{"id":664174,"date":"2025-04-21T15:55:17","date_gmt":"2025-04-21T12:55:17","guid":{"rendered":"https:\/\/en.buradabiliyorum.com\/amazon-advertising-match-types-what-you-need-to-know\/"},"modified":"2025-04-21T15:55:17","modified_gmt":"2025-04-21T12:55:17","slug":"amazon-advertising-match-types-what-you-need-to-know","status":"publish","type":"post","link":"https:\/\/buradabiliyorum.com\/en\/amazon-advertising-match-types-what-you-need-to-know\/","title":{"rendered":"Amazon advertising match types: What you need to know"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_84 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6a2bfea806114\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #dd3333;color:#dd3333\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #dd3333;color:#dd3333\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6a2bfea806114\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/buradabiliyorum.com\/en\/amazon-advertising-match-types-what-you-need-to-know\/#Learn_how_Amazon_ads_match_types_shape_your_ad_success_%E2%80%93_and_how_to_use_them_to_cut_waste_boost_rankings_and_drive_real_results\" >Learn how Amazon ads match types shape your ad success \u2013 and how to use them to cut waste, boost rankings, and drive real results.<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/buradabiliyorum.com\/en\/amazon-advertising-match-types-what-you-need-to-know\/#Match_types_on_Amazon\" >Match types on Amazon\u00a0<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/buradabiliyorum.com\/en\/amazon-advertising-match-types-what-you-need-to-know\/#Automatic_match_types_Understanding_the_basics\" >Automatic match types: Understanding the basics\u00a0<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/buradabiliyorum.com\/en\/amazon-advertising-match-types-what-you-need-to-know\/#Manual_match_types_Taking_control\" >Manual match types: Taking control\u00a0<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/buradabiliyorum.com\/en\/amazon-advertising-match-types-what-you-need-to-know\/#Exact_match\" >Exact match\u00a0<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/buradabiliyorum.com\/en\/amazon-advertising-match-types-what-you-need-to-know\/#Phrase_match\" >Phrase match\u00a0<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/buradabiliyorum.com\/en\/amazon-advertising-match-types-what-you-need-to-know\/#Broad_match\" >Broad match\u00a0<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/buradabiliyorum.com\/en\/amazon-advertising-match-types-what-you-need-to-know\/#Negative_match_types_The_unsung_heroes\" >Negative match types: The unsung heroes\u00a0<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/buradabiliyorum.com\/en\/amazon-advertising-match-types-what-you-need-to-know\/#Targeting_vs_match_types\" >Targeting vs. match types\u00a0<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/buradabiliyorum.com\/en\/amazon-advertising-match-types-what-you-need-to-know\/#Strategy_Testing_all_match_types\" >Strategy: Testing all match types\u00a0<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/buradabiliyorum.com\/en\/amazon-advertising-match-types-what-you-need-to-know\/#Setting_up_your_campaign_structure\" >Setting up your campaign structure\u00a0<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/buradabiliyorum.com\/en\/amazon-advertising-match-types-what-you-need-to-know\/#Final_thoughts\" >Final thoughts\u00a0<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"subhead\" itemprop=\"alternativeHeadline\"><span class=\"ez-toc-section\" id=\"Learn_how_Amazon_ads_match_types_shape_your_ad_success_%E2%80%93_and_how_to_use_them_to_cut_waste_boost_rankings_and_drive_real_results\"><\/span>Learn how Amazon ads match types shape your ad success \u2013 and how to use them to cut waste, boost rankings, and drive real results.<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><\/p>\n<div class=\"bialty-container\">\n<p>Advertising on Amazon is getting more complex, with an ever-growing list of targeting options.\u00a0<\/p>\n<p>At the core of it all? Match types.\u00a0<\/p>\n<p>Understanding how they work is essential to making your ad spend count.