Exact match keywords are type of keywords that are used to show your ad on search exactly same to your keywords. Ads will not show on any other variations.
Amazon Search Exact Match is a keyword match type in Amazon pay-per-click Sponsored Product Ads. These ads use keywords to match ads with relevant searches and product pages across Amazon. The other Amazon keyword match types are phrase match and broad match.
Exact match keywords on Amazon ensure that only searches that match your keyword word-for-word will display your ad. Close variations and plural forms of your keyword will also be included, however.
An example of an Amazon exact keyword is as follows. Let’s say your keyword is “Harry Potter mug.” If you select “exact match” on Amazon your ad will only appear on searches for “Harry Potter mug,” or “Harry Potter mugs.” No other variations of the keyword will display your ad, including searches like “red Harry Potter mug,” “Harry Potter movie mug,” and so on.
Exact match is the most restrictive of the three keyword match types. This means you will reach a smaller group of shoppers with your targeted ad. However, when comparing Amazon keyword phrase vs. exact matching, you are more likely to reach the most relevant shoppers.
This keyword match type should be reserved for keywords that are the most relevant to your product. For instance, if your ad is for a large Gryffindor Harry Potter mug, you may have bid on the specific keyword “large Gryffindor Harry Potter mug.”
Because this keyword is so specific, it is worth using the exact match setting for this keyword. This way, all of the shoppers who are looking for your exact product can see your ad in their search results.
When deciding between Amazon advertising phrase vs. exact matching, think about how specific you want the keyword to be. If you choose to be more restrictive, would you be inadvertently excluding potentially interested audiences?
You can choose this keyword match type when adding keywords manually by selecting it in the match type drop down menu. Once the campaign has been made, you will be unable to adjust the match types you have selected.