This feature allows sellers and brands enrolled in Brand Registry to create more detailed product descriptions: additional images, improved graphics, product listing videos. So, this content can bring your listing to the next level and possibly be more appealing and eye-catching to customers.
Additionally, A+ content was formally known as Enhanced Brand Content (EBC), but these terms are often used interchangeably.
Account Health refers to performance targets and policies that all sellers must follow to keep selling on Amazon. It is important to get good reviews without compromising your account health. In Seller Central, the Account Health page provides a summary of a seller’s account: customer service, performance, product policy compliance, and shipping performance.
Amazon ACoS measures the efficiency of your advertising campaign. It is the ratio of ad spend to ad revenue (in %). You can calculate ACoS using this formula:
ACoS = Ad Spend ÷ Ad Revenue * 100
Ad Groups exist within campaigns to oversee audience/targeting, bids/CPC, and delivery options. So, Ad Groups are a group of ads that share the same set of keywords and products.
The number of times your ad has been shown to potential customers. Search results pages or product listing pages are the most common places for Amazon to display ads and gain impressions.
Ad Orders are the orders that resulted from shoppers clicking on a sponsored ad and purchasing the corresponding product.
The total product sales produced within one week of customers clicking on a product’s sponsored ads.
The total number of charges (within a given time-frame) for the clicks on an Amazon-sponsored campaign.
The status of an ad group: paused, running, ended, scheduled, archived, incomplete, payment failure, or out of budget.
A marketing arrangement in which affiliates earn money/commission for driving traffic and sales to a given website. Many people build a business using Amazon’s Affiliate program but affiliates operate on a variety of sites (blogs, forums, social media, etc).
Uneekli partnered with Alibaba.com to power up the Uneekli Chrome Extension and make a product research and sourcing tool unlike any other. The Alibaba Supplier Finder makes it easy to find a reputable supplier. The Demand Analyzer allows sellers to tap into uneekli’s product database to narrow down the product niches loaded with sales potential.
Alibaba.com is the world’s biggest wholesale platform. Amazon sellers commonly search Alibaba.com to find suppliers and factories in China (and elsewhere) to manufacture their products.
Amazon Advantage is like Vendor Central but for media products i.e. books, video, music. Your media product becomes part of Amazon’s inventory.
Amazon’s MWS uses an API to allow communication between its sellers and their product data. It’s the software that makes Amazon data accessible to you about your own Amazon products via the Internet.
For example, when you want to create a product listing and add keywords into Amazon’s server that Amazon then uses in its SEO, you are working through Amazon’s MWS API. When you use Helium 10’s tools, you are also using an API, but it includes information made available by Amazon on more than one seller’s products.
The keywords that Amazon has identified as relevant to your product. So, these are the keywords that Amazon recommends top products use in their PPC campaigns.
The Amazon’s Choice badge is often given to listings that are well-priced and highly rated. Additionally, the products associated with the listing can be shipped immediately. Having this badge usually increases sales.
When another seller buys a discounted retail product and then sells it, often for a higher price, stealing sales from the official retailer.
Generally, Amazon frowns on arbitrage and will prevent it if the official retailer restricts other sellers from selling their own products. Uneekli’s Alerts tool helps sellers discover arbitrage when it happens against their products.
The Amazon product code assigned to every product sold on its site. Amazon creates these. Uneekli uses the Amazon Standard Identification Numbers(ASIN) in many of its research tools.
When you offer a product up for sale on Amazon, you provide information that appears on a product page that shoppers can see. This public information is referred to as the frontend. You also provide additional information to Amazon that remains hidden to everyone except Amazon. Amazon uses this data and/or content in their search engine formulas. This data is called the backend.
For example, you might add misspelled words to your keyword search terms in the backend, but not in the frontend, because you don’t want misspelled words visible to the shoppers, but you do want your product to show up in a customer search using misspelled words. Uneekli’s Misspellinator generates words that go into your backend data to help increase visibility in Amazon searches.
