Amazon PPC glossary
Phrase match
Phrase match is the middle option. Your keyword’s words must appear in the same order, with other words allowed before or after.
Example
Your keyword is “yoga mat.” Your ad can show for “thick yoga mat” and “yoga mat for travel.” It would not show for “mat for yoga,” because the order is different.
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.