Broad match is the loosest keyword match type in Amazon Sponsored Products: your ad can show on any search that contains your keyword's words in any order, along with plurals, misspellings, synonyms and related terms. A broad keyword steel bottle can match searches such as bottle for gym steel or stainless flask. It gives the most reach and the least control.
In a manual keyword campaign every keyword carries a match type. With broad match, Amazon treats your keyword as a set of words and a topic rather than a fixed phrase. The search must relate to all of the keyword's words, but they can appear in any order, with other words around them, and Amazon may substitute close variants and related terms. Broad is the default match type when you add keywords in the console.
Worked example: you add steel water bottle as a broad keyword at ₹5. In two weeks it matches 90 different search terms, from steel water bottle for kids to insulated flask 1 litre, takes 400 clicks for ₹2,000, and returns 16 orders at ₹699. ACoS is ₹2,000 / ₹11,184 = 17.9%. The search term report shows that five of those 90 terms produced 12 of the 16 orders, which is the information broad match exists to find.
Flipkart PLA keyword campaigns offer phrase and exact keywords, so there is no broad option there; automatic targeting fills the discovery role instead. Blooprint's glossary on blooprint.in compares the three Amazon match types side by side.
It sits between an auto campaign and exact match. You choose the seed, so the reach is anchored to a topic you care about, but Amazon still finds the variants and long-tail phrasing shoppers use. For a product with many ways of being described, broad keywords surface terms a keyword tool would miss.
The price of that reach is waste. A broad keyword will match searches that share words with your product but not intent, and each of those clicks is charged. Without weekly negatives, a broad campaign drifts towards a high ACoS.
The middle match type: the phrase must appear in order.
Learn more →The tightest match type, for proven search terms.
Learn more →When to use each Amazon match type and how to bid them.
Learn more →Filter every keyword and target by ACoS, CVR and spend, then change bids in bulk on Amazon India.
Learn more →It is a keyword match type that lets your ad show on searches containing your keyword's words in any order, plus plurals, misspellings, synonyms and related terms. It gives the widest reach of the three match types.
Phrase match requires the keyword's words in the same order, with other words allowed before or after. Broad match allows any order and related terms, so it matches far more searches.
It is good for finding search terms and for reach at a low bid. It is poor for controlling spend on terms you already know convert; those belong in exact match.
Flipkart PLA keyword campaigns take phrase and exact keywords. Automatic targeting does the wide discovery that broad match does on Amazon.
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