Knowledge Base
Amazon Advertising Glossary
Clear, expert definitions of the metrics, platforms, and strategies that power Amazon advertising. Written by Headline's team, drawing on experience managing $250M+ in Amazon revenue across 12 global marketplaces.
Metrics
What is ACOS on Amazon?
ACOS (Advertising Cost of Sale) measures the ratio of ad spend to ad revenue. Learn how to calculate ACOS, what a good ACOS is, and strategies to reduce it.
Read full guide →What is TACoS on Amazon?
TACoS (Total Advertising Cost of Sale) measures ad spend against total revenue, including organic sales. The most holistic Amazon advertising efficiency metric.
Read full guide →What is ROAS on Amazon?
ROAS (Return on Ad Spend) measures the revenue generated for each dollar of ad spend. The cross-platform standard for advertising efficiency.
Read full guide →What is CPC on Amazon?
CPC (Cost Per Click) is the average price you pay each time a shopper clicks your Amazon ad. The fundamental input to ACoS and ROAS.
Read full guide →What is CTR on Amazon?
CTR (Click-Through Rate) is the share of ad impressions that turn into clicks. The single best diagnostic for ad relevance and creative strength.
Read full guide →What is CVR on Amazon?
CVR (Conversion Rate) is the share of ad clicks that result in a purchase. The metric most directly tied to listing strength.
Read full guide →What is New-to-Brand (NTB) on Amazon?
New-to-Brand (NTB) measures customer acquisition — orders from shoppers who haven't purchased your brand in the past 12 months.
Read full guide →Ad Types
What are Sponsored Products?
Sponsored Products are keyword-targeted, cost-per-click ads that appear in Amazon search results. The workhorse of Amazon advertising.
Read full guide →What are Sponsored Brands?
Sponsored Brands are headline-banner, video, and store-spotlight ads built for brand awareness. Brand Registry required.
Read full guide →What is Sponsored Display?
Sponsored Display is Amazon's self-service display ad platform for retargeting and audience-based ads, on and off Amazon.
Read full guide →Platforms
What is Amazon DSP?
Amazon DSP (Demand-Side Platform) is Amazon's programmatic advertising platform for display, video, and audio ads on and off Amazon.
Read full guide →What is Amazon Marketing Cloud (AMC)?
Amazon Marketing Cloud (AMC) is Amazon's clean-room analytics platform for cross-channel attribution, custom audiences, and SQL-driven analysis.
Read full guide →