nounDefinition
Exact Match(Exact Match)isAmazon AdvertisingKeyword Matchingtypeone of, Only whenbuyerSearch TermsandKeywordexactly match triggersAdvertising.rollup to, buttraffictorelativelyfew.
Matching Rules
Exact Matchtriggerssituation:
- buyerSearch TermsandKeywordexactly match(case-insensitive)
- buyerSearch TermsandKeywordsame order
- Includes common spellingVariationsand synonyms(auto-detected by Amazon)
Example:
Keyword: "wireless headphones"
Match Search: "wireless headphones", "Wireless Headphones"
No Match: "bluetooth wireless headphones", "wireless earbuds"
- buyerSearch TermsandKeywordexactly match(case-insensitive)
- buyerSearch TermsandKeywordsame order
- Includes common spellingVariationsand synonyms(auto-detected by Amazon)
Example:
Keyword: "wireless headphones"
Match Search: "wireless headphones", "Wireless Headphones"
No Match: "bluetooth wireless headphones", "wireless earbuds"
Match Type Comparison
| Match Types | Traffic Volume | Precision | applicable scenarios |
|---|---|---|---|
| Exact Match | small | high | highconversionKeyword, Brand |
| Phrase Match | in | in | coreLong-tail Keywords |
| Broad Match | large | low | testnewKeyword |
Exampleanalysis
Example: Exact MatchprotectBrand
a certainBrand"SoundPro"useExact MatchprotectBrandKeyword:
- Keyword: "soundpro headphones"
- Match Types: Exact Match
- Bid: $2.00
Performance Data:
- exposure: 5,000times/week
- click: 150times/week
- CTR: 3.0%
- order: 30/week
- ACoS: 25%
Advantages:
- avoidBrandtrafficbyatnotrelatedsearchabove
- Ensure Brand Search Terms traffic converts precisely
- reduceACoS, improveAd Efficiency
a certainBrand"SoundPro"useExact MatchprotectBrandKeyword:
- Keyword: "soundpro headphones"
- Match Types: Exact Match
- Bid: $2.00
Performance Data:
- exposure: 5,000times/week
- click: 150times/week
- CTR: 3.0%
- order: 30/week
- ACoS: 25%
Advantages:
- avoidBrandtrafficbyatnotrelatedsearchabove
- Ensure Brand Search Terms traffic converts precisely
- reduceACoS, improveAd Efficiency
Policy Sources
Amazon officialhelpdocument: Keyword match types
sidepageDetailed DescriptionthreetypesKeyword MatchingtypeRulesandapplicable scenarios.
sidepageDetailed DescriptionthreetypesKeyword MatchingtypeRulesandapplicable scenarios.
Operation Tips
RecommendationstohighconversioncoreKeywordandBranduseExact Match, ensureAdvertisingenterobtainup toreward.meanwhilecooperateNegative Keywords, enteronenotrelatedtraffic.