Introduction
The rules of Amazon advertising are always changing. One of the most significant recent shifts has been the quiet overhaul of broad match keyword behavior.
This update introduces new modifiers and algorithm changes that can dramatically impact:
- Which searches your ads show up for
- How relevant that traffic is
- Whether your ACOS skyrockets or stabilizes
Let’s break down the new world of broad match modifiers — and how you can use them to your advantage.
Table of Contents
- What Are Broad Match Keywords?
- What’s Changed in 2025?
- The Pros and Cons of Broad Match
- Introducing Broad Match Modifiers
- How to Use Broad Match Effectively
- Campaign Structures That Work
- Real Seller Examples
- Common Mistakes to Avoid
- Final Thoughts
1. What Are Broad Match Keywords?
Broad match keywords allow your ads to show up for a wide range of related searches — not just exact matches.
For example, bidding on “water bottle” might show your ad for:
- “refillable gym water bottle”
- “blue sports jug”
- “eco-friendly hydration gear”
It’s a discovery tool — but it can also be a budget killer if used incorrectly.
2. What’s Changed in 2025?
Amazon has rolled out an AI-driven update to how broad match queries are matched. Now:
✅ Greater emphasis on semantic meaning
✅ Less priority on traditional root-word matching
✅ Broad match modifiers (+) now carry more weight
✅ Higher-quality queries — but also more algorithmic interpretation
Key takeaway: Broad match isn’t just broader — it’s smarter. But only if you feed it correctly.
3. The Pros and Cons of Broad Match
Pros:
- Discover new long-tail keywords
- Capture searches you didn’t anticipate
- Higher impression volume
- Often lower CPC than exact match
Cons:
- Higher risk of irrelevant traffic
- Harder to control
- Requires strong negation and bid strategy
4. Introducing Broad Match Modifiers
Amazon has (finally) adopted a system similar to Google Ads’ legacy modifier system. You can now use:
- +keyword syntax to lock in terms
- Multi-word control like “+reusable +bottle”
This tells Amazon’s ad engine:
👉 “Make sure these words (or close synonyms) are in the search query.”
It’s not perfect — but it brings much-needed control to broad match.
5. How to Use Broad Match Effectively
Here’s a modern approach:
🔹 Use broad match + modifiers for discovery
🔹 Layer in strong negative keywords
🔹 Monitor Search Query Performance Reports weekly
🔹 Promote high-performing queries into phrase/exact match
🔹 Avoid letting broad match run wild without limits
Tip: Group similar search intent into each ad group for better performance data.
6. Campaign Structures That Work
🎯 Exploration Campaigns
Use broad match with modifiers in a separate campaign to explore profitable keywords. Set a tight budget and monitor daily.
🎯 Defense Campaigns
Protect branded terms with modifier-controlled broad match.
🎯 Competitor Targeting
Use controlled broad match to discover how competitors are being searched.
7. Real Seller Examples
Case Study – Outdoor Gear Brand
- Added +hiking +backpack as broad match modifier
- 30% increase in relevant impressions
- 19% decrease in ACOS
- 11 new long-tail keywords discovered and promoted
Case Study – Kitchen Brand
- Started with wild broad match
- Switched to +reusable +glass +storage
- Cut irrelevant clicks by 42%
- Improved conversion rate by 18%
8. Common Mistakes to Avoid
❌ Using broad match with no modifiers or negatives
❌ Letting broad match run across all product categories
❌ Ignoring SQR data
❌ Using same keywords in broad, phrase, and exact match campaigns with no segmentation
9. Final Thoughts
Amazon’s new approach to broad match opens up a world of discovery — but only for those who treat it with precision.
Smart sellers will:
- Use modifiers to refine intent
- Build dedicated discovery campaigns
- Constantly analyze data and optimize structure
- Promote winning queries to higher-performing match types
Done right, this can lead to:
✅ Better traffic
✅ Lower CPC
✅ Higher sales velocity
Need Help With Amazon PPC?
Marketplace Valet specializes in:
🔍 Keyword strategy
📊 Match type optimization
🛠️ Full-funnel campaign architecture
💰 ACOS control and ROAS scaling
