How to Analyze Search Terms for Negative Keywords in Amazon Ads

Why Search Term Analysis Matters

Search terms are distinct from the keywords you bid on—these are the actual phrases shoppers enter, often revealing hidden inefficiencies in your campaign. If your ads appear for loosely matched, costly, or totally irrelevant searches, your ad dollars are wasted. By systematically reviewing these terms, you can zero in on patterns that drain budget and proactively add them as negative keywords.

Steps to Identifying Negative Keywords

• Collect search term data: Export search term reports from Amazon Ads regularly.
• Evaluate performance metrics: Focus on impressions, clicks, spend, and conversions for each query.
• Spot wasteful or off-topic terms: Look for terms with high spend and low conversions or those unrelated to your products.
• Add negatives: Enter these terms as negative keywords in the appropriate campaign or ad group to block unwanted traffic.
• Consider using a dedicated tool such as the Amazon Negative Keyword Tool by Todoza, which automates candidate identification based on your chosen criteria.

Best Practices for Ongoing Optimization

Negative keyword analysis isn’t a one-time task—continuous review delivers the best results. Schedule regular reporting and team reviews, monitor campaign changes after updating your negatives, and collaborate across accounts if you manage multiple brands. Automated solutions can support this process by flagging candidates and consolidating reports from various accounts or marketplaces, making it easier to catch inefficiencies early.