Ecommerce and product-imagery terms.

Plain-English definitions for Amazon listings, ecommerce creative, and how Purple Fig works.

A+ Content

Amazon's expanded product description area (also called Enhanced Brand Content) below the standard listing. Supports comparison charts, image-text modules and brand story sections. Available to brand-registered sellers.

Amazon FBA

Fulfilment by Amazon — sellers ship inventory to Amazon warehouses and Amazon handles storage, packing and delivery. FBA sellers compete in a visually driven marketplace, which makes high-quality listing images essential.

Amazon SEO

Optimising a listing — title, bullets, search terms, backend keywords and images — to rank higher in Amazon search. Listings with professional images earn better click-through and conversion.

ASIN

Amazon Standard Identification Number — the ten-character code that identifies every product in Amazon's catalogue.

Brand Content

Images and modules that tell the brand story rather than describe a single product — A+ Content modules, brand story sections, lifestyle imagery and comparison charts.

Buy Box

The "Add to Cart" area on a product page, awarded to one seller at a time when several sell the same item. Strong listings convert, and conversion feeds the Buy Box.

Callout Lines

Short labels connected to a product feature on an infographic — designed to be scannable at thumbnail size.

Comparison Chart

A table image that sets a product beside alternatives or its own variants. One of the highest-converting A+ Content formats.

Creative Brief

Your written direction for a set: audience, mood, must-include details and references.

E-Commerce Photography

Product imagery made for online listings — hero on white, lifestyle, infographic and detail shots.

Hero Image

The main product image on a listing — the product alone on a pure white background, filling most of the frame. It is the image shoppers see in search results and directly affects click-through rate.

Infographic

An image that combines the product with callouts, icons or short copy to explain features. Typically image slots 2–7.

Lifestyle Image

The product shown in a real environment or in use, so shoppers can picture owning it.

Listing Vibe

A pre-built creative direction — environment, lighting and mood — applied around your product so every image in the set feels intentional.

Product Mockup

A digitally composed image that places your real product into a styled scene, grounded in your Surface Truth photography so the product looks photorealistic.

Surface Truth

The real, unaltered physical details of your product as captured in your raw photos — textures, logo embossing, stitching, material grain, colour and finish — preserved through generation.

Tokens

The credit unit for generations. 3–5 per image; a seven-image set is 35. Purchased as one-time packs (from $19) or delivered monthly by memberships (from $49/month). Tokens never expire.

Visual DNA

What the studio reads from your photograph — proportion, palette, materials — so direction never costs accuracy. Every generation for the same product draws from it.