Bid+ has been replaced by ‘Adjust Bids by Placement’. Through ‘Adjust Bids by Placement’ advertisers can adjust their base bids from 0% to 900% for two placements: top of search (first page) and product detail placements.
Amazon Advertising utilizes a bidding system. A bid is the amount of money you are willing to put toward a keyword and/or advertisement.
A legal document that also serves as a shipment receipt. This document has several details regarding the shipment: type of goods, quantity, destination. Additionally, regardless of transportation type, this document accompanies the shipment and must be signed by authorized personnel throughout its journey.
Brand Gating means only authorized sellers can sell particular branded products. You can request to have your brand gated, but Amazon assigns brand gating on a very limited basis. Big brands like Nike or Apple use this to help prevent counterfeits.
In order to sell brand-gated items, 3P sellers must go through an approval process with Amazon.
Amazon Brand Stores are created using a free, self-service tool to create a customized brand experience within Amazon. These can be customized and feature logos, products, and a curated experience that best represents the particular brand.
Broad Keyword Match allows Amazon to display ads on a general basis. Your keyword(s) will be matched to search terms that match your keyword and search terms that are also related to your keyword (synonyms, misspellings, and so on).
This a metric in Helium 10’s Black Box tool that rates the potential of the keyword on a scale of 1 to 10. Specifically, it gives you an idea of the potential of your seed keyword to reach a larger search audience.
Amazon tracks and publicizes its best-selling products to drive sales. Every product sold on Amazon is ranked by Amazon in at least one category, and often in several sub-categories. Ranking affects where and when products appear in a customer’s organic search. Most sellers try to rank high enough to be on the first results page of a customer search.
Each product page has a ‘Buy Now’ button on the right side, adjacent to the product image and description, with a hierarchal list of other buyers listed below. Sometimes, this coveted spot is based on past sales history, and sometimes it’s rotated between sellers.
Amazon decides who earns the Buy Box position, but using Helium 10 tools to more effectively increase visibility and sales can help a merchant gain the buy box position. If you sell unique products under a private label, you are the most likely to have the buy box because no one else is selling the same product.
Buyer intent, also known as purchasing intent, is the likelihood that a customer searching on Amazon will make a purchase.
A child listing is a variation listing that is selling a variation of a product. For example, a parent listing is a backpack, and the child listings are the different color options of the backpack.
Variations are the different colors, sizes, flavors, sizes, or patterns of a single product.
Cost of Goods Sold (COGS) refers to costs directly tied to the manufacturing of products. The cost of labor, materials, and factory overhead are included, while storage and distribution are excluded.
Giant (20 ft and 40 ft) metal boxes used for freight shipping. These large containers are strong enough to withstand the shipping process. When discussing shipping quotes or order quantity, sometimes it’s discussed by container capacity (how many units will fill up a whole container).
This term refers to how well your product sells on Amazon: how many people view your product vs. how many follow through and buy it. Factors contributing to low conversion rates include inadequate or weak listings, poor customer ratings, and running out of stock.
Ultimately, high conversion rates lead to more success; low conversion rates hurt ranking and sales. Uneekli’s software suite helps sellers access data necessary to manage and improve all of these critical aspects of marketing and selling.
An advertising metric that refers to the amount you pay each time someone clicks on your ad. This is calculated by dividing total ad spend by total clicks.
Helium 10’s proven calculation for how many products you would need to give away for free or discounted on Amazon over an eight (8) day period to rank your product with that keyword in your title on Amazon’s page one for that specific search phrase or term. The number is calculated and included as part of your Magnet search results as well.
Put simply, Click-Through Rate (CTR) is the number of clicks an ad receives divided by impressions (the number of times you ad is shown).
Like the conversion rate in sales, the CTR in online advertising contributes significantly to your success as a merchant. The more people who see your ad on Amazon, or another website, and then click-through to Amazon to buy your product, the more success you’ll have as a retailer. Using Helium 10’s Keyword Tracker, Scribbles, Misspellinator, and Cerebro can help you create effective copy to increase the CTR and the ROI on your ads.
