Purple Fig Glossary

Plain-English definitions of Amazon seller terms, Amazon marketplace concepts, and Purple Fig Creatives platform tools.

A+ Content

Enhanced product description modules available to Brand Registry sellers on Amazon. Also called Enhanced Brand Content (EBC). Allows rich media — images, comparison charts, brand stories — below the bullet points on a product detail page. Proven to increase conversion rates by 3-10%.

Amazon FBA

Fulfilment by Amazon — a programme where sellers ship inventory to Amazon warehouses and Amazon handles storage, packing, and delivery. FBA sellers compete in a visually driven Amazon marketplace, making high-quality e-commerce photography and product visualization essential for winning the Buy Box.

Amazon SEO

The practice of optimising your Amazon product listing — title, bullet points, search terms, and images — to rank higher in Amazon search results. Strong Amazon SEO combines keyword-rich copy with professional product photography; listings with high-quality images earn better click-through rates and conversion rates.

ASIN

Amazon Standard Identification Number — a unique 10-character alphanumeric code assigned to every product in the Amazon marketplace. Used to identify and link to specific products in Seller Central.

Brand Content

Visual and written assets that communicate your brand identity across your Amazon listing — including A+ Content modules, brand story sections, lifestyle imagery, and comparison charts. Effective brand content builds trust, differentiates from competitors, and increases conversion rate.

Buy Box

The "Add to Cart" section on an Amazon product page. Amazon's algorithm decides which seller wins the Buy Box based on price, fulfilment method, seller metrics, and listing quality. Professional listing images and strong conversion rates contribute to Buy Box eligibility.

Callout Lines

Short text overlays on infographic images that highlight key product features, dimensions, or benefits. Designed to be scannable and informative at thumbnail size.

Comparison Chart

An A+ Content module that displays your product side-by-side with other products in your catalogue, highlighting key differences in features, specifications, or benefits. One of the highest-converting A+ Content formats for product listing optimization.

Creative Brief

The set of instructions that defines what a Done-For-You listing package should include — product details, target audience, key features to highlight, and visual style preferences.

E-Commerce Photography

Product photography specifically optimised for online marketplaces like Amazon. E-commerce photography includes hero images on white backgrounds, lifestyle shots, product mockups, and infographic overlays — all designed to meet Amazon image requirements and drive conversions.

DIY Studio

The self-service mode where you generate and modify listing images yourself in real-time using tokens. Full creative control with AI-powered product image editing tools.

Done For You (DFY)

A service tier where our creative team handles the entire listing image process — from photography analysis to final delivery, including Amazon SEO-optimised copywriting. You send your product photo, we deliver a complete 7-image listing package.

Hero Image

The main image (slot 1) on an Amazon listing — also called the main product image. Must be on a pure white background with no text, graphics, or watermarks. This is the image shoppers see in search results — it directly impacts click-through rate and conversion rate. Meeting these Amazon image requirements is critical for Amazon SEO.

Infographic

A listing image that combines product photography with text overlays, icons, and graphics to communicate key features, dimensions, or benefits. Typically used in image slots 2-5.

Lifestyle Image

A product image shown in a real-world context — being used, in a home setting, or styled with complementary objects. Helps shoppers visualise owning and using the product.

Listing Vibe

A visual mood preset in the Purple Fig Studio that defines the overall aesthetic of your generated images — colour palette, background style, typography, and composition approach.

Package Builder

The studio tool that assembles a complete 7-image listing set from individual generations, allowing you to arrange, swap, and finalise images before download.

Product Mockup

A digitally composed image that places your real product into a styled scene, environment, or context. Product mockups are grounded in your Surface Truth photography so the product looks photorealistic, not generic. Used for lifestyle images, infographic backgrounds, and A+ Content modules.

Product Truth Card

A summary of your product's physical attributes extracted from the uploaded photo — shape, colour, material, size. Used internally to ensure AI-generated images accurately represent the real product.

Surface Truth

The principle that all AI-generated imagery must be grounded in a real photograph of the actual product. Prevents misrepresentation and ensures Amazon TOS compliance.

Tokens

The platform currency used for self-service studio actions. Purchased as one-time packs (from $19) or monthly subscriptions (from $49/month). Different generation types consume different token amounts. Tokens never expire.

Vibe Engine

The AI system that applies a chosen Listing Vibe to your product imagery — generating backgrounds, compositions, and styling consistent with the selected visual mood.

Visual DNA

A comprehensive profile of your product's visual characteristics — analysed from your uploaded photo. Includes colour palette, texture, shape geometry, and category context. Used by the AI to generate consistent, accurate imagery across all 7 listing slots.