What is the difference between broad match, phrase match and exact?

We have a ton of questions coming in related to PPC (pay per click) and AMS (Amazon Sponsored products)

Today Quin will reply to a question about the differences in the match time when it comes to keywords.

Broad match = Contains all the words, may be in any order and may include other words. Ads may show on searches that include misspellings, synonyms, related searches, and other relevant variations

Phrase match = Contains all the words, in order, and may include other words before or after the phrase

Ads may show on searches that match a phrase or are close variations of that phrase, with additional words before or after. Ads won’t show, however, if a word is added to the middle of the phrase, or if words in the phrase are reordered in any way


Exact match = Contains only these words in this order or close variations, may also include  plurals


Quin prefers manual campaigns with  keywords highly related to the product and with long-tail keywords (keywords with more than 3 words)

This is the difference between broad match keywords, phrase match keywords and exact match keywords




Quin Amorim, Host of Amazon FBA Selling Online Podcast