Targeted Negative Keyword Analysis for Amazon Ads
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Quick answer
Targeted negative keyword analysis is a structured review of Amazon Ads search terms to identify queries that spend budget without producing a target return. It compares spend, orders, and ROAS at the search term level, then flags underperforming terms as negative keyword candidates. That process gives teams a clearer basis for budget decisions and campaign cleanup. It also supports more consistent comparisons between automatic and manual campaign performance.
For Amazon sellers and analysts, this work is most useful when it moves from one-off checks to a repeatable workflow. Search term data should be imported or collected consistently, reviewed against a target ROAS or cost threshold, and handed off for team approval before any campaign change is made.
Why negative keyword analysis matters for auto and manual campaigns
Automatic and manual campaigns surface different types of underperforming terms. Auto campaigns can match broad or loosely related queries, while manual campaigns may show spend on close variants or targets that are not converting. Sorting those terms by spend and ROAS reveals which clicks are driving cost without enough return.
- Auto campaigns benefit when irrelevant search terms are added as negatives to reduce future waste.
- Manual campaigns benefit when low-ROAS targets are reviewed rather than left running.
- Team review helps keep changes consistent across accounts and marketplaces.
Practical steps for a negative keyword review
Start by importing Sponsored Products search-term data through a CSV or XLSX upload, or use scheduled email import if that fits your workflow. Then rank terms by wasted spend, orders, and ROAS compared with your target. Mark the clear negatives, assign the list for review, and only apply changes after approval.
The Amazon Negative Keyword Tool by Todoza is built for this type of search term ranking and team review before changes are made.
When this matters
This process becomes more valuable as ad spend grows and search term volume increases. It also matters when you need to explain why a campaign is not hitting a target, or when you are deciding whether automatic targeting or manual targeting is doing the real work. A read-only workflow with a clear approval step can reduce the risk of rushed changes.
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Related guides
After negative keyword cleanup, auto and manual campaign data becomes easier to compare. For more on that broader evaluation, see the Amazon Ads placement analysis for auto vs manual campaigns guide.