全部术语
运营者术语表
Incrementality（增量 / 增量测试）
Incrementality 指的是这笔成交到底是不是广告多带来的：用曝光组和一个条件相当的未曝光对照组做差，看增量销量、lift 百分比或 incremental ROAS，而不是后台归因出来的那串销售额。
账户里 ACOS 最漂亮的那条线，往往增量最差：last touch 只认最后一次点击或曝光，防御性品牌词和 retargeting 天生就坐在离下单最近的位置。要看因果只能靠对照组：Brand Lift 用 Amazon Shopper Panel 向曝光组和未曝光组发问卷，比两边回答率之差，但测的是品牌认知不是销量，也不含 Sponsored Products；AMC 里“曝光 vs 未曝光”的 SQL 是观察性对比，不是实验，未曝光的人正是竞价系统主动不投的，lift 只会虚高。真 holdout 要先随机再屏蔽投放，这属于 DSP 的能力，DSP 受众要满 2,000 匹配用户才激活，Sponsored Products 没有受众排除，只能退到分区域、分时段或对照 ASIN 看总销量；两周、单 ASIN 什么都测不出来。
关键数字
费率与规则以官方英文原文为准，保留原文：
- Amazon states its standard attribution is last touch — one conversion credited to a single ad click or view — and its multi-touch alternative, which divides credit among earlier ads using experiments and machine learning, is a US beta shown alongside the last-touch metrics.
- Amazon Brand Lift is survey-based — it surveys an ad-exposed audience and an unexposed control through the Amazon Shopper Panel and reports absolute lift as the difference in response rates — and it measures brand perception, not sales, with Sponsored Products ineligible.
- Amazon DSP requires at least 2,000 matched audience members before an audience becomes active, and AMC privacy rules never return user_id in workflow output and require at least 100 distinct users per output row for medium- and high-sensitivity columns.
官方来源：Amazon Ads - Multi-touch attribution (beta): last-touch definition and beta scope · Amazon Ads - Brand Lift (exposed vs. unexposed control methodology) · Amazon Ads API - AMC data aggregation thresholds
本词条另有英文完整版。