Should I Add Negative Keywords for Seasonal or Holiday Terms?
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Quick answer
Blocking seasonal or holiday search terms with negative keywords on Amazon campaigns is generally not recommended. Letting these queries run throughout the relevant season allows for accurate assessment of their actual performance. If you block these too soon, you risk missing out on profitable holiday traffic and may not have enough data to make strategically sound decisions.
Many Amazon sellers wonder if they should add negative keywords to filter out seasonal or holiday-related search terms. It may seem tempting to minimize spend outside your main season, but timing is key for these keywords.
Why Seasonal Search Terms Deserve a Full Season
Seasonal terms often drive significant sales during peak periods, even if they underperform at other times of the year. By allowing these queries to run for the full season—think "Father’s Day gifts" in May and June, or "Christmas tree decorations" in November and December—you gather enough meaningful data to truly judge their effectiveness.
Blocking them prematurely means you won’t capture the surge in interest when shoppers are most active, potentially overlooking valuable opportunities.
Evaluating Performance Before Taking Action
Use campaign analytics to measure the actual results these terms deliver. Look at sales, spend, conversion rate, and return on ad spend over the entirety of the season. Tools such as the Amazon Negative Keyword Tool by Todoza help you systematically track seasonal search performance, enabling decisions based on real evidence rather than assumptions.
When This Matters Most
This approach is particularly important for brands that sell products with seasonal spikes or rely on holiday campaigns for a large portion of annual revenue. Collecting full-season data ensures you don’t miss winning keywords that could have been prematurely blocked.
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Letting holiday or seasonal search terms run for the entire peak period helps you make smarter ad decisions. For more ways to avoid costly keyword mistakes, see our full guide on When NOT to Add a Negative Keyword on Amazon.