Amazon Seller Glossary
Amazon selling has its own language. Understanding the jargon, from ACoS and ASIN to FBA and TACoS, is essential to succeeding on the platform. This glossary defines the key terms you’ll encounter in Seller Central, competitor analysis, advertising, and conversations with fellow sellers. Each definition includes practical context so you understand not just what the term means, but why it matters for your business.
Whether you’re a complete beginner or an experienced seller brushing up on terminology, use this glossary as your reference guide for Amazon selling concepts.
A
A+ Content
Definition: Enhanced product description content that replaces the standard product description on desktop (visible on Amazon mobile and below the fold on desktop). Includes images, text blocks, comparison tables, and videos to help customers understand the product better.
Why it matters: A+ Content can increase conversion rates by 5-20% by providing detailed product information, lifestyle imagery, and use cases. Requires Brand Registry membership to create. Especially important for premium or technical products where customer understanding drives purchases.
Related: Brand Registry | Product Launch Optimization
ACoS (Advertising Cost of Sale)
Definition: The percentage of advertising sales spent on advertising. Calculated as: (Total Ad Spend / Total Sales from Ads) × 100. A 30% ACoS means you spend £30 in ads to generate £100 in ad-driven sales.
Why it matters: ACoS directly measures advertising profitability. Target ACoS varies by category and margin: brands might target 20-25%, commodities might accept 40-50%. Average across Amazon is 30%. Tracking ACoS by product and campaign helps you identify which products justify paid advertising.
Related: Amazon PPC Advertising Guide | Amazon Fees
ASIN (Amazon Standard Identification Number)
Definition: A unique 10-character alphanumeric identifier Amazon assigns to every product. Used for tracking inventory, managing reviews, and identifying products across Amazon’s platform. Each variation (color, size) has its own ASIN.
Why it matters: ASINs are the universal reference for products on Amazon. When analyzing competitors, checking inventory, or troubleshooting issues, you use ASINs. Understanding how ASINs work (especially parent/child variation structures) is crucial for listing optimization.
Related: Setting Up Your Account | Product Variation Strategy
A-to-Z Guarantee
Definition: Amazon’s buyer protection program that guarantees customers a refund if they don’t receive their item or it doesn’t match the listing description. As a seller, you’re liable for A-to-Z claims.
Why it matters: Too many A-to-Z claims (above 1% of orders) can result in account suspension. Managing claims requires fast resolution. Respond to claims within the required timeframe and provide tracking/evidence. Common claim reasons include damaged items, non-receipt, and item not as described.
Related: Account Suspension: Causes and Recovery | Amazon Seller Customer Service
B
Backend Keywords
Definition: Search terms you add to your product listing that are not visible to customers but help Amazon’s algorithm understand what your product is. Limited to 500 bytes and used for relevance matching.
Why it matters: Backend keywords help your product appear for searches your title and bullets don’t explicitly mention. Include singular/plural variations, synonyms, misspellings, and related terms. Example: if selling a “stainless steel water bottle,” backend keywords might include “hydro flask,” “vacuum bottle,” “insulated tumbler.”
Related: Listing Optimization | Amazon SEO Guide
Brand Analytics
Definition: A dashboard available to Brand Registry members showing detailed search and shopping behavior for your brand. Includes search term analysis, customer insights, and competitive data.
Why it matters: Brand Analytics reveals what customers actually search for (vs. what you assume they search for), shows seasonal trends, and identifies competitor performance. Data-driven product decisions come from Brand Analytics, not guesswork.
Related: Brand Registry | Keyword Research
Brand Registry
Definition: Amazon’s program for trademark owners providing brand protection, access to A+ Content, Brand Analytics, enhanced advertising options, and manual control over brand content. Registration is free and typically approved within 2-3 days if you have an active trademark.
Why it matters: Brand Registry protects you from counterfeiters and gives you tools unavailable to other sellers (A+ Content, Sponsored Brands, Brand Analytics). Essential for any serious own-label or white-label seller. Registration requires a trademark. Budget £150-£300 for registration if you don’t have one.
Related: Trademark and Brand Protection | Own-Label Strategy
BSR (Best Sellers Rank)
Definition: Amazon’s ranking of a product’s sales performance within its category. Rank #1 is the best seller; higher numbers indicate lower sales. Updated hourly based on recent sales velocity.
Why it matters: BSR is a signal of product popularity. Customers often filter by “Best Sellers” category. Low BSR (top 1,000 products in category) attracts more buyers because Amazon surfaces these products more prominently. BSR is a trailing indicator of sales health.
