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Key Terms and Acronyms for Brands, Advertisers and Sellers



Key Terms and Acronyms for Brands, Advertisers and Sellers

Don’t know your Buy Box from your Brand Registry, or your DSP from your AMC? Tinuiti is here to help! We’ve put together a veritable encyclopedia of Amazon, outlining definitions for some of the most common terms and acronyms associated with selling and advertising on the platform.

While a truly exhaustive list of Amazon terms might never be complete, we aimed to hit on those most important to sellers, vendors, brands, and advertisers. We’ll be updating our Amazon Glossary over time to maintain accuracy and expand on its comprehensiveness. If there’s anything you’d like to see added, let us know on LinkedIn!



ASIN – Amazon Standard Identification Number
An ASIN, or Amazon Standard Identification Number, is a unique 10-character alphanumeric identifier that Amazon assigns to your product once you’ve created a new product listing. This number does not replace a UPC, and is only used for and within Amazon to identify products. If the same exact product is being sold by two or more different sellers, all will have the same ASIN as this is associated with the item, not a particular seller.

If an item you offer is available in a variety of different colors, sizes, pack sizes, or other choice options, Amazon can assign a ‘parent’ ASIN to the product listing, with each variation being assigned its own ‘child’ ASIN. Parent ASINs and child ASINs are also commonly known as parent listings and child listings.

A+ Content – A Plus Content
A+ content is a free-to-use tool that offers brands a unique opportunity to elevate their product listings and captivate shoppers in visually engaging and informative ways, integrating detailed product descriptions, rich images, product comparison charts, and more to help customers make informed buying decisions.

A+ content can include custom paragraph headers and images, and unique image and text layouts, including bulleted features lists. Available exclusively to registered brand owners, A+ Content helps in enhancing brand visibility and product education, crafting a compelling narrative, showcasing your brand story, fostering customer loyalty and trust, and potentially boosting sales.

Amazon formerly offered an Enhanced Brand Content (EBC) feature, which has been deprecated and is now part of A+ Content.

Learn more about A+ Content:

Medical Guardian Amazon Creative Refresh
Tinuiti’s Amazon Creative Services

Advertising Cost of Sales (ACoS)
Amazon ACoS is an advertising metric that illustrates how much money was spent on advertising in relation to sales.

ACoS is determined using the following formula: 100 ( [total ad spend] ÷ [total ad sales] )

Amazon Ad Server (AAS)
Amazon Ad Server—formerly known as Sizmek Ad Suite—is a global multichannel ad server that enhances advertiser control and holistic measurement capabilities. Amazon Ad Server’s features and functionalities include intuitive campaign management and data visualization tools, advanced DCO capabilities, Amazon Attribution integration, and multichannel ad serving and tag management. Amazon Ad Server is available to advertisers in more than 20 countries, including the US, Canada, Mexico, UK, and India, including both vendors and sellers.

Learn more about Amazon Ad Server:

Amazon’s AAS adtech solutions page
Amazon Ad Server launch announcement

Amazon Ads Advanced Partners
Amazon Ads Advanced Partner status is a global recognition program that recognizes Amazon Ads partners for the growth they deliver for their clients advertising on Amazon, and their level of engagement and expertise working with Amazon Ads products like Amazon DSP and sponsored ads.

Tinuiti earned Amazon Ads Advanced Partner status by demonstrating expertise in brand building and customer engagement on Amazon.


What Tinuiti’s Amazon Ads Advanced Partner status means for our clients

Amazon Attribution
Amazon Attribution is a free analytics measurement solution that provides Brand Registry enrolled advertisers with insights into how their off-Amazon marketing campaigns are impacting their Amazon sales. Brands can measure the impact of their display, search, social, video, and email campaigns on consumers discovering, researching, and buying their products on Amazon.

Amazon Attribution is available to vendors, KDP authors, and professional sellers enrolled in Amazon Brand Registry who are advertising on channels outside of Amazon, as well as agencies like Tinuiti who have clients who sell products on Amazon.

Amazon Attribution gives brands that sell on Amazon the data needed to invest more heavily in advertising off of Amazon to drive sales. It opens up the opportunity to create full funnel, multi-channel marketing campaigns to support sales goals for our clients across the board.

Portrait of Nii Ahene

Nii Ahene, Chief Strategy Officer, Tinuiti

Amazon Basics
Amazon Basics is Amazon’s private label brand of everyday essentials, home goods, clothing, and more. The Amazon Basics product line launched in 2009 and has grown over the years to include popular, well-reviewed items across many categories. Like most ‘store brand’ lines—such as Target’s up & up and Whole Foods’ 365 Everyday Value® products—Amazon Basics brand items are typically offered at a lower price than their name-brand counterparts in the respective category.
Amazon DSP – Amazon Demand-Side Platform
Amazon DSP enables advertisers to use available data to programmatically purchase video, audio, and display ad placements to target shoppers on and off of Amazon. Amazon DSP allows brands to use Amazon’s incredible targeting capabilities to show ads on both Amazon owned-and-operated web properties, as well as those Amazon does not control.

Using Amazon DSP you can reach audiences on, Fire TV, IMDb, Kindle, Twitch, Apps, Publisher Partners, Third Party Exchanges, Digital Signage Ads and more. Amazon DSP can be used by brands selling on Amazon, as well as brands who aren’t selling on Amazon who want to leverage Amazon insights in their targeting. DSP ads can lead prospective customers to pages on or a brand’s own website, with ad costs based on a CPM model.

Note: Unlike self-manageable Sponsored Products, Sponsored Brands, or Sponsored Display ads, leveraging DSP requires that you work with an Amazon Ads Agency Partner like Tinuiti.

