When advertising on Amazon, keyword match types allow you to fine-tune which customer search terms your ads are eligible to show against.

Sponsored Products also offer negative phrase and negative exact match types, which prevent ads from being triggered by a certain search term (word or phrase).



Match Types

EXACT

The customer's search term must EXACTLY match your keyword target (or be a plural) in order for your ad to appear.

PHRASE

The customer's search term must contain your keyword with terms in the same order (if there are multiple terms in target) but can have additional words before or after it.


BROAD

The customer's search term must contain all terms in your keyword (if there are multiple terms in target), but can be in any order, have other terms between them, or other terms at the start or end.

Note: Broad matches work differently for Sponsored Brand campaigns vs. Sponsored Product campaigns.
To learn more about how Broad match keywords bid on Search Terms in Sponsored Brand campaigns, click here.

Note: In addition to ignoring plurals, Amazon excludes the following words:

“the,” “of,” “when,” “and,” “if”


To get a better idea of which search terms fall under which match types, here's an example below using the keyword "coffee beans".

As you can see in the above example, some search terms can be bid on by all 3 match types for the same keyword. This allows for Phrase and Broad match keywords to continue to bid on successful search terms and to keep their bids up so that they can continue to find new keywords. If you would like to prevent this, you can do so by turning on Search Term Isolation.

Note: Broad matches work differently for Sponsored Brand campaigns vs. Sponsored Product campaigns.
To learn more about how Broad match bids on Search Terms in Sponsored Brand campaigns, click here.

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