运营者术语表

vCPM（可见千次展示成本）

vCPM 是按可见展示计费的出价方式——只有达到 MRC 可见标准（图片 50% 像素连续可见 1 秒、视频 50% 可见且播放满 2 秒）的展示才扣钱，投出去却没被看到的那部分不收费。

vCPM 只在 Sponsored Display 和 Sponsored Brands 的 grow brand impression share 目标里能选，SP 全程只有 CPC；亚马逊公开的 DSP 出价控件是 base bid 和 maximum average CPM，都按每千次展示计，不是按可见展示。选 vCPM 换来的是 view 归因资格，但一次转化最多只算一个触点，跨所有 campaign 和广告主排序，点击排在 view 前面——自家点击广告一放量，vCPM 的 ROAS 就往下掉，广告本身一个字没改，所以要用 geo／人群 holdout 或 AMC 判断。另外计费分母是 viewable impressions，后台 Impressions 列是投出去的展示，花费除展示一定低于出价，这是算术，不是折扣。

关键数字

费率与规则以官方英文原文为准，保留原文：

Amazon bills vCPM against the MRC viewability standard — 50% of the ad in the viewport for 1 second for images, 50% in view with 2 seconds of playback for video — and infers viewability where it cannot measure it directly.
US minimum vCPM bids are $1 per 1,000 viewable impressions on Display and $8 image / $12 video for the Sponsored Brands grow-brand-impression-share goal, though Amazon warns the minimums may not win viewable impressions and its display ads guide gives $5 as the default.
View attribution covers all Amazon DSP and Streaming TV campaigns plus vCPM-billed Sponsored Brands and Display, with a 14-day standard view lookback; from January 1, 2026 view attribution for some placements incorporates additional signals, such as shopping behavior patterns, when determining which ad views are eligible.

官方来源：Amazon Ads Support - Understand bidding (CPC vs vCPM cost types, MRC thresholds, minimum vCPM bids by country) · Amazon Ads Support - Ad campaign attribution (view attribution limited to vCPM-billed SB/Display, 14-day view lookback, Jan 1 2026 eligibility change, click-over-view ranking) · Amazon Ads Support - Understand bidding on Amazon DSP (base bid and maximum average CPM per 1,000 impressions)