运营者术语表

一价竞价（first-price auction）

一价竞价就是出多少扣多少，不会自动降到第二名的价格；Amazon 自家的供给侧平台 APS 跑的就是 first price，Amazon DSP 也是里面的一个买方。

一价就是出多少扣多少，不会自动降到第二名。Amazon 自家的 APS 跑的就是 first price；站内 Sponsored Products 是另一套，Amazon 说仍是 generalized second-price，只是加了 hard reserve 和 soft reserve——两个都过按 soft reserve 扣、低于你的 bid，只过 hard reserve 就按自己填的 bid 扣，Amazon 说任何情况都不会超过你的 bid。FTC 2026 年 8 月 31 日的起诉书指控 soft reserve 是隐藏加价、并称内部资料显示 2024 年 first price 比例达 79.1%，Amazon 否认，双方数字均未经裁决。所以别站队，自己量：按 keyword × placement 算实际 CPC ÷ 填入 bid，贴近 1.0 说明缓冲不存在；bid 上限按保本毛利定，别指望系统退你折扣。

关键数字

费率与规则以官方英文原文为准，保留原文：

Amazon Publisher Services runs a unified first-price auction where the highest bid wins; Amazon's worked example has a $2 CPM bid from Amazon DSP or a third-party UAM buyer entering at $1.80 after the 10% publisher transaction fee.
Amazon's account of sponsored ads, given in its August 31, 2026 lawsuit response, is a generalized second-price auction with two reserves: clear both and you pay the soft reserve, clear only the hard reserve and you pay your bid, never more than your bid.
The FTC and 22 state attorneys general allege (August 31, 2026 complaint, W.D. Wash., No. 2:26-cv-03097) an internal plan recorded a 79.1% first price rate for 2024; Amazon denies this and counters, also unadjudicated, that roughly 92% of 2024 winners were not the highest bid.

官方来源：Amazon Ads — Understand Amazon Ads auctions (help article on reserve pricing) · Amazon Ads — Amazon Publisher Services update · About Amazon — response to the FTC's Sponsored Ads lawsuit