Learn more about Amazon DSP:

Amazon DSP Campaign Examples
How R+Co Uses Amazon DSP To Thrive On The Marketplace
Full Funnel Advanced Amazon DSP Strategy Webinar
A Performance-Based Approach to Amazon DSP Webinar
Amazon’s DSP product page

Twitch Ads

Amazon Demand Side Platform Guide For Advertisers

Amazon Live
Amazon Live is a live streaming feature on that provides brands and influencers with a platform to share products in real time. Similar to home shopping channels like QVC and HSN, Amazon Live offers an opportunity to discuss all aspects of your products and brand, connecting with potential customers in a more engaging, personal and interactive way. Links to the products being featured in the livestream are easily clickable for viewers who want to learn more, or make a purchase. Viewers can also ask the host questions using Amazon Live’s chat feature.

Amazon Live is free to use, and is available to: Brand owners using Seller Central; Amazon Vendors with an approved Amazon Store in Advertising Console; Amazon Influencers with an active influencer storefront. Livestreams are accessible on desktop at, and under ‘Amazon Live’ in the Amazon mobile app. They can also be organically discovered across, including on PDPs for products being featured in a livestream. All interested users must download the Amazon Live Creator app, which is currently only available and optimized for iPhones.

Learn more about Amazon Live:

Amazon’s Live product page
Amazon Live Creator: Do’s and Don’ts

Amazon OTT Ads
OTT includes video content that is delivered to viewers via the internet through a streaming video service provider—going ‘over the top’ of a traditional cable box. Amazon OTT ads are streaming ads served to viewers watching over-the-top (OTT) video content on connected TVs, laptops, tablets, and other internet-connected devices.

Also commonly referred to as Streaming TV ads, these targeted, non-skippable placements give advertisers an opportunity to reach new and existing audiences at scale while they’re enjoying their favorite ad-supported streaming content. Amazon OTT ads are available to advertisers using Amazon DSP, including those who sell and don’t sell on Amazon.

“If you’ve ever binged a show on Freevee, streamed a live event on Twitch, or watched your favorite network broadcast app on Fire TV, you’ve experienced over-the-top (OTT) video content.”


Learn more about Amazon OTT ads:

Scale your reach with Streaming TV and online video ads
Amazon guide to video marketing
Amazon’s guide to OTT

Amazon Posts
Amazon Posts are designed to increase product discoverability and boost brand awareness. Similar to social media updates in purpose and design, Posts can be managed directly in the Amazon Ads console as of June 2023.

Brand-registered sellers can share brand and product-related content in a “feed” that resembles other social media platforms. Posts appear on your brand’s feed and are highly visible to your current Amazon followers. Amazon’s algorithm also serves posts to potential customers on product detail pages, category-based feeds, and “related product” feeds, enabling new audiences to discover your products. Amazon Posts are instantly shoppable, allowing users to go straight to the item’s detail page to learn more and add it to their online shopping cart.

Posts can appear in the category feed, related Post feed, related brand details page, and/or brand-owned details page. Advertisers cannot choose where Posts appear; this will be determined by Amazon.

Amazon Posts offer built-in analytics, with KPIs including clicks, views, and shares. Fulfilling the requirements for Amazon Posts participation involves being enrolled in Amazon’s Brand Registry and having an active Brand profile; it is no longer required for advertisers to have a Store to create a Post profile.

Learn more about Amazon Posts:

Amazon’s Posts product page
Amazon’s Guide on increasing Posts reach and engagement

Amazon SEO
Amazon SEO—or search engine optimization—is the process of optimizing your product listings on Amazon to improve their chances of ranking organically in Amazon searches for the most important and relevant keyword searches. Optimizing your listings makes it easier for Amazon to understand the searches for which your product is relevant, benefitting the customer not only through product discovery, but also with the clear, comprehensive product details that are a natural byproduct of a well-optimized listing.
Amazon Stores
Amazon Stores are a free, self-managed product that allows brands to create a customized shopping experience within Brands can design modern, easily navigable multi-page stores that guide shoppers through every stage of the consumer journey.

Through the use of customizable colors and an array of image, video, and text modules, brands can leverage Amazon’s intuitive, user-friendly templates and features to bring an accurate reflection of their overall brand experience to the Amazon platform.

Learn more about Amazon Stores:

Amazon Storefront Examples
Why You Should Open an Amazon Store
Tinuiti’s Amazon Creative Services
Amazon’s Stores product page

AMC – Amazon Marketing Cloud
Amazon Marketing Cloud (AMC) is a secure, privacy-friendly, dedicated cloud-based data clean room that was beta released by Amazon Advertising in 2021. AMC is a measurement and analytics solution designed to help marketers measure performance across different media channels.

“AMC is a clean room solution that advertisers can access, and essentially structure custom queries to explore specific questions that help address top business priorities and measurement challenges, allowing brands to access incredibly detailed data that is specific to their audiences’ journey. AMC gives us the ability to understand what is working and what is the connectedness between “events” – going beyond what traditional reports provide.”

Nancy McLaughlin
Nancy McLaughlin, Senior Director, Marketplaces at Tinuiti

Learn more about Amazon Marketing Cloud:

Tinuiti helped grow Poppi’s new-to-brand orders by 16x using Amazon Marketing Cloud
Demystifying Amazon Marketing Cloud’s Attribution Model Webinar
Amazon’s AMC product page

Amazon Cloud

How Tinuiti uses AMC on the Amazon Ads blog

A-to-Z Guarantee / A-to-Z Claims
Amazon’s A-to-Z Guarantee is a buyer protection promise from Amazon when buying items from third-party sellers on If a buyer has an issue with the timely delivery or condition of their items upon receipt, they are to first contact the seller directly. If the seller does not provide them with an acceptable resolution within 48 hours of the customer’s first message, the customer may be eligible to file an A-to-Z claim if certain conditions are met.

