Understanding Keyword Match Types: Exact, Phrase & Broad

Below, you'll find a simple explanation of each match type, along with examples to help you understand how they work.

With exact match, your ad will only appear when the search query exactly matches your keyword — or is a close variation (such as plural forms or small typos). This gives you the highest level of control.

Even though it may not seem entirely intuitive at first glance, it is possible for an ad to be triggered in an Exact Match setting even if the search term does not match the keyword 100%. This behavior is intentionally designed by Amazon.

In Sponsored Products campaigns, “Exact Match” means that the search term is either identical to the keyword or a close variant. This includes, for example, plural forms, spelling mistakes, or terms with very similar meanings.

In Sponsored Brands campaigns, Amazon goes one step further: here, an ad can also be triggered if the search query has the same meaning or user intent as the keyword – even if the wording differs slightly.

An example from Amazon’s official documentation illustrates this clearly: the keyword “outside lights” can trigger an ad in an Exact Match setting even when the search query is “outdoor lights” – although the terms are not exactly the same, they carry the same meaning.