How to Manage Negative Keywords Across Multiple Amazon Marketplaces

Managing negative keywords across various Amazon marketplaces is essential for maximizing ad performance and reducing irrelevant spend. Sellers and agencies running campaigns in multiple countries need reliable processes to ensure each marketplace is optimized individually, while maintaining cross-market consistency and visibility. Understanding best practices for negative keyword management supports sustained growth and campaign efficiency at scale.

Streamline your Amazon Ads PPC across all regions with confidence.

Expanding your Amazon business into multiple marketplaces brings new opportunities—but it also adds the challenge of managing negative keywords for each region. Controlling wasted ad spend and maintaining profitability requires a systematic approach to identifying, classifying, and applying negative keywords at scale. This guide walks through the essential steps and tactics you need to confidently manage negative keywords across all your Amazon marketplaces, whether handling a few countries or a global portfolio.

What You'll Need

Amazon Negative Keyword Tool by Todoza – Tool designed for analyzing and managing Amazon Ads search terms data across multiple marketplaces.
Access to your Amazon Ads search terms reports for all relevant marketplaces
Campaign performance data (spend, clicks, conversion, sales metrics)
Spreadsheet software or data visualization tool (optional)

Why Centralized Data Import Matters

Centrally collecting Amazon Ads search term data from all your marketplaces makes it easier to identify negative keyword trends and avoid duplication of effort. Scheduling regular data imports helps catch new non-converting terms quickly and reduces the chance of wasted spend slipping through the cracks.

Step 1: Gather and Consolidate Search Terms Data

Begin by exporting search term reports from each Amazon marketplace you operate in. Ensure you collect recent and sufficiently large datasets to accurately identify patterns, as search behavior and language can differ by region. Organize each marketplace’s data separately for clear visibility.

For added efficiency and structure, consider using the Amazon Negative Keyword Tool by Todoza, which allows you to import multiple reports via CSV, XLSX, or scheduled email. This centralizes your search term data for streamlined multi-market review.

Step 2: Identify Irrelevant and Low-Performing Search Terms

Review each marketplace’s data independently. Look for search terms with high spend and low or no conversions, which often indicate wasted budget. Also note region-specific differences—a term that is irrelevant in the US may convert well in Germany or Japan. Set clear, transparent criteria for negative keyword candidates to avoid accidental exclusions of valuable terms.

Step 3: Classify and Document Negative Keyword Candidates

Create a running list of search terms to consider as negatives, grouped by marketplace and campaign. Document the reasoning for each candidate to maintain team accountability and avoid repeated evaluation. Make sure to communicate and confirm your choices with stakeholders to prevent valuable traffic from being inadvertently blocked.

Step 4: Apply Negative Keywords by Marketplace

Use Amazon Ads Manager to apply negatives separately in each marketplace account, respecting local search habits and languages. Avoid batch uploads across markets unless terms hold identical irrelevance in all regions. For a more organized process, tools like Amazon Negative Keyword Tool by Todoza offer structured workflows so team members can review and approve changes before implementation.

Step 5: Monitor Results and Iterate Regularly

After negatives are applied, monitor campaign results in every marketplace. Adjust your criteria over time—what qualifies as irrelevant now may change as trends and products evolve. Maintain a consistent update schedule to stay ahead and use tools that support scheduled reporting and review. This helps catch missed terms and reinforce positive changes promptly.

Tips, Common Mistakes, and Troubleshooting

Don’t copy negative lists blindly between countries—context and search intent can vary sharply.
Review campaign performance metrics post-changes to catch negative impact early.
Consider collaboration workflows for agencies or teams with multiple reviews required.
Focus on clear reporting for all involved teams to prevent miscommunications and missed deadlines.
Limit the number of negatives per ad group to ensure Amazon Ads system performance.

The Value of Routine Negative Keyword Reviews

Frequent, scheduled reviews of your negative keyword lists ensure that your advertising budget isn’t tied up by irrelevant traffic. This approach helps keep your campaigns lean, relevant, and performing well, even as you expand into new international marketplaces.