Broad PLUS on Sponsored Brands — extra reach, extra responsibility.

Sponsored Brands has a match type Sponsored Products does not: Broad PLUS. It behaves like broad match but with additional related-term coverage layered on top — Amazon will match queries that are semantically related to the keyword, even if they do not share words with it.

What Broad PLUS actually matches

Broad PLUS pulls in the standard broad-match coverage (keyword in any order, close variants, synonyms) and adds related concepts. A Broad PLUS on "running shoes" can match queries about jogging, fitness footwear, athletic sneakers, and trail-running shoes — not because those phrases contain the keyword, but because Amazon's relatedness model judged them adjacent.

Why we use it on Sponsored Brands and not on Sponsored Products

SB is a banner format with brand-level intent. A shopper who sees a brand banner for "running shoes" while searching "jogging gear" is still a reasonable target — the brand impression is the unit of value. SP is a single-ASIN format competing for the click directly against organic listings. The same extra-broad coverage on SP would burn budget on queries with much lower conversion intent for that specific ASIN.

The negative-list cost

Broad PLUS shifts work onto your negatives. Where broad needs a working negative list, Broad PLUS needs a thorough one — and it needs reviewing weekly during the first two months of any campaign. The typical pattern: Broad PLUS finds three or four high-converting query clusters you would not have written down, and a long tail of irrelevant ones that need negativing.

When Broad PLUS is the right choice

Pre-launch share-of-voice campaigns where the goal is brand-level reach across a category. Brand-discovery SB campaigns pointing to a Store page. Established brands with a wide product range where category-level relatedness is genuinely valuable.

When it is not

Narrow, single-product brands where category-adjacency wastes spend. New SB campaigns without the bandwidth to maintain a weekly negatives cadence. Conquesting campaigns on competitor brand terms — those should be exact or phrase, never Broad PLUS.