How to Find Negative Keywords on Amazon
Negative keywords are a powerful tool for Amazon sellers looking to optimize their PPC campaigns. By excluding irrelevant search terms, you can reduce wasted ad spend, improve your ACoS (Advertising Cost of Sale), and increase conversions. In this guide, we’ll walk you through the steps to identify and add negative keywords to your Amazon campaigns.
What Are Negative Keywords?
Negative keywords are search terms you exclude from your Amazon PPC campaigns. When a shopper searches for these terms, your ads won’t appear, ensuring your budget is spent only on high-intent buyers.
Why Negative Keywords Matter
Using negative keywords helps you:
- Lower wasted ad spend
- Improve click-through rates (CTR)
- Boost conversion rates
- Increase overall campaign ROI
How to Find Negative Keywords on Amazon
1. Analyze Search Term Reports
Amazon’s Search Term Report (found in Seller Central under Advertising > Campaign Manager) shows the actual search queries triggering your ads. Look for:
- Irrelevant or low-converting terms
- Broad matches that don’t align with your product
- Competitor brand names (if you don’t want to target them)
2. Use Amazon’s Auto-Targeting Data
Auto-targeting campaigns reveal unexpected search terms. Review these regularly to identify poor-performing keywords to exclude.
3. Leverage Competitor Research
Tools like Helium 10 or Jungle Scout can help uncover keywords competitors are targeting—and which ones you should avoid.
4. Monitor Customer Search Behavior
Pay attention to customer questions or reviews mentioning unrelated terms. These can signal potential negative keywords.
How to Add Negative Keywords to Amazon Campaigns
- Go to Campaign Manager in Seller Central.
- Select the campaign or ad group you want to edit.
- Click Negative Keywords and choose between negative exact, phrase, or broad match.
- Enter your negative keywords and save.
Best Practices for Negative Keywords
- Start small: Add a few negatives at a time and monitor performance.
- Use exact match for precision: Prevents accidental exclusions.
- Update regularly: New irrelevant terms can emerge over time.
Conclusion
Finding and applying negative keywords is essential for Amazon PPC success. By regularly auditing your search terms and refining your exclusions, you’ll maximize ad efficiency and drive more profitable sales.