<\/p>\n<p>Unlike other ecommerce platforms, Amazon ads directly impact your organic ranking \u2013 so campaigns aren\u2019t just about sales; they\u2019re about momentum.\u00a0<\/p>\n<p>Whether you\u2019re driving incremental sales or defending your brand in search, knowing how to structure campaigns around match types can make or break performance.<\/p>\n<p>For brand defense, branded keywords are critical \u2013 but they should live in their own campaigns to keep management clean and projections accurate.<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-match-types-on-amazon-nbsp\"><span class=\"ez-toc-section\" id=\"Match_types_on_Amazon\"><\/span>Match types on Amazon\u00a0<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/advertising.amazon.com\/help\/GHTRFDZRJPW6764R\" target=\"_blank\" rel=\"noopener\">Match types<\/a> determine when your ads <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/download-scripts-themes-apps\/\" data-internallinksmanager029f6b8e52c=\"9\" title=\"Download Scripts &amp; Themes &amp; Apps\" target=\"_blank\" rel=\"noopener\">app<\/a>ear.\u00a0<\/p>\n<p>On Amazon, the most commonly used match types are search-related, since one of the core goals of advertising is to drive sales through relevant keywords and, ultimately, improve organic ranking for specific phrases.<\/p>\n<p>Amazon has recently introduced new ad types that allow targeting by audience, browsing history, purchase history, and product categories.<\/p>\n<p>There is no single \u201cbest\u201d match type.\u00a0<\/p>\n<p>It\u2019s essential to test multiple options to determine what works best for your specific product and category.\u00a0<\/p>\n<p>The better you understand match types, the more effectively you can structure campaigns and manage ad spend.<\/p>\n<p>Amazon offers two primary campaign types for sponsored products:\u00a0<\/p>\n<ul class=\"wp-block-list\">\n<li>Automatic.<\/li>\n<li>Manual.<\/li>\n<\/ul>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img fetchpriority=\"high\" decoding=\"async\" width=\"741\" height=\"682\" alt=\"Amazon Ads - Keyword targeting\" class=\"wp-image-454408\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/04\/Amazon-Ads-Keyword-targeting.png.webp 741w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/04\/Amazon-Ads-Keyword-targeting-367x338.png.webp 367w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/04\/Amazon-Ads-Keyword-targeting-652x600.png.webp 652w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/04\/Amazon-Ads-Keyword-targeting-123x113.png.webp 123w\" data-lazy-sizes=\"(max-width: 741px) 100vw, 741px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/04\/Amazon-Ads-Keyword-targeting.png.webp\"><img fetchpriority=\"high\" decoding=\"async\" width=\"741\" height=\"682\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/04\/Amazon-Ads-Keyword-targeting.png.webp\" alt=\"Amazon Ads - Keyword targeting\" class=\"wp-image-454408\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/04\/Amazon-Ads-Keyword-targeting.png.webp 741w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/04\/Amazon-Ads-Keyword-targeting-367x338.png.webp 367w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/04\/Amazon-Ads-Keyword-targeting-652x600.png.webp 652w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/04\/Amazon-Ads-Keyword-targeting-123x113.png.webp 123w\" sizes=\"(max-width: 741px) 100vw, 741px\"><\/figure>\n<\/div>\n<h2 class=\"wp-block-heading\" id=\"h-automatic-match-types-understanding-the-basics-nbsp\"><span class=\"ez-toc-section\" id=\"Automatic_match_types_Understanding_the_basics\"><\/span>Automatic match types: Understanding the basics\u00a0<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Automatic campaigns on Amazon are available only with sponsored products and include four sub-match types:<\/p>\n<ul class=\"wp-block-list\">\n<li><strong>Close match<\/strong>: Displays your ads for search terms closely related to your product.<\/li>\n<li><strong>Loose match<\/strong>: Shows your ads for search terms loosely related to your product.