Glossary & Acronyms¶
ACOS¶
Advertising Cost of Sales. Ad spend divided by ad-attributed sales. Use it to judge ad efficiency.
Related pages: search this repo for [[ACOS]].
TACOS¶
Total Advertising Cost of Sales. Ad spend divided by total sales. Use it to judge business-level ad impact.
Related pages: search this repo for [[TACOS]].
ROAS¶
Return on Ad Spend. Ad sales divided by ad spend. Higher is usually better.
Related pages: search this repo for [[ROAS]].
CTR¶
Click-through rate. Clicks divided by impressions. It tells you if shoppers are interested enough to click.
Related pages: search this repo for [[CTR]].
CVR¶
Conversion rate. Orders divided by clicks. It tells you if shoppers buy after clicking.
Related pages: search this repo for [[CVR]].
CPC¶
Cost per click. Ad spend divided by clicks.
Related pages: search this repo for [[CPC]].
SP¶
Sponsored Products. Ads for individual products on Amazon.
Related pages: search this repo for [[SP]].
SB¶
Sponsored Brands. Brand-focused ads that may show product collection, store spotlight, or video creative.
Related pages: search this repo for [[SB]].
SD¶
Sponsored Display. Display ads using contextual or audience targeting.
Related pages: search this repo for [[SD]].
DSP¶
Demand Side Platform. Amazon programmatic ads for display, video, audio, OTT, retargeting, and prospecting.
Related pages: search this repo for [[DSP]].
AMC¶
Amazon Marketing Cloud. A clean-room analytics tool for advanced attribution and audience analysis.
Related pages: search this repo for [[AMC]].
Search Term¶
The actual shopper query that triggered an ad.
Related pages: search this repo for [[Search Term]].
Keyword¶
The word or phrase the advertiser bids on in a manual keyword campaign.
Related pages: search this repo for [[Keyword]].
Negative Keyword¶
A term blocked from triggering ads.
Related pages: search this repo for [[Negative Keyword]].
Placement Modifier¶
A bid adjustment for placements like Top of Search or Product Pages.
Related pages: search this repo for [[Placement Modifier]].
Portfolio¶
A grouping container for campaigns, often used for budget or P&L organization.
Related pages: search this repo for [[Portfolio]].
Buy Box¶
The offer position that lets shoppers add to cart quickly. Sponsored Products generally depend on offer eligibility.
Related pages: search this repo for [[Buy Box]].