运营者术语表

频次上限（Frequency cap）

频次上限是 Amazon DSP 里限制同一个用户（或同一家庭）在设定时间窗内最多看到多少次广告的开关；被压掉的曝光不退预算，而是被重新分配去触达新的独立用户。

这个开关只在 Amazon DSP 里：ad group、campaign、广告主账户三层都能设，也可以用 frequency group 跨 campaign 统一管；跨 publisher 共用一个计数器，Prime Video、Netflix、Fire TV 的曝光都扣同一份额度。被压掉的曝光不退预算——Amazon 的原话是预算不减少，省下的曝光会被重新分配去触达新的独立用户，所以它是拉 reach 的杠杆，不是省钱的杠杆。更要记住它按不住的地方：Google AdX、Amazon Publisher Direct、Amazon O&O 之外的 programmatic guaranteed 和 Amazon Audience Guaranteed，照样计入上限却压不住，被掐住的是同一个 campaign 或 frequency group 里的其他非 PG 线；Sponsored Display 压根没有这个控制项。具体数字 Amazon 不给推荐值，只说没有一个数适用所有人，让你自己测；用 AMC 算出来的也只能当下限，因为模板查询会丢掉识别不出 user_id 的曝光。

关键数字

费率与规则以官方英文原文为准，保留原文：

Frequency capping does not reduce budget — Amazon states suppressed impressions are redistributed to reach additional unique users, and a single unified counter tracks a user across every publisher in the campaign or frequency group.
Enforcement is asymmetric: private auction and preferred deals are enforced through bid suppression, while programmatic guaranteed outside Google AdX, Amazon Publisher Direct, and Amazon O&O, plus Amazon Audience Guaranteed campaigns, count toward the cap while delivery cannot be stopped.
Amazon publishes no recommended cap number, stating there is not one set frequency cap that works for everyone, but it does publish a frequency-group sizing rule: sum the caps of the underlying campaigns or ad groups and reduce that total by 10–20%.

官方来源：Understand frequency on Amazon DSP (Amazon Ads) · Set a frequency cap (Amazon Ads) · Create a frequency group (Amazon Ads)