What Types of Negative Keywords Does Amazon Allow?
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Quick answer
Negative keywords on Amazon are filtering options that prevent ads from showing in searches you specifically want to avoid. Amazon allows advertisers to use two main types: negative exact match and negative phrase match. Both types help refine campaign traffic by controlling when ads are eligible to be displayed, improving relevance and reducing wasted budget.
Understanding which negative keyword match types Amazon supports is key to maintaining efficient and cost-effective advertising campaigns. By choosing the right type, advertisers can fine-tune which customer searches trigger their ads or keep their ads from appearing in irrelevant results.
Negative Exact Match Keywords
Negative exact match keywords block ads from appearing only for search queries that exactly match the term you specify. This option is effective when you want to prevent your ad from showing up for very precise searches, ensuring you avoid completely irrelevant clicks.
- Prevents ad display for the search term exactly as entered
- Ignores minor variations, plurals, or additional words
Negative Phrase Match Keywords
Negative phrase match keywords allow you to restrict ad appearances for searches containing a specific sequence of words. If a shopper’s search includes your negative phrase, your ad will not be shown, regardless of any other words before or after the phrase.
- Blocks ads for any search containing the phrase in order
- Offers wider filtering than exact match, but is more targeted than broad exclusions
When does match type choice matter?
The match type you select directly impacts campaign efficiency. Negative exact match is ideal for limited exclusions, while negative phrase match is useful for filtering out broader ranges of search queries containing unwanted phrases. Using both together lets you cover highly specific and moderately broad scenarios, helping you curb irrelevant spend.
Tools such as the Amazon Negative Keyword Tool by Todoza provide additional guidance on which terms to negate based on performance data.
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Mastering negative keyword types gives Amazon advertisers greater control over where ads appear. For details on keyword limits and advanced techniques, visit the full guide on how many negative keywords you can use on Amazon.