ACoS
Advertising cost of sales
Ad spend divided by the sales those ads drove, as a percentage. $20 spent for $100 in ad sales is a 20% ACoS.
Topic: Advertising and analytics
Reference · 16 terms
The Amazon seller glossary
The acronyms that show up in Seller Central and ads reports, in plain English. Definitions follow Amazon's own wording where Amazon has one.
ASIN
Amazon Standard Identification Number
Amazon's unique ID for each product in its catalog. One product can rank in several categories under the same ASIN.
Topic: Listings and catalog
AWD
Amazon Warehousing and Distribution
Amazon's bulk storage service that sends stock on to FBA automatically.
Topic: FBA and inventory
Brand Registry
Amazon's program for trademark owners. It brings brand protection plus A+ Content, Brand Stores, Brand Analytics and Vine.
Break-even ACoS
The ACoS at which ads eat your whole profit before ad spend. Amazon Ads puts it plainly: to make a profit, ACoS has to stay below your margin.
Topic: Advertising and analytics
BSR
Best Sellers Rank
A product's sales rank within a category, where lower is better. Recent sales weigh more, and views and reviews do not move it.
Topic: Listings and catalog
CPC
Cost per click
What you pay when a shopper clicks your ad. The final price is set by auction, based on your adjusted bid and other factors.
Topic: Advertising and analytics
CVR
Conversion rate
Conversions divided by the audience that could convert, as a percentage. For ads, that usually means orders divided by clicks.
Topic: Advertising and analytics
Excess inventory
Stock above 90 days of supply. It ties up cash and storage space.
Topic: FBA and inventory
FBA fulfillment fee
A per-unit fee for picking, packing, shipping and customer service on FBA orders, set by size and weight. Peak-season rates apply Oct 15 to Jan 14.
Topic: FBA and inventory
Featured Offer
The offer shown with the Add to Cart button, formerly called the Buy Box. Price, delivery speed, order experience and stock all count.
Topic: Deals, pricing and fees
IPI
Inventory Performance Index
A 0 to 1,000 score of how efficiently you manage FBA stock. Higher is better.
Topic: FBA and inventory
Referral fee
The percentage of each sale Amazon keeps, set by product category, with a per-item minimum in most categories. It applies to the total price, including shipping and gift wrap.
Topic: Deals, pricing and fees
ROAS
Return on ad spend
Ad sales divided by ad spend. It is ACoS flipped over: a 25% ACoS is a ROAS of 4.
Topic: Advertising and analytics
Sell-through rate
Units sold and shipped over the past 90 days divided by your average sellable units over the same period.
Topic: FBA and inventory
TACoS
Total advertising cost of sales
Ad spend divided by all sales, paid and organic. Sellers use it to see whether ads are lifting the whole business. It is seller shorthand, not a metric Amazon reports, so you compute it yourself.
Topic: Advertising and analytics
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