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, brand stories and structured layouts. Listings with strong A+ Content see a **3–10% conversion lift** versus plain-text listings, according to Amazon's own data.

The **Buy Box** is the checkout panel on an Amazon product page — the area on the right with 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. Around **82% of all Amazon purchases** go through the Buy Box. Without it, you effectively sell nothing.

**C2PA** is an open standard for cryptographic provenance metadata on digital content — primarily images, video and audio. A C2PA-tagged image carries invisible, signed metadata that discloses who produced it, when, with which tool, and whether AI was involved. The information is machine-readable (browsers, marketplaces, search engines can read it) but not visible to the human viewer in normal display.

**Conversion rate** is the share of visitors who actually buy after landing on a product page. Formula: **orders ÷ sessions × 100**. Industry averages: 10–15% on Amazon, only 1.5–3% on most Shopify stores. The gap comes from intent — people who land on Amazon almost always intend to buy.

**Click-Through Rate (CTR)** is the share of users who click a listing in the search results, measured against the number of impressions. Formula: **clicks ÷ impressions × 100**. On Amazon, average CTR ranges from 0.3% to 0.5% depending on category — anything above 1% is solid, above 2% is strong.

**E-E-A-T** stands for **Experience, Expertise, Authoritativeness, Trustworthiness** — four quality criteria from Google's Quality Rater Guidelines. As of the December 2025 update, E-E-A-T applies to **all** competitive queries, not just YMYL (Your Money or Your Life) topics. For e-commerce that means every product listing, blog article and category page is judged against it.

A **long-tail keyword** is a specific search phrase of three or more words — not "running shoe" but "waterproof trail running shoe men size 9". Long-tail keywords have lower search volume but significantly higher purchase intent and a fraction of the competition.

The **main image** is the first image displayed on an e-commerce platform — both in search results and at the top of the product page. It is by far the biggest single lever for [CTR](/blog/glossar/ctr) and a meaningful conversion factor as well. Shoppers decide in 0.3 seconds whether to click.

**Search intent** is the goal behind a query — what does the user actually want when they type a given phrase? Search intent is the single most important ranking lever today: content that doesn't match intent doesn't rank sustainably, even when the keyword sits right in the title.

**SERP** stands for "Search Engine Results Page" — the results page Google, Amazon, Bing or any other search engine shows after a query. On a modern SERP, the classic ten blue links are no longer enough; they compete with AI Overviews, featured snippets, "People Also Ask" boxes, shopping cards and maps results for the click.

The **UWG** ("Gesetz gegen den unlauteren Wettbewerb") regulates fair competition in Germany and Austria. For online retailers, the key provision is **§ 5 UWG (Germany) / § 1 UWG (Austria)**: misleading commercial practices are prohibited. Violations typically trigger cease-and-desist letters with €1,500–3,000 amount-in-dispute plus legal fees — and they are statistically far more common in DACH e-commerce than any AI Act enforcement action.