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Exact Match vs Broad Keywords in Amazon’s A10 Algorithm: What Really Drives Rankings in 2025?

 

Introduction: The Keyword Debate That Impacts Your Sales

When it comes to Amazon SEO in the A10 era, there’s one question every seller asks:
Should I focus on exact match keywords, or go broad to capture more traffic?

You’ve probably heard both arguments:

  • “Exact match gives you fast ranking and better control.”

  • “Broad match uncovers long-tail keywords and more impressions.”

But with Amazon’s A10 algorithm now smarter than ever, the truth is more nuanced.
In this blog, we’ll break down what exact and broad keywords really do in 2025, how A10 treats them, and which one can actually grow your organic rankings faster.

Quick Definitions: What Are Exact & Broad Match Keywords?

Before diving into the A10 SEO battle, let’s clarify the basics:

✅ Exact Match

A keyword or phrase must match exactly as typed—same words, same order.
Example: “wireless earbuds” will only match that specific phrase.

🌐 Broad Match

Your ad or listing can appear for variations, synonyms, misspellings, or related terms.
Example: “wireless earbuds” might trigger results for:

  • “bluetooth earphones”

  • “wireless headphones”

  • “cordless earbuds”

Both types play a role—but how Amazon uses them has changed dramatically under A10.

How the A10 Algorithm Has Changed the Game

The A10 algorithm prioritizes:

  • Relevance

  • Conversion history

  • Click-through rate (CTR)

  • Sales velocity

  • Customer behavior signals

What does this mean for keywords?

It’s not just about stuffing exact phrases anymore. A10 wants to match your listing with what customers are actually searching for—and buying.

That means a healthy mix of exact and broad match is not optional. It’s essential.

The Power of Exact Match in A10 SEO

Pros:

  • Boosts relevance signals to Amazon

  • Helps listings rank faster for specific high-volume terms

  • More accurate ad targeting = lower ACoS in many cases

When to Use It:

  • In your title and first bullet point

  • For paid campaigns focused on specific keywords

  • When launching a new product and targeting 1–2 core terms

✅ Pro Tip: Use exact match keywords in customer-facing areas where it feels natural—don’t force them.

 The Strength of Broad Match in A10 SEO

Pros:

  • Uncovers related and long-tail keywords you may not think of

  • Increases organic visibility across multiple search variations

  • Helps Amazon better understand your product’s niche context

When to Use It:

  • In backend search terms

  • For A/B testing new ad campaigns

  • To gather keyword data for future exact match campaigns

Why It Works:
Broad match reflects real-world search behavior—customers don’t all use the same keywords. A10 now rewards listings that appear for diverse but relevant terms.

Exact Match vs Broad: Who Wins?

Here’s the honest answer:

Use exact match for precision, and broad match for discovery.

They’re not competitors—they’re teammates.

FactorExact MatchBroad Match
Ranking Fast for Core Terms✅ Strong⚠️ Slower
Discovering Long-Tail Terms❌ Limited✅ Strong
Conversion-Driven Traffic✅ High⚠️ Variable
Learning New Search Trends❌ No✅ Yes
Works Best InTitles, Ads, BulletsBackend, Ads, Descriptions

The best-performing listings in 2025 combine both:

  • Exact match in key placements to tell Amazon, “This is what I sell.”

  • Broad match in backend and ads to expand reach, learn buyer behavior, and drive future growth.

A Real-Life Example

An Amazon seller selling “collagen powder” ran two campaigns:

  • Campaign A (Exact Match): Only “collagen powder”

  • Campaign B (Broad Match): Keywords like “skin supplement,” “protein boost,” and “collagen peptides”

Results after 21 days:

  • Campaign A had a 15% ACoS and high conversion rate

  • Campaign B had 2x impressions and uncovered 12 profitable new keywords

  • The combined insights helped optimize listing content and rank for 3 additional long-tail terms

Moral: Broad match revealed opportunities. Exact match locked them in.

Final Thoughts: It’s Not Either/Or—It’s Strategy

In the A10 world, Amazon SEO is all about intent + relevance.
So instead of choosing between broad and exact, build a keyword strategy that evolves:

  1. Start broad to discover what works

  2. Double down on exact once you find the winners

  3. Use both in the right places: frontend, backend, and ads

When you do that, your listing speaks Amazon’s language—and your rankings, clicks, and conversions follow.

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