Insights
Supplement e-commerce glossary
Clear definitions of the marketing and e-commerce terms supplement and wellness brands use every day.
- ROAS
- Return on ad spend: revenue generated for every dollar spent on advertising. A ROAS of 4X means $4 of revenue per $1 of ad spend.
- TACoS
- Total advertising cost of sale: Amazon ad spend divided by total sales (paid and organic). It shows how dependent your Amazon business is on advertising.
- MER
- Marketing efficiency ratio: total revenue divided by total marketing spend across all channels. A simple, blended view of efficiency.
- CAC
- Customer acquisition cost: the average cost of winning one new customer, including advertising and marketing spend.
- LTV
- Lifetime value: the total revenue (or profit) a customer generates over their relationship with your brand. Crucial for repeat-purchase categories like supplements.
- Subscribe & Save
- Amazon’s subscription programme that gives shoppers a discount for scheduled repeat deliveries.
- Buy Box
- The “Add to Cart” box on an Amazon product page. Winning it means your offer is the default choice for shoppers.
- GEO
- Generative engine optimisation: making your brand easy for AI assistants such as ChatGPT, Perplexity and Google AI to find, trust and recommend.
- Structure/function claim
- A statement describing how a nutrient or ingredient affects the normal structure or function of the body, as opposed to a claim to treat or prevent disease.
- UGC
- User-generated content: photos, videos and reviews created by customers or creators, often used in ads and on product pages.
- CRO
- Conversion rate optimisation: improving a website so a higher share of visitors buy.
- DTC
- Direct to consumer: selling through your own website rather than through retailers or marketplaces.
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