运营者术语表

动态竞价（dynamic bidding：只降低／提高和降低／固定竞价）

Sponsored Products 的广告活动级竞价设置：down only 每次竞拍最多下调 100%，up and down 最多上下浮动 100%，fixed 则严格按你填的价格出价、不做任何自动调整。

后台的竞价框不等于你真实的最高 CPC：placement 调整先作用在基础竞价上，动态竞价再叠加在调整后的价格上，各类调整合计上限 900%（10 倍）；$1.00 推出的约 $20 只是自己乘出来的算术，Amazon 并未公布这个数字。圈子里仍在用的 top of search +100%、其他位置 +50% 是 Amazon 自己的旧口径（作者版 Sponsored Products 指南至今仍这么写），现行帮助页写的是所有位置最高 100%。down only 只是竞价上限，不是花费上限，也不是 ACOS 上限；卖家普遍反馈它会把流量推向更便宜也更差的位置，但 Amazon 对此并无文档说明。

关键数字

费率与规则以官方英文原文为准，保留原文：

Amazon's current bidding-strategies page (updated Jul 16, 2026) states that down only and up and down each adjust by up to 100% for all placements, example $1.00 to $2.00 — a documented ceiling only, since Amazon publishes no adjustment frequency or average.
Placement adjustments apply to the base bid first, with dynamic bidding on top: Amazon's bid adjustments page runs $1.00 to $1.50 at a 50% top-of-search adjustment, then to $3.00 under up and down, and caps placement, audience and video modifiers at a combined 900% (10x).
Amazon's author's guide to Sponsored Products still says bids "will be increased by up to 100% for placements at the top of the first page of shopping results and by up to 50% for all other placements," contradicting the current help-centre figure of 100% everywhere; the stale split originates with Amazon, not third-party commentary.

官方来源：Bidding strategies for Sponsored Products - Amazon Ads · Adjust Sponsored Products bids (placement, audience, video; 900% cap) - Amazon Ads · Bidding rules for Sponsored Products (rule-based bidding, 5x) - Amazon Ads