Learn more about Amazon’s A-to-Z Guarantee.

Audio Ads
Amazon audio ads are played across premium audio content on first-party and third-party streaming audio services. These non-skippable ads range in length from 10 to 30 seconds, and are available for advertisers who sell on Amazon, as well as those who don’t. Sold on a CPM basis, audio ads can be heard by listeners on Twitch, Alexa News, Amazon Music ad-supported tier, and via third-party Amazon Publisher Direct outlets. Interactive audio ads are also available for Alexa-enabled devices in the US.

Learn more about Amazon audio ads:

Amazon Audio Ads specs
Audio’s impact on emotions: New study on the science of brand building with sound
2 tactics used more often in top-performing Amazon audio campaigns


Born to Run Program
Amazon’s Born to Run Program is an invite-only program that helps vendors in successfully launching a new product on Amazon without risking going out-of-stock, or otherwise maintaining elevated stock on an existing item through additional purchase order(s) from Amazon.

Because 1P vendors have less control over inventory levels than 3P sellers, Born to Run gives them an opportunity to give Amazon a ‘heads-up’ that they expect to sell through a certain quantity on a specific ASIN within a 10-week period. This ASIN is often a new product that the vendor is expecting will be a fast seller, but it can also be an existing product/ASIN that the vendor expects higher-than-usual demand for. This can be for any number of reasons, including planned marketing initiatives.

If a vendor’s Born to Run submission is approved and they do not sell through the additional inventory they expected to in the outlined 10-week period on Amazon, they may be subject to taking the inventory back or paying an inventory retention fee, depending on the terms of their agreement with Amazon.

Learn more in the Born to Run Policy & FAQs.

Brand Follow – Amazon Followers
Amazon Followers are shoppers who have opted-in to receive updates and notifications from your brand by clicking your Follow button. Brand Follow buttons have been integrated into the Amazon shopping experience, appearing within Amazon Stores, Posts, and Amazon Live. Followers are more likely to see deals posted by brands, influencers, and authors that they follow. Brands can manage follower notifications through Amazon Posts and the Manage Your Customer Engagement Tool.

Learn more in Amazon’s Brand Follow announcement.

Brand Registry
Amazon’s Brand Registry is a brand protection program that aims to protect a brand’s intellectual property, preventing third-party sellers from selling counterfeit versions of a brand’s product—or changing their product content—on the Amazon Marketplace. Brand Registry helps brand owners protect their registered trademarks and ensure customers have an accurate brand experience. With access to predictive automations, reporting tools, and proprietary text and image search, Amazon Brand Registry is a valuable, free offering available for brands that have at least one registered trademark.
Tinuiti’s 2023 Amazon Guide

Tinuiti’s 2023 Amazon Guide

Buy Box (BB)
Amazon’s Buy Box is a coveted section on the right side of an Amazon product detail page where customers can click to add a product to their cart (Add to Cart), or make an instant purchase (Buy Now). Both of these buttons result in customers making a purchase from the Buy Box winner. The majority of Amazon customers shop using the Buy Box, with many not even knowing that for some listings, there are multiple sellers they can choose to shop from.

Amazon Buy Box infographic also showing where other sellers can be chosen by shoppers
Image Source:

Amazon determines the Buy Box winner based on a number of factors, including price, stock, fulfillment and seller rating. Because the factors that determine Buy Box eligibility are always in flux, the winner of the Buy Box rotations may change over time.

Only Professional Seller accounts are eligible for Amazon Buy Box rotations. Longstanding sellers have an improved chance of winning Buy Box rotations because they have exhibited a proven track record of successful sales that rate highly with customers and intuit that your business will continue operating at high performance levels going forward.

Note: Sponsored Products are only available for products that own the Buy Box. If one of the products you’re running ads for loses the Buy Box, your Sponsored Products ads will automatically stop running. If you have Sponsored Brands Ads (SBAs) running and you lose the Buy Box, you should pause the ads yourself. Otherwise, you risk paying for traffic to a page where another seller is more likely to get the sale because SBAs aren’t Buy Box-dependent.

Buy with Prime
Amazon Buy with Prime is designed to extend the simplified checkout experience and shipping benefits Prime members enjoy when shopping on Amazon to a brand’s own ecommerce website. Participating merchants can implement the Buy with Prime button on their website for eligible items. When US-based Prime members checkout using the Buy with Prime option, they will automatically enjoy fast and free delivery with a simple return process.

Note: Implementing the Buy with Prime option does not replace a site’s native checkout. It is simply another payment option for Prime members who can choose or not choose to use it when making a purchase on a participating merchant’s site.

Learn more about Buy with Prime:

Amazon Buy with Prime page
How to get fast Prime delivery even when you shop beyond Amazon
Amazon expands ‘Buy with Prime’ to all US merchants


Detail Page Views (DPV)
The total number of Detail Page Views tells advertisers how many times a Product Detail Page (PDP) was viewed within a given time after ad exposure. For Amazon ads, the number shows how many DP views within 14 days of an ad click.

Advertisers also have access to the Detail Page View Rate (DPVR). This rate is calculated by dividing the total number of promoted product Amazon DPVs by the number of ad impressions.


Fulfillment by Amazon (FBA)
Fulfillment by Amazon (FBA) is an optional order fulfillment program where Amazon stores, packs, ships, and handles customer service for the products you sell on Amazon for a fee. FBA gives sellers the ability to sell their products with free and/or fast shipping and delivery, which can help boost visibility and sales.

