Overview

The surge of shopper interest generated by Prime Day continues well beyond the event’s closing hours, delivering a steady flow of high‑intent traffic in the following weeks. Sellers who adapt their keyword tactics to this lingering demand can capture additional sales while competitors scale back. Fine‑tuning match‑type usage and negative keyword lists is essential to turn post‑Prime Day interest into profitable ad spend.

Key Points

• Extended traffic window — Amazon’s data shows that search volume for Prime Day‑related categories remains 15‑20 % above baseline for up to three weeks after the event, giving sellers a prolonged window to win buyers.
• Broad match reach — Deploying broad match can surface ads for loosely related queries such as “non‑stick baking sheet” when the keyword is “silicone baking mat,” expanding discovery during the post‑event period.
• Phrase match balance — A phrase match keyword like “organic dog treats” will trigger for “best organic dog treats” while filtering out mismatched orders, providing solid reach with tighter relevance.
• Exact match efficiency — Exact match keywords generate the highest conversion rates, often exceeding 30 % more than broader types, making them ideal for locking in proven search terms identified during Prime Day.
• Negative keyword impact — Adding irrelevant queries (e.g., “free silicone mat”) to a negative list can cut wasted spend by 10‑12 % in broad match campaigns, sharpening overall ROI.

How Keyword Match Types Work

1. Broad match activation — When a campaign contains a broad match keyword such as “silicone baking mat,” Amazon may display the ad for any search that includes the term, its synonyms, or related concepts (e.g., “non‑stick baking sheet”).
2. Phrase match filtering — Setting “organic dog treats” as a phrase match restricts impressions to queries that keep the exact word order, allowing variations like “best organic dog treats” but excluding “dog treats organic.”
3. Exact match precision — An exact match entry of “silicone baking mat” limits exposure to searches that match the phrase closely, including minor variations like plural forms (“silicone baking mats”).