When a customer returns an unsellable item you can request Amazon to return it to you and they will charge you per unit. This is recommended so you can examine the inventory and resell.
You can also request Amazon to dispose of inventory for a small price per unit. This means you relinquish control over the returned item and Amazon becomes the owner. They can sell it as “used”. They can also auction large bins of random “disposed” items that liquidators will purchase and resell.
Dropshipping is a retail fulfillment method where a seller doesn’t keep the products it sells in stock. Instead, when a seller sells a product using the dropshipping model, the seller purchases the item from a third-party and has it shipped directly to the customer. As a result, the seller doesn’t have to handle the product directly.
DSP is an advertising platform that enables advertisers to programmatically display, video, and audio ads. Thus it helps drive traffic to corresponding websites and mobile apps.
The Amazon DSP provides a brand with an opportunity to further develop their Amazon marketing advertising strategy through advanced targeting, precise Amazon audience control, and more display ad placement through Amazon’s O&O (owned-and-operated) inventory.
Also known as an International Article Number, an EAN is a 13-digit number system and a standard barcode for identifying products in Europe and globally. Additionally, there is an 8-digit EAN for small packages, but it is not commonly utilized.
See A+ Content. A+ content was formally known as Enhanced Brand Content but these terms are often used interchangeably.
The European Fulfillment Network (EFN) allows sellers with an Amazon Europe Marketplace account who are also registered for FBA to store their inventory in their local fulfillment center. Qualified sellers can also fulfill orders coming from other European marketplaces through the same local inventory pool. Thus, EFN gives sellers more control and flexibility over their inventory.
An Exact Keyword Match means customers are specifically searching for your keyword. Thus, the search terms exactly match your keyword.
Ex Works is a trade term that means the buyer of the manufactured products is responsible for the shipping process from the moment it leaves the factory to when it arrives at its destination. Responsibilities include transfer fees, shipping cost, insurance, customs, etc.
Amazon FBA is a service offered by Amazon which allows 3P sellers to have their products eligible for Amazon Prime. First, 3P sellers send their products to Amazon warehouses/fulfillment centers. Then, Amazon will fulfill orders (pick, pack, ship) and handle customer service on behalf of the 3P seller.
Amazon FBM is the customary fulfillment method for 3P sellers who don’t use FBA. Unlike FBA, FBM sellers are responsible for storing, packaging, shipping, and handling customer service inquiries.
Amazon Fulfillment Centers are large warehouses where products are stored, prepped, and shipped (once they are sold). FBA sellers will need to send their products to Amazon Fulfillment Centers.
Third-party logistics (3PL) warehouses can also receive, process, and fulfill orders.
A shipping term for products that fill an entire container. Shipping containers are usually 20ft or 40ft in length.
There are 2 types of feedback on Amazon:
Seller feedback and product feedback/reviews.
Seller Feedback: Seller feedback is more important for FBM sellers – customers will rate your service as a seller (communication, time to ship, if the item is as described, etc.).
Product Feedback/Reviews: Product feedback/reviews are extremely crucial for the health and sales of your listing. Product feedback/reviews are indicated by a number of stars out of 5 on your listings.
A barcode assigned by Amazon that is unique to each product. FNSKU is a way that Amazon connects sellers to their products once they arrive at a fulfillment center.
Amazon provides FNSKU labels that can be printed and used to cover existing barcodes on a box. Alternatively, a factory can print the FNSKU directly on the box or Amazon can label the boxes themselves once they arrive at the fulfillment center for a fee. You can use the product’s UPC but you risk “commingled” inventory where other sellers’ inventory is mixed with yours.
FOB is a term in international commercial law indicating when the cost and risk involved in the shipping of products shift from the manufacturer to you the seller. “FOB shipping point” or “FOB origin” means that you’d be responsible for products damaged during transport. “FOB destination” means the manufacturer retains the risk until you get the products.