Sellers can use FBA for all of their products, or a selection of products. Since its launch, it has proven to be a game-changer for many brands and businesses that don’t have the time, desire, or necessary infrastructure, expertise, or manpower to handle fulfillment as well as Amazon is equipped to. Key benefits FBA offers include streamlined operations, faster shipping, 24/7 customer service, and improved Buy Box share (for products where shipping or other Buy Box eligibility requirements might be difficult to achieve).

FBA charges fees based on shipping weight and size, handling fees, pick & pack, storage costs, and seasonality surges.

Learn more about FBA:

Amazon Announces Auction System for FBA Storage Space
Amazon Fulfillment Center Locations
How to Reevaluate Profitability When FBA Fees Go Up
Amazon FBA Small and Light

Amazon Fresh is a grocery retailer with physical locations and pickup and/or delivery services in most major cities across the US. Amazon Fresh is also available in select international cities, including Berlin, London, and Tokyo. Customers can place an Amazon Fresh order directly from Amazon’s website, choosing their pickup or delivery window at checkout. Amazon Fresh delivery costs vary depending on your order value, with orders over $150 earning free delivery.

Amazon Fresh physical stores are open for anyone to shop from, while online pickup and delivery orders are only available for Amazon Prime members. Although Whole Foods is also owned by Amazon, it’s important to note that it does not overlap in any way with Amazon Fresh. Whole Foods and Amazon Fresh are operated independently of one another, with separate inventories and facilities.

Note: Amazon Fresh was formerly known as Amazon Grocery.

Learn more about Amazon Fresh:

Should Retailers Sell on Amazon Fresh or Prime Pantry?
How to Sell on Amazon Fresh
What CPG Brands Should Know About Amazon’s Grocery Operation

Frustration-Free Packaging (FFP)
A sustainability initiative, Amazon’s Certified Frustration-Free Packaging is recyclable, and designed to eliminate the use of any excess packing materials. Amazon works with certain manufacturers to ship their products in their own original packaging—or specially-designed easy-to-open packaging—with no extra Amazon box or tricky plastic or wires to contend with.

FFP aims to reduce the total packing material usage, and/or make packages easier to open. Apart from the box in which the item ships, the product and everything that would otherwise be included with it are the same.

Learn more about the Amazon Certified Frustration-Free Packaging Program.

Fulfilled by Merchant (FBM)
Also known as Merchant Fulfilled Network (MFN), Amazon Fulfillment by Merchant is an optional fulfillment method in which the seller handles all order fulfillment tasks for orders they receive on Amazon, including inventory storage, packing, shipping, and managing customer support. Sellers can fulfill these orders in-house or work with a third-party logistics provider.

Learn more on Amazon’s Merchant Fulfilled Network page.


Inventory Performance Index (IPI)
Amazon’s Inventory Performance Index (IPI) serves as an assessment of how well a seller is managing their inventory over time. Solid inventory management is reflected through consistently balanced inventory levels in relation to sales (neither too little or too much product), maintaining stock on best-selling products, and how quickly and completely any listing problems that impact your available inventory are resolved. Assigned as a number between 0 and 1,000, the IPI Score can be thought of as your ‘grade’ on a test focused on efficient inventory management.


New-to-Brand Metrics (NTB)
New-to-brand metrics provide Amazon advertisers with insights into how many of the customers they’ve secured through advertising were new to their brand, and what percentage of their total orders come from NTB shoppers. Additional new-to-brand metrics available include total new-to-brand sales, new-to-brand purchase rate, and cost per new-to-brand customer.

New-to-brand customers include shoppers who have not made a purchase from your brand on Amazon within the last 12 months. This number shows Amazon advertisers how many of their ad-attributed purchases were made by new customers, as opposed to returning customers.


Online Video Ads (OLV)
Amazon’s online video ads appear across Amazon’s owned sites as well as leading third-party publisher sites. These ads are shown across desktop, mobile, and tablet devices, and include in-stream ads shown before, during, and after ad-supported video content, and out-stream ads shown in non-video environments between text and images. OLVs are available to advertisers using Amazon DSP who sell on Amazon—including brands, sellers, vendors, and agencies like Tinuiti—as well as advertisers who don’t sell on Amazon.

“Amazon online video ads can reach audiences with both in-stream and out-stream video ads on Amazon affiliated sites such as and Twitch, and across the web on leading publishers’ sites through Amazon Publisher Services and third-party exchanges. Campaigns that use both online video ads and display ads see an average 320% increase in detail page views and 150% increase in purchase rate as compared to display-only efforts.”


Learn more about Amazon video ads:

Scale your reach with Streaming TV and online video ads
Online video ads tips from Amazon
Amazon video marketing guide



Seller Central (SC) / Amazon Sellers / 3P Seller
Amazon Seller Central (SC) is the platform used by third-party (3P) sellers on Amazon to manage their account and monitor performance, as opposed to vendors who use Vendor Central. The primary difference between vendors and sellers is that Amazon purchases inventory from vendors to sell themselves, while sellers offer their products for sale directly to customers. Amazon operates on an invite-only basis for vendor relationships.

Learn more on Amazon’s Seller Central page.

Seller Fulfilled Prime (SFP)
Amazon Seller Fulfilled Prime is an optional fulfillment method in which the seller offers Prime shipping for their listings, but handles all aspects of order fulfillment themselves. Utilizing SFP requires meeting and maintaining Amazon’s strict eligibility requirements. Because it is difficult for most sellers to meet Amazon’s requirements while profitably expediting shipping for all of their orders, many opt for the convenience and lower requirements of FBA.

