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This article applies to selling in: United States

Match types

Match types allow you to fine-tune which search terms your ads are eligible to show against.

When choosing a match type, it's recommended that you start with broad match to capture the most information on where your ads perform the best. Then review either the keyword metrics in the campaign manager within the Keywords tab, or the targeting report (Sponsored Products) and keyword report (Sponsored Brands) to evaluate the performance of your keywords and match types. Once you've observed which keywords and search terms are performing best, you can change your bids or create a more concise group of keywords to optimize your campaigns and reach your goals. Learn more about performance metrics and reports

Note: Once the campaign is created, you won't be able to change match types. You can add keywords with different match types while a campaign is running.

Manual targeting match types

  • Broad match: This match type offers your ad broad traffic exposure. A search term will match if it contains all the keyword terms in any order. Broad match also includes the plural form of the keyword, related searches, and other variations that are close to the keyword.
    Note: For Sponsored Brands, you can add broad match modifiers to indicate words that must appear in the customer's search in order for your ad to run. Add a broad match modifier by adding a plus symbol "+" before the word.
  • Phrase match: The search term must contain the exact phrase or sequence of words. It is more restrictive than broad match and will generally result in more relevant placements for your ad. Phrase match also includes the plural form of the keyword.
  • Exact match: The search term must exactly match the keyword or sequence of words in order for the ad to show, and will also match close variations of the exact term. Exact match is the most restrictive match type, but can be more relevant to a search. Exact match also includes the plural form of the keyword.

Automatic targeting match types

  • Close match: We'll show your ad to shoppers who use search terms closely related to your products. If your product is "Doppler 400-count Cotton Sheets," we'll show an ad when shoppers use search terms like "cotton sheets" and "400-count sheets."
  • Loose match: We'll show your ad to shoppers who use search terms loosely related to your products. If your product is Doppler 400-count Cotton Sheets, we'll show an ad when shoppers use search terms like "bed sheets," "bath sheets," and "bath towels."
  • Substitutes: We'll show your ad to shoppers who view detail pages of products similar to yours. If your product is "Doppler 400-count Cotton Sheets", we'll show an ad on detail pages that include "300-count Cotton sheets" and "queen 400-count Sheets."
  • Complements: We'll show your ad to shoppers who view the detail pages of products that complement your product. If your product is "Doppler 400-count Cotton sheets," we'll show an ad on detail pages that include "queen quilt" and "feather pillows."
Note: Automatic targeting is only available for Sponsored Products. After you create a Sponsored Products campaign with automatic targeting, you can see the targeting options in the campaign manager and make changes to meet your campaign objectives. For example, you can increase your bid for one strategy versus another, or turn on or off a strategy all together.

Negative keyword match types

  • Negative phrase: Ads don't show on search queries that contain the complete phrase or close variations. There is a maximum limit of four words per negative keyword and 80 characters.
  • Negative exact: Ads don't show on search queries that contain the exact phrase or close variation. There is a maximum limit of ten words per negative keyword and 80 characters.
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