Loose match is the auto campaign targeting group in Amazon Sponsored Products that shows your ad on shopper searches only loosely related to your product, such as kitchen items for a mixer jar. It reaches the widest audience of the four groups, finds search terms you would never think of, and usually has the lowest conversion rate, so it needs the lowest bid.
Amazon matches the words in your listing against shopper searches and puts the near matches in close match and the distant ones in loose match. For a mixer grinder jar, loose match might cover kitchen appliances, grinder, small appliances for home and juicer jar. Some of these are useful, most are not, and the only way to find out is to let it run and read the search term report.
Worked example: with loose match bid at ₹4, the group takes 150 clicks in a week for ₹600 and returns 2 orders at ₹599, an ACoS of ₹600 / ₹1,198 = 50%. The close match group in the same campaign runs at 13%. That does not make loose match worthless: inside those 150 clicks the search term report might show that juicer jar 1 litre produced both orders, which is a keyword to harvest.
The group is set and adjusted in the targeting tab of the auto campaign, and it can be paused on its own without touching the others.
It is where shopper language surprises you. Sellers describe products in their own words; shoppers search in theirs, and loose match is the group most likely to reveal the gap. A term harvested from loose match can become a profitable exact keyword nobody else is bidding on.
It is also where auto campaigns waste money. Because the searches are only broadly related, the click-through and conversion rates are low, and a bid that is fine for close match buys a stream of clicks here that never turn into orders. Sellers asking why an auto campaign spends on irrelevant searches are usually looking at loose match.
The tightly related search group that converts best.
Learn more →Moving converting search terms into their own keywords.
Learn more →Find search terms with spend and no orders, review them, and upload negatives in bulk.
Learn more →Filter every keyword and target by ACoS, CVR and spend, then change bids in bulk on Amazon India.
Learn more →It is the auto campaign targeting group for shopper searches that are only broadly related to your product. Amazon builds it from your listing content, and it reaches wider than close match at a lower conversion rate.
Pause it if it has spent several weeks without profitable orders and the account already has enough keywords. Otherwise keep it at a low bid as a source of new search terms.
Because the searches it matches are far from the product, so few clicks convert. A high ACoS in loose match is normal; the fix is a lower bid and negatives, not a higher bid.
No. Loose match is a group inside an auto campaign with no keywords. Broad match is a keyword match type you choose in a manual campaign. Both reach widely, but only broad match lets you pick the seed term.
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