Learn more about Amazon SFP:

Amazon FBM and Seller Fulfilled Prime (SFP): How-to Guide
How to Sell on Amazon

Sponsored Brands
Amazon Sponsored Brands are a popular ad solution that features either product collection or video ads. Product collection ads show up on Amazon, while video ads are able to show on and off of Amazon. Product collection ads show within, alongside, and at the top of relevant Amazon shopping results. A flagship ad type, SBs are available to professional sellers enrolled in Amazon Brand Registry, agencies like Tinuiti, vendors, and book vendors. Sponsored Brands ads are keyword-targeted, highly customizable, and feature your brand logo, custom headline, custom lifestyle image, and multiple products available for sale. Sponsored Brands were formerly known as Headline Search Ads.

Sponsored Brands are currently offered in more than 20 marketplaces, including the US, Canada, Mexico, UK, and Australia.

Learn more about Amazon Sponsored Brands Ads:

Sponsored Brands Custom Image Creative Now Available on Mobile
Amazon Sponsored Brands Dynamic ASIN Optimization
Amazon’s guide to creating Sponsored Brands video ads
Amazon’s Sponsored Brands product page
Amazon’s complete guide to Sponsored Brands
Sponsored Ads Guidelines and Acceptance Policies
Sponsored Brands video creative ad specs
Amazon Video in Sponsored Brands

Boldify Case Study

See how Tinuiti helped Boldify reach new audiences on Amazon

Sponsored Display
Amazon Sponsored Display ads help advertisers reach and engage relevant audiences on and off Amazon. SD ads are served to shoppers who have shown interest in product categories that are related to your advertised item, as well as shoppers who viewed your PDP without purchasing, serving as a reminder of the item. Advertisers are also able to target specific categories or products related to the product they’re promoting. Sponsored Display is available to vendors and Brand-Registered sellers.

Learn more about Amazon Sponsored Display Ads:

Amazon’s Sponsored Display product page
Amazon’s Sponsored Display guide

Amazon Ads Sponsored Display

Tinuiti’s approach to display advertising on the Amazon Ads blog

Sponsored Products (SP)
Amazon Sponsored Products are cost-per-click ads that drive traffic to specific product detail pages on Sponsored products ads are generated using details from your product listings, simplifying campaign creation and launch.

Sponsored products ads appear within, alongside, and at the top of shopping results, and on relevant product detail pages. The advertiser can choose which keywords or products they would like to target, or leverage Amazon’s automatic targeting option. SPs are available to professional sellers, vendors and book vendors, KDP authors, and agencies like Tinuiti.

Learn more about Amazon Sponsored Products Ads:

Amazon’s Sponsored Products product page
The basics of success: Understanding sponsored ads
Best practices for your Sponsored Products ads
Guide to dynamic bidding – up and down, with Sponsored Products


Total Advertising Cost of Sale (TACoS)
Amazon TACoS is an advertising metric that illustrates how much money was spent on advertising in relation to overall account sales to show the overall impact of advertising.

TACoS is determined using the following formula: 100 ( [total ad spend] ÷ [total account sales] )


Vendor Central (VC) / Amazon Vendors / 1P Seller
Amazon Vendor Central (VC) is the platform used by vendors on Amazon to manage and monitor their account, as opposed to sellers who use Seller Central. The primary difference between sellers and vendors is that Amazon purchases inventory from vendors to sell themselves—essentially becoming one of Amazon’s suppliers—whereas sellers sell their products directly to customers. Amazon operates on an invite-only basis for vendor relationships.

Vendors are sometimes referred to as 1P (first-party), with common shorthand for sellers being 3P (third-party).

Additional Amazon Resources

Also be sure to check out our Amazon Services page—or contact us today—to learn more about how Tinuiti can help elevate your brand on Amazon and beyond.

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AI driving an exponential increase in marketing technology solutions



AI driving an exponential increase in marketing technology solutions

The martech landscape is expanding and AI is the prime driving force. That’s the topline news from the “Martech 2024” report released today. And, while that will get the headline, the report contains much more.

Since the release of the most recent Martech Landscape in May 2023, 2,042 new marketing technology tools have surfaced, bringing the total to 13,080 — an 18.5% increase. Of those, 1,498 (73%) were AI-based. 

Screenshot 2023 12 05 110428 800x553

“But where did it land?” said Frans Riemersma of Martech Tribe during a joint video conference call with Scott Brinker of ChiefMartec and HubSpot. “And the usual suspect, of course, is content. But the truth is you can build an empire with all the genAI that has been surfacing — and by an empire, I mean, of course, a business.”

Content tools accounted for 34% of all the new AI tools, far ahead of video, the second-place category, which had only 4.85%. U.S. companies were responsible for 61% of these tools — not surprising given that most of the generative AI dynamos, like OpenAI, are based here. Next up was the U.K. at 5.7%, but third place was a big surprise: Iceland — with a population of 373,000 — launched 4.6% of all AI martech tools. That’s significantly ahead of fourth place India (3.5%), whose population is 1.4 billion and which has a significant tech industry. 

Dig deeper: 3 ways email marketers should actually use AI

The global development of these tools shows the desire for solutions that natively understand the place they are being used. 

“These regional products in their particular country…they’re fantastic,” said Brinker. “They’re loved, and part of it is because they understand the culture, they’ve got the right thing in the language, the support is in that language.”

Now that we’ve looked at the headline stuff, let’s take a deep dive into the fascinating body of the report.

The report: A deeper dive

Marketing technology “is a study in contradictions,” according to Brinker and Riemersma. 

