运营者术语表

品牌光环（brand halo / 光环销量）

品牌光环指广告带来、但成交发生在被推广 ASIN 之外的销量；它本来就已经算进后台默认的 Sales、ACoS、ROAS 里，不是被藏起来的额外收益。

最常见的误区是「光环销量没被统计，真实 ACoS 更好，应该加回去」——正好说反了，这样是重复计算。卖家 Advertised Product report 里，Sales 是 7 天总额，Sales (promoted) 和 Sales (halo) 只是它的两个子集，后台 ACoS、ROAS 本来就按总额在算。真正要防的是反面：某个 campaign 的 ACoS 很漂亮，但被推广的 ASIN 几乎不转化，赚的是变体和复购这些你本来就有的需求。按 campaign 算 Sales (halo) ÷ Sales，占比高的一律当成「还没被验证」，而不是「隐藏赢家」。口径还不通用：SP 卖家侧的 halo 是 7 天、仅点击、限本店铺目录、不做品牌判定；SB 和 SD 在亚马逊文档里共用一条规则；Attribution 才是严格同品牌、14 天点击。

关键数字

费率与规则以官方英文原文为准，保留原文：

For sellers, Sponsored Products "Sales (halo)" — formerly "7 day other SKU sales" — is sales within 7 days of a click of any SKU other than the one advertised, bounded by the merchant's own catalog with no brand test.
Across brand ad products — DSP, Sponsored Display, Sponsored Brands and Sponsored Products for vendors — a conversion is credited to at most one ad interaction across all campaigns and all advertisers on a 14-day window, ranked from promoted-ASIN clicks down to broad brand halo views.
Purchased product reports show conversion metrics for non-advertised products only, and Amazon states in writing that their totals won't match campaign totals — so folding those rows into campaign figures to build a "true ROAS" is invalid.

官方来源：Amazon Ads: Ad campaign attribution · Amazon Ads: Advertised product report for Sponsored Products · Amazon Ads: Purchased product report for Sponsored Products