Amazon-specific

SPAG PPC structure

Definition

Single-product ad group structure, in which each ad group advertises exactly one product — the standard architecture for keeping Amazon PPC data clean enough to act on.

Defined in The Agentic Commerce Glossary.

Where SPAG PPC structure comes up

The guides that put this term to work, rather than just defining it.

Related terms

Featured Offer: The offer Amazon shows with Add to Cart and Buy Now buttons in the Offer Display near the top of a product detail page. Amazon selects it by evaluating all offers for the product, may rotate between the best offers when none is clearly ahead, and shows other offers in the "Other sellers on Amazon" box and the all-offers page. Sellers have long called it the Buy Box; Amazon's help pages call it the Featured Offer.
FBA vs FBM: Two ways to fulfill Amazon orders. With Fulfillment by Amazon (FBA), you send inventory to Amazon's fulfillment centers and Amazon picks, packs, ships, and handles customer service and returns for per-unit fees. With Fulfilled by Merchant (FBM), you store inventory and ship orders yourself or through your own 3PL. Seller Fulfilled Prime is an FBM program that adds the Prime badge to self-fulfilled offers.
Share in SQP: At each funnel stage, your share is your brand or ASIN count divided by the query's total count for that stage. Ten purchases out of 100 marketplace purchases on that query is a 10% purchase share.
1P vs 3P on Amazon: 1P (Vendor Central) means Amazon Retail buys from you and resells to the shopper. 3P (Seller Central) means you sell directly to the shopper on Amazon's marketplace and pay Amazon fees for the privilege.
Browse node: A single category or sub-category position in Amazon's browse tree — the hierarchical structure shoppers navigate through department and category pages. Each ASIN is assigned to one or more browse nodes, which determines where it surfaces when a shopper browses (as opposed to searches) and which category-level filters and comparison sets apply to it.
Rufus test: A practical check, named before Amazon renamed the assistant, where a seller asks Alexa for Shopping the exact questions a shopper would about their listing, to see whether the assistant can answer accurately from the current product data.

All 164 terms

Get your Readiness Score

100 points across catalog, schema, product pages and checkout, with the three fixes that matter most.

Score my store Agentic Commerce Setup