运营者术语表

eCPM（有效千次展示成本）

eCPM = 总花费 ÷ 展示量 × 1000，把 CPC、vCPM、CPM 三种完全不同的计费方式拉到同一把尺子上，看你为一千次曝光到底付了多少钱。

亚马逊的计费基准不止一套：SP、SB"drive page visits"和 Display 按 CPC，SB"grow brand impression share"和 Display 的 reach 按 vCPM，Streaming TV 与多数 DSP 按曝光。要放到一把尺子上比，就得先换算：spend ÷ impressions × 1000，这个算式亚马逊自己写在 API benchmarks 的 cpm 列上。CPC 广告后台没有千次价格，v3 报表 API 也没有 vCPM 列，只有一个 costType 维度，得自己算。它的好处是不掺转化：ACOS、ROAS 把价格和转化率糅在一起，转化好的一周能把涨价整个盖住。两个坑：分母选定就别换，横向比用总 impressions；跨计费方式别比 ROAS——v3 文档写明 vCPM 广告的销售额含点击和 view 归因，CPC 只含点击。

关键数字

费率与规则以官方英文原文为准，保留原文：

The v3 column named eCPM appears only on Amazon DSP report types; no per-campaign Sponsored Products, Sponsored Brands or Display report type carries a CPM, vCPM or eCPM column — only a costType dimension valued vCPM or CPC — so API users derive it.
Amazon's Performance metrics help page defines vCPM as total spend divided by total viewable impressions, available on Display campaigns using "Optimize for reach" and Sponsored Brands campaigns using the "Grow brand impression share" goal.
US minimum vCPM bids are $1 for Display, $8 for a Sponsored Brands image campaign and $12 for the video version, with separate figures per country; Amazon adds that using the minimum bids may not lead to viewable impressions.

官方来源：Amazon Ads API — Reporting v3 metrics and columns · Amazon Ads API — Benchmarks reports (crossProgramBenchmarks, cpm percentiles) · Amazon Ads — Understand bidding (CPC vs vCPM by campaign type, minimum vCPM bids by country)