<\/li>\n<li><strong>Complements<\/strong>: Displays ads for products related to yours (e.g., shoelaces for shoes).<\/li>\n<li><strong>Substitutes<\/strong>: Shows your ads for products similar to yours that shoppers might choose instead.<\/li>\n<\/ul>\n<p>For beginners, focus on close match and substitutes, as they typically yield better conversion rates.\u00a0<\/p>\n<p>Loose match often converts poorly, and complements can be inefficient for initial campaigns.\u00a0<\/p>\n<p>While complementary products are often bought together, shoppers on Amazon typically come to purchase specific items and aren\u2019t always looking for accessories.<\/p>\n<p>Automatic campaigns aren\u2019t just for beginners. They\u2019re a crucial part of a well-rounded strategy. Key benefits include:<\/p>\n<ul class=\"wp-block-list\">\n<li>Amazon showing your products in unexpected places.<\/li>\n<li>Discovery of new search terms, local jargon, or foreign language searches that convert.<\/li>\n<li>A great starting point if you\u2019re unfamiliar with Amazon advertising.<\/li>\n<\/ul>\n<h2 class=\"wp-block-heading\" id=\"h-manual-match-types-taking-control-nbsp\"><span class=\"ez-toc-section\" id=\"Manual_match_types_Taking_control\"><\/span>Manual match types: Taking control\u00a0<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Manual match types provide greater control over your campaigns. Amazon offers three primary manual match types:<\/p>\n<ul class=\"wp-block-list\">\n<li>Exact match.<\/li>\n<li>Phrase match.<\/li>\n<li>Broad match.<\/li>\n<\/ul>\n<h3 class=\"wp-block-heading\" id=\"h-exact-match-nbsp\"><span class=\"ez-toc-section\" id=\"Exact_match\"><\/span>Exact match\u00a0<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>This is the most precise match type.\u00a0<\/p>\n<p>Your ad will only show when a shopper types in the exact keyword you\u2019ve specified, with minor exceptions like pluralization (e.g., \u201cshoelace\u201d will also match \u201cshoelaces\u201d).<\/p>\n<p>While exact match gives you control and clean data, it can also be restrictive.\u00a0<\/p>\n<p>For example, if your keyword is \u201cblack V-neck t-shirt,\u201d and someone searches \u201cblack V-neck t-shirt cotton,\u201d your ad won\u2019t appear \u2013 despite the high relevance \u2013 because the extra word disqualifies it.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-phrase-match-nbsp\"><span class=\"ez-toc-section\" id=\"Phrase_match\"><\/span>Phrase match\u00a0<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Phrase match allows Amazon to insert words before or after your keyword.\u00a0<\/p>\n<p>If you bid on \u201ct-shirt,\u201d your ad could show for \u201cblack t-shirt,\u201d \u201ct-shirt for men,\u201d or \u201cfunny graphic t-shirt.\u201d\u00a0<\/p>\n<p>This can be especially powerful on Amazon, where shoppers often search iteratively \u2013 starting with \u201ct-shirts,\u201d then narrowing to \u201cblack t-shirts,\u201d and finally \u201cblack V-neck t-shirts.\u201d<\/p>\n<p>The challenge?\u00a0<\/p>\n<p>Amazon may include search terms that don\u2019t match your product\u2019s attributes.\u00a0<\/p>\n<p>If your product is a black T-shirt, your ad might still appear for \u201cwhite t-shirt,\u201d which could waste budget and lower relevance.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-broad-match-nbsp\"><span class=\"ez-toc-section\" id=\"Broad_match\"><\/span>Broad match\u00a0<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Broad match gives Amazon the most leeway.\u00a0<\/p>\n<p>It allows your ad to appear for synonyms, variations, and related terms.\u00a0<\/p>\n<p>For instance, if you\u2019re targeting \u201csoda,\u201d Amazon might show your ad for \u201cpop\u201d or \u201csoft drink.\u201d<\/p>\n<p>Broad match is useful for uncovering new keyword opportunities you may not have considered.\u00a0<\/p>\n<p>But it also requires ongoing monitoring, as Amazon has made broad match increasingly permissive \u2013 similar to Google\u2019s approach \u2013 sometimes matching your ad with searches that are only loosely connected.<\/p>\n<p>To tighten your control within broad match, you can use broad match modifiers.