Frequency cap

On Amazon the frequency cap lives in DSP. Set it at the ad group, campaign, or advertiser-account level, or across campaigns with a frequency group, at daily, hourly, or 10-minute intervals. At the ad group and campaign level you also pick whether the counter tracks a user or a household; the frequency group flow gives you no such choice. One unified counter runs across publishers, so impressions on Prime Video, Netflix, and Fire TV all decrement the same cap. The money you save never returns as budget — Amazon's wording is that budget is not reduced and suppressed impressions are redistributed to reach additional unique users. A cap is a reach lever that spends the same money on more people, not a way to spend less.

Know where the lever does not reach before you trust it. Private auction and preferred deals are enforced through bid suppression, but programmatic guaranteed outside Google AdX, Amazon Publisher Direct, and Amazon O&O, plus Amazon Audience Guaranteed campaigns, count impressions toward the cap while delivery cannot be stopped — those lines eat the allowance and the enforcement lands on the other non-PG lines in the same campaign or frequency group. Share-of-voice lines on Twitch, Fire tablet ads, and Kindle ads are not covered at all. Sponsored Display hands you no frequency control — it is absent from Amazon's SD feature-availability document — so you watch impressionsFrequencyAverage climb with nothing to pull. Amazon publishes no recommended number and tells you to test; derive your own in AMC and read it as a floor, since the playbook query drops impressions it cannot resolve to a user_id.