Related: Running Advertising Campaigns | Product Launch Strategy
Buy Box
Definition: The white box on the right side of a product detail page where “Add to Basket” appears. Only one seller’s offer wins the Buy Box at any time; other sellers’ offers are listed below. Most customers purchase from the Buy Box winner.
Why it matters: Winning the Buy Box is critical for sales. Typically generates 80%+ of total product sales. Amazon awards the Buy Box based on price, availability, shipping speed, and seller performance metrics (ODR, response time). Professional sellers are more likely to win.
Related: Account Type Selection | FBA vs FBM Comparison
Buyer-Seller Messaging
Definition: Amazon’s private messaging system allowing customers to contact sellers with pre-purchase questions and sellers to send follow-up messages after purchase (but not to solicit reviews or advertise other products).
Why it matters: Fast, helpful responses to customer questions improve conversion rates (by answering pre-purchase objections) and customer satisfaction (by providing post-purchase support). Responsiveness is a Buy Box ranking factor.
Related: Amazon Customer Service
C
Category Gating
Definition: Amazon’s restriction preventing sellers from listing in certain high-value or high-risk categories (Baby, Beauty, Electronics, Toys, etc.) without explicit approval. New sellers cannot list in gated categories; existing sellers can request approval.
Why it matters: Gating protects product safety (baby products must be safe) and prevents counterfeits (beauty, electronics). If your target category is gated, build sales history in ungated categories first, then request approval. Approval typically takes 1-2 weeks and requires sales history and/or compliance documentation.
Related: Restricted Products Guide | Getting Started
Commingling
Definition: Amazon’s process of storing inventory from different sellers in the same physical location if products are identical. Your FBA inventory is commingled with other sellers’ inventory of the same ASIN; customers receive whichever copy is closest, regardless of seller.
Why it matters: Commingling means quality issues (damaged products, counterfeit items) from other sellers affect your brand reputation. If another seller sends defective products, customers might receive those instead of yours. You can request non-commingled storage (costs more) if quality is a concern.
Related: FBA Strategy
CPC (Cost Per Click)
Definition: The amount you pay each time someone clicks on your Sponsored Products ad. You set a maximum CPC bid; if your bid wins, you pay the second-place bid plus 1 pence.
Why it matters: CPC determines advertising costs. Competitive keywords have high CPC (£0.30-£1.00+); niche keywords have low CPC (£0.05-£0.20). Optimizing bids and targeting to keep CPC low (while maintaining visibility) is central to profitable advertising.
Related: PPC Advertising | Keyword Research
D
Detail Page
Definition: The main product listing page customers view when they click on a product. Includes title, images, bullets, description, A+ Content, price, reviews, ratings, and the Buy Box. Every element contributes to conversion.
Why it matters: Your detail page is your primary sales tool. Optimizing images, title, bullets, and description for clarity and persuasion directly impacts conversion rates. A 1% improvement in conversion rate on a product selling 100/month = 1 additional sale monthly.
Related: Listing Optimization | Product Photography
DSP (Demand Side Platform)
Definition: Amazon’s programmatic advertising platform for purchasing display and video ads across Amazon properties and external websites. Allows real-time bidding on ad inventory.
Why it matters: DSP reaches audiences beyond Amazon search (e.g., display ads on third-party websites). Typically used by larger sellers with bigger budgets (£1,000+/month). Useful for brand awareness and retargeting but requires sophisticated campaign management.
Related: Amazon Advertising
E
EAN (European Article Number)
Definition: A 13-digit barcode standard used in Europe for product identification. Similar to a UPC in North America. Amazon may require an EAN for new products depending on category and marketplace.
Why it matters: EANs uniquely identify your product for scanning and tracking. If your product doesn’t have a manufacturer EAN, you can generate a unique EAN through Amazon during listing creation (for a fee). Required for many physical product categories on UK Amazon.
Related: Account Setup | Compliance
EFN (European Fulfillment Network)
Definition: Amazon’s logistics network allowing FBA inventory stored in one EU location to be fulfilled across all participating EU marketplaces (UK, Germany, France, Italy, Spain, Netherlands, Sweden).
Why it matters: EFN simplifies multi-country expansion. Send inventory once to the EU and Amazon distributes across seven markets. Reduces complexity and storage costs compared to maintaining separate inventory in each country. Essential for sellers targeting Europe.
