Running a profitable Amazon FBA business requires more than just choosing the right products and bidding on high-performing keywords. Many sellers focus on finding the best keywords but overlook the equally important practice of eliminating bad ones. This is where negative keywords come in.

By using negative keywords effectively, you can stop wasting money on irrelevant clicks, improve conversion rates, and boost overall ad efficiency. But how do you find the right negative keywords? What tools and strategies should you use? This article will teach you everything you need to know, ensuring that your Amazon PPC campaigns are optimized for maximum profitability.

Introduction to Negative Keywords

Negative keywords are search terms that prevent your ads from appearing for irrelevant or unprofitable queries. When a shopper searches for something that includes a negative keyword you’ve specified, your ad won’t show.

For example, if you’re selling premium leather wallets and you add “cheap” as a negative keyword, your ad won’t appear when someone searches for “cheap leather wallets.” This helps ensure that only relevant, high-intent buyers see your ads, leading to better conversions and lower ACoS (Advertising Cost of Sale).

By strategically using negative keywords, Amazon FBA sellers can:

• Reduce wasted ad spend by preventing clicks from shoppers unlikely to convert.
• Increase CTR (Click-Through Rate) by ensuring ads appear for only the most relevant searches.
• Improve ROAS (Return on Ad Spend) by focusing on high-converting traffic.
• Prevent keyword cannibalization, avoiding unnecessary competition between their own campaigns.

Why Negative Keywords Are Crucial for Amazon PPC

Amazon’s advertising model is based on pay-per-click (PPC), meaning every click on your ad costs money. But not every click leads to a sale. Without a strong negative keyword strategy, you may end up paying for irrelevant traffic, which inflates your ACoS and reduces profitability.

For instance, imagine you’re selling wireless noise-canceling headphones. If your ad shows up for searches like “wired headphones” or “cheap earbuds”, those clicks are unlikely to convert. Adding these terms as negative keywords ensures that your ad only appears for searches that match your product.

Another common issue is internal competition. If you’re running multiple PPC campaigns, they can end up competing against each other for the same keywords. Negative keywords help separate campaigns, ensuring that each one targets the right audience without overlap.

Moreover, Amazon’s A9 algorithm rewards highly relevant ads by lowering cost-per-click (CPC) and improving ad placements. Using negative keywords correctly can increase your ad ranking while lowering costs, leading to more sales at a better profit margin.

Where to Add Negative Keywords in Amazon PPC

Amazon allows sellers to add negative keywords at two levels:

1. Campaign Level – Blocks specific search terms across all ad groups within a campaign. This is useful for filtering out broad, irrelevant traffic.
2. Ad Group Level – Blocks search terms within a specific ad group. This is ideal for fine-tuning individual ad groups while keeping broader campaign-level targeting intact.

Negative keywords apply to Sponsored Products, Sponsored Brands, and Sponsored Display Ads, but each ad type may require a slightly different strategy depending on how traffic is being targeted.

Types of Negative Keywords for Amazon

Amazon provides two types of negative keyword match types, and choosing the right one is essential for balancing reach and efficiency.

1. Negative Exact Match

This setting prevents ads from appearing only if the exact keyword phrase is searched. If a shopper searches using additional words before or after the phrase, your ad may still show.

For example, if you add “men’s black sneakers” as a negative exact match, your ad won’t show for that exact phrase, but it could still appear for “best men’s black sneakers” or “black sneakers for men”.

Negative exact match is best used to block very specific terms that are performing poorly in your campaign.

2. Negative Phrase Match

This setting prevents ads from showing for any search that contains the entire phrase, even with additional words.

For example, if you add “cheap sneakers” as a negative phrase match, your ad will not show for searches like:

• “cheap sneakers for men”
• “where to buy cheap sneakers”
• “best cheap sneakers under $50”

Negative phrase match is broader than negative exact match and should be used to eliminate whole categories of unwanted traffic.

Amazon does not offer broad match negative keywords, so negative phrase match is the closest option available for blocking variations of unwanted keywords.