Freight Forwarders are companies that handle all of your freight issues and paperwork for you. They take care of the logistics of shipping for you. They can ship directly to you, Amazon warehouse, and more.
The method by which a product is stored and shipped. Some sellers warehouse their own products and ship them personally (FBM) while others use Amazon’s services to store and ship their private seller products (FBA). Fulfillment by Amazon means that Amazon is the seller.
A 14-digit globally unique number and barcode used to look up product information. GTINs are most commonly used internationally. GTIN is an umbrella term and it incorporates UPC, EAN, and ISBN.
Hijackers sell the same product and piggyback on your product. Hijackers are notorious on Amazon. They can harm your brand in various ways: stealing sales, taking the buy box away from you, undercutting you, selling damaged or counterfeit products to hurt your reputation, etc. Having your products in the Brand Registry can better protect you because you will also have a trademark on your products.
Helium 10’s Alerts will monitor your ASINs 24/7 and help you stay proactive against hijackers.
Impressions measure the number of times an advertisement is loaded on a page or device, whether or not they click on it or not. Amazon Advertising uses this metric to show (at a glance) how well an ad is doing.
In catalogs and publishing, an index is a list or database of topics or products linked to their locations. Amazon indexes keywords so that when a customer types in a search term, Amazon’s search engine is able to locate relevant products and publish them on a results page for customers to see.
In order for a product to appear in search results for a searched word or phrase, the product must be indexed by Amazon for that word or phrase. Ways that sellers try to get words for their products indexed is by including them in product titles, bullet points, and descriptions, as well as in the product’s backend data. Products also get indexed for words through PPC.
13-digit strings that are assigned by book numbering agencies to identify books. They can help to recall a specific book, book edition, or book-like product (like an audiobook or e-book). Note: ISBN’s used to be 10-digit strings until the end of 2006.
The words or phrases that identify with a given product or category that enhances discoverability. Keywords are also used to focus on applicable shopping listings and ads.
How much your product will actually cost you to make and transport to the Amazon warehouse (or end destination). This is usually significantly more than just the cost to manufacture products. Landed cost includes manufacturing costs, shipping/freight costs, freight forwarder fees, packaging costs, customs, taxes, etc.
Launch refers to many aspects of introducing a new product to market, with the goal of generating strong opening sales. Includes advance advertising, coupon discounts, and other tasks to gain as much visibility as possible.
A promotional deal that is available for a limited time. Shoppers gain access to products paired with extra savings coupons. Sellers set the discount and the designated time period the deal will run for.
Your product page on Amazon. Amazon Product Listings include all the information you can enter to describe your product to your customer: product photos, product title, product videos (if you have brand registry), product description.
These ‘keywords’ are actually phrases of three or more words that shoppers use in searching for a specific product. They are more unique and less commonly searched than single words or shorter phrases. In turn, they return narrower results for more specific products, which often leads to higher rates of conversion.
Helium 10’s Cerebro, Keyword Tracker, Scribbles, Misspellinator, and Frankenstein can help you figure out long-tail keywords to include in the backend of your listing(s).
Lock Screen Ads allows sellers to promote eBooks to targeted Kindle and Fire Tablet users. These ads are interest-focused (i.e. genre) and appear on the Kindle and Fire Tablet lock screen.
These full-screen and/or banner ads can redirect readers that tap on LSA ads to the book’s detail page. Then readers can easily purchase and download the title.
LTL is for palletized cargo and there will be a BOL (Bill of Lading) for all pallets. For this method, you must schedule a delivery appointment. LTL is ideal for large palletized air or sea shipments. LTL deliveries are mainly on land/road.
A shipping term referring to shipments that take up less than a full container. Shipping containers are usually 20ft or 40ft. Typically, shippers will fill containers with other people’s shipments to maximize space. Unlike Less-Than-Truckload, LCL is usually a combination of both land and sea transportation.