Related: International Expansion | FBA Strategy
F
FBA (Fulfillment by Amazon)
Definition: Amazon’s service where you send inventory to Amazon’s warehouses, and Amazon handles picking, packing, shipping, returns, and customer service. Products receive Prime badges and are more likely to win Buy Box. You pay fulfillment fees per unit and monthly storage fees.
Why it matters: FBA is the most scalable fulfillment model for Amazon selling. Prime badges dramatically increase conversion, and Amazon’s handling of returns/disputes improves customer experience. Fulfillment fees are £1-£5 per unit depending on size; worth it for most sellers.
Related: FBA vs FBM Comparison | Fee Structure
FBM (Fulfillment by Merchant)
Definition: You handle all order fulfillment yourself. Picking, packing, shipping to customers, and managing returns. Lower upfront costs than FBA but requires more operational effort. FBM sellers can still achieve Prime eligibility through Seller Fulfilled Prime if they meet performance standards.
Why it matters: FBM is cheaper (no fulfillment fees) and gives you more control over packaging and branding. Good for sellers with low volume or premium products requiring special handling. Seller Fulfilled Prime eligibility requires fast shipping and low defect rates.
Related: FBA vs FBM Comparison | Logistics and Shipping
Featured Offer
Definition: The offer displayed in the Buy Box. Usually from the lowest-priced eligible seller meeting Amazon’s performance conditions. Generates the vast majority of sales for any product.
Why it matters: See Buy Box. Winning the Featured Offer is critical for profitability.
Related: Account Setup
Fulfillment Fee
Definition: Amazon’s charge for picking, packing, and shipping each FBA order. Fees vary by product size tier: smaller items cost £1-£2; large items cost £3-£5+. Calculated based on weight and dimensions.
Why it matters: Fulfillment fees directly reduce profit margins. Understanding fees for your product’s size is essential for pricing decisions. Oversized products can have prohibitively high fees, making them unprofitable on Amazon.
Related: Complete Fee Guide | FBA vs FBM
G
GS1
Definition: The global organization that issues and manages barcodes (UPCs for US, EANs for Europe). A GS1 number is a unique identifier assigned to your company; products get unique barcodes from your GS1 number. Required for some product categories on Amazon.
Why it matters: GS1 barcodes provide traceability and inventory management. Some Amazon categories require GS1 barcodes. Obtaining a GS1 number typically costs £100-£500 and is a one-time investment for your company.
Related: Product Compliance
Gated Category
Definition: See Category Gating.
Hazmat
Definition: Hazardous materials. Products containing chemicals, flammables, batteries, pressurized containers, or other dangerous substances. Hazmat products require special handling, special labeling, and higher fulfillment fees. Cannot be shipped via standard parcel services.
Why it matters: Hazmat products have strict shipping requirements and higher costs. Hazmat fulfillment fees are often 2-3x normal fees. If selling hazmat, ensure you understand regulations and budget accordingly. Some carriers refuse hazmat; FBA is often the only viable option.
Related: Restricted Products | Compliance
I
Individual Seller Account
Definition: A seller account type with no monthly subscription fee but significant limitations: £0.86 closing fee per item (UK), cannot create new listings, limited to one inventory location, no FBA access, no advanced advertising. Best for hobby sellers with very low sales.
Why it matters: Individual accounts sound cheap but become expensive at scale. Once you’re selling more than 40 items/month, a Professional account (£25/month) is much cheaper than Individual fees. Individual accounts also cannot participate in Prime or use advertising. Severely limiting growth.
Related: Account Types
IP (Intellectual Property)
Definition: Legal ownership of ideas, designs, trademarks, patents, or copyrights. Amazon protects IP holders and suspends sellers selling counterfeit goods or using others’ trademarks without permission.
Why it matters: Selling products using someone else’s trademark or IP is grounds for permanent account closure. Protecting your own IP through trademarks and Brand Registry prevents others from copying your products. Budget £150-£300 for trademark registration.
Related: Brand Registry | Restricted Products
L
Lightning Deal
Definition: A limited-time promotional offer (typically 4-24 hours) with limited quantity and special pricing. Available through Amazon’s Deals section and prominently displayed. Designed to create urgency and drive volume sales quickly.
Why it matters: Lightning Deals can boost visibility and clear slow-moving inventory quickly. Approval is competitive. Amazon prioritizes deals on products with good reviews and customer demand. Running a deal at break-even prices can be worth it for the visibility and reviews gained.
