Running successful Amazon advertising campaigns requires more than just setting a budget and choosing products. One of the most critical components is understanding how keyword match types in Amazon Ads work. Choosing the right match type helps you control when and where your ads appear, which directly impacts traffic, conversions, and ad spend efficiency.
In this guide, we’ll break down the different keyword match types in Amazon Ads, explain how each one works, and provide tips on when to use them for the best results.
What Are Keyword Match Types in Amazon Ads?
Keyword match types in Amazon Ads determine how closely a shopper’s search term must align with your chosen keyword for your ad to appear. They give you control over how broad or narrow your targeting will be.
The three primary match types are:
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Broad Match
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Phrase Match
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Exact Match
Each has unique advantages, limitations, and use cases depending on your campaign goals.
1. Broad Match
Definition:
With broad match, your ad will appear when a shopper’s search contains all or some of your keyword terms in any order. It may also include related variations such as synonyms, plurals, or close matches.
Example:
If your keyword is “running shoes”, your ad may show for:
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“best shoes for running”
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“buy jogging sneakers”
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“men’s athletic shoes”
Advantages:
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Reaches a larger audience
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Helps discover new keyword opportunities
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Useful for brand awareness campaigns
Disadvantages:
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Can waste ad spend on irrelevant searches
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Lower conversion rates compared to more precise match types
When to Use Broad Match:
Broad match works best for exploratory campaigns where you’re trying to uncover potential keywords and reach a wide audience. Pairing it with negative keywords helps filter out irrelevant traffic.
2. Phrase Match
Definition:
Phrase match allows your ad to show when a shopper’s query contains your exact keyword phrase in the correct order, but additional words can appear before or after it.
Example:
If your keyword is “running shoes”, your ad may show for:
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“cheap running shoes”
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“women’s running shoes on sale”
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“buy running shoes online”
But it won’t show for:
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“shoes for running”
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“sneakers jogging”
Advantages:
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More targeted than broad match
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Captures intent more accurately
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Reduces wasted spend compared to broad match
Disadvantages:
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Narrower reach than broad match
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May miss potential variations of the keyword
When to Use Phrase Match:
Phrase match is ideal for advertisers who want a balance between reach and precision. It’s especially effective when you already know what keyword phrases customers use to search for your products.
3. Exact Match
Definition:
Exact match shows your ad only when a shopper searches for your exact keyword or very close variations (like plural forms or misspellings).
Example:
If your keyword is “running shoes”, your ad may show for:
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“running shoes”
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“running shoe”
But it won’t show for:
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“best running shoes”
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“buy running shoes online”
Advantages:
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Highly targeted
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Best conversion rates
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Ensures ads only appear for highly relevant searches
Disadvantages:
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Smallest audience reach
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May limit traffic if used exclusively
When to Use Exact Match:
Exact match is perfect for campaigns focused on maximizing ROI. If you already know which keywords drive the most sales, exact match ensures your ads appear only for those highly relevant searches.
Why Choosing the Right Match Type Matters
Selecting the right keyword match type affects more than just visibility—it influences:
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Ad Spend Efficiency: Broad match may waste money on irrelevant clicks, while exact match ensures high relevance.
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Conversion Rates: The closer the keyword aligns with user intent, the higher the likelihood of conversions.
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Campaign Goals: Awareness campaigns may benefit from broad reach, while sales-driven campaigns thrive with exact match precision.
Pro Tips for Using Keyword Match Types in Amazon Ads
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Start Broad, Then Refine
Begin with broad match to gather data, then shift budget toward phrase and exact matches once you identify high-performing keywords. -
Use Negative Keywords
Prevent wasted spend by adding irrelevant terms as negative keywords. For example, if you sell premium running shoes, you can exclude “cheap” or “free.” -
Combine Match Types
Don’t rely on just one. Using a mix of match types ensures you balance reach and relevance. -
Analyze Search Term Reports
Regularly review Amazon’s search term reports to see what queries trigger your ads. Use these insights to refine targeting. -
Adjust Bids by Match Type
Typically, broad match keywords deserve lower bids due to lower precision, while exact match keywords can justify higher bids because they often convert better.
Final Thoughts
Understanding keyword match types in Amazon Ads is essential for building profitable ad campaigns. Broad match helps you discover new opportunities, phrase match strikes a balance between reach and accuracy, and exact match ensures you target only the most relevant searches.
By combining all three match types strategically, using negative keywords, and analyzing performance data, sellers can maximize ad spend, increase conversions, and scale their Amazon business effectively.
Also, you can learn more about Amazon Product Targeting here.