In the new report they embrace these contradictions, telling readers that, while they support “discipline and fiscal responsibility” in martech management, failure to innovate might mean “missing out on opportunities for competitive advantage.” By all means, edit your stack meticulously to ensure it meets business value use cases — but sure, spend 5-10% of your time playing with “cool” new tools that don’t yet have a use case. That seems like a lot of time.

Similarly, while you mustn’t be “carried away” by new technology hype cycles, you mustn’t ignore them either. You need to make “deliberate choices” in the realm of technological change, but be agile about implementing them. Be excited by martech innovation, in other words, but be sensible about it.

The growing landscape

Consolidation for the martech space is not in sight, Brinker and Riemersma say. Despite many mergers and acquisitions, and a steadily increasing number of bankruptcies and dissolutions, the exponentially increasing launch of new start-ups powers continuing growth.

It should be observed, of course, that this is almost entirely a cloud-based, subscription-based commercial space. To launch a martech start-up doesn’t require manufacturing, storage and distribution capabilities, or necessarily a workforce; it just requires uploading an app to the cloud. That is surely one reason new start-ups appear at such a startling rate. 

Dig deeper: AI ad spending has skyrocketed this year

As the authors admit, “(i)f we measure by revenue and/or install base, the graph of all martech companies is a ‘long tail’ distribution.” What’s more, focus on the 200 or so leading companies in the space and consolidation can certainly be seen.

Long-tail tools are certainly not under-utilized, however. Based on a survey of over 1,000 real-world stacks, the report finds long-tail tools constitute about half of the solutions portfolios — a proportion that has remained fairly consistent since 2017. The authors see long-tail adoption where users perceive feature gaps — or subpar feature performance — in their core solutions.

Composability and aggregation

The other two trends covered in detail in the report are composability and aggregation. In brief, a composable view of a martech stack means seeing it as a collection of features and functions rather than a collection of software products. A composable “architecture” is one where apps, workflows, customer experiences, etc., are developed using features of multiple products to serve a specific use case.

Indeed, some martech vendors are now describing their own offerings as composable, meaning that their proprietary features are designed to be used in tandem with third-party solutions that integrate with them. This is an evolution of the core-suite-plus-app-marketplace framework.

That framework is what Brinker and Riemersma refer to as “vertical aggregation.” “Horizontal aggregation,” they write, is “a newer model” where aggregation of software is seen not around certain business functions (marketing, sales, etc.) but around a layer of the tech stack. An obvious example is the data layer, fed from numerous sources and consumed by a range of applications. They correctly observe that this has been an important trend over the past year.

Build it yourself

Finally, and consistent with Brinker’s long-time advocacy for the citizen developer, the report detects a nascent trend towards teams creating their own software — a trend that will doubtless be accelerated by support from AI.

So far, the apps that are being created internally may be no more than “simple workflows and automations.” But come the day that app development is so democratized that it will be available to a wide range of users, the software will be a “reflection of the way they want their company to operate and the experiences they want to deliver to customers. This will be a powerful dimension for competitive advantage.”

Constantine von Hoffman contributed to this report.

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Continue Reading


Mastering The Laws of Marketing in Madness



Mastering The Laws of Marketing in Madness

Mastering The Laws of Marketing in Madness

Navigating through the world of business can be chaotic. At the time of this publication in November 2023, global economic growth is expected to remain weak for an undefined amount of time.

However, certain rules of marketing remain steadfast to guide businesses towards success in any environment. These universal laws are the anchors that keep a business steady, helping it thrive amidst uncertainty and change.

In this guide, we’ll explore three laws that have proven to be the cornerstones of successful marketing. These are practical, tried-and-tested approaches that have empowered businesses to overcome challenges and flourish, regardless of external conditions. By mastering these principles, businesses can turn adversities into opportunities, ensuring growth and resilience in any market landscape. Let’s uncover these essential laws that pave the way to success in the unpredictable world of business marketing. Oh yeah, and don’t forget to integrate these insights into your career. Follow the implementation steps!

Law 1: Success in Marketing is a Marathon, Not a Sprint

Navigating the tumultuous seas of digital marketing necessitates a steadfast ship, fortified by a strategic long-term vision. It’s a marathon, not a sprint.

Take Apple, for instance. The late ’90s saw them on the brink of bankruptcy. Instead of grasping at quick, temporary fixes, Apple anchored themselves in a long-term vision. A vision that didn’t just stop at survival, but aimed for revolutionary contributions, resulting in groundbreaking products like the iPod, iPhone, and iPad.

In a landscape where immediate gains often allure businesses, it’s essential to remember that these are transient. A focus merely on the immediate returns leaves businesses scurrying on a hamster wheel, chasing after fleeting successes, but never really moving forward.

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A long-term vision, however, acts as the north star, guiding businesses through immediate challenges while ensuring sustainable success and consistent growth over time.

Consider This Analogy: 

Building a business is like growing a tree. Initially, it requires nurturing, patience, and consistent care. But with time, the tree grows, becoming strong and robust, offering shade and fruits—transforming the landscape. The same goes for business. A vision, perseverance, and a long-term strategy are the nutrients that allow it to flourish, creating a sustainable presence in the market.

Implementation Steps: 

  • Begin by planning a content calendar focused on delivering consistent value over the next six months. 
  • Ensure regular reviews and necessary adjustments to your long-term goals, keeping pace with evolving market trends and demands. 
  • And don’t forget the foundation—invest in robust systems and ongoing training, laying down strong roots for sustainable success in the ever-changing digital marketing landscape.

Law 2: Survey, Listen, and Serve

Effective marketing hinges on understanding and responding to the customer’s needs and preferences. A robust, customer-centric approach helps in shaping products and services that resonate with the audience, enhancing overall satisfaction and loyalty.

