It usually means there is a range of models designed to fit within a shared size of box as a key priority, instead of the range being designed to a consistently accurate scale. Nowadays it is used more for budget model ranges where the full size originals vary considerably in dimensions, for example planes, and tends to give several different toy-like models in roughly the same size - so a WW2 fighter ends up as big as an airliner.
Back in the day before models became targetted on collectors and their demand for specific and consistent accuracy, lots of toy firms did this all the time with Matchbox being a good example - their petrol takers for instance ended up the same length as a small car like the Morris Minor, with no consideration of defined scale, simply the need to "fit the Box".
So for the second part of your question, about the scale of your particular item, firstly it depends on which exact item it is, and secondly its individual scale is probably not stated as a deliberate marketing decision. If you tell us which model you're concerned with, there is a chance someone might know or be able to give a reasonable guess. (But if it's a plane, don't ask me because they're not my thing at all).