Amazon CPM Ads FAQs


Top FAQs

What is Amazon CPM Ads?
What does CPM stand for?
Who is eligible to participate in Amazon CPM Ads?
When should I use Amazon CPM Ads and when should I use Associates products such as Banners, Widgets, and Product Display Links?
How does Amazon CPM Ads differ from Associates Banners, Widgets, and Product links?
Can I show ads from Amazon CPM Ads if I currently don’t use display advertising banners on my site?
Can I show Amazon CPM Ads ads on https (secure) pages?
Where can I display ads from Amazon CPM Ads?
Will I need to redesign my website to participate?
What is a site list and how will you use it?
Should I submit a list of all the pages where I plan to show ads from Amazon CPM Ads?
What types of advertisers will I see on my site?
Can I control which advertisers or product ads show on my site?
What size ads are available with Amazon CPM Ads?
My site has been blocked from Amazon CPM Ads. What can I do?

Getting Started

How do I get started?
What is an ad unit?
Can I use an ad code on more than one page of my site?
How do I edit ad code variables such as “target CPM”, passback ad code, ad unit name, or ad size?
Why should I declare the websites in my site list that are directed primarily at kids under 13?
I run a general audience website, not a child-directed website. Can I show Amazon CPM Ads to all of my users?

Earnings

How much can I earn with Amazon CPM Ads?
What can I do to increase my earnings from Amazon CPM Ads?

"Target CPM"

What is "target CPM?"
How do I calculate my “target CPM”?
Do I receive a CPM at or above my “target CPM” for every ad request that Amazon fills?
Can I be paid more than the “target CPM”?
If I specify a target CPM of zero, will Amazon CPM Ads show an ad for every impression?

Passback

What is a passback or passback ad code?
What if I don’t have a passback?
Why am I not seeing an ad even though I have integrated the Amazon CPM Ads ad code?

Payments

How will I be paid?
Will I get paid for every ad impression?
Will my Amazon CPM Ads earnings payment be combined with my other Associates program earnings?

Reporting

How can I track my earnings and other metrics?
What time zone do you use for reports?
Can I access my reports through an API?
Why do the metrics on Associates Central differ from my website analytics tool?
Why do my CPM earnings not match my target CPM?
Why is my payment amount for CPM Ads lower than earnings reported in Associates Central?
Why is an ad unit name showing up as "UNKNOWN" or only partially displayed in the reports?

Top FAQs

What is Amazon CPM Ads?
Amazon CPM Ads is a display advertising program that enables you to show ads from Amazon and other premium advertisers on your web site(s). You will be paid on a cost per thousand impressions (CPM) basis for each ad impression served.

What does CPM mean?
CPM is short for Cost per thousand ("mille"). This is the price advertisers pay for every 1000 impressions of their advertisement served and the amount publishers get paid for every 1000 impressions they show on their website. This is a standard pricing model for online advertising. Unlike Cost per click (CPC) or Cost per Action (CPA) models where users have to take an action for you to earn revenue, CPM pricing models enable you to earn revenues without requiring any action on the part of visitors to your site.

Who is eligible to participate in Amazon CPM Ads?
Amazon CPM Ads is available by invitation to select US Associates. Eligible Associates must comply with the terms of the Associates Program Operating Agreement. If you have not been invited yet, stay tuned for more details as we expand the program.

When should I use Amazon CPM Ads and when should I use Associates products such as Banners, Widgets, and Product Display Links?
It is best to use Amazon CPM Ads where you already serve display ads from other ad networks or sponsors. We recommend using Banners, Widgets, and Product Display Links to promote Amazon-specific products, events, and special bounty offerings on your site that are relevant to your users. You may find these ad units useful as a complement to your other display advertising placements.

How does Amazon CPM Ads differ from Associates Banners, Widgets, and Product links?
Amazon CPM Ads offers the following benefits:
  • Cost-per-thousand impression monetization that gives you the opportunity to earn revenue from every impression.
  • Display ads from Amazon and other premium advertisers.
  • Set your target CPM and you will earn a monthly CPM that is guaranteed to be at or above your target for the ad impressions we fill. Any unsold impressions will be sent to your existing ad network via the passback feature.
  • You only need to integrate the ad code for Amazon CPM Ads once. Ads are automatically updated to stay fresh and relevant to your users.
Can I show ads from Amazon CPM Ads if I currently don’t use display advertising banners on my site?
Yes. If you are currently not using display advertising, you can show ads from Amazon CPM Ads by
  1. Integrating our ad code onto your website, and
  2. Setting up the Associates banner ad code as the passback. To get the Associates banner ad code, go to the Banner Links page and copy the appropriate ad code (use the iframe version). Your Associate banner earnings will be reported on the Earnings Report.
Can I show Amazon CPM Ads ads on https (secure) pages?
Yes. Amazon CPM Ads supports ad serving on https (secure) pages. Make sure you use a passback ad code that is https compliant.

Where can I display ads from Amazon CPM Ads?
You can display Amazon CPM Ads on sites that you own or operate.

