Where to Find This
Go to Advertising Analytics and open the Keywords and Search Terms tab. Below the main keyword table and Search Term Analyzer, you'll find the Keywords and Search Term Gaps section.
This view shows you, for each keyword or search term, which match types you are currently targeting it in and which match types you are not. It works at both the keyword level and the search term level.
How to Read It
For each row, you'll see coverage indicators across Exact, Phrase, and Broad match types. A gap is when a keyword or search term is present in one match type but absent from another where it would logically belong.
The most valuable gap to find is a converting search term from an auto or broad campaign that you haven't added as an exact match. This means:
Amazon has already shown this term converts for your product
You have no exact match campaign controlling the bid, placement, or budget for it
You're relying on broad or auto match logic to serve this term, which is less predictable and often less efficient
What to Do with the Gaps
Gap Found | Action |
Converting search term in auto, not in any manual campaign | Add as exact match to a dedicated manual Sponsored Products campaign. Negate from auto to prevent overlap and budget competition. |
Keyword in broad match, not in exact | Add the specific converting variant as exact match with a higher bid. Keep broad to capture new variants you haven't discovered yet. |
Keyword in exact, not in phrase | Consider adding as phrase if you want to capture close modifier variants (e.g., "vitamin c gummies" as phrase catches "best vitamin c gummies for adults"). Not always necessary if exact match volume is sufficient. |
High-volume keyword missing from exact entirely | High priority. Add as exact match and run with a top-of-search placement modifier to build both visibility and organic rank. |
Why this matters for organic rank: Exact match campaigns with top-of-search placement generate the strongest organic rank signals on Amazon. Every converting search term you leave in a broad or auto campaign is a keyword where your rank-building is happening inefficiently. Moving proven terms to exact match is one of the highest-leverage structural improvements you can make.
Cadence
Run this analysis monthly. Auto campaigns continuously discover new search terms, and broad match campaigns accumulate new converting queries over time. A monthly gap review ensures your exact match campaigns stay populated with your best-performing terms as they emerge.