Deciding Which Keywords to Negate in Amazon Ads

How the ranking shows wasted spend

Todoza’s Amazon Negative Keyword Tool evaluates search terms using metrics that matter for contribution margin: spend, ROAS, and conversion rate. A term may appear wasteful when it has meaningful spend but low or no conversion, or when ROAS falls below the campaign’s target. Raw Amazon Ads reports can be imported via CSV, XLSX, or daily email, and the tool then ranks terms by campaign-specific performance.

• Imports Amazon Ads search term reports via CSV, XLSX, or daily email
• Ranks terms by campaign-specific metrics such as spend, clicks, sales, ROAS, and conversion rate
• Classifies terms as negative keyword candidates, bid-reduction opportunities, or terms needing more data
• Provides cross-campaign and cross-marketplace visibility through the Waste & Efficiency dashboard

Types of recommendations and review

The tool is read-only, so flagged terms do not automatically become changes in Amazon Ads. Instead, your team can review the evidence and assign tasks before any negative keyword or bid change is applied. This can be especially useful when multiple people manage campaigns across Amazon marketplaces.

• Evidence review for flagged search terms
• Team task assignments before campaign changes
• Role-based workflows across multiple accounts and up to 10 Amazon marketplaces

When this matters

This matters most when broad match or auto campaigns keep producing new search terms, and ad spend is rising faster than attributed sales. By spotting terms that consistently underperform, you can redirect budget toward searches that are more likely to convert. The same read-only review also supports bid-reduction decisions, so you do not have to go straight to negating every underperforming term.