运营者术语表

Programmatic Guaranteed（PG，程序化保量直采）

PG 是在 Amazon DSP 里以固定 CPM、固定量预定的一对一直采，不走竞价，定向和决策都在媒体方手里，买方能动的只有提案里谈定的那几项条款。

PG 最反直觉的一点：控制权在提案谈定时就用完了。Amazon 明说 optimization 对 PG deal campaign 不起作用，goal 和 bid strategy 不影响出量，bid 被强制等于 deal price；Amazon 也说 ad group 挂上 PG deal 后 audience、location、dayparting、pre-bid 等定向全部不可用，官方建议是在提案阶段跟媒体方谈好定向。真正烧钱的是执行：Amazon 自有媒体（Streaming TV、Prime Video、Twitch、Fire TV）的 PG deal 连续 7 天不出量即自动终止，素材晚传、被拒审、长时间暂停都算，终止后不可恢复，只能让媒体方重建；晚于规定通知期主动终止，Amazon 可能按已批准的 deal budget 开票。素材提前约 48 小时进审、核对时长是否超 deal 上限、第一周每天盯 delivery。

关键数字

费率与规则以官方英文原文为准，保留原文：

Amazon prices PG as FIXED_CPM — the buyer pays that exact CPM on every impression won — while private auction deals use FLOOR_RATE and preferred deals share FIXED_CPM without a volume guarantee; the PG SOV variant guarantees share of voice and prices as FLAT_FEE.
Amazon states optimization is disabled for PG deal campaigns, and validation requires bidStrategy=PRIORITIZE_KPI_TARGET (SPEND_BUDGET_IN_FULL for PG SOV), a non-REACH KPI, base bid and max average CPM at the deal price, and UNCAPPED frequency unless exchangeId is 100 (Amazon Publisher Direct) or 1400 (Google AdX).
Amazon Media PG proposals require a minimum 7-day flight; PG deals on Amazon owned-and-operated inventory auto-terminate after 7 consecutive days of non-delivery and cannot be reactivated, and Amazon may invoice the approved deal budget if a deal is terminated later than the required notice period.

官方来源：Amazon Ads API - Targeting programmatic guaranteed deals · Amazon Ads Support - Create a new deal proposal on Amazon DSP · Amazon Ads Support - Create campaign with a deal