What’s the Relationship Between Amazon Search Phrases and Key phrases?


‘Key phrase’ is a time period that each Amazon vendor is aware of. In case you are to efficiently promote on Amazon, the method encompasses Amazon SEO, key phrase analysis, listing optimization, and concentrating on the proper key phrases to your campaigns. Key phrases are on the epicenter of Amazon search engine marketing however so are search phrases.

The definitions of search phrases and key phrases sound related and therefore are typically mind-boggling. Now, oftentimes the query arises – what’s the distinction between key phrases and search phrases? To have the ability to reply this, allow us to first perceive what every of those means. 

Distinction between key phrases and search phrases

Key phrases are outlined as a single phrase or a number of phrases strung collectively as a phrase and used to spice up the discoverability and inorganic progress of a product. Search phrases are phrases that clients sort into the Amazon search bar whereas looking for a selected product.

The principle distinction is that key phrases are what you enter into your PPC campaigns as a way to bid on them to your advert to show to clients. 

What are the completely different key phrase match varieties?

On Amazon, you may bid on keywords to have your advert displayed alongside the traces of how they match with the client’s search phrases. Amazon permits you to match various buyer searches and that is known as Key phrase Match Sorts.

They assist you to present your advert in accordance with how the search phrases match with the key phrases in your campaigns. There are Three key phrase match varieties on Amazon:

  1. Broad match 
  2. Phrase match 
  3. Actual match 

Broad match sort 

On this match sort, the key phrases you may have entered will likely be matched with a variety of search phrases that include all potential variations of your key phrase which accommodates the unique phrase(s) current within the key phrase.

The broad match sort is essentially the most appropriate in case you’re seeking to attain a large viewers. For instance, in case your key phrase is ‘bracelet’ and your match sort is broad, then even search phrases like “gold bracelets for girls”, or “high-quality bracelets”, will set off your advert. 

Phrase match sort 

On this match sort, you may enter a phrase as key phrases and any search phrases that include this phrase will likely be matched. If a client enters your precise key phrase phrase amongst different phrases, then your advert will present.

This match sort additionally allows you to attain a wider viewers whereas being much less restrictive. For instance, in case your key phrase is “gold bracelet” then search phrases like “gold bracelets for girls”, or “handmade gold bracelets” will all be matched together with your key phrase. 

Actual match sort 

Actual match sort means no matter search time period a buyer makes use of to search out your merchandise needs to be the identical because the key phrase used to focus on the advert. This match sort helps to slim down and goal a really particular viewers that’s searching for your product.

In case your key phrase is ‘handmade gold bracelet for girls, then solely the search time period ‘handmade gold bracelet for girls’ will show your advert. 

Relationship between key phrases and search phrases 

The connection between a key phrase and a search time period is that key phrases are matched with the search phrases that clients enter into the Amazon search bar. Key phrases that you simply use in your campaigns are collected and picked from the precise buyer search phrases which might be regularly used to search out and buy your product. 

Key phrases are made up of a number of search phrases. A key phrase with one specific match sort could be attributed to a number of search phrases and vice versa. 

Metrics Search Phrases Key phrases
Gross sales

The way to perceive necessary key phrase metrics and their relationship to look phrases on Vendor Central?

It’s necessary to know that on Amazon Seller Central, the keyword-level metrics that you simply view are these of search phrases. What does this imply? As talked about earlier, a number of search phrases could be attributed to a key phrase.

Protecting that in thoughts, on Amazon Vendor Central, let’s say you’re viewing the metrics for the key phrase “pink water bottle” which has a complete of 5000 impressions. Now, let’s say this specific key phrase has Three search phrases attributed to it.

The 5000 impressions it has obtained are an amalgamation of the impressions of all of the search phrases which might be attributed to it. 

Let’s get a clearer understanding:

  • Search time period 1 – 1000 impressions 
  • Search time period 2 – 2000 impressions 
  • Search time period 3 – 2000 impressions 
  • Complete = 5000 impressions 

Subsequently, the key phrase “pink water bottle” has 5000 impressions which is a complete of all of the impressions obtained by the search phrases attributed to it.


Understanding the distinction between search phrases and key phrases is the focus of Amazon key phrase analysis. Discover ways to use the Buyer Search Time period Report to assist your key phrase analysis with the assistance of this blog.

Solely once you perceive the phrases that clients are utilizing to seek for merchandise are you able to construct and strengthen your key phrase technique.

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