Glossary

**A+ Content** (formerly "Enhanced Brand Content") is the extended description area on Amazon available to brand-registered sellers. Instead of plain-text descriptions, A+ Content allows modules with large images, comparison tables, and brand stories.

The **Buy Box** is the checkout panel on an Amazon product page — the area on the right containing the "Add to Cart" and "Buy Now" buttons. When multiple sellers offer the same product, only one of them is featured in the Buy Box. Everyone else is relegated to "Other Sellers" and effectively sells nothing.

**Conversion rate** is the share of visitors who actually buy after landing on a product page. Formula: orders divided by sessions.

**Click-through rate** (CTR) measures how often a listing is clicked when it is shown in search results. Formula: clicks divided by impressions, times 100.

**E-E-A-T** stands for **Experience, Expertise, Authoritativeness, Trustworthiness** — four quality criteria Google uses in its Quality Rater Guidelines to evaluate content.

A **long-tail keyword** is a specific search phrase of three or more words — not "running shoe" but "trail running shoe waterproof men 44".

The **main image** is the first image displayed on an Amazon listing — both on the product page and in search results. It is by far the biggest lever for click-through rate.

**Search intent** is the goal behind a query — what does the user actually want when they type a given phrase?

**SERP** stands for "Search Engine Results Page" — the results page Google, Amazon, or any other search engine shows after a query.