AEO key terms

Amazon's demand-side platform that lets advertisers programmatically buy display, video, and audio ads across Amazon-owned properties and third-party sites using Amazon audience data.

A measurement tool that tracks how non-Amazon marketing channels such as search, social, and email drive shopping activity and conversions on Amazon.

The state of a product listing being fully optimized with complete content, in-stock availability, competitive price, and positive reviews so that advertising traffic can convert.

The prominent purchase area on a product detail page that lets shoppers add an item to their cart; winning it is generally required for Sponsored Products ads to serve.

Amazon Standard Identification Number, a ten-character alphanumeric identifier that uniquely identifies a product in Amazon's catalog.

The catalog structure where variations such as size or color are grouped under one parent ASIN, sharing reviews and often sharing ad performance signals.

Cost-per-click ads that promote individual product listings in search results and on product detail pages, using keyword or product targeting.

Cost-per-click ads that feature a brand logo, a custom headline, and two or more products, driving shoppers to a store, landing page, or product list.

Cost-per-click or cost-per-thousand-impressions ads that reach Amazon shoppers on and off Amazon, targetable by audience or by product and interest context.

A free, multi-page branded website hosted on Amazon where brands showcase their catalog and can send Sponsored Brands traffic.

A campaign setup where the advertiser explicitly chooses keywords or products to target rather than letting Amazon match ads automatically.

A campaign setup where Amazon matches ads to shopper queries and products based on the listing's content, generating terms the advertiser can later harvest.

The setting that controls how closely a shopper's search must resemble a keyword, ranging from broad and phrase to exact.

A match type that serves ads only when a shopper's search closely matches the keyword's meaning, offering the tightest control and typically the highest relevance.

A match type that serves ads when the shopper's search includes the keyword's meaning while allowing additional words before or after it.

A match type that serves ads on searches related to the keyword, including synonyms and related concepts, producing the widest reach and least control.

A keyword or phrase added to a campaign to prevent ads from serving on searches containing it, reducing wasted spend.

An exclusion applied to product or category targets so that ads do not appear on specific detail pages or within certain categories.

A targeting method that places ads on specific product detail pages, categories, or brands rather than on keywords.

A form of product targeting that shows ads on the detail pages of specific competitor or complementary products identified by their ASINs.

A form of product targeting that places ads across a defined Amazon browse category or subcategory rather than on individual products.

The maximum amount an advertiser is willing to pay for a click or a thousand impressions, which competes in Amazon's auction alongside relevance.

An Amazon bidding strategy that automatically raises or lowers bids in real time based on the likelihood of a click or conversion.

A percentage adjustment that increases bids for specific ad placements such as top-of-search or product detail pages.

The premium placement above or within the first page of search results, typically commanding higher bids and driving more impressions and clicks.

A report listing the actual shopper queries that triggered ads, used to harvest converting terms and add wasteful terms as negatives.

Advertising Cost of Sales, ad spend divided by ad-attributed sales, expressed as a percentage and used to judge campaign efficiency.

Return on Ad Spend, ad-attributed sales divided by ad spend, showing revenue generated per dollar spent.

The ACOS at which ad-attributed sales exactly cover product costs, calculated as product margin divided by price; spending above it loses money.

Total Advertising Cost of Sales, total ad spend divided by total sales including organic, measuring advertising's overall drag on the business.

The time period after a click or view during which a resulting purchase is credited to an ad, commonly 7 or 14 days for clicks.

The share of ad clicks or impressions that result in an order, a key signal of listing quality and targeting relevance.

The percentage of ad impressions that receive a click, reflecting how compelling the ad and its placement are to shoppers.

The percentage of available impressions a campaign actually received, indicating whether budget or bids are limiting reach.

A campaign status indicating the daily budget was exhausted before the day ended, causing lost impression opportunities.

The average amount an advertiser is willing to spend on a campaign each day, which caps spend and influences how long ads serve.

A grouping of campaigns that can share a budget cap and be managed together for reporting and spend control.

A Sponsored Display audience option that re-engages shoppers who viewed the advertiser's product detail pages but did not purchase.

Reaching shoppers based on behaviors or characteristics such as past views, purchases, or interests rather than on keywords or products.

Sales that occur without an ad click, often influenced by advertising through halo effects measured alongside ad-attributed sales.