> ## Documentation Index
> Fetch the complete documentation index at: https://www.laurence.com/docs/llms.txt
> Use this file to discover all available pages before exploring further.

# Glossary

> Every Amazon and advertising term used in the Amazon Overview pages, in one place

Short definitions, alphabetical. Most link to the page that explains the term.

| Term | Meaning |
| - | - |
| `ACOS` | Advertising cost of sales: ad spend ÷ the sales Amazon attributes to the ads. Lower is more efficient. The inverse of ROAS. |
| `Ad sales` | The sales Amazon credits to ads within the attribution window. The denominator of ACOS and the numerator of ROAS. See [Measuring Results](https://www.laurence.com/docs/amazon/measuring-results.md). |
| `AMC` | Amazon Marketing Cloud: Amazon's clean room for event-level queries over ads and retail data, returning only aggregated results. See [Measuring Results](https://www.laurence.com/docs/amazon/measuring-results.md). |
| `AMS` | Amazon Marketing Stream: Amazon's near real time feed of ads traffic and conversion events. See [Measuring Results](https://www.laurence.com/docs/amazon/measuring-results.md). |
| `AOV` | Average order value: revenue per order. |
| `ASIN` | Amazon Standard Identification Number, the id of one product. A child ASIN is one size, colour or scent; a parent ASIN groups them into a variation family. See [How a Shopper Buys](https://www.laurence.com/docs/amazon/how-a-shopper-buys.md). |
| `Attribution window` | How long after a click an order still counts as caused by the ad (1, 7, 14 or 30 days, depending on the ad product and report). See [Measuring Results](https://www.laurence.com/docs/amazon/measuring-results.md). |
| `AUTO targeting` | A campaign with no keywords, where Amazon chooses where the ad appears (close match, loose match, substitutes, complements). See [Sponsored Ads](https://www.laurence.com/docs/amazon/sponsored-ads.md). |
| `Bid` | The most an advertiser will pay for one click on a target. See [The Auction](https://www.laurence.com/docs/amazon/the-auction.md). |
| `Brand Analytics` | Amazon's reports for brand owners, including search frequency rank and the top three clicked products per search. See [Demand and Markets](https://www.laurence.com/docs/amazon/demand-and-markets.md). |
| `Branded search` | A search containing the brand's own name. Its economics differ sharply from generic searches. See [Demand and Markets](https://www.laurence.com/docs/amazon/demand-and-markets.md). |
| `Buy Box` | The featured offer on a product page. Sponsored Products ads only serve while the advertiser holds it. See [How a Shopper Buys](https://www.laurence.com/docs/amazon/how-a-shopper-buys.md). |
| `Close variant` | A search Amazon treats as the same as an exact keyword: plurals, punctuation, spacing and dropped function words. See [Sponsored Ads](https://www.laurence.com/docs/amazon/sponsored-ads.md). |
| `Contribution margin (CM2)` | The share of the price left after Amazon's fees and the cost of goods: (price − Amazon fees − COGS) ÷ price. It is the margin before advertising, and it decides what a sale is worth. For Vendor Central, what Amazon pays (its cost price, less trade terms) replaces price less fees. |
| `CPC` | Cost per click: what an advertiser actually pays for one click. See [The Auction](https://www.laurence.com/docs/amazon/the-auction.md). |
| `CTR` | Click-through rate: clicks ÷ impressions. See [Placements](https://www.laurence.com/docs/amazon/placements.md). |
| `CVR` | Conversion rate: orders ÷ clicks. The quantity our bidder's model estimates. See [Placements](https://www.laurence.com/docs/amazon/placements.md). |
| `Detail Page` | The product page, and the ad placement on other products' pages. See [Placements](https://www.laurence.com/docs/amazon/placements.md). |
| `DSP` | Amazon's demand-side platform for programmatic display and video ads, bought outside the sponsored ads auction. |
| `Dynamic bidding` | A campaign setting that lets Amazon lower, or raise and lower, a bid at auction time. See [The Auction](https://www.laurence.com/docs/amazon/the-auction.md). |
