Phrase match is the middle keyword match type in Amazon and Flipkart ads: your ad shows when a shopper's search contains your keyword as a phrase, words in the same order, with other words allowed before or after it. The phrase keyword yoga mat matches yoga mat for women and thick yoga mat, but not mat for yoga.
Amazon looks for your keyword's words as an ordered phrase inside the shopper's search. Words may be added on either side, and Amazon allows close variants such as plurals and common misspellings, but the core phrase has to stay in order. That makes phrase match tighter than broad match, which allows any order and related terms, and looser than exact match, which allows almost nothing extra.
Worked example: the phrase keyword yoga mat at ₹7 matches 40 search terms in two weeks, including yoga mat 6mm, yoga mat for women and anti slip yoga mat. It takes 250 clicks for ₹1,750 and returns 18 orders at ₹799, an ACoS of ₹1,750 / ₹14,382 = 12.2%. The search term report shows yoga mat cover taking 30 clicks with no order: a phrase keyword cannot stop extra words, so that term needs a negative.
Flipkart PLA keyword campaigns accept phrase and exact keywords with the same logic, so a phrase keyword there is the widest option you get.
It keeps the intent of the phrase while still catching the long tail. Shoppers add sizes, colours, genders and use cases to a core product phrase, and phrase match collects all of those without you listing each one. For most products it is the best balance of reach and relevance, and it is often where the most profitable new exact keywords are found.
The limit is word order and modifiers. Phrase match will happily match yoga mat bag, which is a different product, so the negatives list matters as much as the keyword list.
The widest match type, for reach and research.
Learn more →Blocking every search that contains a given phrase.
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 means the ad shows only when the search contains your keyword's words in the same order. Extra words before or after are allowed, so yoga mat matches thick yoga mat but not mat for yoga.
Phrase match allows extra words around the phrase. Exact match allows only the keyword itself and close variants, so it reaches fewer searches with tighter control.
Yes. Flipkart PLA keyword campaigns take phrase and exact keywords, and let you exclude keywords to stop irrelevant matches.
Add the unwanted modifiers as negative phrase keywords, for example cover or bag, or add the exact unwanted search terms as negative exact.
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