How to Review Negative Keyword Suggestions Thoroughly

Separate Negative Candidates from Bid Reductions

Not every underperforming search term belongs on a negative list. Start by checking whether the tool labels the term as a negative candidate, a bid-reduction opportunity, or a query that needs more data. Terms with a few clicks but poor conversion may only need a lower bid, while high-click, zero-order queries are generally safer negative candidates.

If you are working with the Amazon Negative Keyword Tool by Todoza, use its ranked cleanup queue to review suggestions in order. The queue helps you spend less time sorting and more time approving or rejecting terms based on your account targets.

Check Context and Marketplace Signals Before Negating

A search term can look wasteful in one campaign and still perform well in another. Before adding a negative, look at the campaign, ad group, and product context. The same keyword may be a broad-match discovery term in a research campaign and a poor performer in an exact-match campaign.

• Campaign intent: Is the term outside the product’s relevance or just mismatched?
• Marketplace: Performance can differ across US, UK, DE, FR, IT, ES, CA, AU, UAE, and JP, so review signals per marketplace.
• Time window: Avoid negating based on a short data window unless spend is clearly wasted.

Build a Manual Approval Workflow

Thorough review works best when the tool stays read-only and your team approves every negative. That prevents accidental blocking of useful variants. A simple workflow can be:

• Export or import search term data through CSV or scheduled email.
• Review the top negative candidates first.
• Mark items as approved, dismissed, or needing more data.
• Apply only approved negatives in Amazon Ads.

For cross-account visibility, an Amazon Ads Dashboard can help you compare trends before finalizing negative decisions.