5 min read

What Is Amazon Product Matching and PPC Match Types

Written by
Vanessa Hung
January 25, 2024

If you're an Amazon seller, you've likely heard of product matching and PPC match types. These are essential tools for optimizing your Amazon sponsored ads. In this article, we'll take a closer look at what product matching is and how it works, as well as the different types of match types available in Amazon PPC.

Product matching is the process by which Amazon matches your ads to relevant search queries. When a customer searches for a product on Amazon, the platform uses a complex algorithm to determine which ads to display. Product matching takes into account a variety of factors, including the customer's search history, the relevance of your product to the search query, and the bid amount you've set for your ad.

There are three main types of match types in Amazon PPC: broad, phrase, and exact. Each match type determines how closely a customer's search query must match your keyword in order for your ad to be displayed. Broad match is the most general, allowing for a wide range of search terms to trigger your ad. Phrase match is more specific, requiring the search query to include your keyword phrase in the correct order. Exact match is the most precise, only triggering your ad when the search query exactly matches your keyword. Understanding the differences between these match types is crucial for optimizing your Amazon sponsored ads.

What Is Amazon Product Matching?

Basics of Amazon Product Matching

Amazon Product Matching is a process in which Amazon matches a customer's search query with the products available on the Amazon platform. This matching process helps customers find the products they are looking for quickly and efficiently.

Amazon uses various factors to match a customer's search query with the products available on the platform. These factors include product title, description, bullet points, and back-end keywords. Amazon's product matching algorithm takes into account the relevance and importance of these factors to provide the most accurate search results to customers.

Importance of Accurate Product Matching

Accurate product matching is crucial for sellers on Amazon as it can significantly impact their sales. If a seller's product is not correctly matched with a customer's search query, it may not appear in the search results, resulting in a loss of potential sales.

Furthermore, inaccurate product matching can also lead to negative customer experiences, as customers may not find the product they are looking for or may receive irrelevant search results. This can lead to lower customer satisfaction and potentially harm a seller's reputation on the platform.

Therefore, it is essential for sellers to ensure that their products are accurately matched with relevant search queries on Amazon. This can be achieved by optimizing product titles, descriptions, bullet points, and back-end keywords to increase the chances of accurate product matching.

Amazon PPC Match Types

When creating a PPC campaign on Amazon, choosing the right match type is crucial to the success of your campaign. Amazon offers three match types: Broad Match, Phrase Match, and Exact Match. Each match type has its own advantages and disadvantages, and it's important to understand how they work to make the most of your advertising budget.

Broad Match

Broad match is the default match type on Amazon. This match type allows your ads to be shown for a wide range of search terms that are related to your keywords. This means that your ads can be shown for searches that are not exact matches to your keywords. Broad match can help you reach a larger audience, but it can also result in your ads being shown to irrelevant search terms, leading to wasted ad spend.

Phrase Match

Phrase match allows your ads to be shown for search terms that include your exact keyword phrase, as well as additional words before or after it. This match type can help you reach a more targeted audience than broad match, while still allowing for some flexibility in the search terms that trigger your ads.

Exact Match

Exact match is the most specific match type on Amazon. This match type allows your ads to be shown only for search terms that exactly match your keyword phrase. While this match type can help you reach a highly targeted audience, it may also limit the reach of your ads.

Overall, choosing the right match type for your campaign depends on your advertising goals and budget. By understanding the advantages and disadvantages of each match type, you can make informed decisions to optimize your PPC campaign on Amazon.

Optimizing Amazon Product Matching and PPC Match Types

Effective Strategies

To optimize your Amazon product matching and PPC match types, there are several effective strategies you can use:

Common Mistakes to Avoid

To ensure your Amazon product matching and PPC campaigns are successful, it's important to avoid these common mistakes:

By following these effective strategies and avoiding common mistakes, you can optimize your Amazon product matching and PPC campaigns to drive sales and maximize your ROI.


Understanding Amazon's product matching and PPC match types is crucial for any seller looking to optimize their advertising campaigns. By utilizing the right match type, you can ensure that your ads are being shown to the right audience, resulting in higher click-through rates and ultimately, more sales.

It's important to keep in mind that there is no one-size-fits-all approach when it comes to match types. Each campaign and product will require a different strategy, and it's up to you to experiment and find what works best for your business.

Remember to regularly monitor your campaigns and make adjustments as necessary. Stay up-to-date on any changes Amazon makes to their ad platform and adjust your strategy accordingly.

By following these tips and staying informed, you can maximize your advertising efforts on Amazon and drive success for your business.

FAQss on Amazon Product Matching and PPC Match Types

1. How often should I update my product listings to ensure accurate product matching on Amazon?

Update your product listings whenever there is a change in product features or new keywords emerge that may improve matching. Frequent updates ensure ongoing relevance and accuracy.

2. Can I use automated tools to manage my Amazon PPC match types more efficiently?

Yes, automated tools like Amazon's own advertising console and third-party software can help manage and optimize PPC match types by analyzing performance and suggesting adjustments.

3. Should I focus on one match type or use a combination of different match types for my Amazon PPC campaigns?

It's often best to use a combination of match types to balance reach and relevancy, and to capture a broader range of customer search behaviors.

4. How do I balance my Amazon advertising budget between broad, phrase, and exact match types?

Initially, allocate your budget based on keyword relevancy and past performance data. Over time, adjust your spending according to the ROI of each match type to optimize your budget.

5. Is it necessary to have a separate PPC strategy for Amazon's Sponsored Products and Sponsored Brands?

Yes, Sponsored Products and Sponsored Brands serve different purposes and can target different stages of the customer journey. Separate strategies ensure each campaign type's unique features are effectively leveraged.

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