- Fixed price
- Open auction
- Private auction
- Speed: decisions made within nanoseconds
- Customization: adjust levers as needed
- Granularity: every impression is evaluated
- Amazon does not offer automatic optimization
- When reviewing a campaign’s performance toward an awareness goal.
- When reviewing a campaign’s performance toward a purchase goal.
- When reviewing a campaign’s performance toward a consideration goal.
- An advertiser never needs to review brand halo metrics.
- Private marketplaces (PMPs)
- Amazon O&O properties
- Third-party exchanges
- Amazon Publisher Services (APS)
- Programmatic advertising
- Direct advertising
- Advertiser A wins and pays $1.04
- Advertiser C wins and pays $1.11
- Advertiser C wins and pays $1.05
- Advertiser B wins and pays $1.11
- The line item is achieving its performance goal but has potential to perform better.
- The line item is spending its budget at an optimal pace.
- The line item is not achieving its desired KPI or goal.
- The line item is not spending enough of the allocated budget.
- Review
- Setup
- Optimize
- Report
- Advertiser B wins and pays $1.19
- Advertiser C wins and pays $1.19
- Advertiser C wins and pays $1.15
- Advertiser B wins and pays $1.14