How to Detect Underperforming Keywords in Your Amazon Campaigns
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Quick answer
Underperforming keywords in an Amazon Ads account are search terms that consume clicks and budget but do not meet the account's return on ad spend (ROAS) or conversion expectations. They are identified by ranking search-term data by cost and conversion performance, then isolating terms with high spend, low orders, or ROAS below target. In auto and manual campaigns, this process reveals wasted spend and creates a shortlist for negative keyword review or bid adjustments.
The goal is not to chase every low-converting click, but to find recurring patterns that silently drain budget. A consistent review process makes that easier, especially when you compare automatic targeting against manual keyword groups.
Start with a cost-and-conversion ranking
Amazon search-term reports already contain the raw signals you need: impressions, clicks, spend, sales, and ROAS. Export the report for the campaign or ad group you are reviewing, then sort by spend in descending order. Look for search terms with meaningful spend but zero or very low orders. Those are the first candidates for negative keywords or lower bids.
- High spend, low orders: prioritize terms that spend consistently over several days without converting.
- ROAS below target: flag terms that fail to meet your account's return threshold across a sufficient date range.
- One-off fluctuations: avoid making large changes from a single day or click.
Separate auto and manual signals
Auto and manual campaigns fail differently. In auto campaigns, Amazon matches broad shopping queries that you may not have chosen. A high-click, low-conversion term there can often be added as a negative keyword and the better-performing term can be moved into a manual campaign. In manual campaigns, underperforming keywords usually mean the match type or bid is wrong for that specific term.
Tools like Amz Ad Waste Detector can analyze spend and ROAS per search term and target, helping you spot those inefficiencies across both campaign types.
When this matters
This type of review matters most when ad spend is rising but total orders are flat, or when automatic campaigns are receiving most of the budget without clear conversion data. It is also useful before a portfolio cleanup or before shifting budget from auto to manual targeting. Without a ranked list of underperformers, negative keyword decisions are guesswork.
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Detecting underperforming keywords is a core part of placement analysis for auto and manual campaigns. Once you know which terms underperform, you can decide whether to negate them, adjust bids, or move budget toward better-performing targets.