A keyword matching option within Amazon’s advertising platform allows advertisements to display when a customer’s search terms are loosely related to the chosen keywords. This matching type aims to capture a wider audience by including variations, synonyms, and related phrases. For instance, an advertiser bidding on “running shoes” might also have their ad displayed for searches like “tennis shoes,” “athletic footwear,” or even “best shoes for cardio.”
This approach is valuable for expanding reach and discovering new, relevant search terms that advertisers might not have initially considered. By exposing ads to a larger pool of potential customers, there’s an increased opportunity for impressions and conversions. Historically, this method has been utilized as a discovery tool to identify high-performing keywords that can then be targeted more precisely using other matching options.
