Marketplace glossary
ACoS (Advertising Cost of Sales)ACoS is ad spend divided by the sales those ads generated, shown as a percentage.TACoS (Total Advertising Cost of Sales)TACoS is ad spend divided by total sales, ads and organic combined.ROAS (Return on Ad Spend)ROAS is ad-attributed sales divided by ad spend. It's the inverse of ACoS.Break-even ACoSBreak-even ACoS is the ACoS at which an ad sale makes zero profit. It equals your profit margin before ad costs.Alexa for ShoppingAlexa for Shopping is Amazon's AI shopping assistant. It replaced Rufus on May 13, 2026.COSMOCOSMO is Amazon's knowledge layer that maps products to shopper intent and real-world use cases, rather than exact keywords.Buy BoxThe Buy Box is the Add to Cart button on a product page. When several sellers offer the same product, one wins it at a time.WFS (Walmart Fulfillment Services)WFS is Walmart's fulfillment program: Walmart stores, picks, packs and ships your Marketplace orders, like Amazon FBA.FBA (Fulfillment by Amazon)FBA is Amazon's program where Amazon stores your inventory and picks, packs, ships and handles returns for your orders.GMV MaxGMV Max is TikTok Shop's automated ad campaign type that optimizes for gross merchandise value across product and creator content.Amazon DSPAmazon DSP is Amazon's demand-side platform for buying display, video and streaming TV ads on and off Amazon, targeted with Amazon shopping data.A+ contentA+ content is the image-and-text section below the bullet points on an Amazon product page, available to brand-registered sellers.