Amazon's various terms are explained! A must-read for newbies!

Listing: Product page, mainly responsible for product function introduction, description, product display and other external publicity work.

Variants: Variants are used to associate products that are basically the same but differ in one or more key attributes (such as size or color). Variants are divided into parent and child. A variant can only have one parent and multiple children. The parent itself is not a product. The parent is equivalent to a bond that binds the children together. The children are independent products. Corresponding to the variant is a separate ASIN. For example, generally speaking, the parent SKU can be written as Sweater-defferent color. If the children are different in color, they can be written as Sweater-Red, Sweater-White, etc.

SKU: English full name: StockKeeping Unit, which is the unit of measurement for inventory in and out. For Amazon e-commerce, it can be simply understood like this: if a product has multiple colors, it has multiple SKUs. For example, a sweater has red, white, and blue, and the SKU codes are also different. If there are fewer products, the SKU can be named Sweater-Red, Sweater-White, etc. If different products have the same SKU, confusion will occur and the wrong goods will be shipped.

ASIN: English full name: Amazon Standard Identification Number, Chinese full name: Amazon Standard Identification Number
ASIN is a special code identification for Amazon products, which is different for each product. It is a combination of letters and numbers randomly generated by Amazon. One ASIN can correspond to multiple SKUs. For example, the SKU of the red sweater just now is Sweater-Red. I have sent it by air and by sea. Now I want to set different prices for the sweaters shipped by air and by sea. Then I can use the same ASIN to set multiple SKUs, Sweater-Red-Air and Sweater-Red-Sea. In this way, each SKU under this ASIN can set a different price.

UPC: English full name: universal production code
Chinese full name: General Product Number (Code)
UPC is the earliest barcode to be widely used. It is a barcode with a fixed length and continuity. It is currently mainly used in the United States and Canada. Due to its wide range of applications, it is also called a universal barcode. UPC code can only be used to represent numbers, so its code set is the numbers 0 to 9. EAN and UPC have basically the same functions, but EAN is more commonly used in Europe.

GCID: Brand identifier generated internally by Amazon . When your brand is successfully registered on Amazon, provide a keyattribute, Amazon will automatically assign a unique Global Catalog Identifier, or GCID, which is 16 characters, including letters and numbers. This GCID code will be equivalent to the UPC code in each of your listings, so you can save your UPC code.

This GCID code will be equivalent to the UPC code in each of your listings, so you can save your UPC code.

EAN: European Article Number , a product identification code established based on the UPC code.

Bullet Points: Key points, short descriptions. These are the key features of the product you sell, or the selling points of your product, which can attract buyers at first glance and make them decide to browse further and learn more about your product details.

Product Description: Long description.

Product review: It is an evaluation of the product itself, not involving logistics or customer service quality. Any buyer who has purchased a product on Amazon can make a review, which affects the customer's judgment of the product but does not affect the seller's performance. It uses a combination of ratings and text, pictures, and video reviews.

Customer Feedback: It is an evaluation of orders, involving order-related factors such as products, logistics, and customer service. Only buyers who have placed orders can comment. An order can only be evaluated once, which affects the seller's ODR. It uses a combination of scoring and text, picture, and video comments.

Prime: Send FBA or participate in SFP service.

Amazon Prime: Amazon's membership system, Amazon will give members discounts on delivery fees, as well as member promotions, etc. Member service ($99 annual fee), any product sold by Amazon or fulfilled by Amazon, regardless of the price, enjoys free two-day delivery service.

Amazon's Choice: Amazon's recommended label is a label applied to products that can be purchased directly from Amazon Echo. The purpose is to simplify the customer's purchase process with Amazon Echo. In addition to Best Seller, Amazon will mark some categories of products with Amazon's Choice. This black label is another big boost to conversion rate.

Hot new releases: referred to as the new product list or new releases list, this is the "hot new products" provided by Amazon. It appears on the left side of the third row of the subcategory ranking page. Clicking it not only allows you to learn about the hot-selling products, but also predicts the next batch of hot-selling products based on the best-selling product list. The New releases logo is a logo reward given to the best-selling ASIN products in a new version of a certain category, which can effectively increase conversion by 2-5%.
The definition of new releases varies for each category, mainly based on the time of listing or release. You can also get the new releases flag by manually refreshing

Add-on items: Add-on items are some purchase restrictions that Amazon imposes on low-priced products. Generally speaking, such products are small and cheap products, such as nail clippers, toilet paper, light bulbs, soap, etc. Products marked with the Add-on item logo can be purchased together with other products, or only the Add-on item products can be purchased, but the total amount (including Add-on products) must exceed US$25 before an order can be placed. And all products in the shopping cart must be "Sold by Amazon" or "Fullfilled by Amzon".
Therefore, the conversion rate of products marked with the Add-on ltem logo is relatively low.

When a product is priced too low by the seller, the system will automatically add the product to the Add-on Item project. If this sign appears on your account, you may want to raise the price. As the price increases, the Add-on Item sign will disappear. At this time, you can place a few orders through your friend's account. After the transaction is completed, try to adjust the price to the low price you expected. At this time, the Add-on Item will generally no longer follow.

BUYBOX: Gold shopping cart (buy button):

It is the most convenient shopping location for buyers. Amazon evaluates seller performance based on many factors, and qualified sellers' products are eligible to compete and obtain the gold shopping cart.
The shopping cart directly affects exposure and conversion rate. The factors that affect the shopping cart mainly include (1) FBA (2) order volume (3) product category (4) whether the product information is complete

Coupon: A discount coupon used to enjoy a special price or discount.
The seller sets up a discount coupon in the background to give the buyer a fixed amount of discount or a percentage discount. This coupon has a special traffic entrance to collect, so customers can enter from the Amazon coupon area, or check whether the product has a coupon when browsing the product.

