Amazon search rules mainly include factors such as keyword matching, ad bidding ranking, ad display position, ad-product relevance, and anti-cheating and user experience protection rules, such as restricting prohibited items and marketing behaviors.

In terms of fees, advertisers need to pay according to the number of clicks or impressions. The unit price of the advertisement is determined by the joint bidding of the advertiser and other advertising competitors. The price is calculated and updated in real time every time the auction is participated.

Generally speaking, advertisers need to set a daily budget for their ads and choose a suitable bidding strategy for specific ad positions to ensure a balance between advertising effect and return on investment.