Amazon & eCommerce
Glossary

ACoS is the percentage of ad-driven revenue consumed by ad spend. It is the primary metric to evaluate Amazon PPC campaign efficiency. A lower ACoS signals profitable ads; a higher ACoS may be intentional during launch to accelerate keyword ranking. Target ACoS depends on your product margin — most optimized accounts run between 15–25% at scale.

An ASIN is the unique 10-character alphanumeric identifier Amazon assigns to every product in its catalog. Each size, color, or style variation gets its own child ASIN, grouped under a parent ASIN. ASINs are used to run ads, manage inventory, file IP complaints, and track performance. Understanding ASIN structure is essential for managing any Amazon catalog at scale.

An ASIN suspension deactivates a specific product listing — removing it from search results and halting all sales — while the seller account stays active. Common causes include IP complaints, inauthentic claims, safety issues, or listing policy violations. Reinstatement requires a targeted appeal addressing the exact violation reason. Speed of response is critical — every day a listing is down costs sales and ranking.

The A10 Algorithm is Amazon’s search ranking system that decides which products appear first for any keyword search. Key ranking signals include sales velocity, listing quality, conversion rate, external traffic, seller authority, and organic keyword relevance. Compared to the older A9, A10 places significantly greater weight on organic sales and external traffic rather than just paid ad performance. Shark Labs builds every launch strategy around A10 signals.

A+ Content is available to Brand Registry sellers and replaces the plain text product description with rich multimedia modules — comparison charts, lifestyle images, brand story sections, and formatted layouts. Studies show A+ Content increases conversion rates by 3–10%. Premium A+ includes interactive video elements. Shark Labs designs conversion-focused A+ Content that builds authority and drives more buyers to click “Add to Cart.”

BSR is Amazon’s real-time sales performance score assigned to every product within its category. A BSR of #1 means it is the top-selling item in that category right now. Lower BSR = higher sales volume. BSR fluctuates constantly based on recent sales velocity, not historical averages. Achieving and maintaining a top-100 BSR in your category is a core goal of every product launch — it signals trust to buyers and improves organic visibility.

FBA is a service where sellers ship inventory to Amazon’s fulfillment centers and Amazon handles storage, packing, shipping, customer service, and returns. FBA products automatically qualify for Amazon Prime, boosting conversion rates and buyer trust significantly. Fees are charged per unit based on size and weight. Proper inventory management is critical to avoid expensive long-term storage fees and stranded inventory — Shark Labs manages FBA operations for brands end to end.

FBM means the seller handles their own storage, packing, and direct shipping to customers, bypassing Amazon’s warehouses. This avoids FBA fees and gives more control over inventory, but requires meeting Amazon’s strict delivery speed standards. FBM is commonly used for oversized, seasonal, or low-margin products. Many brands run a hybrid FBA/FBM model — FBA for fast-moving SKUs, FBM as backup when FBA stock runs out.

An IP complaint is filed when a brand owner reports that a seller is violating their trademark, copyright, or patent rights on Amazon. Amazon responds swiftly — often removing listings or suspending accounts within hours. Sellers must provide proof of authorization or a retraction from the rights owner to be reinstated. Shark Labs assists on both sides: resolving IP complaints against your account and filing valid IP complaints to protect your brand from counterfeit sellers.

Keyword indexing means Amazon has recognized a keyword in your listing and made your product eligible to appear in that search result. Keywords must appear in your title, bullets, description, or backend search fields to be indexed. Without proper indexing, your listing is invisible for that search query — even with a healthy PPC budget. Maximizing your indexed keyword footprint is one of the highest-ROI listing optimizations available.

Listing optimization improves every element of an Amazon product page to maximize search visibility and purchase conversion simultaneously. This includes keyword-rich titles, benefit-focused bullet points, compelling product descriptions, backend search terms, high-resolution images, and A+ Content. A fully optimized listing ranks higher in the A10 algorithm AND converts more visitors into buyers — directly increasing revenue without needing higher ad spend.

A Plan of Action (POA) is the formal document submitted to Amazon to appeal a suspended account or ASIN. It must include three precise components: (1) Root Cause — what caused the suspension, (2) Corrective Actions — immediate steps taken to fix it, and (3) Preventive Measures — what ensures it never happens again. Vague or defensive POAs are consistently rejected. Shark Labs writes data-backed POAs with a high reinstatement success rate.

PPC (Pay-Per-Click) on Amazon refers to Sponsored Ads where sellers only pay when a shopper actually clicks. The three main ad types are Sponsored Products (individual listing ads), Sponsored Brands (banner ads with your logo and headline), and Sponsored Display (retargeting on and off Amazon). Effective PPC requires constant keyword optimization, bid management, and negative keyword harvesting. Shark Labs manages high-performing PPC portfolios across all Amazon categories.

ROAS shows how much revenue is generated for every dollar spent on ads. A ROAS of 4× means $4 in revenue for every $1 spent. Unlike ACoS (cost-focused), ROAS is return-focused — making it the preferred metric for comparing Amazon performance against Meta or Google Ads. Shark Labs typically targets a minimum ROAS of 3×–5× depending on product category, margin structure, and growth phase.

A Section 3 suspension is an account deactivation under Section 3 of Amazon’s Business Solutions Agreement (BSA) — the most serious suspension type. Typically triggered by suspected review manipulation, related account violations, fake storefronts, or fraudulent activity. Amazon may withhold disbursements during investigation. Reinstatement demands a thorough, evidence-based appeal with zero ambiguity. Shark Labs has successfully reinstated Section 3 accounts using structured compliance documentation strategies.

Sales velocity is the rate at which a product sells over a given time period — a primary input for Amazon’s A10 algorithm when determining search ranking and BSR position. High, consistent sales velocity pushes products higher in organic results. During launch, generating rapid early sales through promotions, PPC, and external traffic establishes momentum that sustains long-term organic ranking. Maintaining velocity after launch is as important as the initial burst.

Amazon’s three core ad formats serve different buyer journey stages. Sponsored Products promote individual listings directly in search results. Sponsored Brands show your logo and headline above search results for brand awareness. Sponsored Display retargets shoppers who viewed your product — on Amazon and across the web. A complete, high-performing PPC strategy uses all three in coordination. Shark Labs structures ad portfolios to cover every touchpoint of the customer journey.

TACoS measures ad spend as a percentage of total revenue — combining both ad-driven and organic sales. Unlike ACoS (which only shows paid performance), TACoS reveals the true advertising efficiency of your entire Amazon business. A declining TACoS over time is the healthiest signal in Amazon — it means organic sales are growing and you are relying less on ads. Most mature brands target a TACoS of 8–15%. Shark Labs tracks TACoS as a primary KPI for every account.