For the sponsored returns to the search query, sure. But for the rest, isn't that the fuzzy search crapping the bed in the face of our expectations?

When I specify what I want I want the search to return what I searched for, not a lot of kinda similar junk. I've tried to explain the concept of fuzzy search to my girlfriend a few times and she still gets annoyed when a search for "24"x24" shadow box" returns a whole bevy of standard picture frames at an utterly random spread of sizes, for example.

Or is fuzzy search a convenient excuse for "we consider sellers who advertise with Amazon and subscribe to more of our seller services a valuable factor in search rankings"?

There is that