运营者术语表

建议出价与出价区间（suggested bid / bid range）

Amazon 在关键词或投放旁边给出的一个建议出价加一段高低区间，取自过去 7 天里与你类似、且赢得过曝光的广告的出价——它描述的是赢家付了多少，不是你该出多少。

这个区间的样本里只有赢家：输掉的出价不会进来，它描述的是已经付过钱那批人的入场价。Amazon 帮助页给的承诺也只是竞争力——出价在区间之内或以上，广告"在竞价中更有竞争力"，可能带来更多 impressions、clicks 和 sales，这句话里没有一项是按你的毛利计的；页面也不给样本量和置信区间，冷词和热词的区间长得一模一样。正确顺序是先用售价 × 毛利率 × 转化率算出 break-even CPC，再拿区间当可行性检查；Amazon 自己也说低于建议出价仍可能拿到曝光，所以 break-even 低于区间下沿只说明量会很薄，该把这个词降级到 harvest，而不是为了竞争力加价。

关键数字

费率与规则以官方英文原文为准，保留原文：

Amazon's "Understand bidding" help page (updated Aug 25, 2026) says the suggested bid and range are calculated from bids for ads similar to yours that won impressions over the past 7 days and are updated daily; its worked example is $0.70 with a $0.40–$1.40 range.
Amazon frames the suggestion around competitiveness rather than profitability — bidding at or above the range means "your ads will be more competitive in auctions" — and it states that a bid below the suggested bid "can still win impressions".
In the Ads API, theme-based bid suggestions return three bids per targeting expression with CONVERSION_OPPORTUNITIES as the first theme released, for auto and keyword targeting only, and Amazon warns the accompanying impact metrics "are not estimates of expected performance".

官方来源：Amazon Ads Support Center - Understand bidding · Amazon Ads API - Theme-based bid suggestions quick-start guide · Amazon Ads API - Sponsored Products keyword recommendations