Glossary

ACOS (advertising cost of sale). Ad spend ÷ ad sales. Lower means the ads cost less per dollar of sales.

ROAS (return on ad spend). Ad sales ÷ ad spend. ACOS flipped.

TACOS (total ACOS). Ad spend ÷ total sales, ads and organic together.

Impressions. How many times your ad was shown.

Clicks. How many times shoppers clicked your ad.

CTR (click-through rate). Clicks ÷ impressions.

CPC (cost per click). Ad spend ÷ clicks.

Conversion rate. Orders ÷ clicks.

RPC (revenue per click). Ad sales ÷ clicks.

AOV (average order value). Sales ÷ orders.

ASIN. Amazon’s 10-character ID for a product.

Search term. What a shopper typed into the search bar.

Keyword. What you bid on to show up for search terms.

Match type. How closely a search has to match your keyword (exact, phrase or broad).

Target. Anything you bid on. Keywords, product targets, category targets and auto target groups.

Product target. Bidding to show your ad on a specific product’s page.

Category target. Bidding to show your ad across a product category, optionally narrowed by price, rating or brand.

Negative keyword. A search you’ve told Amazon not to show your ad for.

Indexing. Whether your product shows up for a search at all, based on your listing.

Placement. Where the ad appeared (top of search, rest of search, product pages or Amazon Business).

Top of search impression share. The share of top of search impressions you won out of those you were eligible for.

Target ACOS. The ACOS you’re aiming for. Break-even (your margin) is a good start.

Blended ACOS (books). Ad spend ÷ blended profit, which combines profit from orders and page-read royalties. 100% is break-even.

KENP. Kindle Edition Normalized Pages, how Kindle+ (formerly Kindle Unlimited) pages read or listened to are counted and paid.