Amazon Negative Keywords: candidate review and approval

Negative keywords can reduce irrelevant Amazon Ads traffic, but there is no universal impression count, CTR threshold, list size, or waiting period that fits every account. Candidates should come from seller-authorized search-term reports and be reviewed against the product, campaign purpose, source period, and available conversion evidence.

Classify intent before blocking a term

• Product mismatch: size, material, format, compatibility, audience, or use case the product does not support.
• Brand or competitor term: block only when the client has not approved a conquest or defensive purpose.
• Low-evidence candidate: retain for observation when traffic is too sparse to distinguish poor performance from noise.
• Approved exclusion: add when product facts and client intent make the term structurally irrelevant.

Negative exact versus negative phrase

For Sponsored Products, negative exact excludes the exact phrase and close variations. Negative phrase also excludes queries containing the phrase or close variations with other words. Both can block relevant traffic. Check Amazon's negative-match guidance before applying an exclusion. Record the match type, affected campaign or ad group, reason, source-report period, and approver.

Review and removal workflow

1. Pull the seller-authorized search-term report for an agreed period.
2. Separate clearly irrelevant terms from terms with insufficient evidence.
3. Check whether a proposed negative conflicts with another campaign, product variant, or planned launch.
4. Send the proposed list and reasons to the client.
5. Apply only approved changes and review the next suitable period for unintended loss of relevant traffic.

Automation and data boundaries

Amazon-provided campaign rules and seller-authorized Amazon reports can support candidate selection, but human review remains required before BFarm applies a negative keyword. Record each input's source and keep search-term data separate for each seller. The Privacy Policy describes BFarm's wider use of seller tools and external providers.

Cadence depends on spend, traffic, campaign changes, and the service agreement. Outcomes and timing are account-specific; no negative-keyword change guarantees lower ACoS, higher sales, or ranking movement.

For the wider operating sequence, see the PPC review framework, budget allocation, and the Advertising Optimization service.