Amazon Ads Cleanup and Negative Keyword Management

Build a cleanup queue from search term data

Start with the search terms that received clicks but produced no orders. Those are usually the strongest negative keyword candidates, especially after they accumulate several clicks over a multi-week window. Next, review terms with low conversion rates compared with the campaign average, because they can reduce the efficiency of an entire placement.

The Amazon Negative Keyword Tool by Todoza is built around this type of ranked cleanup queue, using campaign-specific signals like spend, clicks, orders, and conversion rate. The tool is designed for manual decision-making, so your team approves each change before it goes live.

• High clicks and zero orders: primary negative exact match candidates.
• High spend with low conversion: consider negative phrase or bid reduction.
• Irrelevant or loosely related terms: filter before placement analysis.

Negative keyword match types and placement impact

Where you add a negative keyword changes how much traffic you block. Negative exact match removes only the specific query, while negative phrase match prevents a phrase from triggering ads across broader searches. Many Amazon sellers start with exact negatives for data-backed waste, then add phrase negatives for repeated irrelevant patterns.

This matters for placement comparisons because a term that converts well on product pages may look poor in top-of-search if the search intent is different. Cleaning the keyword set first allows you to analyze placement conversion rates without being misled by queries that should never have been in the campaign. After cleanup, the Amazon Ads Dashboard by Todoza can help you revisit performance trends at the placement level.

When cleanup matters most

Cleanup is especially useful when a campaign has broad or phrase match traffic, when you launch new products and inherit unrelated search terms, or when total ACoS looks acceptable but specific placements are underperforming. It also helps before seasonally adjusting bids, because old negatives can prevent repeat waste.

If you manage multiple accounts or marketplaces, a centralized cleanup workflow saves time and reduces the chance of missing low-volume terms that collectively add up.