In the highly competitive Amazon marketplace, advertising is a critical tool for sellers to enhance product visibility and drive sales growth. However, many sellers encounter a puzzling issue when using the Product Collection feature in Sponsored Brands (SB) campaigns: ads set for a specific keyword like "ABCD" may appear for searches containing only "ABC." This behavior starkly contrasts with the exact-match logic of Sponsored Products (SP) campaigns, raising questions about its underlying cause.
Unlike SP ads, SB campaigns employ a more flexible broad-match mechanism. This system doesn’t limit matches to exact or phrase-based queries. Instead, it may display ads for partial variations, synonyms, or even terms Amazon’s algorithm deems contextually relevant. For instance, a campaign targeting "ABCD" could trigger impressions for "ABC" if the platform determines the latter aligns with the product’s intent or attributes.
Recognizing this distinction is vital for sellers. To optimize ad spend and performance, they should tailor keyword strategies to their product’s unique characteristics and campaign objectives. Regular monitoring of search term reports and performance metrics is equally essential, enabling timely adjustments to avoid inefficient targeting.