Negative Keyword

A negative keyword tells Amazon never show my ad for this query. It's the primary tool for stopping spend on traffic that doesn't convert.

Two types: negative exact blocks only the precise term (and close variants); negative phrase blocks any query containing the phrase. Negative phrase is powerful but dangerous — negating the phrase collar blocks every collar-related query, winners included.

The classic candidates: search terms with meaningful clicks (15+) and zero orders, off-intent terms (you sell dog collars, the term says cat), and terms you've harvested into their own exact campaigns (negate at the source so the old campaign stops bidding on them).

Read the full negative keywords guide for a safe workflow.