Amazon Glossary

VAP - Vendor Acceleration Programme

The Vendor Acceleration Programme (VAP) is an Amazon initiative designed to help vendors grow faster by improving retail fundamentals, strengthening operational performance, and unlocking new opportunities through structured guidance and targeted support.

Variation

A Variation is a group of related products that differ by attributes such as colour, size, style, or form, and are displayed together on a single product detail page to improve customer browsing and comparison.

VAT - Value Added Tax

Value Added Tax (VAT) is a consumption tax applied to the sale of goods and services, charged at each stage of the supply chain and ultimately paid by the end customer.

VB - Virtual Bundle

A Virtual Bundle (VB) is a marketing feature that allows brand owners to combine multiple FBA products into one bundled offering without needing to physically package them together. Each item ships separately from Amazon’s fulfilment centres.

VC - Vendor Central

Vendor Central (VC) is the official portal for first party vendors, where manufacturers and distributors manage their wholesale relationship with Amazon, including purchase orders, invoicing, catalog setup, and operational performance.

VCR - Vendor Confirmation Rate

Vendor Confirmation Rate (VCR) measures the percentage of purchase order units that a vendor successfully confirms for delivery to Amazon, compared with the total units Amazon requested.

Vendor

A Vendor is a brand or manufacturer that sells products directly to Amazon, operating under the first party (1P) wholesale model where Amazon buys inventory, sets retail prices, and manages customer sales.

VFBD - Vendor Funded Business Discounts

Vendor Funded Business Discounts (VFBD) are discounts on customer facing prices that are fully funded by the vendor, not by Amazon. These discounts reduce the retail price while preserving Amazon’s margin structure.

VFH - Vendor Flex Hub

Vendor Flex Hub (VFH) is a centralised operational node that supports multiple Vendor Flex sites, helping coordinate inbound shipments, outbound fulfilment, routing, and overall logistics efficiency within the Vendor Flex network.

VFMC - Vendor Funded Managed Coupons

Vendor Funded Managed Coupons (VFMC) are customer facing coupon promotions fully funded by the vendor and managed by Amazon’s Subscribe and Save team to boost recurring purchase behaviour.

VF / VFlex - Vendor Flex

Vendor Flex (VF or VFlex) is a supply chain programme that allows vendors to ship products directly to end customers from their own warehouse, while Amazon manages the picking, packing, and shipping processes on site.

VGP - Vendor Growth Plan

A Vendor Growth Plan (VGP) is a structured performance improvement plan created by the AVS Brand Specialist that outlines the key retail, operational, and marketing metrics a vendor should improve to drive growth on Amazon.

VIAO - Vendor Initiated Allocated Offer

Vendor Initiated Allocated Offer (VIAO) is a vendor driven request to allocate a specific number of units for a promotional or strategic retail offer on Amazon, typically used to support events, price reductions, or targeted demand spikes.

Vine

Amazon Vine is a programme that allows brand registered sellers and vendors to submit products to trusted reviewers, who receive the items for free and provide honest, unbiased reviews to help customers make informed buying decisions.

VIO - Vendor Initiated Order

A Vendor Initiated Order (VIO) is a purchase order request created by the vendor, not Amazon, typically used when a vendor wants Amazon to buy inventory for planned promotions, events, or demand spikes.

VIP - Vendor Improvement Plan

A Vendor Improvement Plan (VIP) is a performance enhancement plan created by the AVS Brand Specialist that identifies the key retail, operational, and profitability metrics a vendor must improve to meet Amazon’s standards and unlock growth.

VIR - Volume Incentive Rates

Volume Incentive Rates (VIR) are rebates funded by the vendor, offered as fixed or tiered percentages, designed to incentivise Amazon to purchase higher volumes of inventory.

VLT - Vendor Lead Time

Vendor Lead Time (VLT) is the total time a vendor needs to process, prepare, and ship a purchase order to Amazon from the moment the PO is received until it arrives at the designated fulfilment centre.

VM — Vendor Manager

A Vendor Manager (VM) is an Amazon retail category manager responsible for overseeing vendor relationships, negotiating terms, and ensuring that products within their category meet Amazon’s operational, commercial, and customer experience standards.

VMP - Virtual Multi-Pack

A Virtual Multi-Pack (VMP) is a product listing configuration on Amazon where multiple units of the same ASIN are sold together as one pack, but the bundle is created virtually within Amazon’s catalogue rather than as a pre-packaged item shipped by the vendor.

VMS - Value Market Share

Value Market Share (VMS) is the percentage of total category sales revenue on Amazon that is attributed to a specific vendor or brand, reflecting its relative position and competitiveness in terms of sales value.

VOC - Vendor Own Carrier

Vendor Own Carrier (VOC) is a Direct Fulfilment (DF) programme on Amazon that allows vendors to ship customer orders using a carrier of their own choice, rather than relying on Amazon’s preferred carrier network.

VOC - Voice of the Customer

Voice of the Customer (VOC) is an Amazon programme and reporting dashboard that captures and analyses customer feedback, return reasons, and satisfaction data to help vendors and sellers identify product issues and improve the customer experience.

Voucher / Vendor Powered Voucher (VPV)

A Vendor Powered Voucher (VPV), or simply Voucher, is a customer-facing discount promotion on Amazon that vendors and sellers fund directly. Customers can redeem the voucher on the product detail page, and the discount is automatically applied at checkout.

VRID - Vehicle Run Identification

Vehicle Run Identification (VRID) is a unique alpha-numeric identifier assigned by Amazon to a truck and its load for a specific shipment, ensuring traceability and coordination across Amazon’s transportation and fulfilment network.

VSP - Vendor Success Programme

The Vendor Success Programme (VSP) is an Amazon support initiative that provides vendors with dedicated account management, operational guidance, and strategic support to help them improve performance, fix issues, and grow their business on Amazon.

VSS-M - Vendor Self-Service Merchandising

Vendor Self-Service Merchandising (VSS-M) is an Amazon programme that allows vendors to independently set up, manage, and optimise merchandising activities such as promotions, deals, and on-site marketing placements directly within Vendor Central, without relying on Amazon retail teams.

VTO - Virtual Try-On

Virtual Try-On (VTO) is an Amazon feature that uses augmented reality (AR) and computer vision technology to let customers virtually “try on” products - such as eyewear, shoes, or apparel - through the Amazon app or website before purchasing.

 WEEE - Waste Electronic and Electrical Equipment

Waste Electronic and Electrical Equipment (WEEE) refers to regulations and compliance frameworks in the EU and other regions that govern the collection, recycling, and environmentally responsible disposal of electronic and electrical products.