Will I need to redesign my website to participate?
No. Amazon CPM Ads serves ads to the following 4 standard IAB ad unit sizes: 728x90, 160x600, 300x250, and 300x600.

What is a site list and how will you use it?
A site list is a list of the websites where you will show ads from Amazon CPM Ads. Amazon uses this list to manage publisher quality. You can include up to 50 websites in your site list. Amazon CPM Ads will only serve ads to websites that are part of the site list.

Should I submit a list of all the pages where I plan to show ads from Amazon CPM Ads?
No. You only need to provide the top-level domain for each website. All sub-pages from a domain will be eligible to show ads.
  • Example 1: if you own or operate a website www.johndoesrecipes.com and you want to show an ad on the recipes page with the URL www.johndoesrecipes.com/recipes.html, you should enter johndoesrecipes.com in the site list.
  • Example 2: If you own or operate mysite.blogspot.com and you want to show ads on the home page with the URL mysite.blogspot.com/home.html, you should enter mysite.blogspot.com in the site list.
You do not need to enter http or www in the site list box.

What types of advertisers will I see on my site?
You will see ads from Amazon and other premium advertisers.

Can I control which advertisers or product ads show on my site?
We strive to serve high-quality ads that are relevant for your users. At this time, you cannot specify which advertisers or products will show on your site.

What size ads are available with Amazon CPM Ads?
We support 4 standard IAB ad unit sizes: 728x90, 160x600, 300x250, and 300x600.

My site has been blocked from Amazon CPM Ads. What can I do?
We reserve the right to block any website from Amazon CPM Ads that does not comply with the Associates Program Operating Agreement. If you have questions, please contact us.

Getting Started

How do I get started?
There are 3 easy steps you need to complete to get started with Amazon CPM Ads:
  1. Create a site list
  2. Create your Amazon CPM Ads ad code
  3. Copy and paste the Amazon CPM Ads ad code onto your website or your ad server
Refer to the Getting Started Guide for more detail.

What is an ad unit?
A set of one or more ads displayed as a result of the same Amazon CPM Ads ad code. Each ad unit, by definition, has one target CPM and one passback ad code.

Can I use an ad code on more than one page of my site?
Yes, you can use the same ad code on multiple pages of your site. Keep in mind, however, that we provide reporting at the ad unit level. “Ad unit” refers to all the ads that are displayed as a result of a particular ad code we provide you. Using the same ad code in multiple ad slots will result in the target CPM rate being calculated across all of the ad slots on which you use the ad code and will limit your ability to evaluate ad performance on an ad slot-by-ad slot basis.

How do I edit my ad code variables such as target CPM, passback ad code, ad unit name, or ad size?
You can edit your target CPM and passback ad code from the Amazon CPM Ads Home Page. If you want to change an existing ad unit’s name or ad size, you must create a new Amazon CPM Ads ad code with the desired name and ad size. You are not permitted to directly edit any part of the Amazon CPM Ads ad code. If you do so, you will be violating the Associates Program Operating Agreement and you will not get paid for impressions served as a result of a modified ad code.

Why should I declare the websites in my site list that are directed primarily at kids under 13?
Websites that are directed primarily at kids under 13 are not eligible to participate in the Associates program, including Amazon CPM Ads. This is because of restrictions on advertising found in the Children’s Online Privacy Protection Act (COPPA) and in related regulations. If you are uncertain whether a site is directed primarily at kids under 13 (as defined by COPPA), please refer to the FTC guidance on COPPA, which can be found here.

I run a general audience website, not a child-directed website. Can I show Amazon CPM Ads to all of my users?
You may not show Amazon CPM Ads to users you know are under 13, even on a website that is not child-directed. For example, if you ask a user for their age and they indicate they are under 13, you may not show an Amazon CPM Ad to them. This is because of restrictions on advertising found in COPPA and in related regulations. If you are uncertain about how COPPA applies to you, please refer to the FTC guidance on COPPA, which can be found here.

Earnings

How much can I earn with Amazon CPM Ads?
Website specific performance can vary due to many factors such as your number of ads, ad location, target CPM, site content, audience make up, and relevance of the advertising campaigns to your users. We encourage you to try our program to gauge the performance for your website.

What can I do to increase my earnings?
You can maximize your earnings by placing Amazon CPM Ads on each web page of your website. You are allowed up to three ads per webpage (per the terms of the Associates Program Operating Agreement) from Amazon CPM Ads. You can further optimize each ad unit’s performance by:
  • Placing your ads in clear view for your users. For example, above-the-fold ad units have greater visibility
  • Lower your target CPM. The lower your target CPM, the more likely our network will be able to serve ads on your inventory. Balance of more content and less ads
  • Provide useful, engaging, and original content
If you are integrating Amazon CPM Ads through an ad server, in addition to the above actions, you can also
  • Increase the priority of the Amazon line in your ad server to the highest level possible.
  • Remove frequency caps set in your ad server on Amazon CPM Ads lines. We will set that on our end.

