Comprehending Keyword Match Types within Amazon-Sponsored Products

Getting to know to keyword match types within Amazon-sponsored products is not that easy. What does each type mean? Here is a quick guide to help you understand these. Just read on. Let’s see one by one now.

Automatic Targeting:

This is the quickest, as well as the easiest route to have an advertising campaign started on Amazon. However, I’d say this is not the most prudent or profitable way.

To create these ads on Amazon is quite easy. You’ll have to just log in to Seller Central and visit the Advertising section. There, you will find Campaign Manager>Create campaign. Here, you can set your elements like:

  • Campaign budget
  • Duration
  • Targeting type

It’s to be understood here that Amazon will show your ad for any potential keyword it thinks your product is suitable for. No one is very sure about the data this is used by Amazon to display these ads. It could anything from:

  • Product listing
  • Organic keyword rankings
  • Data from similar products
  • Data from top-selling products

It’s common in Amazon marketplace to see a product being displayed with irrelevant products. For instance, if you run an Automatic targeting campaign for ‘Slicers’, you will also see the results for cutters, peelers, corers, wedges, grip handles, and so on.

The reason why we see a lot of obscure keywords in your ads is due to the marketplace’s proprietary algorithm. As you may see, the primary aim of Amazon is to pitch the broadest net possible for the purpose of finding as many relevant terms as possible so as to produce higher amounts of clicks.

It’s your advertising data that determines whether or not your ad is displayed. In simple terms, the number of impressions of your ad will decrease with time if the number of clicks is not increasing. This is being done by Amazon in order to maintain relevancy for its shoppers. A higher number of clicks would mean that your ad is highly relevant for the particular keyword. On the other hand, the ads with almost no clicks for a particular keyword would lose the competition and ultimately be taken out.

At this time, I’d like to remind you that there are sellers who have kissed success by running only the Automatic campaigns. The only disadvantage with this method is that as a seller you can’t get a clear picture with the data, keywords, or ad types. This is the reason why most of the sellers are going for manual targeting. Let’s see about it here:

Manual Targeting:

This method would take you more time, as well as research than the above method. On the other hand, it would present you with more prudent, data-driven, and more profitable ad campaign on Amazon. Firstly, it will take you some time to create. By logging to Seller Central, start creating a campaign as mentioned above. Now, select the targeting type at the bottom, which can be:

Exact Keyword Match:

This is the most specific type within the Amazon-sponsored products. Most often, this is thought to be targeting the exact search phrase that you enter. But, this is not the real case. It’s been found that Amazon includes a number of small variants of a keyword you are targeting. The closest variants are also included.

Let’s take the same example ‘Slicer’ here. The exact keyword targeting for this would include the plurals and prepositions to your keyword will also be reflected. As such, for the word slicer, it would also include the search terms like a slicer and slicers. In addition, it would include any possible misspellings and pronouns as well. In simple terms, this targeting would keep the phrase together with plurals, pronouns, prepositions, and misspellings as its differentiators.

Phrase Keyword Match:

This would pitch you a wider net when compared to the above strategy. However, this is not all encompassing. These campaigns should contain the keywords joined together in any form. For instance, let’s go for a two-word example, apple slicer. This phrase keyword would include other words like color, material, and so on when searched. The thing here is that the apple slicer is appearing somewhere in the targeted terms. Here again, the possible misspellings and/or prepositions will be included. These ad types are more helpful to the sellers because they will have their products shown up in a variety of searches.

Broad Match:

This is the broadest pitch you can make without an automatic targeting campaign. Here, the keyword phrase should contain the targeted words but not necessarily together. Any word can present anywhere in the search phrase.


I’m pretty sure that you have got a detailed picture about Amazon-sponsored products ad campaign work. Now, how about a step-by-step training with lots of examples and illustrations? It will be great, right? We have lots of training videos to show you, which are sure to make you the Sponsored Product Pro. The recently added Amazon PPC Course inside the Amz Trainer Workshop will do all the work. Just check our website here: