Amazon PPC glossary
Match type
Match type is the setting that decides how closely a shopper’s search must match your keyword. The three types are broad, phrase and exact. Broad finds the most, exact controls the most, and many sellers use more than one.
Example
The same keyword “yoga mat” set to broad, phrase and exact will trigger on three different sets of searches. Each one has its own bid, so you can pay more for the ones that convert.
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.