Sponsored Products: Amazon's product advertising relies on keyword bidding ranking, which is similar to Taobao Direct Express and Baidu bidding. You set keywords and prices. When the keywords are searched, there is a chance that the products will be displayed, and you will pay when they are clicked.

CPA: CPA refers to the advertising cost for closing a deal. If CPA exceeds your gross profit, it means that even though the ad brings in orders, it is still losing money.

CPC: The full name is Cost per click, pay-per-click advertising, which is the main form of advertising on Amazon. It charges by clicking. Customers bid on keywords. After customers search for keywords and see your ad space, they click on it and are charged once. So CPC also means the cost of one click.

Acos: The proportion of advertising expenses to sales. If Acos exceeds the gross profit margin, it means that although the advertisement has brought in orders, it is still losing money.

Sessions: Visits

Official explanation: Sessions are visits to your http://Amazon.com page by a user. All activity within a 24-hour period is considered a session. Also called independent IP visits. Within 24 hours, an IP access to a page is counted only once no matter how many times it clicks.

Session Percentage: Visit percentage

Official explanation : Percentage of sessions that contain at least one page view for a particular SKU/ASIN relative to the total number of sessions for all products. The percentage of visits to at least one page for a particular SKU/ASIN compared to the total number of visits to all products.

Impression: The number of times a product is displayed on the customer's browsing interface. It can only be viewed through advertising reports.

Click: The number of times a customer clicks on a product. Since the same IP address can access the same product multiple times and generate multiple clicks, the Session value is usually smaller than the Click value.

CTR: Click-through rate of advertisement. If an advertisement is exposed 1,000 times and clicked 10 times, the CTR is 1%.

CVR: Conversion rate. If a session occurs 10 times and one order is placed, the CVR is 10%.

FBA: English full name: universal production code
Chinese full name: General Product Number (Code)
UPC is the earliest barcode to be widely used. It is a barcode with a fixed length and continuity. It is currently mainly used in the United States and Canada. Due to its wide range of applications, it is also called a universal barcode. UPC code can only be used to represent numbers, so its code set is the numbers 0 to 9. EAN and UPC have basically the same functions, but EAN is more commonly used in Europe.

FBA first leg: refers to the transportation of goods from domestic to overseas Amazon warehouses, including customs clearance and prepayment of tariffs and other services.

Brand Registration: refers to applying for brand protection on Amazon. After registering your brand on Amazon, you will get a GCID (Global Catalog Identifier, a 16-digit mixed code) to replace UPCs and EANs. GCID is unique! It is the same in any country, unlike ASIN, which has different values ​​in different countries! Amazon uses this GCID value to check whether you can follow others! Applying for brand registration is the best way to prevent follow others.

KYC: English full name: Know your customer

KYC policy (Know Your Customer) provides enhanced scrutiny of account holders.

KYC policy not only requires financial institutions to implement real-name account system and understand the actual controller of the account and the actual beneficiary of the transaction, but also requires full understanding of the identity, permanent address or business of the customer and taking corresponding measures. Understand the legitimacy of the source of funds. The general KYC audit requires the following information:
(1) A water, electricity, gas, telephone and internet bill issued by a public utility company beginning with the company name; (2) The legal person's ID card and household registration booklet notarized by a notary office; (3) The company's business license notarized by a notary office

Category review: To ensure that buyers have a high-quality shopping experience on Amazon, specific products and categories must be approved by Amazon, which is called category review. After the category review is passed, the release of such products and categories does not need to be reviewed again and can be released directly.

Order Defect Rate: Order Defect Rate (ODR)

The percentage of orders that received negative feedback, an A-to-z Guarantee claim, or a serviced credit card chargeback. ODR can be calculated over any historical order time period. Target < 1% must be met.

Best seller rank: Amazon BestsellersRank is a number that is calculated relative to other products in the category, based on hours (Amazon explains), and linked to the product's recent sales (while taking into account historical account sales data). Of course, a product's ranking will be different in different Amazon markets, each of which represents a different geographic region. Ranking 1 means that this product has recently sold more than any other product in the same product category.

A-to-Z: Amazon A-to-Z Guarantee claim , Amazon Marketplace Transaction Guarantee Claim, also known as "A-to-Z claim", is a protection policy implemented by Amazon for all buyers who purchase goods on its platform. If a buyer is not satisfied with the goods or services sold by a third-party seller, the buyer can initiate an A-to-Z claim to protect his or her own interests.

A-Z Guarantee Claim: Guarantee claim is one of the rights protection methods provided by Amazon to buyers. A to Z claim initiated by buyers has a great impact on the performance of sellers’ stores.
(1) Buyer may make a claim 3 calendar days prior to the estimated latest delivery date or 30 days after the order date.
(2) The buyer has 90 days from the estimated latest delivery date to file a claim.

NegativeFeedback Rate , negative review rate.

Filed A-to-z Claim Rate , complaint rate.

Service Chargeback Rate , credit card rejection rate.

ODR (Order Defect Rate) , order defect rate.

Best Seller Rank , product ranking.

Best Sales Rank , sales ranking.

Serach Ranking , search weight ranking.

Search Terms , keywords.

Account health , the daily health of the account.

Seller rating is the comprehensive score after scoring various service indicators, which represents the service quality you provide to buyers.