9.1 Negative Match Types¶
What this page teaches: Negative exact blocks one exact query. Negative phrase blocks searches containing that phrase. Negative product targeting blocks specific ASIN targets.
Why this matters in real accounts: This topic affects money, visibility, campaign control, reporting clarity, or team execution. Understanding the business reason first makes the console steps much easier to learn.
Practical workflow: - Review search terms by spend, clicks, orders, [[ACOS]], and relevance. - Mark terms as irrelevant, inefficient, harvested, or still testing. - Use negative exact for precise blocking. - Use negative phrase only when the entire phrase family is unwanted. - Check conflicts before uploading negatives.
Worked mini-example: If a premium leather wallet campaign spends on "cheap plastic wallet," the term may be negated. If "brown leather wallet" spent $8 with no sale but only 6 clicks, keep testing unless thresholds are met.
Common beginner mistakes: - Using negative phrase too aggressively. - Negating a term that performs in another campaign. - Blocking discovery before the campaign has enough data.
Definition of done: - The learner can explain the topic without jargon. - The learner can name the report, console area, or data input used for this topic. - The learner can describe one safe action, one risky action, and one escalation trigger.
Merged from Complete Data-Filled Guide¶
Complete data-filled section notes¶
Negative keywords are terms you tell Amazon not to target. This is one of the fastest ways beginners can save money because it removes obviously irrelevant traffic.
Negative match types¶
| Type | What it blocks | Example |
|---|---|---|
| Negative Exact | The exact search term or close variation | [used running shoes] |
| Negative Phrase | Any search containing that phrase in order | "free shipping" |
| Negative Product Targeting | Specific ASINs or product targets | Exclude poor-fit products |
Cross-campaign negation¶
When a search term graduates from Broad or Auto into Exact, add it as Negative Exact in the source campaign. This helps the Exact campaign own the term and keeps discovery campaigns focused on finding new terms.
Wasted spend workflow¶
- Download the Search Term Report.
- Filter for high spend or high clicks with zero orders.
- Check relevance before negating.
- Use Negative Exact for one bad term.
- Use Negative Phrase for a bad concept that should never match.
- Log the change.
Common mistakes¶
Over-negating kills discovery. Negative conflicts can block your own good keyword. Using Negative Exact when you need Negative Phrase can let similar waste keep slipping through.
Negative keyword examples¶
- Use Negative Exact for one bad search term:
[used running shoes]. - Use Negative Phrase for a bad concept:
"free"or"used"when those concepts never fit. - Use product exclusions when a competitor ASIN or category segment wastes spend.
Operator checklist¶
- Explain the topic in plain English.
- Identify the report, console area, or input data needed.
- Make the smallest safe change first.
- Log the action, reason, and expected review date.
- Escalate if the issue touches policy, inventory, account health, or large budget changes.