How to Identify Negative Keywords for Amazon FBA

Finding the right negative keywords requires a combination of data analysis, competitive research, and automation tools. Here are the best ways to uncover unprofitable search terms:

1. Analyzing Amazon Search Term Reports

One of the most powerful ways to find negative keywords is by reviewing your Amazon Search Term Reports. These reports provide detailed insights into which keywords trigger your ads, how many clicks they receive, and their conversion rates.

You can access this report by navigating to:
Amazon Seller Central > Campaign Manager > Reports > Search Term Reports

Look for the following warning signs:

• High impressions, low CTR: Your ad is showing up frequently but not getting clicks, indicating irrelevance.
• High clicks, low conversions: These keywords generate traffic but no sales, meaning they attract the wrong audience.
• High spend, low ROI: If a keyword consumes too much of your budget without generating enough revenue, it should be negated.

By carefully analyzing this data, you can identify the keywords that are draining your budget without adding value and add them to your negative keyword list.

2. Competitor & Market Analysis

Studying your competitors can also provide valuable insights. Analyze top-performing listings in your niche and pay attention to the keywords they rank for. Tools like Helium 10, Jungle Scout, and ZonHack can help you uncover competitor keyword strategies.

Additionally, review customer feedback and product reviews. If customers frequently complain about a feature your product doesn’t have, consider negating those terms. For example, if you sell cordless vacuums and notice that customers frequently search for “corded vacuum”, adding “corded” as a negative keyword ensures that you don’t waste ad spend on the wrong audience.

3. Keyword Research & Automation Tools

Using keyword research tools can significantly speed up the process of finding negative keywords. Some of the most effective tools include:

• ZonHack PPC Analyzer – Helps Amazon sellers track keyword performance and identify wasted ad spend.
• Helium 10’s Magnet Tool – Generates lists of related search terms, including those that may be irrelevant.
• Google Keyword Planner – Offers insight into common search terms that may not align with your product.

4. Amazon Auto-Campaign Data

Running automatic campaigns can help uncover unexpected search terms. By reviewing your auto-campaign data, you can extract keywords that trigger ads and filter out irrelevant ones.

For example, if your automatic campaign is driving traffic from a broad, irrelevant term like “kid’s hiking boots” when you’re selling adult hiking boots, adding “kids” as a negative keyword can immediately improve targeting.

5. Manual Research Techniques

Amazon’s autocomplete suggestions can also provide clues. Simply typing your product’s main keyword in Amazon’s search bar will show related searches—some of which may be irrelevant or misleading for your product.

Additionally, browsing customer Q&A sections can highlight common misconceptions about your product category, allowing you to proactively negate unrelated keywords.

How to Implement Negative Keywords in Amazon PPC

Once you’ve identified negative keywords, the next step is to implement them correctly in your Amazon PPC campaigns. Here’s a step-by-step process:

1. Adding Negative Keywords in Amazon Campaign Manager

Follow these steps to add negative keywords in Amazon’s advertising dashboard:

• Go to Amazon Seller Central and navigate to Campaign Manager.
• Select the campaign where you want to add negative keywords.
• Click on the Negative Keywords tab.
• Choose whether to apply the negative keywords at the campaign or ad group level.
• Click Add Negative Keywords and enter your list of negative keywords.
• Choose the match type (Negative Exact or Negative Phrase) and click Save.

2. Using Bulk Operations for Faster Optimization

If you manage multiple campaigns, you can use Amazon’s Bulk Operations tool to add negative keywords in bulk:

• Navigate to Campaign Manager > Bulk Operations.
• Download your current campaigns as a bulk file.
• Open the file in Excel and find the Negative Keywords section.
• Add your new negative keywords, specifying the match type (Exact or Phrase).
• Save and upload the modified file back to Amazon.

This method is especially useful for high-budget campaigns with extensive keyword lists.

3. Refining Negative Keywords Over Time

Negative keyword optimization is an ongoing process. Monitor your Search Term Reports weekly or bi-weekly to identify and update irrelevant search terms.

Use Amazon’s Suggested Negative Keywords feature, which recommends terms that frequently result in wasted spend. Additionally, setting up automated rules in tools like ZonHack PPC Analyzer or Helium 10 Adtomic can help streamline this process.