Related: Promotion Strategy
Listing
Definition: A single product on Amazon, including the title, images, description, pricing, and all variations (colors, sizes, etc.). Each unique product has one listing; variations are child SKUs under a parent listing.
Why it matters: Your listing is your sales tool. Every element (title, images, bullets, description) contributes to search visibility and conversion. Optimizing listings is the fastest way to improve sales without paid advertising.
Related: Listing Optimization
Long-Term Storage Fee
Definition: A fee Amazon charges for FBA inventory stored for more than 365 days (one year). Currently £0.50/unit for standard-size and £2.50/unit for oversize. Incentivizes sellers to move old inventory.
Why it matters: Long-term storage fees penalize slow-moving inventory. If a product hasn’t sold in 12 months, you’re paying 50 pence per unit per month to store it. Poor-selling products become expensive to hold; often better to liquidate than store.
Related: Fee Structure | Inventory Management
M
Manufacturer Barcode
Definition: A barcode printed on a product by its manufacturer. When using FBA, Amazon scans barcodes to track inventory. Existing products use manufacturer barcodes; white-label and own-label products use custom barcodes.
Why it matters: Barcodes are essential for inventory accuracy in FBA. If your barcode is unreadable or missing, Amazon cannot scan inventory in/out, causing fulfillment delays.
Related: FBA Strategy
Merch by Amazon
Definition: Amazon’s print-on-demand service for creating branded merchandise (t-shirts, hoodies, mugs, hats, etc.). Amazon handles production and fulfillment; you design the product and set pricing. Typically used for brand extension, not core business.
Why it matters: Merch by Amazon requires no upfront inventory investment. Products are made to order. Good for testing merchandise ideas or as a brand extension. Margins are lower than physical product Amazon selling because Amazon takes a large cut.
MOQ (Minimum Order Quantity)
Definition: The smallest number of units a supplier will sell to you. For off-the-shelf products, MOQ might be 20-50 units. For white-label, typically 200-500. For own-label manufacturing, often 1,000+ units.
Why it matters: MOQ determines your upfront investment. Lower MOQs (off-the-shelf) allow you to test products cheaply. Higher MOQs (own-label) reduce per-unit costs but increase capital requirements and inventory risk. Choose sourcing models based on the MOQ your business can afford.
Related: Sourcing Models | Product Sourcing
N
Negative Keywords
Definition: Search terms you add to your Sponsored Products campaigns to exclude irrelevant searches. If someone searches for “cheap headphones” and you sell premium headphones, adding “cheap” as a negative keyword prevents your ad from showing.
Why it matters: Negative keywords reduce wasted ad spend on irrelevant clicks. A seller spending £100/month might save 10-20% by eliminating searches for features they don’t offer (e.g., “wireless” if selling wired products).
Related: PPC Advertising
O
ODR (Order Defect Rate)
Definition: The percentage of orders with defects including returns, chargebacks, A-to-Z claims, or service issues. Calculated as: (Total Defects / Total Orders) × 100. Amazon suspends sellers with ODR above 1%.
Why it matters: ODR is one of Amazon’s primary seller performance metrics. Too many defects (returns, complaints) trigger account warnings, then suspension. Managing ODR means ensuring product quality, fast shipping, and excellent customer service.
Related: Account Suspension | Customer Service
Own-Label
Definition: Custom-manufactured products designed and built to your specifications. You control the product design, materials, branding, and packaging completely. You’re the only seller offering your exact product.
Why it matters: Own-label products have significantly higher margins (50-75%) because there’s no price competition. However, they require large upfront investment (£8,000-£40,000) and 4-6 months to develop. Best pursued after validating demand with white-label products.
Related: Sourcing Models | Brand Registry
P
Pan-European FBA
Definition: Amazon’s cross-border FBA service allowing you to send inventory to one Pan-European FBA center and have Amazon automatically distribute to customers across participating EU countries (UK, Germany, France, Italy, Spain, Netherlands, Sweden).
Why it matters: Pan-European FBA simplifies EU expansion dramatically. No need to maintain separate inventory in each country. Reduces complexity and improves cash flow by centralizing inventory. Essential for sellers serious about European expansion.
Related: International Expansion | FBA
PPC (Pay Per Click)
Definition: An advertising model where you pay each time someone clicks on your ad, regardless of whether they purchase. Amazon’s Sponsored Products, Sponsored Brands, and Sponsored Display are all PPC models.
Why it matters: PPC is budget-friendly compared to flat-fee advertising. You only pay for actual engagement. Typical PPC campaigns have good ROI (ROAS of 200-400%) but require constant optimization to control costs.