| `FBA / FBM` | Fulfilled by Amazon (Amazon stores and ships) or Fulfilled by Merchant (the seller ships). See [How a Shopper Buys](https://www.laurence.com/docs/amazon/how-a-shopper-buys.md). |
| `Impression` | One display of an ad or a listing to a shopper. |
| `Keyword` | A search text an advertiser bids on, with a match type. See [Sponsored Ads](https://www.laurence.com/docs/amazon/sponsored-ads.md). |
| `Market` | An Amazon subcategory (a browse node), the set of products a listing competes with. Never a set of searches. See [Demand and Markets](https://www.laurence.com/docs/amazon/demand-and-markets.md). |
| `Match type` | How loosely a keyword matches a search: exact, phrase or broad. See [Sponsored Ads](https://www.laurence.com/docs/amazon/sponsored-ads.md). |
| `Negative target` | A keyword or product that blocks an ad from showing there. See [Sponsored Ads](https://www.laurence.com/docs/amazon/sponsored-ads.md). |
| `Niche` | A cluster of searches that share one shopper intent. Never a subcategory. See [Demand and Markets](https://www.laurence.com/docs/amazon/demand-and-markets.md). |
| `Organic rank` | Where a listing appears among the unpaid results for a search. See [The Search Results Page](https://www.laurence.com/docs/amazon/search-results-page.md). |
| `Placement` | Where an ad shows: Top of Search, Rest of Search or Detail Page. See [Placements](https://www.laurence.com/docs/amazon/placements.md). |
| `Placement modifier` | A per-campaign percentage that raises bids for one placement. See [The Auction](https://www.laurence.com/docs/amazon/the-auction.md). |
| `PPC` | Pay per click: the advertiser pays only when a shopper clicks. |
| `Product line` | Our term for listings that differ only by colour, scent or size. See [How a Shopper Buys](https://www.laurence.com/docs/amazon/how-a-shopper-buys.md). |
| `Product target` | A bid on a specific product or category instead of a search. See [Sponsored Ads](https://www.laurence.com/docs/amazon/sponsored-ads.md). |
| `Rest of Search` | Ad placements in search results other than the top of the first page. See [Placements](https://www.laurence.com/docs/amazon/placements.md). |
| `ROAS` | Return on ad spend: ad-attributed sales ÷ ad spend. The inverse of ACOS. |
| `SB / SD / SP` | Sponsored Brands, Sponsored Display, Sponsored Products: Amazon's three sponsored ad products. See [Sponsored Ads](https://www.laurence.com/docs/amazon/sponsored-ads.md). |
| `Search frequency rank` | Brand Analytics' rank of a search by how often shoppers make it. It ranks searches, not products. See [Demand and Markets](https://www.laurence.com/docs/amazon/demand-and-markets.md). |
| `Search Query Performance` | SQP: Amazon's Brand Analytics report of searches, impressions, clicks and purchases for a brand's own products. See [Demand and Markets](https://www.laurence.com/docs/amazon/demand-and-markets.md). |
| `Seller / Vendor` | A third-party (3P) seller sells directly through Seller Central; a first-party (1P) vendor sells wholesale to Amazon through Vendor Central. See [How a Shopper Buys](https://www.laurence.com/docs/amazon/how-a-shopper-buys.md). |
| `SERP` | Search engine results page: the page a shopper sees after a search. See [The Search Results Page](https://www.laurence.com/docs/amazon/search-results-page.md). |
| `Sponsored tile` | A paid product in the search results. See [The Search Results Page](https://www.laurence.com/docs/amazon/search-results-page.md). |
| `TACOS` | Total advertising cost of sales: ad spend ÷ total sales (paid and organic). |
| `Top of Search` | The ad placement at the top of the first page of search results. See [Placements](https://www.laurence.com/docs/amazon/placements.md). |
| `Total sales` | All of a product's sales, from ads and organic, as the Selling Partner API reports them. The denominator of TACOS. See [Measuring Results](https://www.laurence.com/docs/amazon/measuring-results.md). |
| `Trade terms` | The allowances a Vendor Central agreement lets Amazon deduct from what it pays the vendor (co-op or marketing, damage, freight, early payment), as a share of the cost price. |


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