Do you want to prospect effectively on Amazon, but some technical terms elude you? Between acronyms, internal tools, and specific jargon, it’s easy to get lost when starting out or trying to structure your approach. However, understanding this vocabulary is essential for targeting the right sellers and customizing your approaches. Coupled with a tool like SellerData, this glossary becomes a concrete lever to boost your prospecting. Discover the 20 essential terms to know before taking action. You will gain clarity and efficiency.
The basics to know to understand Amazon sellers
Before launching a commercial approach or partnership, it is crucial to understand how an Amazon seller operates. Here are the fundamental terms to master in order to decode their needs and adapt your message.
1. FBA (Fulfilled by Amazon)
An FBA seller entrusts storage, shipping, and customer service to Amazon. These sellers often aim to focus on marketing and visibility.
➡️ Ideal target for an influencer or freelancer offering services to boost sales.
2. FBM (Fulfilled by Merchant)
In contrast, the seller manages everything themselves. This may indicate a more artisanal or independent structure, often more open to agile collaborations.
3. Buy Box
It’s the “Buy Now” button on a product listing. A seller who holds the Buy Box is prioritized for sales.
➡️ If multiple sellers are present, target the one who does not hold the Buy Box: they may be more willing to test new levers to improve sales.
4. ASIN (Amazon Standard Identification Number)
Unique identifier for a product. Useful for finding a listing, tracking a product, or precisely targeting a reference in your communications.
5. BSR (Best Sellers Rank)
Ranking based on sales. The lower it is, the better the product sells.
➡️ A good reference to identify high-potential or growing products.
6. Private Label
Product sold under a private brand. These sellers often invest in branding and differentiation, making them excellent prospects for content or influencer campaigns.
7. Listing
The complete product sheet: images, title, description, reviews. A weak or poorly optimized listing is an opportunity to seize to offer your services.
8. Seller Central
The platform used by Amazon sellers to manage their products. Understanding its operation helps you speak the same language as them in your communications.
9. Retail Arbitrage
Technique involving buying products in-store (often on sale) to resell on Amazon. These sellers have lower margins and are often less interested in brand campaigns.
10. Dropshipping
The seller sells a product without stocking it, the supplier ships directly to the customer.
➡️ To avoid in your targets: these profiles rarely invest in marketing or image.
Once these basics are clear, you can quickly spot high-potential sellers. And with a tool like SellerData, accessing their contact information becomes child’s play.
Vocabulary to structure your prospecting effectively
Knowing how Amazon works is not enough. To engage the right sellers with the right arguments, you must also master the vocabulary specific to prospecting and digital marketing. Here are 10 terms to incorporate into your strategy.
11. Lead
A lead is a qualified contact with commercial potential. On Amazon, a seller identified using SellerData becomes a lead as soon as you consider contacting them for a collaboration.
12. CRM (Customer Relationship Management)
A CRM allows you to centralize, categorize, and track your contacts. Using a tool like Notion, Trello, or HubSpot will help you organize your prospecting campaigns professionally.
13. Cold Email
A prospecting email sent without prior contact. It should be short, targeted, and personalized to avoid being ignored or flagged as spam. The email subject line is crucial: it determines the open rate.
14. Response Rate
Key indicator to assess the effectiveness of your messages. A good rate exceeds 10% in B2B prospecting. If you are below, refine your approaches or better segment your targets.
15. Product Niche
A specific market segment. The more your message aligns with the seller’s niche, the more relevant it seems. For example, do not propose a TikTok campaign to an industrial B2B seller.
16. Positioning
It is the perception of the brand in the customer’s mind. By analyzing a seller’s positioning, you can adjust your proposal to strengthen their differentiation on Amazon.
17. Branding
Beyond the logo, branding encompasses the visual universe, tone, promise… Many Amazon sellers underestimate its impact. It is a strategic entry point to offer your services.
18. Call to Action (CTA)
Phrase encouraging action: “Contact me”, “Let’s schedule a call”. A good CTA is clear, direct, and placed at the end of your message.
19. Pain Point
Problem or frustration faced by a seller. For example: a low number of customer reviews, an unattractive listing, or a poorly rated product. Identify this weakness and propose a suitable solution.
20. Personalization
It is one of the most powerful levers in prospecting. A sentence about the product in question or a word in the seller’s language can make all the difference.
With SellerData, you retrieve the necessary information to quickly personalize your messages and maximize your chances of response.
Mastering this lexicon means structuring more targeted, relevant, and most importantly, more effective prospecting.
