazon customers
to help them make informed buying decisions. These reviews can help brands increase
discoverability and conversion on their products.
Amazon Marketing Cloud (AMC) is a secure, privacy-safe, clean room solution in which
you or your clients can perform custom analytics and build audiences across
pseudonymized signals, including Amazon Ads event-level signals and their first-party
inputs.
AMC rule-based audiences is a method of audience creation where SQL-based logic can
be applied to signals in AMC for activation through Amazon DSP. This allows you or your
clients to go from leveraging AMC for reporting and insights, to making those insights
directly actionable via the formulation of custom audiences.
Amazon Standard Identification Number (ASINs) are used as Amazon's SKU or unique
codes to identify all products in the retail catalog.
A M A Z O N C O N F I D E N T I A L
 Term Definition

Before someone buys a product or service, they may see several advertisements for it.
For example, they may hear a radio commercial, see a billboard, and then see an online
ad. Attribution refers to which advertisement, or combination of advertisements, was
Attribution
responsible for informing that purchase. Different services have different attribution
models, taking into account different factors such as how customers interacted with ads
and when that interaction occurred relative to a purchase.

Automatic targeting
With automatic targeting, Amazon Ads does the work of matching ads to shopper
queries and products, saving advertisers time and providing important insights. Ads will
be eligible to appear on Amazon shopping results pages, as well as product detail pages,
based on multiple default strategies that Amazon uses to match ads to relevant
customers’ shopping queries.

The amount advertisers are willing to pay to have shoppers click or view their
advertisement. With Amazon Ads, advertisers can use automatic bidding, in which the
Bid
bid will automatically be optimized to help reach a goal or objective, or manual bidding,
which requires a set bid.
A measurement of the direct impact your client’s ads have on a shopper’s perception
and behaviors toward the brand. This metric is calculated in a number of ways using
Brand lift
post-exposure success metrics, such as brand awareness, and likelihood to purchase
metrics.

Only available to sellers, buy one (or many) get one promotions are limited time offers
Buy one get one promotion which can be used to spotlight a product or to encourage current customers to purchase
complementary items together.

Clean rooms are privacy-safe environments where brands and their media partners can
collaborate, bringing inputs from different sources (such as impression logs, transaction
events, and advertisers' first-party signals) to address key business questions. Clean
Clean room
rooms allow inputs from multiple parties to be combined for advanced measurement
and audience creation. These custom insights can help advertisers better understand
shopping journeys and drive campaign performance in new and exciting ways.

Consumer purchase
journey/consumer decision
journey
Terms that refer to the sum of experiences that shoppers go through when interacting
with a company and brand. Instead of looking at just a part of a transaction or
experience, the customer journey documents the full experience. You can map
advertising objectives to the stages of the journey, which are, typically: awareness,
consideration, purchase or conversion, and loyalty.

Contextual targeting allows advertisers to target ads against similar products, as well as
Contextual targeting
specific products and categories that they choose.

Actions that customers complete; this phrase can be used to refer to any number of
Conversions
actions, including clicking “Add to Cart,” completing a purchase, etc.

Coupons, called vouchers in some global marketplaces, act in the same way as physical
store coupons would. Customers virtually ‘clip’ the coupon prior to being discounted at
Coupons checkout. Coupons are effectively another percentage-off promotional offering and
work especially well with new products where a brand is looking to create product
awareness.

Cost per click (CPC) is the average cost advertisers pay each time someone clicks on their
Cost per click ad. This number is calculated by dividing the amount of money spent on an ad divided
(CPC) by the number of clicks it received. Sponsored Products and Sponsored Brands are
examples of cost per click ads.

Products and features may not be available in all marketplaces. A M A Z O N C O N F I D E N T I A L

 Term Definition

Cost per thousand
viewable
impressions (vCPM)
Cost per thousand viewable impressions (vCPC) is the average cost paid to deliver 1,000
impressions of an ad. It's calculated by dividing total spend by the total number of
viewable impressions. Amazon Ads adheres to the Media Rating Council definition for an
ad view; at least 50% of the ad should have been in the customer’s viewport for at least
1 second for it to be registered as a viewed impression. vCPM is available for Sponsored
Display campaigns using optimize for reach and for Sponsored Brands campaigns using
grow brand impression share as desired goal.

Click-through rate The percentage of ad impressions that are clicked as compared to the entire number of
(CTR) impressions. The standard calculation for CTR is (clicks/impressions) x 100.

Daily budget The maximum amount an advertiser is willing to spend per day over a calendar month.

Amazon demand-side The software that is used to programmatically purchase and manage digital advertising
platform inventory from multiple publishers. The solution for Amazon Ads is Amazon DSP.
(Amazon DSP) Amazon DSP offers both self-service and managed options.