\u00a0<\/p>\n<p>Adding a plus sign (+) before a keyword ensures that word appears somewhere in the search.\u00a0<\/p>\n<p>For example, with \u201c+Nike +sneakers,\u201d both \u201cNike\u201d and \u201csneakers\u201d must be present, though they can appear in any order or with other words included.<\/p>\n<p><!-- START INLINE FORM --><\/p>\n<p><!-- END INLINE FORM --><\/p>\n<hr class=\"wp-block-separator has-text-color has-cyan-bluish-gray-color has-css-opacity has-cyan-bluish-gray-background-color has-background\">\n<h2 class=\"wp-block-heading\" id=\"h-negative-match-types-the-unsung-heroes-nbsp\"><span class=\"ez-toc-section\" id=\"Negative_match_types_The_unsung_heroes\"><\/span>Negative match types: The unsung heroes\u00a0<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>One of the most overlooked yet essential parts of a well-optimized Amazon campaign is negative keyword management.\u00a0<\/p>\n<p>Negative keywords tell Amazon when not to show your ads \u2013 helping you eliminate irrelevant traffic and preserve your budget.<\/p>\n<p>For example, if you sell black T-shirts and your ad is showing up for \u201cwhite t-shirt\u201d searches, adding \u201cwhite\u201d as a negative keyword will prevent your ad from appearing in those mismatched results.\u00a0<\/p>\n<p>This keeps your spend focused on high-intent, relevant traffic.<\/p>\n<p>When we audit Amazon accounts, a lack of negative keywords \u2013 especially in long-running broad and phrase match campaigns \u2013 is a major red flag.\u00a0<\/p>\n<p>It usually signals poor campaign hygiene and wasted ad spend.<\/p>\n<p>Managing negative keywords should be a continual process.\u00a0<\/p>\n<p>While adjusting bids is often the first step for underperforming terms, adding negatives can be just as crucial to plug budget leaks and sharpen targeting.\u00a0<\/p>\n<p>Over time, negative match types become the backbone of more efficient and focused campaigns.\u00a0\u00a0<\/p>\n<p><strong><em>Dig deeper: <\/em><\/strong><strong><em>Amazon Ads \u2013 How to boost efficiency and reduce wasted spend<\/em><\/strong><\/p>\n<h2 class=\"wp-block-heading\" id=\"h-targeting-vs-match-types-nbsp\"><span class=\"ez-toc-section\" id=\"Targeting_vs_match_types\"><\/span>Targeting vs. match types\u00a0<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Understanding the difference between targeting and match types is key to running effective Amazon ad campaigns.<\/p>\n<ul class=\"wp-block-list\">\n<li><strong>Targeting<\/strong> refers to the broader methods you use to determine where your ads appear \u2013 whether that\u2019s keyword targeting, product targeting (specific ASINs), category targeting, or audience-based targeting.<\/li>\n<li><strong>Match types<\/strong> are a subset of keyword targeting. They define how strictly Amazon interprets your chosen keywords.\u00a0<\/li>\n<\/ul>\n<p>When you use keyword targeting, you need to specify whether those keywords should be triggered by exact match, phrase match, or broad match \u2013 similar to how match types work in Google Ads.<\/p>\n<p>In short:<\/p>\n<ul class=\"wp-block-list\">\n<li><strong>Targeting answers<\/strong>: \u201cWhere do I want my ads to appear?\u201d<\/li>\n<li><strong>Match types answer<\/strong>: \u201cHow closely should Amazon match the shopper\u2019s search to my keyword?\u201d<\/li>\n<\/ul>\n<p>Both are essential to a well-structured Amazon strategy, but serve distinct roles in your campaign hierarchy.<\/p>\n<p>Amazon continues to expand its self-service ad platform, and now most ad types offer advanced targeting options.\u00a0<\/p>\n<p>You can target by category, audience, customer viewing behavior, and purchase history, giving advertisers even more options when building campaigns.<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-strategy-testing-all-match-types-nbsp\"><span class=\"ez-toc-section\" id=\"Strategy_Testing_all_match_types\"><\/span>Strategy: Testing all match types\u00a0<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Testing all match types is <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/general\/\" data-internallinksmanager029f6b8e52c=\"3\" title=\"General\" target=\"_blank\" rel=\"noopener\">general<\/a>ly recommended.