每次点击费用竞价
每次点击费用竞价是在买家点击您的广告时您愿意支付的每次点击费用。
您的每次点击费用可能实际上低于您的每次点击费用竞价。请记住，竞价绝对不要超过您愿意为单次点击支付的费用。对于商品推广，选择【动态竞价 - 提高和降低】竞价策略可能会导致某些竞价超出您的每次点击费用竞价。
手动定位
您的竞价是在买家点击广告组或广告活动中的广告时您愿意支付的每次点击费用。创建广告活动时，请选择可帮助您实现目标的竞价类型。
自定义竞价 – 让您能够将自定义竞价应用于关键词，或将自定义竞价大规模应用于一组关键词或商品定位。
建议竞价 – 使用亚马逊的竞价建议，这些建议是系统根据与您的广告类似的广告的一组最新胜出竞价计算得出的。对于刚接触亚马逊广告的广告主，建议使用此竞价类型。
默认竞价 – 让您能够将多个关键词关联到单个竞价值。更改竞价值会影响所有关联的关键词。为品牌推广广告活动添加关键词时，默认竞价不可用。
关键词级别设置的每次点击费用竞价优先级高于广告组或广告活动级别设置的默认每次点击费用竞价。要为现有广告活动中的特定关键词、分类或商品设置建议竞价，请选择包含该关键词的广告组或广告活动，然后选择关键词选项卡。在标为【竞价】的列中，输入您愿意为该关键词支付的最高每次点击费用。
自动定位
竞价是在买家点击广告组或广告活动中的广告时您愿意支付的每次点击费用。您可以选择【定位】选项卡来随时更改最高竞价。除非您为相关广告组或广告活动中的单个关键词、分类或商品设置了自定义竞价，否则此竞价将适用于所有点击。
亚马逊官网原文详情：
Cost-per-click bids
The cost-per-click bid is the cost per click you are willing to pay when shoppers click your ad.
Your cost per click may actually be lower than your cost-per-click bid. Remember, never bid more than you are willing to pay for a click. For Sponsored Products, selecting the Dynamic bids - up and down bidding strategy may cause some bids to exceed your cost-per-click bid.
Manual targeting
Your bid is the cost per click you are willing to pay when a shopper clicks an ad from the ad group or campaign. When you're creating a campaign, select a bid type that helps you meet your goals.
Custom bid – allows you to apply custom bids to keywords or apply a custom bid to a set of keywords or product targets at scale.
Suggested bid – use Amazon's bid recommendations that are calculated from a group of recent winning bids similar to yours. This bid type is recommended for advertisers who are new to advertising on Amazon.
Default bid – allows you to link multiple keywords to a single bid value. As you change the bid value it affects all linked keywords. Default bids is not available when adding keywords for Sponsored Brands campaigns.
Cost-per-click bids that are set at the keyword level take precedence over the default cost-per-click bid set at the ad group or campaign level. To set a suggested bid for a specific keyword, category, or product in an existing campaign, select the ad group or campaign that contains the keyword and select the Keywords tab. In the column labeled Bid enter the maximum cost-per-click you are willing to pay for that keyword.
Automatic targeting
The bid is the cost-per-click that you are willing to pay when a shopper clicks an ad from this ad group or campaign. You can change the maximum bid at any time by selecting the Targeting tab. This bid will apply to all clicks unless you set a customized bid for an individual keyword, category, or product in this ad group or campaign.
文章来源：亚马逊官方网站
