What do the Match Types mean?
Amazon Ads supports seven different types of matching for adverts across your Keyword and Product Targeting campaigns to help you fine-tune your ad placement, depending on whether you intend your advertising to have a comprehensive or narrow focus.
Match Types for Manual Targeting
Manual targeting is avalable on Sponsored Brands and Sponsored Product campagins.
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 shopping queries, and other variations that are close to the keyword.
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.
Match Types for Auto Targeting
Automatic targeting is only available for Sponsored Products. Amazon will match your adverts to the search terms of shoppers using the following approaches.
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 product 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 product detail pages that include "queen quilt" and "feather pillows."