What is a Search Term?

A search term is the explicit string of text that a customer enters into the Amazon search bar when searching for a product in the marketplace.

What is a Keyword?

Keywords
are word combinations and phrases you add to and bid on within manual campaigns to specifically target your ads to customers. The goal is to match your ads with search terms customers are using to find products. 

Depending on your keyword match type, customer search terms are mapped to keywords you enter into your manual campaigns. For example, if you are bidding on the keyword “rain coat,” your product may show up any time a customer types into Amazon’s search bar, “Patagonia Coat for Rain,” “Purple Rain Coat,” or “Rain Coat for Women”

Additional Resources:
Keyword Match Types

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