Amazon Sponsored Products has three keyword match types. Broad match shows your ad on searches containing your words in any order, plus synonyms and related terms. Phrase match needs your words in the same order, with other words allowed before or after. Exact match shows the ad only on your term and close variants such as plurals. Use broad and phrase to discover, exact to scale.
| Keyword: steel water bottle | Broad | Phrase | Exact |
|---|---|---|---|
| steel water bottle | Yes | Yes | Yes |
| steel water bottles | Yes | Yes | Yes (close variant) |
| steel water bottle 1 litre | Yes | Yes | No |
| water bottle steel | Yes | No | No |
| stainless flask for school | Possibly (related) | No | No |
| plastic water bottle | Possibly | No | No |
The matching rules are from Amazon's Sponsored Products help page on keyword match types. Blooprint's match types glossary entry has the short definitions; this page is about using them.
Search for Amazon match types and you will see broad match modifier. That is a Google Ads term, where a plus sign locked a word into broad match. Amazon never had it. On Amazon, broad match already requires every word of the keyword, or a close synonym, to appear in some form. If you want tighter control than broad, use phrase.
Exact match on a head term is where CPCs peak, because every seller in the category wants it, and where conversion is usually highest. Broad match reaches more searches at a lower average CPC but converts worse, because some of those searches are only loosely related. Phrase sits between. We have not found a published India breakdown of CPC by match type; your own campaign report, filtered by match type, is the benchmark.
That gap sets the bid order. Exact on proven terms can carry the highest bid because each click is most likely to convert; phrase should sit below it and broad below that. If broad keywords end up with higher CPCs than exact, the structure is upside down and the cheaper, less certain clicks are costing you the most.
Amazon's automatic targeting finds searches you would not have guessed.
A second discovery layer, bid lower than exact.
Terms that produced orders in auto or broad, bid at what they earned there.
Add each exact keyword as a negative exact in the broad and auto campaigns, so the exact campaign wins that search at your chosen bid instead of all three competing.
Move new winners to exact, negate the losers. Our search term report guide covers the loop.
BlooprintAI shows every Amazon India keyword with its match type, bid, CPC and ACoS in one table, so you can filter broad keywords above target ACoS, or exact keywords that are winning, and change bids on them in one action after a summary. It builds campaigns with any mix of match types from one CSV. It does not add negatives automatically; you choose them from the search term view.
Build Amazon SP, SB and SD campaigns from one CSV instead of one at a time in the console.
Learn more →Turn target ACoS, price and conversion rate into a starting bid in ₹.
Learn more →How to download it, read it and turn it into negatives and new keywords.
Learn more →Which to run first, how to harvest search terms and when to move them.
Learn more →Broad, phrase and exact. Broad matches your words in any order plus related terms, phrase needs them in order, exact matches the term and close variants only.
None on its own. Use auto and broad to discover search terms, then exact to bid precisely on the ones that convert. Most profitable accounts run all three.
No. That is a Google Ads feature. On Amazon, broad match already needs all your words or close synonyms, and phrase gives tighter control.
Yes. Amazon's exact match covers close variants such as plurals and common misspellings of the term, but not added words.
Negative exact blocks one search term. Negative phrase blocks every search that contains the phrase. There is no negative broad on Amazon.
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