⚡ THE ESSENTIALS IN 20 SECONDS
- Amazon Ads teams across the Americas speak “Spanglish”: the console, reports and agencies mix English and Spanish.
- This glossary gathers 40 key terms with their usual Spanish translation and a short explanation.
- It is split into formats, metrics, targeting and catalog.
- Keep it handy for meetings with Mexico and Latin America teams, or when you manage Amazon.com.mx.
IN THIS ARTICLE
If you work Amazon Ads with teams in Mexico or Latin America, you have probably seen it: the Spanish console says one thing, the English report another, and acronyms nobody explained get used on every call. This English–Spanish Amazon Ads glossary helps everyone speak the same language.
Amazon Ads glossary: a list of Amazon advertising terms, acronyms and metrics with their Spanish equivalent and practical meaning. Translations may vary slightly by marketplace and console updates.
Formats and tools
| English | Spanish | What it is |
|---|---|---|
| Sponsored Products | Productos patrocinados | Product ads in search results and product pages |
| Sponsored Brands | Marcas patrocinadas | Ads with logo, headline and several products or video |
| Sponsored Display | Display patrocinado | Display ads on and off Amazon |
| Sponsored TV | TV patrocinada | Connected TV video with simplified buying |
| DSP (Demand-Side Platform) | Plataforma de compra programática | Programmatic buying of display, video and audio with audiences |
| Amazon Marketing Cloud (AMC) | Clean room de Amazon | Advanced analysis and audiences with aggregated data |
| Brand Store | Tienda de marca | Multi-page brand site inside Amazon |
| A+ Content | Contenido A+ | Rich content below the product description |
If you are onboarding a Spanish-speaking team, start with Sponsored Products: it is the format almost every brand begins with.
Metrics
| English | Spanish | What it is |
|---|---|---|
| Bid | Puja | The most you are willing to pay per click or impression |
| CPC | Costo por clic | What you actually pay per click |
| ACOS | Costo publicitario de venta | Spend ÷ attributed sales |
| ROAS | Retorno de la inversión publicitaria | Attributed sales ÷ spend |
| TACOS | ACOS total | Spend ÷ total sales (paid + organic) |
| CTR | Tasa de clics | Clicks ÷ impressions |
| CVR | Tasa de conversión | Orders ÷ clicks |
| Impression share | Cuota de impresiones | Share of impressions you win |
| NTB (New-to-brand) | Nuevos clientes de marca | Buyers who had not purchased in a prior period |
| DPV (Detail page view) | Vista de página de detalle | Visits to the product page |
| vCPM | Costo por mil impresiones visibles | Cost per thousand impressions actually seen |
| Attribution window | Ventana de atribución | Days during which a sale is credited to the ad |
To go deeper on some of these metrics, see vCPM, impression share and attribution windows.
Targeting and structure
| English | Spanish | What it is |
|---|---|---|
| Keyword | Palabra clave | The term you bid on |
| Match type | Tipo de concordancia | Broad, phrase or exact |
| Negative keyword | Palabra negativa | A term you block |
| Search term | Término de búsqueda | What the shopper actually typed |
| Product targeting | Segmentación por producto | Advertising on specific product pages |
| Placement | Ubicación | Top of search, rest of search or product pages |
| Bidding strategy | Estrategia de puja | Fixed, dynamic down only or up and down |
| Daily budget | Presupuesto diario | Maximum a campaign can spend per day |
| Portfolio | Portafolio | Group of campaigns with shared budget or rules |
| Ad group | Grupo de anuncios | Set of products and targets within a campaign |
I explain the difference between auto and manual campaigns in auto vs. manual, and how winners are decided in the Amazon Ads auction.
Catalog and operations
| English | Spanish | What it is |
|---|---|---|
| ASIN | Número de identificación estándar de Amazon | Unique code for each product |
| Buy Box / Featured Offer | Oferta destacada | The offer bought with the main button |
| BSR | Clasificación en los más vendidos | Sales position in the category |
| Listing | Ficha de producto | Page with title, images, bullets and description |
| Bullet points | Viñetas | Key product points |
| Backend keywords | Términos de búsqueda | Hidden words that help indexing |
| Parent / Child | Padre / Hijo | Variation structure |
| FBA | Logística de Amazon | Amazon stores and ships |
| Brand Registry | Registro de Marcas | Program to protect and manage your brand |
More detail in BSR, backend keywords, variations and FBA vs. FBM.
The most confusing acronyms
- ACOS vs. TACOS: the first looks only at ad-attributed sales; the second at all your sales.
- ROAS vs. ACOS: they are inverses; a 25% ACOS equals a ROAS of 4.
- 1P vs. 3P: 1P is Vendor (you sell to Amazon); 3P is Seller (you sell on Amazon). See Seller vs. Vendor Central.
- NTB: new-to-brand, customers new to your brand.
- SB, SP, SD: Sponsored Brands, Sponsored Products and Sponsored Display.
How to use this glossary with your team
- Agree on which term is used in reports (English or Spanish) and keep it.
- Define each metric on the first page of the monthly report.
- Use the same acronyms in presentations and in the console.
- With Spanish-speaking teams, use the English term and add the Spanish in parentheses.
A typical case (fictional)
In a meeting between the Mexico and US teams of a personal care brand, one side talked about “costo publicitario de venta” and the other about “TACOS”. They spent half an hour debating numbers that did not measure the same thing. After defining a shared glossary in the report, meetings got shorter and decisions faster.
A shared glossary saves more time than any tool.
Agency secrets about the language of Amazon Ads
What I do with bilingual teams:
Each client has its own glossary with the metrics used in its reports.
It is what works best for teams in Mexico and Latin America.
Amazon renames products and columns; review the glossary every year.
Speaking the same language with your team and partners is the cheapest way to improve your results.
I’m Alonso Jiménez, a Retail Media account director. I manage campaigns on Amazon, Walmart, Target, Instacart and Mercado Libre every day, for brands in the US, Mexico and Latin America.
Frequently asked questions
What is ACOS in Spanish?
“Costo publicitario de venta”: ad spend divided by attributed sales.
What is the difference between ACOS and TACOS?
ACOS uses only ad-attributed sales; TACOS uses all your sales.
How do you say Sponsored Products in Spanish?
“Productos patrocinados”.
What does NTB mean in Amazon Ads?
New-to-brand: buyers new to your brand within a given period.