Amazon Glossary

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.

Value Added Tax (VAT) is a consumption tax assessed on the value added to goods and services at each stage of production and distribution. For Amazon sellers operating in the European Union or United Kingdom, VAT is mandatory and requires precise collection, reporting, and remittance to local tax authorities to maintain active selling privileges.

Amazon Virtual Bundles let sellers group FBA products into one offer. Learn eligibility, fees, reporting limits, and profit impact.

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.

Vendor Confirmation Rate (VCR) measures the percentage of purchase order units a vendor confirms to Amazon. Learn the formula, benchmarks, and how to improve it.

Vendor (also known as an Amazon Vendor, First-Party Seller, or 1P) is an invite-only manufacturing or distribution partner that sells inventory directly to Amazon in bulk. Amazon then takes ownership of the products, sets retail pricing, and handles logistics, distribution, and customer service under its own name.

Understand Amazon VFBD (Vendor Funded Buy-Down). Learn how 1P vendors calculate promotional chargebacks, protect net margins, and prevent uncapped liability.

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.

A VIAO lets Amazon vendors propose temporary discounted prices on specific ASINs through Vendor Central, influencing sell-through velocity and Buy Box.

Amazon Vine helps sellers get early product reviews through invited reviewers. Learn eligibility, pricing, risks, and when it pays off.

Vine Voices are hand-picked, trusted reviewers that Amazon invites into its Vine program based on their reviewer ranking and the quality of their past reviews. Sellers enroll new or pre-release products so these reviewers can order them for free and leave honest feedback. Because the reviews can't be bought or influenced, they're considered some of the most credible on Amazon.

Discover how Vendor Initiated Orders (VIO) empower Amazon 1P brands to bypass automated forecasting, secure bulk POs, and prevent stockouts.

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.

Volume Incentive Rebate (VIR) is an Amazon vendor term tied to sales thresholds. Learn how it affects net margin, cash flow, and planning.

Amazon Virtual Try-On lets shoppers preview shoes and eyewear in AR. Learn how it affects conversion, returns, setup, and seller ROI.

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.

Vendor Management System (VMS) is an integrated software platform or framework used by enterprise e-commerce brands to manage first-party (1P) operations, purchase orders, logistics, and compliance with retail distributors like Amazon Vendor Central. It centralizes supplier workflows, catalog data, and financial reconciliation into a unified operational dashboard.

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.

Master the Amazon Valid Tracking Rate (VTR) metric. Learn how to calculate VTR, avoid FBM account suspensions, and protect your profitability with verified carrier scans.

WEEE affects how Amazon sellers register, report, and fund e-waste compliance. Learn costs, risks, and how it impacts listings.