What is meant by Keyword relevance

High keyword relevance is crucial for Amazon SEO and Amazon Marketing Services, for example, in order to deliver the best possible results to the customer’s search query. Amazon defines keywords and their use as follows:

What are Amazon keywords and how are they used?

Keywords are either single words or expressions that you add to your ad campaigns. In keyword advertising, the keywords in your campaign are compared with the keywords used by customers in the product search at Amazon.co.uk. If a customer searches for the keywords in your campaign, your ad will appear if it meets the eligibility criteria.

Amazon compares the existing keywords of the product listing with the search terms entered by the buyers. For this reason, it should be ensured that the product is optimized on the basis of Amazon SEO aspects. Furthermore, Amazon uses “suitability criteria” to display advertisements or in the organic search. The point is to play out the right product for the search query. The search query “Women’s winter shoes” should not display any flip flops just because this search term is stored on the product listing.

Amazon Brand Guide

When creating the advertisement or the product description, a relevance rating must therefore be carried out. Amazon gives the following tip to ensure relevance:

  • How can I ensure that my keywords are relevant to my product?
  • Make sure that the keywords used are included in the detail pages of your advertised product. For example, an ad will not generate impressions for the keyword “beach towel” if the campaign only includes bath towels.
  • When creating advertisements or product listing, it is important to use all relevant synonyms. Keyword research should focus on the different spellings and synonyms in order to ensure high relevance for a large number of advertisements.

What is keyword relevance and how does it work?

For a good customer experience, we strive to display the most relevant ads for a customer’s respective search and browse activities. The keywords you choose must be relevant to the products advertised in your campaign. Only relevant ads will generate impressions when buyers search for this keyword.

Amazon strives to only display relevant ads and products for the search query. As in the previous example, it is important to use both the keyword “beach towel” and the keyword “bath towel” to get impressions. In addition, the selected keywords must be relevant to the product.

With a large number of impressions and no clicks, Amazon assumes that this product is not relevant to the search query. The same applies if a product generates many clicks on a search query but no sales. In this scenario, the Amazon algorithm assumes that this product has no relevance for the search query.

Evaluation of keyword relevance

For a high keyword relevance it is of crucial importance to be aware of the correct use of one’s own keywords. This is about finding the right main keyword.

The keyword “unicorn” is not a main keyword as a stand-alone term. This shows the auto-suggest function of Amazon. When the term “keyword” is entered, a wide variety of suggestions are made. This makes it clear that the term must be defined more precisely.

It is similar with the term “mobile phone protective cover”. This stand-alone keyword cannot have a high relevance. A device name is always required.

Amazon gives completions and tips for the Auto Suggest function. When searching for “baking dish” Amazon suggests the term “baking dish set” in kitchen, household & living. Amazon believes this is the most relevant keyword for the search query “Baking dish”. By specifying the category, a visual separation from the other suggestions becomes visible.

If you use these automatic suggestions and select the keyword “Baking dish set”, further suggestions for the keyword will appear:


This more detailed breakdown means that the most frequent search queries in connection with this keyword can be read on Amazon. Now you can search for suitable keywords for your own listing and adapt the content to the search queries.

This auto-completion can be several levels deep:

The use of the search term ” Baking dish set round ” or ” Baking dish set round small ” has a higher relevance, than the search inquiry Baking dish, because this illustrates more exactly the customer needs and supplies a more relevant result, than a more general inquiry.

Keyword relevance at Amazon PPC

When placing advertisements on Amazon, it is important to understand how Amazon works when playing the campaigns. As explained initially, Amazon tries to deliver the ad with the highest relevance to the search query. For this Amazon relies on various ranking factors.

It is important for the relevance rating that the keywords used in the advertising campaign also appear in the product listing in order to make it easier for Amazon to assign them.

When creating sponsored products and headline search ads campaigns, there are three different match types. Exact, Phrase and Broad.

What is an exact match for sponsored products?

The customer’s search term must match the keyword exactly so that the advertisement can be placed. Very similar variants of the term also lead to a match. The match type “Exact” filters the search queries most strongly, but finds the search queries of customers who are most relevant to your ad.

Examples: for the keyword “baseball caps”

Keywords with match: baseball cap, basebal caps

No match for search terms: red baseball caps, caps for baseball, baseball caps girls

The exact playout is suitable for precisely defined keywords in order to provide the customer with a suitable product for his search query, e.g. in order to show the customer a ” Baking dish set small round ” if the own product meets exactly these criteria.

What is a phrase match in sponsored products?

In the case of a phrase match, the customer’s search term must contain the exact phrase or phrase group. Very similar variants of the phrase also lead to a match. This match type filters the search queries more strongly than the broadly matching match, but usually finds more relevant placements for an ad.

Examples: for the keyword “baseball caps”

Search terms with match: light baseball caps, baseball caps for girls, red basebal caps

search terms without match: cool caps for baseball, baseball caps beautiful

Phrase matching is particularly useful for using midtail keywords to play out a broader range of ads. With this method, the relevance for the individual ads is no longer as great as with the exact playout, because the customer’s search query is not displayed to the same extent.

What is a broadly appropriate match for sponsored products?

This type of match ensures that the placement of your ad will be considered for many hits. A customer’s search term has a match if it contains all keywords or similar variants (plural forms, acronyms, variants with the same trunk, abbreviations and accents). The customer’s search term can contain the keywords in any order.

Example: for the keyword “baseball caps”

Search terms with match: baseball cap; reduced baseball caps; red caps for baseball; basebal shoe

Search terms without match: sport caps, Nike baseball, Adidas caps

The broadest match is the lowest relevance for the individual ads, the ads are scattered across a broad field. It can be assumed that Amazon prefers exact ads to largely matching ads if they better serve the search query.

Keyword relevance in product listing

The most important search terms should be found in the product title. The customer sees it first and compares the information with his search query. If possible, the most important two to three keywords can be found in the title. The bullet points are suitable for the placement of mid-tail keywords. Here it is important to place the most important terms among the first three bullet points, because these are displayed mobile. The description offers a good place for longtail keywords with a length of three words or more.