运营者术语表

Views remarketing（浏览再营销）

Display（Ads API 里仍叫 Sponsored Display）的受众玩法：按 7/14/30/60/90 天回溯窗口，重新触达看过你详情页或同类商品的人，而 Amazon 文档写明的排除只固定覆盖近 30 天买过的顾客。

两个机制后台不会提醒你。第一，Amazon 文档里的排除窗口固定是 30 天，views 回溯却能选到 90 天，而 Amazon 并没有写明这个排除会跟着回溯一起放宽——你选 60 或 90 天的那一刻，31 到 90 天前买过的老客也被重新触达，复购单却记进了你当成“捞回弃购”来读的 campaign。第二，Display 只有在 vCPM 计费下才开启 view attribution，14 天的浏览归因混进同一批 Purchases、Sales、ROAS 里；虚高多少 Amazon 没有公布，只能自己测，别默认一个倍数。看 Amazon 单独拆出的 clicks 口径，要证明增量就用 holdout 或 AMC 增量测试，别用 ACOS。

关键数字

费率与规则以官方英文原文为准，保留原文：

Views remarketing lookback windows are 7, 14, 30, 60 or 90 days per the Ads API Sponsored Display audiences guide, while purchases remarketing adds 180 and 365.
Amazon documents the Audiences purchase exclusion as a flat 30-day window and does not document that window widening when you select a 60- or 90-day views lookback.
Amazon enables view attribution for Display only under vCPM billing, with a standard 14-day view lookback, so the same campaign on CPC reports click-attributed conversions only — click-only breakouts such as ROAS from clicks are labeled separately.

官方来源：Amazon Ads Support Center - Understand remarketing audience segments · Amazon Ads Support Center - Understand targeting in Display campaigns (30-day Audiences purchase exclusion) · Amazon Ads Support Center - Ad campaign attribution