Related: PPC Advertising | ROI Metrics
Prime
Definition: Amazon Prime. A membership program (£9.99/month in UK) offering free fast shipping, Prime Video, Prime Reading, and other benefits. Products eligible for Prime (FBA or Seller Fulfilled Prime) display Prime badges and are more likely to convert customers.
Why it matters: Prime badges significantly increase conversion rates (5-15% lift). FBA products automatically get Prime badges. FBM sellers can get Prime eligibility through Seller Fulfilled Prime if they meet performance standards. Most successful sellers prioritize Prime eligibility.
Related: FBA vs FBM
Professional Seller Account
Definition: A seller account type requiring £25/month subscription (UK) but offering full features: unlimited product creation, Buy Box eligibility, FBA access, advanced advertising tools, category approvals, and reporting. Essential for serious sellers.
Why it matters: Professional accounts are mandatory for scaling beyond a few items. The monthly fee (£25/month in the UK) is worth it if you’re selling anything regularly. Individual accounts become prohibitively expensive once you’re selling more than 40 items/month.
Related: Account Types
R
Referral Fee
Definition: The percentage of the sale price Amazon takes as commission. Varies by category: typically 15% for books, clothing, sports; up to 45% for shoes and bags. Calculated on the sale price only (not shipping or taxes).
Why it matters: Referral fees directly impact margins. A product with 40% gross margin in a 45% referral category category becomes unprofitable. Understanding referral fees for your category is essential for pricing decisions.
Related: Complete Fee Guide
Remote FBA
Definition: A logistics option where third-party logistics (3PL) providers handle inventory storage and fulfillment instead of Amazon. Gives sellers more control over inventory and potentially better rates than standard FBA for high-volume sellers.
Why it matters: Remote FBA is useful for sellers with high volumes (100,000+ units/year) or specialized fulfillment needs (e.g., fragile items, bulk orders). Not practical for most smaller sellers.
Related: FBA Strategy
ROAS (Return on Ad Spend)
Definition: Advertising efficiency metric calculated as: (Revenue from Ads / Ad Spend) × 100. A ROAS of 300% means for every £1 spent on ads, you generate £3 in sales. ROAS of 200%+ is typically profitable after accounting for product costs.
Why it matters: ROAS is easier to understand than ACoS. A 300% ROAS seems better than a 30% ACoS, but they mean similar things. Track ROAS to ensure advertising is profitable. Anything below 150% usually means losses after product costs and other expenses.
Related: PPC Advertising
S
Search Term Report
Definition: A report in Sponsored Products campaigns showing which search terms customers used that led to clicks on your ads. Reveals customer intent, popular variations, and keyword opportunities.
Why it matters: Search Term Reports are goldmines for optimization. They show real customer language. Phrases you might not have thought of. Add successful search terms as new keywords; add irrelevant terms as negatives.
Related: PPC Advertising | Keyword Research
Seller Central
Definition: Amazon’s backend dashboard where sellers manage inventory, pricing, orders, advertising, and account health. Includes tools for listing creation, inventory management, reports, and customer service.
Why it matters: Seller Central is your command center for Amazon selling. Learning to navigate it efficiently (finding reports, managing listings, adjusting prices, running advertising) is essential.
Seller Fulfilled Prime
Definition: A program allowing FBM (Merchant Fulfilled) sellers to offer Prime shipping to customers if they meet performance standards: fast shipping (ship within 2 business days), low defect rate, high feedback rating.
Why it matters: Seller Fulfilled Prime gets FBM products Prime badges without FBA costs. Requires disciplined shipping and low defect rates but enables smaller sellers to compete with FBA. Best for sellers with fast fulfillment processes.
Related: FBA vs FBM
SKU (Stock Keeping Unit)
Definition: A unique identifier you assign to your product for internal inventory tracking. Different from ASIN. SKU is your reference, ASIN is Amazon’s. You can use the same SKU across multiple platforms (your website, eBay, etc.).
Why it matters: SKUs are essential for your own inventory management, especially if managing inventory across multiple sales channels or warehouses. Clear SKU naming (including size, color, material) helps track inventory accurately.
Related: Inventory Management
Sponsored Brands
Definition: Amazon advertising format showing your brand logo, multiple products, and custom headline at the top of search results. Requires Brand Registry membership. Typically more expensive than Sponsored Products but builds brand awareness.
Why it matters: Sponsored Brands appear above organic search results, capturing attention. Ideal for brand awareness campaigns and showing product range. Best for sellers with multiple products wanting to build a brand presence.
