Running profitable Amazon PPC campaigns requires more than just targeting the right keywords. Every click costs money, and irrelevant searches can quickly drain your budget without generating sales. That’s why negative keywords on Amazon are essential. They prevent wasted ad spend, improve targeting, and boost overall campaign performance.
In this guide, we’ll explain what negative keywords are, the types to use, how to find them, and how to add them to your campaigns, along with strategies to make the process easier.
What Are Negative Keywords on Amazon?
In Amazon advertising, negative keywords are words or phrases that prevent your ad from showing when shoppers search for them.
For instance, if you sell premium leather wallets, you likely don’t want clicks from people searching for “cheap wallets.” Adding “cheap” as a negative keyword ensures your ad won’t appear for that search term.
Why negative keywords matter:
- Stop irrelevant clicks that waste your PPC budget
- Improve targeting for Sponsored Products and Sponsored Brands
- Increase CTR, conversion rates, and ROI
Types of Negative Keywords
Amazon offers two main negative keyword match types:
1. Negative Exact Match
Your ad won’t show if the search term matches your keyword exactly. Use it for highly specific terms that never convert.
Example: If you sell organic green tea and add “black tea” as a negative exact keyword, your ads won’t show for searches exactly matching “black tea.” Searches like “organic black tea bags” may still trigger your ad.
2. Negative Phrase Match
Your ad won’t show if the search includes the entire phrase in the same order. Ideal for blocking broader categories.
Example: If you sell running shoes and add “kids shoes” as a negative phrase, your ads won’t show for “red kids shoes” or “kids shoes for sports.”
Tip: Use exact match to block very specific terms. Use phrase match to exclude an entire category of irrelevant searches.
How to Find Negative Keywords for Your Amazon Listing
Finding the right negative keywords is as crucial as finding target keywords. Here’s how to do it:
1. Analyze Amazon Search Term Reports
- Download your search term reports from Seller Central
- Identify terms with high clicks but zero sales or high spend with low conversions
- These are strong candidates for negative keywords
2. Review PPC Campaign Performance
- Check campaign metrics regularly
- Spot low-performing search terms taking up significant budget
- Group recurring irrelevant words to block them efficiently
3. Study Competitor Listings
- Look at competitors’ ads to identify terms they may be avoiding
- If they target different audiences, their unwanted keywords may also apply to your listing
One of the fastest ways is using AMZScout’s Reverse ASIN Lookup:
- Enter a competitor’s ASIN into the tool
- Analyze the Keyword Effectiveness score (1–10)
- Low-scoring keywords on competitors’ listings may be irrelevant for you
- Add these to your negative keyword list
Example: If you sell ceramic coffee mugs and your competitor ranks poorly for “coffee cups 16 oz,” you can block it to avoid irrelevant clicks.
4. Consider Buyer Intent
Ask: Would someone searching for this term realistically buy my product? If the answer is no, add it as a negative keyword.
By combining report data, competitor analysis, and buyer intent, you can create a strong negative keyword list that filters out irrelevant traffic.
How to Add Negative Keywords in Amazon Advertising
For Sponsored Products
- Go to Campaign Manager in Seller Central
- Select your campaign and ad group
- Click Negative Keywords
- Choose Exact or Phrase match
- Enter the keywords and click Add
For Sponsored Brands
- Open your Sponsored Brands campaign
- Scroll to Negative Targeting
- Choose the match type
- Add keywords manually or via bulk upload
Bulk Upload Tip:
- Download the bulk template from Seller Central
- Add negative keywords in the correct columns
- Upload to apply changes across campaigns simultaneously
Conclusion
Negative keywords are vital for running profitable Amazon ads. By regularly analyzing search term reports, studying competitor listings, and considering buyer intent, sellers can stop wasting ad spend, improve targeting, and increase ROI. Using tools like AMZScout makes discovering low-performing or irrelevant terms fast and effective.
Implementing a strong negative keyword strategy ensures your ads reach the right audience and generate more profitable sales.
FAQs
Should I use negative keywords in both manual and automatic campaigns?
Yes. Automatic campaigns often trigger irrelevant searches, so adding negative keywords is crucial.
How often should I update my negative keyword list?
Check your search term reports every 1–2 weeks, especially during high-traffic seasons.
How do I remove negative keywords from Amazon?
Go to Campaign Manager, select the campaign and ad group, open Negative Keywords, and delete the keywords you no longer want blocked. Changes take effect almost immediately.