Brands sell their products in the Amazon store. For example, a household cleaning brand
Endemic
or electronics company.

Enhanced content includes A+ Content (both basic and premium) and Brand Story.
Enhanced content Brand-registered selling partners and vendors have the option to add a customizable
section known as enhanced content to their product detail pages.

The featured offer is one of the most visible offers on the product detail page. If
multiple selling partners are selling the same product on Amazon.com, their offers can
all be accessed on the same product detail page. Whenever customers click on the “Add
Featured offer
to Cart” or “Buy Now” buttons, they will be purchasing from the selling partner
presenting the featured offer. Products must meet the eligibility requirements to be
selected as the featured offer in order for many types of advertising campaigns to run.

When a seller uses a FBA model they send their inventory to Amazon fulfillment centers,
Fulfillment by Amazon
where Amazon is responsible for picking, packing, and shipping the products to
(FBA)
customers.

Amazon Ads image generation uses generative models and an advertiser's product
Image generation
information to create unique brand-themed product images in seconds at no additional
(U.S. beta)
cost.

Impressions The number of times an ad was displayed on a page or device.

Invite-only deals, available only to vendors, are deals available only to Prime members.
Invite-only deal During a Prime invite-only deal promotion, Prime members can request an invite or be
invited to purchase exclusive product deals from some of the top brands.

These words or phrases are used to link ads to relevant shopping queries. Advertisers
Keyword may select the keywords they’d like to include using manual targeting or let Amazon
Ads select the keywords using automatic targeting.

A key performance indicator (KPI) is a type of metric that helps quantify business
objectives and measure progress to those objectives. As the name implies, KPIs should
Key performance indicator measure the results that are most important to your client’s business. They track the
(KPI) progress toward any high-level strategic goals. Common KPIs include revenue, customer
satisfaction, customer lifetime value (CLV), conversion rate (CVR), and return on ad
spend (ROAS).

Products and features may not be available in all marketplaces. A M A Z O N C O N F I D E N T I A L

