Negative keywords are the most underused tool in Amazon PPC, and one of the most powerful for cutting wasted spend. They tell Amazon which searches NOT to show your ads for, stopping your budget from draining on clicks that never convert. This guide explains what negative keywords are, how to find the ones you need, and how to use them without accidentally blocking sales.
Negative exact is a scalpel, it blocks one precise search. Negative phrase is broader, it blocks any search containing your phrase. Use exact when you want to remove a single term, and phrase when you want to cut a whole category of irrelevant searches.
Quick Answer
Negative keywords stop your Amazon ads from showing for specific searches, cutting wasted spend on clicks that do not convert. Find them in your search term report by spotting terms with clicks but no sales, then add them as negative exact or negative phrase. Used well, they lower your ACoS without losing real sales.
Key Takeaways
- Negative keywords block your ads from chosen searches.
- They cut wasted spend and lower ACoS.
- Find them in your search term report.
- Two types: negative exact and negative phrase.
- Used carelessly, they can block real sales, so review first.
Table of Contents
- What Negative Keywords Are
- Negative Exact vs Negative Phrase
- How to Find Them
- How to Add Them
- Common Questions
- Using Them Without Blocking Sales
- FAQs
What Negative Keywords Are
A normal keyword tells Amazon to show your ad for a search. A negative keyword does the opposite: it tells Amazon NOT to show your ad for that search. If you sell premium leather wallets and your ad keeps appearing for “cheap plastic wallet,” those clicks cost you money and never convert. Adding “cheap” or “plastic” as a negative keyword stops that waste. It is one of the fastest ways to lower your ACoS.Negative Exact vs Negative Phrase
There are two types, and the difference matters:| Type | Blocks | Use When |
|---|---|---|
| Negative exact | Only that exact search | Blocking one specific term |
| Negative phrase | Any search containing that phrase | Blocking a whole theme |
How to Find Negative Keywords
Your search term report is where the answers live. Sort it and look for:- Clicks but no sales, the clearest waste. If a term has many clicks and zero orders, it is a strong negative candidate.
- High ACoS terms that drag down your average without enough sales to justify it.
- Clearly irrelevant searches, terms for products you do not sell that your ads still show for.
TIP: Give a search term enough clicks before judging it. A keyword with two clicks and no sale might just be unlucky. One with thirty clicks and no sale is a genuine budget leak worth blocking.
How to Add Negative Keywords
In Campaign Manager, open the campaign or ad group, find the negative keywords section, choose negative exact or negative phrase, and add your terms. They take effect going forward, so your ads stop showing for those searches from then on. Review your search terms regularly, because new wasteful searches appear over time as Amazon tests your ads against fresh queries.Common Questions About Finding Negative Keywords
How do I find negative keywords for my Amazon FBA campaigns?
The fastest source is your own search term report. In the campaign, open the search terms report and sort by spend. Any term that has taken clicks and budget without producing sales over a meaningful window is a negative keyword candidate. Look for three patterns: terms for a different product type, terms with the wrong intent (free, cheap, DIY, repair when you sell finished goods), and terms for a competing brand. Start with your highest-spend zero-sale terms, because those are draining budget right now, and work down.How much data do I need before adding a negative keyword?
Enough that a zero-sale term is a real signal, not noise. A rough rule many sellers use is to wait until a search term has taken clicks roughly equal to two to three times your product’s typical conversion rate before calling it a loser. Cutting a term after one or two clicks risks blocking a keyword that just had not converted yet. On a low-priced product that converts often, you can decide faster; on an expensive, considered purchase, give it longer. The point is to act on a pattern, not a single bad click.Should I add negatives to automatic or manual campaigns?
Both, but for different reasons. Automatic campaigns are where irrelevant terms show up first, since Amazon is matching broadly, so that is where most of your early negatives come from. You then use those findings two ways: negate the junk in the auto campaign, and promote the winning terms into manual campaigns where you control the bid. In manual campaigns, negatives mainly stop broad and phrase match from drifting onto terms you did not intend. Auto campaigns find the negatives; manual campaigns keep them contained.How often should I check for new negative keywords?
Weekly is a good default for an active account, with a lighter monthly pass for stable campaigns. New search terms appear constantly as Amazon tests your ads against fresh queries, so negatives are not a one-time cleanup. A short weekly review of the search term report, sorted by spend, catches new budget drains before they add up. After a product launch or a big seasonal shift, check more often, because that is when the most new and untested terms flow in.Using Them Without Blocking Real Sales
COMMON MISTAKE: Adding a broad negative phrase that accidentally blocks good searches too. If you sell “running shoes” and add “shoes” as a negative phrase to block something, you could block every shoe-related search. Always think through what a negative phrase will catch before adding it.
The risk with negative keywords is over-blocking. A careless negative phrase can quietly kill profitable traffic. Add them deliberately, prefer negative exact when you are unsure, and check your impressions and sales after adding negatives to confirm you did not cut something valuable. Done carefully, this is one of the safest ways to improve profitability.
If reviewing search terms and managing negatives across a whole account is more than you want to take on, that is what we do. Our Amazon PPC management service handles this continuously, and you can see the results on our client results page.
Related Reading
Frequently Asked Questions
What are negative keywords on Amazon?
They are terms that tell Amazon NOT to show your ads for specific searches, the opposite of normal keywords. They stop your budget draining on clicks that do not convert, which cuts wasted spend and lowers ACoS.How do I find negative keywords?
Check your search term report for terms with clicks but no sales, a high ACoS without enough orders, or clearly irrelevant searches. Those are your negative keyword candidates. Give each enough clicks before judging it.What’s the difference between negative exact and negative phrase?
Negative exact blocks only that precise search. Negative phrase blocks any search containing the phrase. Use exact to remove one specific term and phrase to cut a whole theme of irrelevant searches.Can negative keywords hurt my campaigns?
Yes, if used carelessly. A broad negative phrase can accidentally block profitable searches. Add them deliberately, prefer negative exact when unsure, and check your sales afterward to confirm you did not cut valuable traffic.How often should I add negative keywords?
Review your search term report regularly, often weekly or every couple of weeks. New wasteful searches appear over time as Amazon tests your ads against fresh queries, so managing negatives is an ongoing task.Written by the AMZ Scaler Team
Amazon advertising and listing specialists with 5+ years managing PPC and listing optimization for brands across the US, UK, and Canada. We publish what we apply in real seller accounts every day.
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