Use negative keywords to exclude unsuitable shopping queries or deliberately route traffic. Separate those reasons from uncertain performance: a query that mismatches the product can be excluded on relevance, while a relevant query with few recent clicks may need more mature evidence.

Amazon negative keyword match types

Amazon documents negative exact and negative phrase keyword matching. Negative exact addresses the exact phrase or applicable close variation; negative phrase addresses queries containing the complete phrase or applicable close variation. Do not assume character-for-character matching. Amazon negative broad is not a third keyword option. Amazon match-type guidance.

Need	Starting point for review	Risk to check
Exclude a particular unsuitable query	Negative exact	Applicable close variations can also be affected
Exclude a consistently unsuitable phrase	Negative phrase	Useful longer queries containing it may be blocked
Avoid an unsuitable product-detail target	Negative product targeting where supported	ASIN exclusion is not a keyword match type

For a bottle that is not insulated, “insulated” may describe a real mismatch. By contrast, excluding “gift” merely because one gift query performed poorly could block relevant demand. Review the complete search term and product facts.

Choose the correct scope

Use a campaign-level negative only when the exclusion is valid for every affected ad group. Otherwise use a supported ad-group scope. A generic phrase can be wrong for one product and valid for another.

Do not describe negative keywords as an independent per-advertised-product setting. If a product needs different query exclusions, consider an appropriate ad-group structure. Negative product targeting excludes targeting opportunities; it is not how you pause the product you are advertising.

Review the advertising search term report

Use the advertising search term report for the traffic and spend behind advertising decisions. Seller Brand Analytics search-query reports answer a different question and should not be renamed or substituted without checking scope.

Export the term, campaign, ad group, clicks, spend, orders and sales. Keep report dates, currency and export time. Refresh the period after the applicable attribution window and reporting delay before treating zero orders as final. Amazon conversion guidance.

Classify each candidate as product mismatch, traffic routing, mature uneconomic traffic or insufficient evidence. Record a reason rather than applying a universal “ten clicks means exclude” rule.

Use economics for relevant traffic

Hypothetical example: an order leaves £10 contribution before ads. At an assumed 5% conversion rate, break-even expected CPC is £0.50. Paying £0.80 needs a higher conversion rate or more contribution to break even. With only a few clicks, however, the observed CVR remains uncertain. Decide whether further testing fits a stated loss limit; a point estimate alone does not prove future performance.

A negative can stop both cost and potential sales. Do not claim savings equal all historical spend after the fact, or promise a lower CPC through an undocumented “quality score” mechanism.

Weekly maintenance and recovery

1. Check that candidate terms match the advertised products and have usable data.
2. Inspect existing campaign and ad-group negatives to avoid conflicting routing.
3. Review the narrowest justified match type and scope.
4. Save the old state, submit approved changes and verify the resulting settings.
5. Monitor affected traffic and review reversals when conditions change.

Term	Match_type	Scope	Reason	Evidence_period	Review_condition
example_query	negative_exact	assign_scope	product_mismatch	record_dates	product_changes

This TSV is a manual review sheet, not an Amazon upload file. For bulk operations, use Amazon's current downloaded template and validate identifiers.

Should negatives be shared across campaigns?

Only where the same exclusion is valid. A universal list can suppress suitable products. See match types by KPI.

Can an old negative be reconsidered?

Yes, when its reason may have changed. Use a bounded second-chance review; do not automatically expire clear product incompatibilities.

Related Arctavia resources

Use these supporting pages to compare Amazon PPC operating models and implementation choices.

• Amazon Ad Rejections: Check Claims, Images and Destinations
• Amazon Ads ACoS Suddenly Increased: What to Check First
• Amazon Ads ML Bid Review: Guardrails Before Aggression
• Amazon PPC Automation: Data, Decisions and Operating Controls
• Amazon PPC Automation Migration Checklist
• Amazon PPC Automation vs Agency: Which Operating Model Fits Better?