Your keywords (word combinations and phrases) are used to match your ads with search terms that shoppers are using to find products.
You can also use negative keywords to prevent your ads from displaying when a customer's search terms match your negative keywords. Learn more about negative keywords
For Sponsored Products, Amazon matches your keywords to a customer's search terms to display ads for the products you advertise.
For Sponsored Brands, Amazon matches your keywords to a shopper’s search terms and displays the branded headline and advertised products in your campaign.