Take Netflix, for instance. Netflix’s evolution from a DVD rental company to a streaming giant is a compelling illustration of a customer-centric approach.

Their transition wasn’t just a technological upgrade; it was a strategic shift informed by attentively listening to customer preferences and viewing habits. Netflix succeeded, while competitors such a Blockbuster haid their blinders on.

Here are some keystone insights when considering how to Survey, Listen, and Serve…

Customer Satisfaction & Loyalty:

Surveying customers is essential for gauging their satisfaction. When customers feel heard and valued, it fosters loyalty, turning one-time buyers into repeat customers. Through customer surveys, businesses can receive direct feedback, helping to identify areas of improvement, enhancing overall customer satisfaction.


Engaging customers through surveys not only garners essential feedback but also makes customers feel valued and involved. It cultivates a relationship where customers feel that their opinions are appreciated and considered, enhancing their connection and engagement with the brand.

Product & Service Enhancement:

Surveys can unveil insightful customer feedback regarding products and services. This information is crucial for making necessary adjustments and innovations, ensuring that offerings remain aligned with customer needs and expectations.

Data Collection:

Surveys are instrumental in collecting demographic information. Understanding the demographic composition of a customer base is crucial for tailoring marketing strategies, ensuring they resonate well with the target audience.

Operational Efficiency:

Customer feedback can also shed light on a company’s operational aspects, such as customer service and website usability. Such insights are invaluable for making necessary enhancements, improving the overall customer experience.


Consistent surveying allows for effective benchmarking, enabling businesses to track performance over time, assess the impact of implemented changes, and make data-driven strategic decisions.

Implementation Steps:

  • Regularly incorporate customer feedback mechanisms like surveys and direct interactions to remain attuned to customer needs and preferences.
  • Continuously refine and adjust offerings based on customer feedback, ensuring products and services evolve in alignment with customer expectations.
  • In conclusion, adopting a customer-centric approach, symbolized by surveying, listening, and serving, is indispensable for nurturing customer relationships, driving loyalty, and ensuring sustained business success.

Law 3: Build Trust in Every Interaction

In a world cluttered with countless competitors vying for your prospects attention, standing out is about more than just having a great product or service. It’s about connecting authentically, building relationships rooted in trust and understanding. It’s this foundational trust that transforms casual customers into loyal advocates, ensuring that your business isn’t just seen, but it truly resonates and remains memorable.

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For instance, let’s talk about Oprah! Through vulnerability and honest connections, Oprah Winfrey didn’t just build an audience; she cultivated a community. Sharing, listening, and interacting genuinely, she created a media landscape where trust and respect flourished. Oprah was known to make her audience and even guests cry for the first time live. She had a natural ability to build instant trust.

Here are some keystone insights when considering how to develop and maintain trust…

The Unseen Fast-Track

Trust is an unseen accelerator. It simplifies decisions, clears doubts, and fast-forwards the customer journey, turning curiosity into conviction and interest into investment.

The Emotional Guardrail

Trust is like a safety net or a warm embrace, making customers feel valued, understood, and cared for. It nurtures a positive environment, encouraging customers to return, not out of necessity, but a genuine affinity towards the brand.

Implementation Steps:

  • Real Stories: Share testimonials and experiences, both shiny and shaded, to build credibility and show authenticity.
  • Open Conversation: Encourage and welcome customer feedback and discussions, facilitating a two-way conversation that fosters understanding and improvement.
  • Community Engagement: Actively participate and engage in community or industry events, align your brand with genuine causes and values, promoting real connections and trust.

Navigating through this law involves cultivating a space where authenticity leads, trust blossoms, and genuine relationships flourish, engraving a memorable brand story in the hearts and minds of the customers.

Guarantee Your Success With These Foundational Laws

Navigating through the world of business is a demanding odyssey that calls for more than just adaptability and innovation—it requires a solid foundation built on timeless principles. In our exploration, we have just unraveled three indispensable laws that stand as pillars supporting the edifice of sustained marketing success, enabling businesses to sail confidently through the ever-shifting seas of the marketplace.

Law 1: “Success in Marketing is a Marathon, Not a Sprint,” advocates for the cultivation of a long-term vision. It is about nurturing a resilient mindset focused on enduring success rather than transient achievements. Like a marathon runner who paces themselves for the long haul, businesses must strategize, persevere, and adapt, ensuring sustained growth and innovation. The embodiment of this law is seen in enterprises like Apple, whose evolutionary journey is a testament to the power of persistent vision and continual reinvention.

Law 2: “Survey, Listen, and Serve,” delineates the roadmap to a business model deeply intertwined with customer insights and responsiveness. This law emphasizes the essence of customer-centricity, urging businesses to align their strategies and offerings with the preferences and expectations of their audiences. It’s a call to attentively listen, actively engage, and meticulously tailor offerings to resonate with customer needs, forging paths to enhanced satisfaction and loyalty.

Law 3: “Build Trust in Every Interaction,” underscores the significance of building genuine, trust-laden relationships with customers. It champions the cultivation of a brand personality that resonates with authenticity, fostering connections marked by trust and mutual respect. This law navigates businesses towards establishing themselves as reliable entities that customers can resonate with, rely on, and return to, enriching the customer journey with consistency and sincerity.

These pivotal laws form the cornerstone upon which businesses can build strategies that withstand the tests of market volatility, competition, and evolution. They stand as unwavering beacons guiding enterprises towards avenues marked by not just profitability, but also a legacy of value, integrity, and impactful contributions to the marketplace. Armed with these foundational laws, businesses are empowered to navigate the multifaceted realms of the business landscape with confidence, clarity, and a strategic vision poised for lasting success and remarkable achievements.

