运营者术语表

视频完播率（VCR / video completion rate）

视频完播率是播放到最后的视频广告占比；Amazon 官方口径的分母是 video starts 而不是 impressions，而且只有 Amazon DSP 的活动层级报表才真的给你 completion rate 这一列。

分母才是关键。只有 Amazon DSP 报表有 videoAdStart 和 videoAdCompletionRate，完播数除以 starts；SB、SD、Sponsored TV、SP 视频只有 quartile 列，按 impressions 计数，没有完播率这一列。所以在 SB 或 Sponsored TV 上算出来的 VCR 其实是 completes ÷ impressions，天然更低，跟 DSP 不可比，别放进同一列。看曲线别只看终点：25%→50% 看钩子，75%→100% 更多是版位和形式，6 秒 bumper 完播率高只是算术。完播也不等于可见——MRC 的门槛是 50% 像素连续 2 秒，播完也可能不达标，别单独拿它当注意力证据，要和 viewable impressions 一起看。Amazon 从未公布绝对及格线，只能用 benchmarks 报表里的 completionRateVideoAd 同行分位对标，且只到品类粒度。

关键数字

费率与规则以官方英文原文为准，保留原文：

Amazon's unified-reporting definition is complete views (video) divided by starts (video), with quartile and complete-view counts rewind-de-duplicated — a rewound ad is scored on the total percentage of unduplicated video viewed.
In Reporting v3, videoAdStart and videoAdCompletionRate appear only on Amazon DSP report types (dspCampaign, dspInventory, dspTech, dspGeo, dspAudience), while Sponsored Brands, Sponsored Display, Sponsored TV and the Sponsored Products video extension get only quartile view counts defined as impressions — no start or completion-rate column.
Amazon publishes no absolute VCR target; it ships only relative peer percentiles — completionRateVideoAd at P25/P50/P75 in the benchmarks reports (dspBenchmarks for Amazon DSP, crossProgramBenchmarks for sponsored ads), stated as available from January 1, 2025 and updating every 48 hours.

官方来源：Amazon Ads help - Engagement metrics (video completion rate and quartile definitions) · Amazon Ads API - Reporting v3 column reference · Amazon Ads API - Benchmarks reports (dspBenchmarks and crossProgramBenchmarks)