Building on our recent dive into ASIN targeting for uncovering hidden converting keywords see our previous post here, let’s zoom in on a tactical tweak that can sharpen your Sponsored Brand campaigns: the + modifier. If you’ve ever scratched your head over ads showing up for wildly off-topic searches, you’re not alone. Amazon’s algorithm has a mind of its own, but adding a simple “+” before key terms can rein it in, ensuring your ads only trigger on truly relevant queries. In this post, we’ll unpack how the + modifier works, spotlight a real-world example, and address the quirks of Sponsored Brands—because while Amazon aims for relevance (much like Google), the results can sometimes leave you questioning their judgment.

Whether you’re a seasoned seller or just dipping your toes into PPC, mastering modifiers like this one is key to lowering ACOS, boosting ROAS, and wasting less budget on irrelevant traffic. Let’s break it down.

What the + Modifier Does in Amazon Advertising

In Amazon’s keyword targeting, the + modifier acts as a precision tool. When you prepend a “+” to a word in your campaign setup, you’re telling Amazon: “Only show my ad if the shopper’s search includes this exact term”. It’s stricter than broad match but more flexible than exact match, striking a balance between reach and relevance.

• Broad Match (No Modifier): Your ad could appear for any related search, even loosely connected ones. Great for discovery, but risky for irrelevance.
• + Modifier : Forces inclusion of the modified term. For example, +diktiergerät ensures “diktiergerät” (German for voice recorder) appears in the search.
• Exact Match ([keyword]): Pinpoints near-identical searches only.

This is especially handy in Sponsored Brand campaigns, where your ad headlines and products are showcased prominently. Why? Because mismatched traffic can dilute your brand message and inflate costs without conversions.