In terms of the Helium 10 tools, the keywords come from either organic searches, Sponsored ads, or Amazon Recommended lists.
Generally, inside the Uneekli tools, this refers to the estimated revenue over the past 30 days at the time of the search.
Uneekli’s estimated number of unit sales for a product during the past 30 days.
This is the minimum quantity a factory will produce in one order. This is not always firm so you may be able to negotiate lower. MOQs are often lower outside the US and higher within the US.
You can use your FBA account to make sales through multiple storefronts or channels (such as Shopify). Amazon will directly ship the order to the customer, even if they ordered elsewhere (such as Shopify).
A type of keyword that keeps your ad from being triggered by a specific keyword and/or phrase. Thus, your ads will not be shown to people searching for that keyword and/or phrase.
A metric that determines if an ad-driven purchase was made by an existing customer or a first-time buyer of a brand.
A company that produces parts, equipment, and hardware that is used in products sold by another manufacturer.
When a customer searches for products on Amazon, they choose their own words. Amazon tracks these words and indexes them to facilitate new customer searches. Unlike Sponsored keywords and Amazon Recommended keywords, organic keywords most closely reflect which products customers are actually searching to buy.
In the Helium 10 Tools, this refers to how similar one product is to another product in terms of keywords and the search results on Amazon.
A form of FBA for sellers actively selling in Amazon’s European marketplaces. Sellers can send their items to one Fulfillment Center. Then, Amazon will distribute their products to various Fulfillment Centers in Europe based on where they think will generate the most sales. When using this option, sellers will need to register for VAT (Value-Added Tax) in different countries in Europe.
Search terms that contain all parts of your keyword in the that exact phrase order.
Link-based online advertising and sponsored ads, available within the Amazon platform and on social media sites like Facebook, those charge sellers a small fee every time someone clicks on their ad. This powerful type of ad is designed to lead customers directly to your product page to buy your product.
When selling Private Label, the products are owned by the seller, retailer, and/or supplier rather than the manufacturer. Usually, the seller will have their own branding on the products and work directly with manufacturers to make the product. Thus, there is more opportunity to customize the goods beforehand.
Money left over for you after paying all the costs generated in bringing a product to market. Costs include manufacturing, fees, and taxes, among other things. Maximizing the profit margin while still maintaining sales is essential to retail success.
Uneekli’s Profitability Calculator helps you determine whether a product is worth selling on Amazon. Profits helps you manage and sustain your profit margins.
Programmatic advertising is the automated buying and selling of digital advertising inventory. Amazon DSP (demand-side platform) allows sellers/advertisers to advertise programmatically: display ads, video ads, audio ads.
Reach is the total number of people who have seen your ad on any web page or screen.
The basic formula for calculating reach: reach = impressions/frequency
This is a fee that Amazon charges for each product sold. Amazon collects a 15% referral fee from private sellers on most of the products it sells, but the fee can range between 6% and 45% depending on the category and product.
Amazon encourages customers to return to their site post-purchase and leave a review both about the product and the seller. These reviews are considered critical to sales and search rankings on Amazon. Many shoppers consult reviews before purchasing products.
The ratings are on a scale of 1 to 5 stars, with a 5-star rating equating to outstanding, and a 1-star rating equating to poor.
ROAs divides ads sales by ad spend, basically showing you your ROI on how you’re shelling out for advertising.
Essentially means how long it takes to get the money you’ve invested, back. This is critical, especially because sometimes you have good profits on a product, but not good ROI. Selling products on Amazon and running ads to drive sales means investing time and money into the process. Helium 10’s Profitability Calculator and Profits tools help anticipate and manage product ROI. Uneekli’s PPC tool, ADS, helps you anticipate and manage your advertising efforts.
The primary website for 3rd party (3P) sellers. In Seller Central, you’re able to manage your Amazon Seller account, oversee stock, run advertising campaigns, and more.
Estimated number of customer searches on Amazon for a specific product using the same keyword(s), usually per month.
