ACT

ACT (Actuals) is shorthand for actual performance data, referring to the finalized results of a business activity - like revenue, costs, advertising spend, or units sold.

In the context of Amazon retail and advertising, ACT is used to differentiate:

• What actually happened (ACT / actuals)
• vs. what was planned (forecasts, budgets, projections)

Examples of how ACT is used:

• “Q2 ACT vs Plan” → Comparing real Q2 sales to what was forecasted
• “Ad Spend ACT” → The actual ad dollars spent
• “Revenue ACT” → Total revenue actually generated

For vendors, Amazon might provide reports that include:

• PO (Purchase Order) volume ACT
• Shipped units ACT
• Marketing cost ACT

Why it matters:

• Helps teams analyze performance gaps
• Used in Joint Business Planning (JBP) meetings
• Critical for budgeting, ROI tracking, and strategy adjustments

It’s a general business term, but very commonly used across Amazon’s internal teams, vendors, advertisers, and agencies.