Oh yeah! And do you know Newton’s Law?The law of inertia, also known as Newton’s first law of motion, states that an object at rest will stay at rest, and an object in motion will stay in motion… The choice is yours. Take action and integrate these laws. Get in motion!

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Intro to Amazon Non-endemic Advertising: Benefits & Examples



Intro to Amazon Non-endemic Advertising: Benefits & Examples

Amazon has rewritten the rules of advertising with its move into non-endemic retail media advertising. Advertising on Amazon has traditionally focused on brands and products directly sold on the platform. However, a new trend is emerging – the rise of non-endemic advertising on this booming marketplace. In this article, we’ll dive into the concept of non-endemic ads, their significance, and the benefits they offer to advertisers. This strategic shift is opening the floodgates for advertisers in previously overlooked industries.

While endemic brands are those with direct competitors on the platform, non-endemic advertisers bring a diverse range of services to Amazon’s vast audience. The move toward non-endemic advertising signifies Amazon’s intention to leverage its extensive data and audience segments to benefit a broader spectrum of advertisers.

Endemic vs. Non-Endemic Advertising


Let’s start by breaking down the major differences between endemic advertising and non-endemic advertising… 

Endemic Advertising

Endemic advertising revolves around promoting products available on the Amazon platform. With this type of promotion, advertisers use retail media data to promote products that are sold at the retailer.

Non-Endemic Advertising

In contrast, non-endemic advertising ventures beyond the confines of products sold on Amazon. It encompasses industries such as insurance, finance, and services like lawn care. If a brand is offering a product or service that doesn’t fit under one of the categories that Amazon sells, it’s considered non-endemic. Advertisers selling products and services outside of Amazon and linking directly to their own site are utilizing Amazon’s DSP and their data/audience segments to target new and relevant customers.

7 Benefits of Running Non-Endemic Ad Campaigns


Running non-endemic ad campaigns on Amazon provides a wide variety of benefits like:

Access to Amazon’s Proprietary Data: Harnessing Amazon’s robust first-party data provides advertisers with valuable insights into consumer behavior and purchasing patterns. This data-driven approach enables more targeted and effective campaigns.

Increased Brand Awareness and Revenue Streams: Non-endemic advertising allows brands to extend their reach beyond their typical audience. By leveraging Amazon’s platform and data, advertisers can build brand awareness among users who may not have been exposed to their products or services otherwise. For non-endemic brands that meet specific criteria, there’s an opportunity to serve ads directly on the Amazon platform. This can lead to exposure to the millions of users shopping on Amazon daily, potentially opening up new revenue streams for these brands.

No Minimum Spend for Non-DSP Campaigns: Non-endemic advertisers can kickstart their advertising journey on Amazon without the burden of a minimum spend requirement, ensuring accessibility for a diverse range of brands.

Amazon DSP Capabilities: Leveraging the Amazon DSP (Demand-Side Platform) enhances campaign capabilities. It enables programmatic media buys, advanced audience targeting, and access to a variety of ad formats.

Connect with Primed-to-Purchase Customers: Amazon’s extensive customer base offers a unique opportunity for non-endemic advertisers to connect with customers actively seeking relevant products or services.

Enhanced Targeting and Audience Segmentation: Utilizing Amazon’s vast dataset, advertisers can create highly specific audience segments. This enhanced targeting helps advertisers reach relevant customers, resulting in increased website traffic, lead generation, and improved conversion rates.

Brand Defense – By utilizing these data segments and inventory, some brands are able to bid for placements where their possible competitors would otherwise be. This also gives brands a chance to be present when competitor brands may be on the same page helping conquest for competitors’ customers.

How to Start Running Non-Endemic Ads on Amazon


Ready to start running non-endemic ads on Amazon? Start with these essential steps:

Familiarize Yourself with Amazon Ads and DSP: Understand the capabilities of Amazon Ads and DSP, exploring their benefits and limitations to make informed decisions.

Look Into Amazon Performance Plus: Amazon Performance Plus is the ability to model your audiences based on user behavior from the Amazon Ad Tag. The process will then find lookalike amazon shoppers with a higher propensity for conversion.

“Amazon Performance Plus has the ability to be Amazon’s top performing ad product. With the machine learning behind the audience cohorts we are seeing incremental audiences converting on D2C websites and beating CPA goals by as much as 50%.” 

– Robert Avellino, VP of Retail Media Partnerships at Tinuiti


Understand Targeting Capabilities: Gain insights into the various targeting options available for Amazon ads, including behavioral, contextual, and demographic targeting.

Command Amazon’s Data: Utilize granular data to test and learn from campaign outcomes, optimizing strategies based on real-time insights for maximum effectiveness.

Work with an Agency: For those new to non-endemic advertising on Amazon, it’s essential to define clear goals and identify target audiences. Working with an agency can provide valuable guidance in navigating the nuances of non-endemic advertising. Understanding both the audience to be reached and the core audience for the brand sets the stage for a successful non-endemic advertising campaign.



Amazon’s venture into non-endemic advertising reshapes the advertising landscape, providing new opportunities for brands beyond the traditional ecommerce sphere. The  blend of non-endemic campaigns with Amazon’s extensive audience and data creates a cohesive option for advertisers seeking to diversify strategies and explore new revenue streams. As this trend evolves, staying informed about the latest features and possibilities within Amazon’s non-endemic advertising ecosystem is crucial for brands looking to stay ahead in the dynamic world of digital advertising.

We’ll continue to keep you updated on all things Amazon, but if you’re looking to learn more about advertising on the platform, check out our Amazon Services page or contact us today for more information.

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