Amazon advertising has become one of the most competitive and effective ways for sellers to drive sales. But success doesn’t just depend on setting up campaigns—it depends on choosing the right keyword match type. Among the most debated options is exact vs broad match on Amazon, and knowing which one to choose can significantly impact your results.
In this article, we’ll explore the differences, benefits, and drawbacks of exact and broad match types, and help you decide which one can deliver better results for your business.
Understanding Amazon Keyword Match Types
Before diving into the debate of exact vs broad match on Amazon, let’s clarify what match types are. In Amazon PPC campaigns, match types determine how closely a shopper’s search term must match your keyword for your ad to appear.
Amazon offers three main types:
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Exact Match
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Phrase Match
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Broad Match
Phrase match sits in between, but for this article, we’ll focus on the two ends of the spectrum: exact and broad.
What Is Exact Match?
With exact match, your ad appears only when a customer searches for your exact keyword (or very close variations such as plural forms or misspellings).
Example:
If your keyword is “wireless headphones,” your ad will show only when someone types in “wireless headphones” or a very close variant.
Pros of Exact Match:
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Highly targeted traffic
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Better conversion rates
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Easier to control ad spend
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Strong insights into keyword performance
Cons of Exact Match:
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Lower reach (fewer impressions)
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Limited opportunities to discover new keyword variations
Exact match is best suited for sellers who know their most profitable keywords and want to maximize ROI.
What Is Broad Match?
With broad match, Amazon shows your ads for a wide variety of search terms that are related to your keyword, including synonyms, variations, and related products.
Example:
If your keyword is “wireless headphones,” your ad might show up for searches like “Bluetooth earbuds,” “headset for gaming,” or even “best headphones for running.”
Pros of Broad Match:
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Higher reach and impressions
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Helps discover new keyword opportunities
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Great for brand awareness and testing
Cons of Broad Match:
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Lower conversion rates
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Higher risk of wasted ad spend
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Less control over targeting
Broad match works well when you want to expand your reach, find untapped keyword opportunities, or introduce a new product to the market.
Exact vs Broad Match on Amazon: Key Differences
Now that we’ve defined both, let’s directly compare exact vs broad match on Amazon:
| Factor | Exact Match | Broad Match |
|---|---|---|
| Reach | Low | High |
| Traffic Quality | Very high | Mixed |
| Conversion Rate | Higher | Lower |
| Cost Control | Easy to manage | Harder, risk of overspending |
| Keyword Discovery | Limited | Excellent for discovering new terms |
| Best For | Maximizing ROI, scaling proven keywords | Expanding reach, testing new markets |
When to Use Exact Match
Choose exact match if:
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You already know which keywords drive sales.
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You want to maximize efficiency and ROI.
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You’re working with a smaller ad budget.
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Your goal is conversions over impressions.
For instance, a seller with an established product like “ergonomic office chair” can rely on exact match to capture ready-to-buy customers searching specifically for that item.
When to Use Broad Match
Opt for broad match if:
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You’re launching a new product and need visibility.
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You want to explore how customers search for related products.
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You’re testing new markets and keyword variations.
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Your goal is reach and awareness over efficiency.
For example, if you’re introducing a new type of supplement, broad match can reveal keywords customers use that you hadn’t considered.
Best Practices for Using Both
Instead of treating exact vs broad match on Amazon as an either/or choice, smart advertisers often combine both for maximum results.
1. Start Broad, Then Narrow Down
Use broad match campaigns early to collect keyword data. Identify high-performing search terms, then move them into exact match campaigns for tighter control.
2. Use Negative Keywords
With broad match, negative keywords are essential. Exclude irrelevant terms that waste your budget. For instance, if you sell premium headphones, exclude “cheap” or “free.”
3. Monitor and Adjust Frequently
Amazon PPC is not “set and forget.” Regularly check reports to see which match types and keywords are driving conversions. Adjust bids and strategies accordingly.
4. Balance ROI and Discovery
Think of broad match as your discovery tool and exact match as your profit driver. Balancing the two helps you grow steadily while protecting your budget.
So, Which Wins?
The real answer to exact vs broad match on Amazon: which wins? depends on your campaign goals.
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If your focus is profitability, efficiency, and conversions, exact match usually wins.
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If your focus is discovery, reach, and brand awareness, broad match is the better choice.
In most cases, the winning strategy is a hybrid approach—using broad match for exploration and exact match for scaling proven keywords.
Final Thoughts
Choosing between exact vs broad match on Amazon isn’t about picking a single winner—it’s about using both strategically. Exact match ensures precise targeting and high ROI, while broad match helps you uncover new opportunities and expand your reach.
By combining the two and continuously optimizing, you’ll not only control your budget but also unlock long-term growth on Amazon’s highly competitive marketplace.
Also, you can learn more about Amazon Ads here.