\u00a0<\/p>\n<p>Each product, category, and brand performs differently, and the only way to know what works best for your catalog is to run structured tests across all match types.<\/p>\n<p>Implementing all match types with clearly defined campaign structures allows you to:<\/p>\n<ul class=\"wp-block-list\">\n<li>Identify the most profitable match types for your products.<\/li>\n<li>Create more granular, manageable campaigns.<\/li>\n<li>Adapt quickly to Amazon\u2019s ever-evolving marketplace.<\/li>\n<\/ul>\n<p>Nothing on Amazon stays static.\u00a0<\/p>\n<p>Competitor tactics shift, ad formats change, and what worked six months ago might not work today.\u00a0<\/p>\n<p>By keeping all match types active, you give your campaigns more surface area to uncover new opportunities and respond to market changes.<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-setting-up-your-campaign-structure-nbsp\"><span class=\"ez-toc-section\" id=\"Setting_up_your_campaign_structure\"><\/span>Setting up your campaign structure\u00a0<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>When building your Amazon ad campaigns, consider segmenting by match type at the campaign or ad group level.\u00a0<\/p>\n<p>This structure gives you greater visibility into performance and makes optimization more precise.<\/p>\n<p>For mature accounts, we expect to see all match types in play.\u00a0<\/p>\n<p>If, after 3\u20136 months of advertising, you\u2019re only using one or two match types, you\u2019re likely missing out on performance gains and insights.<\/p>\n<p>Amazon doesn\u2019t charge per campaign, so there\u2019s no downside to building out a more detailed structure.\u00a0<\/p>\n<p>Break your campaigns down, run controlled experiments, and ensure each campaign serves a clear role in your broader advertising strategy.<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-final-thoughts-nbsp\"><span class=\"ez-toc-section\" id=\"Final_thoughts\"><\/span>Final thoughts\u00a0<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Understanding match types is fundamental to success with Amazon ads.\u00a0<\/p>\n<p>For those coming from Google or Meta, the learning curve can feel steep \u2013 but once you master the basics, you\u2019ll gain far more control over your campaigns and returns.<\/p>\n<p>Amazon\u2019s Learning Console is a great resource for deepening your understanding.\u00a0<\/p>\n<p>While you\u2019ll need an active ad account to access it, the free courses are especially valuable if you\u2019re transitioning from other ad platforms.<\/p>\n<p>There\u2019s no single \u201cright\u201d way to run Amazon ads \u2013 but there are certainly wrong ones.\u00a0<\/p>\n<p>Success comes from:<\/p>\n<ul class=\"wp-block-list\">\n<li>Knowing your tools.<\/li>\n<li>Testing methodically.<\/li>\n<li>Optimizing based on your unique products and goals.<\/li>\n<\/ul>\n<p>On Amazon, the goal isn\u2019t just incremental sales.\u00a0<\/p>\n<p>We want ads to drive enough conversions on specific keyword phrases to start ranking organically. As I often tell clients:<\/p>\n<ul class=\"wp-block-list\">\n<li>\u201cAdvertising on Amazon is like arguing with a toddler. Pick your battles \u2013 but be prepared to win at all costs.\u201d<\/li>\n<\/ul>\n<p>Your use of match types, negative keywords, bids, and budgets should all be laser-focused on driving rankings while supporting defensive strategies \u2013 especially for branded search.<\/p>\n<p><strong><em>Dig deeper: <\/em><\/strong><strong><em>Amazon\u2019s 2025 title policy update \u2013 Key changes and implementation guide<\/em><\/strong><\/p>\n<\/div>\n<p><\/p>\n<div class=\"about-author\">\n<p>About the author<\/p>\n<div class=\"information\">\n<div class=\"author-module\">\n<div class=\"row\">\n<div class=\"col-12 col-lg-3 text-center\">\n<div class=\"avatar\">\n\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" class=\"img-fluid rounded-circle avatar-border\" alt=\"Robyn Johnson\" width=\"140\" height=\"140\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/08\/Robyn-Johnson.