Glossary

Ecommerce terms, in one plain line each.

The words we use most, defined the way we would explain them to a client. No jargon dressed up as more jargon.

ACoSAdvertising Cost of Sales

Ad spend divided by the revenue those ads generated. It measures how efficient a single campaign is, so a lower ACoS means each advertised sale cost you less.

TACoSTotal Advertising Cost of Sales

Ad spend divided by total revenue, ads plus organic. It shows whether advertising is growing the whole business, not just the sales it gets direct credit for.

ASINAmazon Standard Identification Number

The ten-character code Amazon assigns to every product in its catalog. It is how a listing is identified, tracked, and analyzed across the marketplace.

3PLThird-Party Logistics

A company that stores your inventory and picks, packs, and ships your orders across your sales channels, so you keep one stockroom instead of running your own warehouse.

FBAFulfillment by Amazon

Amazon's program where it stores your inventory and fulfills your Amazon orders for you, which earns the Prime badge but charges for storage and does not cover your other channels.

Buy Box

The add-to-cart button on an Amazon product page when more than one seller offers the same item. Winning it means your offer is the default one shoppers buy, decided by price, fulfillment, and seller performance.