Related: Advertising | Brand Registry
Sponsored Display
Definition: Amazon’s display advertising format for reaching customers across Amazon and external websites. Useful for retargeting customers who viewed your products. Operates on an auction basis.
Why it matters: Sponsored Display reaches customers beyond Amazon search (e.g., ads on third-party websites). Good for retargeting (showing ads to people who visited your listing). Lower volume than Sponsored Products but often lower CPC.
Related: Advertising
Sponsored Products
Definition: Amazon’s primary PPC advertising format where your products appear in search results, on product detail pages, and in carousels. You set bids and budgets; you pay per click. Available to all seller account types.
Why it matters: Sponsored Products is the most effective way to drive sales on Amazon. Every serious seller uses them. Average ACoS of 20-35% is typical; focus on optimizing keywords, bids, and targeting to improve ROI.
Related: PPC Advertising
Subscribe and Save
Definition: Amazon program allowing customers to set up automatic recurring deliveries (weekly, monthly, etc.) at a discounted price (usually 5-20% off). Builds recurring revenue and improves customer lifetime value.
Why it matters: Subscribe and Save creates predictable recurring revenue. Customers who use Subscribe and Save make repeat purchases automatically. Available only to Professional sellers and requires setup in product detail page.
Related: Professional Accounts
T
TACoS (Total Advertising Cost of Sale)
Definition: Total advertising spend as a percentage of total sales (not just ad-driven sales). Broader metric than ACoS. A 10% TACoS means 10% of all your sales revenue goes to advertising across all channels.
Why it matters: TACoS is more realistic than ACoS because it accounts for organic sales (free traffic). If TACoS is above 5-10%, advertising is eating into profits too much. Below 3% typically means underspending on advertising.
Related: Advertising Metrics
Trademark
Definition: Legal protection for your brand name, logo, slogan, or design. Amazon Brand Registry requires an active trademark. Trademark registration typically costs £150-£300 and protects you against sellers using your brand.
Why it matters: Trademark is essential for any serious brand. Protects you legally and enables Brand Registry membership, which provides A+ Content, Brand Analytics, and enhanced protection against counterfeits. Necessary before launching own-label products.
Related: Brand Registry | Own-Label Strategy
U
UPC (Universal Product Code)
Definition: A 12-digit barcode used primarily in North America for product identification. Similar to EAN in Europe. Amazon may require a UPC for products on Amazon.com (US). You can purchase unique UPCs from authorized distributors.
Why it matters: UPCs uniquely identify products for scanning and tracking. Required for many product categories on Amazon US. Typically cost £5-£20 per barcode if purchased through a distributor.
Related: Product Compliance
V
Variation (Parent/Child)
Definition: A product structure where one parent listing contains multiple child variations (different colors, sizes, flavors, etc.). Customers choose their variation from the same listing. Parent ASIN is different from child ASINs.
Why it matters: Variations let customers compare and choose options (e.g., “size M or L?”) without leaving your listing. Reviews and sales accumulate on the parent, giving all variations social proof. Well-structured variations improve conversion significantly.
Related: Listing Optimization
Vendor Central
Definition: Amazon’s B2B selling platform for manufacturers and distributors selling directly to Amazon (not consumers). Higher approval requirements than Seller Central. Products are sold “by Amazon” rather than through Amazon.
Why it matters: Vendor Central is different from Seller Central. Vendors sell wholesale to Amazon; Amazon then sells to consumers. Higher volumes but lower margins. Difficult to access unless you’re an established manufacturer or distributor.
Vine
Definition: Amazon’s invitation-only review program. Selected Vine Voice members receive free or heavily discounted products in exchange for providing reviews. Builds social proof for new products.
Why it matters: Vine reviews carry weight with customers (they see the “Vine Voice” badge). For new products with no reviews, Vine can bootstrap social proof. However, you give away products at cost. Typically worth it only for new launches needing initial reviews.
Related: Managing Amazon Reviews
W
White-Label
Definition: Unbranded products you source from suppliers (typically Alibaba) and rebrand yourself with your own label, packaging, and logo. Middle ground between off-the-shelf and own-label sourcing models.
Why it matters: White-label provides better margins and differentiation than off-the-shelf without the investment of own-label. Good entry point for sellers wanting more control and branding. However, other sellers may source the same unbranded product under different brands.
Related: Sourcing Models | Get in touch with VendLab | Explore our Amazon consulting services