Best Practices for Using Negative Keywords

To maximize efficiency, follow these best practices when managing negative keywords:

1. Start with Broad Negative Keywords, Then Fine-Tune

Initially, use negative phrase match to block entire categories of unwanted searches. Over time, analyze performance and add negative exact match for specific keywords that underperform.

2. Use Negative Keywords to Separate Campaigns

If you’re running both automatic and manual campaigns, prevent overlap by using negative keywords. For example:

• Auto campaigns should have broad discovery but exclude high-performing exact keywords.
• Manual campaigns should focus on high-converting keywords while negating broader, low-performing terms.

3. Avoid Overblocking Keywords

Adding too many negative keywords can limit ad reach and reduce potential sales. Focus on filtering out only non-converting or misleading terms rather than excessively restricting search traffic.

4. Monitor Performance Regularly

Check your Search Term Reports every 7-14 days to ensure you’re not blocking valuable keywords. If you see an increase in ACoS or a drop in impressions, reassess your negative keyword list.

5. Use Negative Keywords for Seasonal Adjustments

If you’re selling Christmas decorations, you might want to negate “Halloween” during October. Similarly, sellers of summer clothing should block searches related to “winter” in colder months.

6. Leverage AI & Automation Tools

Using tools like Helium 10, ZonHack PPC Analyzer, Perpetua, and Sellics can help automate negative keyword identification, reducing manual effort and improving ad performance.

Advanced Strategies for Implementing Negative Keywords

1. Protecting Your Brand from Unwanted Clicks

If you’re running branded campaigns, prevent competitors’ ads from appearing by negating their brand names. Likewise, in non-branded campaigns, block your own brand terms to avoid internal competition.

2. Using Negative Keywords to Improve Sponsored Brand Ads

For Sponsored Brand campaigns, remove irrelevant searches to improve CTR and conversion rates. Since these ads often focus on brand awareness, eliminating low-intent clicks ensures better ROI.

3. Adjusting Negative Keywords Based on PPC Goals

If your goal is to increase visibility, consider a lighter approach to negative keywords. If you’re focusing on profitability, be more aggressive in eliminating low-converting terms.

4. Testing & Iteration

• Run A/B tests to compare performance before and after adding negative keywords.
• Track CPC, CTR, and conversion rates to measure impact.
• Refine lists continuously to strike the right balance between reach and relevance.

Frequently Asked Questions (FAQs)

1. What’s the difference between Negative Phrase and Negative Exact match?

• Negative Exact: Blocks only the exact search term.
• Negative Phrase: Blocks any search term containing the phrase.

2. How often should I update my negative keyword list?

Check Search Term Reports every 1-2 weeks and update negative keywords based on wasted spend, irrelevant traffic, and campaign goals.

3. Can negative keywords improve my organic rankings on Amazon?

Indirectly, yes. By reducing wasted ad spend and improving conversion rates, Amazon’s A9 algorithm may reward your listings with better organic rankings.

4. Can I use negative keywords in automatic campaigns?

Yes, but only at the campaign level. This helps refine auto-campaign targeting without manually adjusting keywords.

5. What happens if I add a high-performing keyword as a negative keyword by mistake?

It will block all traffic from that keyword, potentially harming your campaign. Regularly audit your negative keywords to avoid this mistake.

6. Should I use negative keywords in defensive PPC strategies?

Yes. If you’re running defensive campaigns to protect your brand name, you should exclude competitor names to prevent misalignment.

7. What are some common mistakes sellers make with negative keywords?

• Blocking too many keywords too soon.
• Using only Negative Exact when Negative Phrase is needed.
• Not reviewing Search Term Reports regularly.
• Forgetting to adjust for seasonal trends.

Bottom Line

Negative keywords are an essential tool for Amazon FBA sellers who want to maximize ad efficiency, lower wasted spend, and increase ROI. By continuously refining your keyword strategy using data-driven insights and automation tools, you can ensure your Amazon PPC campaigns remain profitable.

To stay ahead, regularly review your Search Term Reports, adjust negative keywords based on real-time performance, and leverage advanced PPC strategies to outperform competitors.

Need expert help optimizing your Amazon PPC campaigns? ZonHack PPC Optimization Service can help identify wasted ad spend, find the best-performing keywords, and automate negative keyword management. Start optimizing today and increase your profitability on Amazon FBA!