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"img-fluid rounded-circle avatar-border\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/08\/Robyn-Johnson.jpg\" alt=\"Robyn Johnson\" width=\"140\" height=\"140\">\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n<\/p><\/div>\n<div class=\"col-12 col-lg-9\">\n<div class=\"about\">\n<div class=\"name\">\n\t\t\t\t\t\t\t<strong>Robyn Johnson<\/strong>\n\t\t\t\t\t\t<\/div>\n<div class=\"row g-2 pt-2\">\n<div class=\"col-auto twitter\">\n\t\t\t\t\t\t\t\t\t<a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/twitter.com\/intent\/follow?original_referer=https%3A%2F%2Fsearchengineland.com%2F&amp;region=follow_link&amp;screen_name=AMZRobynJohnson&amp;tw_p=followbutton&amp;variant=2.0\" rel=\"me\" target=\"_blank\" aria-label=\"opens in a new tab\"><i class=\"fab fa-x-twitter\"><\/i><\/a>\n\t\t\t\t\t\t\t<\/div>\n<div class=\"col-auto\">\n\t\t\t\t\t\t\t\t\t<a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/www.linkedin.com\/in\/robynjohnsonaz\/\" target=\"_blank\" aria-label=\"opens in a new tab\"><i class=\"fab fa-linkedin\"><\/i><\/a>\n\t\t\t\t\t\t\t\t<\/div>\n<\/p><\/div>\n<div>Robyn is the co-founder of <a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/marketplaceblueprint.com\/show\/\">Marketplace Blueprint<\/a>, a digital agency that specializes in listing optimization and advertising on Amazon.\u00a0 She has been heralded as one of the country&#8217;s foremost leaders on the topic of selling and marketing products on Amazon.com.\u00a0 Robyn has over a decade of experience of selling online on Amazon, eBay, and other eCommerce venues.<\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<blockquote><p><strong><span style=\"color: #ff6600;\">If you liked the article, do not forget to share it with your friends. Follow us on\u00a0<span style=\"color: #ff0000;\"><a style=\"color: #ff0000;\" href=\"https:\/\/news.google.com\/publications\/CAAqBwgKMN63nwsw68G3Aw\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Google News<\/a><\/span>\u00a0too, click on the star and choose us from your favorites.<\/span><\/strong><\/p><\/blockquote>\n<blockquote>\n<p style=\"text-align: center;\"><strong>If you want to read more like this article, you can visit our <span style=\"color: #ff9900;\"><a style=\"color: #ff9900;\" href=\"https:\/\/en.buradabiliyorum.com\/category\/technology\/\" target=\"_blank\" >Technology<\/a><\/span> category.<\/strong><\/p>\n<\/blockquote>\n<p><span style=\"color: black;\"><a style=\"color: #ff9900;\" href=\"https:\/\/searchengineland.com\/amazon-advertising-match-types-454405\" target=\"_blank\" >Source<\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Learn how Amazon ads match types shape your ad success \u2013 and how to use them to cut waste, boost rankings, and drive real results. Advertising on Amazon is getting more complex, with an ever-growing list of targeting options.\u00a0 At the core of it all? Match types.\u00a0 Understanding how they work is essential to making&#8230;<\/p>\n","protected":false},"author":1,"featured_media":664175,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"fifu_image_url":"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/04\/Amazon-advertising-match-types-What-you-need-to-know-800x450.png","fifu_image_alt":"","footnotes":""},"categories":[18],"tags":[2758,78070],"class_list":["post-664174","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-technology","tag-amazon","tag-seo"],"_links":{"self":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/664174","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/comments?post=664174"}],"version-history":[{"count":0,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/664174\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media\/664175"}],"wp:attachment":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media?parent=664174"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/categories?post=664174"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/tags?post=664174"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}