 Term
Learning console
Lifetime budget
Lightning deal
Manual targeting
Marketing funnel
Merchant Fulfilled
Network (MFN)
New-to-brand metrics
Non-endemic
Out-of-home (OOH)
advertising campaigns
Price and percentage
discount promotions
Prime card bonus
promotion
Prime exclusive discounts
Products and features may not be available in all marketplaces.
Definition
The learning console is a free, comprehensive destination featuring courses,
certifications, learning bootcamps, on-demand webinars, and videos to help advertisers
gain expertise in Amazon Ads products and services. You'll find educational resources
designed specifically for you to learn how to help reach new customers and drive more
sales.
The lifetime budget is the total amount that advertisers are willing to spend on one
campaign for as long as it runs. Once the campaign has reached the set lifetime budget,
it will stop running ads.
Lightning deals are time-and inventory-sensitive offers that can be found throughout
the Amazon store and are available on the “Today's Deals” page. These deals are limited
to one per customer and are available until the promotion period for the deal ends or all
deals are claimed. Lightning deals can be offered from 4 to 12 hours and must offer a
minimum of a 15% discount off the Amazon store price.
Manual campaign targeting lets advertisers choose their own keywords (and/or
Amazon’s suggested keywords), products, or categories to target. When targeting by
category, they can make further refinements. Bids can be set for each keyword, product,
or category.
The marketing funnel is a critical piece of the marketing process. It outlines the most
straightforward journey customers might take in their path to purchase. The marketing
funnel concept has been around for over 100 years, and its purpose is to easily
categorize major milestones along the shopping journey, from awareness to
consideration, to decision, then loyalty.
When a seller uses a Merchant Fulfilled Network (MFN) model, they are in complete
control of the handling and shipping process for all Amazon orders, making them
responsible for all returns and customer service.
New-to-brand metrics describe customers purchasing your brand/product for the first
time on Amazon.com over the past year. These metrics are available using the
performance dashboard and give advertisers the tools to estimate the cost of engaging
new customers on Amazon and identify the most efficient channels and tactics to
achieve their campaign goals.
Non-endemic brands are brands that don't sell in the Amazon store. For example, a car
company or financial services. Non-endemic brands can still advertise across the Amazon
store.
One of the things that makes Amazon unique is our ability to bridge online and offline
marketing. An out-of-home (OOH) advertising campaign allow brands to work with our
creative department to build brand experiences to reach customers where they are.
Price or percentage discounts are featured on product detail pages and product listings.
The original price is listed, along with the sale price, and also includes the amount saved.
Price and percentage discounts can help selling partners move through overstocked
units and fuel demand.
Prime card bonus promotions are an exclusive rewards program for Prime card holders
with an eligible Prime membership to receive 10-25% off eligible products. They are
available to vendors.
Prime exclusive discounts are discounts on Prime-eligible products sold by professional
sellers or vendors. These discounts are only available to Prime members, are easy to
create, require no fee, and can either be set up as percentage-off or amount-off. They
can run for up to 4 weeks, and help provide incremental lift for a brand.
A M A Z O N C O N F I D E N T I A L
 Term
Product detail page
Product targeting
Programmatic
Promotional offerings
Retail readiness
Return on ad spend
(ROAS)
Return on investment
(ROI)
Sellers
Social media promo codes
Sponsored ads
Sponsored Brands
Sponsored Display
Products and features may not be available in all marketplaces.
Definition
A product detail page is a landing page where Amazon store customers can browse
through a product's photos, description, reviews, and learn more about the brand and
product through enhanced content. Each product has its own page, which contains
product information including images, a title, a description, reviews, ratings, price, and
other details. All these parameters are important to help customers effectively evaluate
a product and make a purchase decision.
Product targeting allows advertisers to target by ASIN or product category and gives
advertisers greater control over when and where ads appear in Amazon shopping results
and product detail pages.
A term used in the digital advertising industry which refers to the automated buying and
selling of digital advertising inventory.
Promotional offerings are marketing efforts that allow brands to set attractive offers on
select products to help drive brand awareness and sales.
When the product your client is selling is considered retail ready, it means its product
detail page includes all the necessary information for customers to consider making a
purchase. This information can include customer reviews, clear product pictures, a
detailed description, and product availability.
A measure of how many dollars earned for every dollar spent on advertising. The
standard calculation for ROAS is (total ad sales) / (total ad spend).
A measure of how much net profit is earned for every dollar spent. The standard
calculation for ROI is (revenue – cost) / (cost).
Sellers sell directly to customers through Amazon's retail programs such as Amazon.com
or Amazon Business. They may use fulfillment solutions such as Fulfillment by Amazon
(FBA), Merchant Fulfilled Network (MFN), or Multi-Channel Fulfillment (MCF) to ship
product.
Social media promo codes give customers a discount on eligible products when the code
is applied at checkout. The codes can be shared or distributed in any way off of the
Amazon store. Sharing can be through email lists, brand-owned social channels, display
ads, etc. to help drive incremental traffic, conversions, and desired actions.
Sponsored ads are specific to Amazon Ads and describe a suite of self-service ad
products, including Sponsored Products, Sponsored Brands, Sponsored Display, and
Sponsored TV (U.S. beta).
Sponsored Brands is a CPC and vCPM advertising solution built to help customers
discover brands across the Amazon store. They allow advertisers to grab the audience’s
attention with prominently placed, rich creatives that put the brand on top of,
alongside, or within shopping results. Sponsored Brands are available for vendors, book
vendors, agencies, and professional sellers enrolled in Amazon Brand Registry.
Sponsored Display is a CPC and vCPM display advertising solution designed for all
eligible businesses, whether they sell in the Amazon store or not. Using machine-
learning and multi-format creatives, Sponsored Display helps businesses reach
customers wherever they spend time, across the Amazon store plus thousands of apps
and websites.
A M A Z O N C O N F I D E N T I A L
 Term Definition

Sponsored Display audiences is a display targeting strategy that uses Amazon shopping
Sponsored Display
signals to help advertisers of all sizes grow their businesses and engage shoppers across
audiences
the purchase journey wherever they spend time.

Sponsored Products is a cost-per-click (CPC) ads that promote individual product listings
on Amazon. Sponsored Products are available for professional sellers, vendors, book
Sponsored Products
vendors, Kindle Direct Publishing (KDP) authors, and agencies. Products must be in one
or more eligible categories and be eligible for the featured offer in order to advertise.

Sponsored TV is a streaming TV ad solution for brands of any size to connect with new
customers in their living rooms—even if they have never advertised on TV before. Pre-
Sponsored TV (U.S. beta)
packaged with retail aware, shoppable ad formats, Sponsored TV allows marketers to
buy Streaming TV with the same flexibility of Amazon Ads self-service ads.

Stock keeping unit (SKU) is an identification code which is used to track a product for
Stock keeping unit (SKU) inventory purposes. It sometimes provides details about a product such as color, size, fit
and other variations.

Vendors follow a retail model where Amazon buys products directly from the vendor,
Vendors owns the inventory, and ships products to the customer. Vendors are invited by Amazon
to establish this relationship.

Products and features may not be available in all marketplaces. A M A Z O N C O N F I D E N T I A L