above the fold
The web page content that is visible in the browser window without the need to scroll.

affiliate
A person, organization, or establishment that drives traffic to a merchant’s web site for a percentage of successful sales transactions.

alt text
Text that is displayed instead of an image when the user or browser is unable to view the image. TIP: Include strong keywords in your alt text to aid in search engine optimization.

AVS
Address Verification Service: A third-party service that reduces credit card fraud by confirming the card holder’s address information when the physical card isn’t available to swipe through an MSR device (e.g., as with telephone orders). AVS processing doesn’t affect whether the charge is approved. Instead, AVS indicates whether or not the address provided by the customer matches the address on file with the credit card company so that the merchant can decide whether or not to process the charge.