A keyword is a single word or combination of words that you add to your Sponsored Products and Sponsored Brands campaigns. Keywords are matched to search terms that customers use to search for products on Amazon.com and determine when your ads may appear. Note that keywords are only used for Sponsored Products or Sponsored Brands. Product Display Ads are targeted to products, product categories, or customer interests.
To start, we recommend using the suggested keywords when creating your campaigns. Sponsored Products campaigns may use automatic targeting, which selects relevant keywords automatically.