Match types control how loosely a keyword matches shopper searches: broad casts wide, exact is surgical.
Amazon keyword match types control how closely a shopper's search must match your keyword:
Broad: matches related searches, synonyms, and variations in any order — dog collar can match collars for large dogs. Widest reach, least control, best for discovery.
Phrase: the search must contain your keyword phrase in order — dog collar matches waterproof dog collar but not collar for dog. A middle ground.
Exact: matches only the keyword itself (plus plurals/close variants). Tightest control, typically the best ACOS, and where proven winners belong.
The classic structure runs all three: broad/auto discovers search terms, winners get harvested to exact at a confident bid, and the source gets a negative so the two never compete.
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