Target CPM

What is "target CPM?"
“Target CPM” is a guaranteed minimum average CPM rate, calculated on a monthly basis for each ad unit.

How do I calculate my target CPM?
We recommend setting your target CPM to the average ad slot CPM you receive from your other ad networks. You can find your average CPM by running an "ad unit" (or "ad slot" or “ad space”) report from your ad network. If you don’t know your specific ad unit CPM, we suggest you set the value to the lowest value you are comfortable. You can even set your target CPM to $0.00 to increase your fill rate.

NOTE: Some ad networks report on RPM (revenue per thousand page views). RPM is the cumulative earnings for all ad units on the page from that ad network. If you have more than one ad unit on a page from the same ad network, you should divide your average RPM value by the number of ad units to arrive at your eCPM. Check your ad network’s glossary to make sure you are using the right RPM definition. For step-by-step instructions on how to set your target CPM, refer to the “Estimate target CPM from your passback provider reports” section within the Getting Started Guide.

Do I receive a CPM at or above my target CPM for every ad request that Amazon fills?
No. Amazon CPM Ads will fill your ad requests at a range of CPMs above and below your “target CPM” for each ad unit. However, you are guaranteed to receive an aggregate monthly CPM that is at or above your “target CPM” for that ad unit.

Can I be paid more than the target CPM?
The “target CPM” is a guaranteed minimum average CPM rate, calculated on a monthly basis for each ad unit. The CPM actually paid can exceed the target CPM depending on how advertisers value your impressions.

If I specify a target CPM of zero, will Amazon CPM Ads show an ad for every impression?
Not necessarily. CPM is not the only factor that determines whether or not Amazon serves an ad. One example of other criteria is relevance of an ad to your users.

Passback

What is a passback or passback ad code?
There are instances when we may not have a relevant ad for your user. In such cases, we recommend that you “passback” the ad request to an existing ad network to maximize your yield. In order to “passback” an ad request to another provider, you need to provide their ad code so that they can serve an ad. This is called the “passback” ad code. Some options that can serve as “passback” are: an Associates banner ad code, another ad network’s ad code, or ad code to a standard graphical ad unit that is stored on your ad server.

What if I do not have a passback?
A passback ad code is a prerequisite to use Amazon CPM Ads. We recommend using a passback ad code from your existing display ad network or an Associates banner to maximize your yield from each display ad unit. Refer to the Getting Started Guide for instructions on using Associate banner as a passback. If you do not have a passback ad, your users will see white space in instances when we do not have an ad for you.

Why am I not seeing an ad even though I have integrated the Amazon CPM Ads ad code?
Test your Amazon CPM Ads ad code using debug mode. Refer to the Getting Started Guide for more detail.

Payments

How will I be paid?
Subject to tax withholding requirements that are applicable to you, you will be paid for ads served from Amazon CPM Ads via the same payment method you have selected in your Associates profile. For all other payments related questions, please refer to the Payments FAQ.

Will I get paid for every ad impression?
You will be paid for every ad impression we serve, other than impressions in violation of the Associates Program Operating Agreement, low quality impressions, or impressions where the ad code was modified. You are not permitted to modify the Amazon CPM Ads ad code. You will not get paid for impressions served as a result of a modified ad code.

Will my Amazon CPM Ads earnings payment be combined with my other Associates program earnings?
No. You will be issued two separate payments – one for Amazon CPM Ads earnings and one for all other Associates program earnings.
For all other payments related FAQs, please refer to the Payments FAQ.

Reporting

How can I track my earnings and other metrics?
We offer current-day estimates from the Amazon CPM Ads Home Page on Associates Central. We report on ad requests, impressions, fill rate, and CPM by ad unit/size on a daily basis.

What time zone do you use for reports?
The time zone for reports is Pacific Standard Time (PST).

Can I access my reports through an API?
There is no API available at this time. Our reports are currently accessible through the Associates Central website. You can download a CSV file with daily performance data (ad requests, impressions, fill rate, CPM, and earnings by ad unit/size).

Why do the metrics on Associates Central differ from my website analytics tool?
The methodologies, tools, and time frames to compute website metrics vary among website analytics providers. As a result, it is not uncommon for metrics to vary among different sources.

Why do my CPM earnings not match my target CPM?
We deliver ad impressions with a range of CPMs, some lower and some higher than the target CPM. We do this to maximize the number of ads we deliver while meeting or exceeding your target CPM on a monthly basis.

Why is my payment amount for CPM Ads lower than earnings reported in Associates Central?
We do not pay advertising fees for impressions in violation of the Associates Program Operating Agreement, low quality impressions, or impressions where the ad code was modified. You are not permitted to modify the Amazon CPM Ads ad code. You will not get paid for impressions served as a result of a modified ad code. The current-day estimates reported in Associates Central are not reduced to account for these unpaid impressions.

Why is an ad unit name showing up as "UNKNOWN" or only partially displayed in the reports?
We support ASCII characters only and recommend using letters (Aa to Zz) and numbers (0 to 9).