If you’re running Amazon ads, you already know that not every click is a good click. Some people search for things that are just… not what you’re selling. That’s where negative keywords step in to save the day.
They’re like your ad’s bodyguards — keeping out the wrong crowd so you can focus on the right audience. This not only protects your budget but also boosts your chances of making more sales. Let’s walk through exactly how negative keywords work, the different types you can use, and how to make them part of your Amazon advertising strategy.
Types of Negative Keyword Match Types on Amazon
When you’re setting up your negative keywords, you have a few options. It’s not a one-size-fits-all kind of thing. Each type gives you a different level of control. Understanding these types is the first step to becoming an Amazon ad master.
Negative Exact Match
This is the most specific type of negative keyword. When you use negative exact match, you are telling Amazon to block your ads from showing up for that exact search term and only that term. This is perfect for when you find a very specific search term that is totally irrelevant to your product.
For example, let’s say you sell high-quality, professional wireless headphones. A search term like “wireless headphones” is great. But what if you find that people searching for “cheap wireless headphones for kids” are clicking your ad but never buying? You could add “cheap wireless headphones for kids” as a negative exact match. This would only block that exact phrase, and your ads would still show for “best wireless headphones” or “wireless headphones for calls.”
Negative Phrase Match
Negative phrase match is a bit more flexible. With this type, your ads are blocked if the search query contains the exact phrase you’ve specified, no matter what other words are before or after it. This is a great way to exclude a broader range of irrelevant searches.
Let’s use our headphone example again. You sell headphones that are not noise-canceling. You notice your ads are showing up for “noise-canceling headphones,” “best noise-canceling headphones,” and “cheap noise-canceling headphones.” To stop this, you could add “noise-canceling headphones” as a negative phrase match. This single phrase would block all three of those search terms and any others that contain that exact phrase. It saves you the trouble of having to add each one individually.
Why Are Negative Keywords So Important?
You might be thinking, “This sounds like a lot of work. Is it really worth it?” And my answer is a huge, resounding yes! Using negative keywords isn’t just a nice-to-have; it’s a must-do for anyone serious about their Amazon business.
Improve Ad Relevance and CTR
Let’s face it, we want our ads to be seen by people who actually want to buy our stuff. When your ad shows up for relevant searches, more people will click on it because it’s what they’re looking for. This is called a higher Click-Through Rate, or CTR. A good CTR tells Amazon that your ad is a good match for that search term. Amazon likes this and may reward you with a better ad rank over time. It’s a win-win!
Reduce Wasted Ad Spend
Imagine you’re running a lemonade stand. Would you want to pay for a big sign that points people to your stand who are really just looking for a taco truck? Of course not! That’s what happens when you don’t use negative keywords. Clicks on irrelevant search terms are like paying for those lost customers. They’re never going to buy, and they’re just draining your ad budget. Negative keywords act like a filter, letting you focus your money on the people who are actually in the market for what you’re selling.
Enhance Overall Campaign Performance
Think of your ad campaign as a finely tuned machine. Every part needs to work together. By using negative keywords to filter out the bad stuff, you make the whole machine run better. You’ll see a higher conversion rate, which means more sales from your clicks. And because you’re spending less on wasted clicks, your Advertising Cost of Sale (ACoS) will go down. A lower ACoS means you’re making more profit for every dollar you spend on ads. Who doesn’t love that?
How to Add Negative Keywords in Amazon Advertising Console
Okay, you’re convinced. Now, how do you actually do it? It’s not as scary as it sounds. Amazon has made the process pretty simple. I’ll walk you through the steps.
- Log in to Amazon Seller Central and head to Campaign Manager.
- Select the campaign and the ad group you want to work on.
- Look for the Negative Targeting or Negative Keywords section.
- Click Add Negative Keywords.
- Choose your match type (Exact or Phrase).
- Enter your negative keywords — one per line.
- Save your changes.
- Review and update regularly based on performance reports.
Examples of Using Negative Keywords
Sometimes seeing a few examples makes all the difference. Let’s look at some common scenarios where negative keywords can save the day.
You can use negative keywords to exclude low-quality or budget-focused terms. For example, if you sell a high-end, premium wireless speaker, you might want to add terms like “cheap,” “discount,” or “under $50” as negative keywords. This helps you attract buyers who are looking for quality and are willing to pay for it.
Another great use is to avoid competing with other brands. If your product is a specific brand of coffee maker, and you want to focus your ad spend on your own brand, you can add competitor brand names as negative keywords. This ensures your ad doesn’t show up when someone is specifically searching for a competitor’s product.
You can also use negatives to block non-relevant product features. Let’s say you sell a dog toy that is not a chew toy. You notice your ads are showing up for “indestructible dog chew toy.” You can add “chew toy” as a negative phrase match to prevent your ads from showing for all those searches. It’s a simple way to make sure your product matches what the customer is actually looking for.
Using Negative Keywords to Control Your Audience
This is a fun one. You can use negative keywords to literally shape the audience you’re going after. For instance, if you’re selling a premium, handcrafted leather wallet, you probably want to attract people who appreciate quality and are willing to pay for it. You can block terms like “faux leather,” “synthetic,” and even “free.” This helps you weed out people who aren’t your target audience, leaving more ad impressions and clicks for those who are. It’s a strategic move that helps your brand image and your bottom line.
Don’t Forget the Misspellings
Sometimes, a simple typo can lead to wasted clicks. People aren’t perfect typers, and they often misspell things in their searches. You might find that your ads are showing for a common misspelling of your main keyword, but those searches aren’t converting. By adding the common misspellings as negative keywords, you can save money and keep your focus on the correct, high-converting terms.
Conclusion
Negative keywords are one of the easiest yet most powerful tools to keep your Amazon ads sharp and cost-effective. By filtering out irrelevant searches, you protect your budget, improve ad relevance, and boost your chances of converting clicks into sales.
Think of it like decluttering your ad strategy — the fewer distractions, the better your results. So take the time to review your search term reports, find those money-wasting keywords, and kick them out.