In the Uneekli tools, this is the first keyword or product or ASIN that a search is based on, and often shapes which other keywords or ASINs appear.
When you create highly-specific and targeted language in association with your products to gain visibility in customer searches. SEO is critical to your success on Amazon, and good SEO also impacts search results for Internet search engines like Google. Helium 10’s product research tools and search optimization tools like Index Checker and Scribbles are designed to maximize your visibility with potential customers.
FBM sellers that adhere to Amazon Prime Service Level Agreement and Amazon’s timeline for fast shipping (usually 2-day delivery). All eligible FBM sellers can display a Prime badge on their listing but still ship from their own warehouses and control their own fulfillment.
The tracking code you create for your products, which helps you manage your products. Amazon will ask you for this information when you set up to sell a product on their site. When you create your codes, you should make them logical and easy to decipher, using numbers to signify brand, size, color, and manufacturer, if applicable.
This term is part of the Magnet tool. It’s referring to a keyword or key phrase listed in Amazon’s index that exactly matches the word or phrase you are searching for. These keywords could show up on a broad match PPC campaign that targets the analyzed keyword(s).
These are shipments that are in loose boxes by courier companies like FedEx, UPS, TNT, DHL, USPS, and so on. Additionally, there will be tracking for each box and there is no delivery appointment needed. This is the best method for rush deliveries.
Amazon Sponsored Brands were formally known as Headline Search Ads (HSA). These ads feature your brand logo, custom headline, and multiple products through banner ads at the top, side, and bottom of the search results page. You must have a Brand Registry to run these ads.
This is the most popular Amazon Advertising solution. These keyword-targeted ads appear on the product search results page before non-sponsored products. Sellers utilize this cost-per-click advertising solution to gain highly visible placements on Amazon.
Depending on the tool, Helium 10 uses the initialisms S or SP, and the term Sponsored to tag products for which sellers are paying to promote their product on Amazon’s website. Therefore, influencing product ranking. You may want to ignore these promoted products when you research keywords, for example, because it’s impossible to know whether their sales ranking reflects the current advertising effort or their SEO.
Amazon Storefronts or Stores are a service that allows vendors and sellers that have Brand Registry to create a public-facing store for their products. Storefront provides an immersive virtual shopping experience to help scale their business.
TACoS gives you a holistic view of your advertising spend in relation to all of your sales across the board. TACoS is a metric that takes your organic sales into consideration.
Amazon restricts and prohibits you from selling in some of its product categories. All gated categories and some ungated subcategories require Amazon pre-authorization. Most sellers only sell in ungated categories to avoid the difficulty of getting access to gated categories.
A machine-readable 12-digit number and barcode that identifies both the seller and the product. A UPC is put on retail products and/or product packaging to indicate price, product classification, and more. These codes are often used at retail checkout and retail stands.
Variations are the different colors, sizes, flavors, sizes, or patterns of a single product. Variations are also known as parent-child relationships that allow brands to show the different variations of the parent product.
VAT mainly applies outside the US. When importing a product with VAT, sellers pay an estimate of VAT upfront, then balances later. VAT items already have sales tax included. In the US, the displayed price is without sales tax included.
The primary interface for 1st Party (1P) Sellers. Vendor Central sellers are typically manufacturers and distributors. VC sellers sell their item(s) in bulk to Amazon, who at that point goes about as a distributor for that vendor. Registration for Vendor Central is by invitation only.
A product review that is labeled as a “Verified Purchase” by Amazon. This means a customer left the review after purchasing the product (and they did not receive an incentive or discount to do so).
The Amazon Vine Program allows sellers to enroll their new and/or pre-released products to get legitimate reviews. The reviewers/customers (called Vine Voices) are invited by Amazon to participate based on their reviewer rank. The Vine Voices will order products and provide honest reviews.
White Label and Private Label are often used interchangeably. However, there are subtle differences. White Labeling usually means taking generic items and selling them as your own. Thus, since the products are already manufactured there is no room for customization of the products themselves.