Match Type
How loosely Amazon matches a shopper's search to your keyword, broad, phrase or exact.
Why it matters
Match type is the main control over how much of the auction you are exposed to. Broad casts widest and is the cheapest way to discover new converting searches; exact is narrowest and is where you put budget once you know a term works.
In practice
The standard workflow is a funnel: broad and phrase campaigns discover, the search term report reveals what actually converted, winners graduate to exact campaigns with higher bids, and the discovery campaigns get those terms added as negatives so the two do not bid against each other.
That last step is the one most often skipped, and it is why so many accounts have campaigns quietly competing with themselves.
Related terms
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