Amazon Listing glossary.
16 listing & brand tools terms defined for private-label brand operators. Cross-linked to related concepts.
See also: full glossary
A+ Content— A+ Content (formerly Enhanced Brand Content / EBC)
A+ Content is a visual and narrative content area available to eligible sellers. Available modules and eligibility are controlled by Amazon. Clear, factual content can support a listing presentation but does not guarantee conversion or ranking.
Related: brand-registry, brand-story, asin
Brand Story— Brand Story carousel
Brand Story is the cross-listing horizontal carousel above A+ Content for Brand Registered sellers. Shows 4-6 ASINs from the same brand for cross-sell discovery. Useful when the brand has cohesive multi-product narrative; less impactful for single-product brands.
Related: a-plus-content, brand-registry
Product Title— Listing Title
The title identifies the product in search results and must follow the applicable listing requirements.
Related: backend-keywords, suppressed-listing, bullet-points
Bullet Points— Key Product Features
The short feature lines ("About this item") on the detail page. They are indexed for search and read by both shoppers and Rufus when answering product questions, and category style guides restrict their length and content. Write each one as a benefit backed by proof. Keyword strings waste the slot.
Related: product-title, rufus, a-plus-content
Main Image— Primary Listing Image
The main image is visible in search results. For most categories Amazon requires a pure white background with the product filling most of the frame. Test its effect on clicks and conversion instead of assuming a fixed lift.
Related: ctr, product-title
Variation Family— Parent-Child Variations
A variation family groups eligible product variations in a shared detail-page experience. Review sharing depends on Amazon’s eligibility rules and is limited to qualifying variations with minor differences that do not affect functionality.
Related: asin, listing-hijacking
Brand Store— Amazon Brand Store
A free multi-page brand destination on Amazon, built with a drag-and-drop editor and reachable from the byline link and Sponsored Brands ads. The only landing surface on Amazon with no competitor placements on it.
Related: brand-registry, sponsored-brands, brand-story
Amazon Vine— Amazon Vine Review Program
An Amazon program through which eligible products are provided to invited Vine reviewers for honest reviews. Sellers must follow the program rules. Review submission and positive ratings are not guaranteed. Current enrollment terms and fees apply.
Related: brand-registry
Suppressed Listing— Search-Suppressed Listing
A listing Amazon has removed from search because it fails content requirements, such as a missing main image or an overlong title. Fixed by supplying the missing data. Surfaced in Manage Inventory and the listing quality dashboards.
Related: product-title, main-image, stranded-inventory
Unit Session Percentage— Units per Session (Business Reports)
Units ordered divided by sessions, expressed as a percentage. A session can contain multiple units, so this is not the percentage of visitors who purchased. Compare the same ASIN and reporting basis across periods.
Related: ctr, organic-rank
Listing Hijacking— ASIN Hijacking
The term is often used for counterfeit or materially different products offered against an ASIN. A competing offer or a seller lacking the brand’s distribution permission is not, by itself, proof of a counterfeit or an IP violation.
Related: featured-offer, brand-registry, ip-complaint
MYE— Manage Your Experiments
Amazon's built-in A/B testing for titles, main images, bullet points, and A+ Content. Brand Registered ASINs with enough traffic can run controlled split tests instead of before-and-after guesses. Tests run for weeks, so plan the content calendar around them.
Related: main-image, product-title, a-plus-content
Product Video— Detail Page Video
A video on the product detail page can show fit, size and use before purchase. Assess return reasons to see whether it addresses a customer misunderstanding.
Related: main-image, sponsored-brands-video
Virtual Bundle— Virtual Product Bundles
A Brand Registry feature that sells two or more existing FBA ASINs as one bundle listing without repackaging inventory. The bundle gets its own detail page and price. Availability follows the scarcest component in the bundle.
Related: asin, brand-registry, fba
Customer Q&A— Customer Questions & Answers
The question-and-answer block on the detail page, answerable by past buyers and by the brand. Use recurring product questions to identify information that needs a clear, supported answer.
Related: bullet-points, product-video
Need listing help on your account?