Amazon PPC glossary
Broad match
Broad match is the widest match type. It lets your ad show for searches that include all the words of your keyword in any order, along with close variations. It is good for discovering new search terms, and it needs watching, because it brings in the most variety.
Example
Your keyword is “yoga mat.” Your ad could show for “mat for yoga,” “non slip yoga mat,” or “yoga mat for beginners.”
Where it matters most: Book 1, The Amazon PPC Clarity Guide, in the chapter “Bid Optimization.”
Go deeper
The glossary gives you the one-line answer. The Amazon PPC Clarity Guide explains why it matters and what to do about it.