What Match Type Should I Use for Negative Keywords?
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Quick answer
Negative keyword match type selection is the process of deciding whether to use broad or exact match options to block irrelevant search queries in Amazon Ads campaigns. Broad match blocks a wider range of related terms, while exact match targets specific phrases. The right choice depends on whether you want comprehensive filtering or precise control to protect relevant traffic.
Choosing between broad and exact match for negative keywords is a key step in optimizing Amazon ad spend. Your approach affects the reach of exclusions and the efficiency of your ads.
Broad vs Exact Match: Core Differences
Broad match negatives are used to exclude a wide set of search queries containing your keywords, even if additional terms are present. This type is helpful when you spot recurring irrelevant themes in your search term reports and wish to filter out all close variations. In contrast, exact match negatives only block the specific search term you list, offering fine-tuned control for blocking individual queries that are not converting.
How to Choose the Right Match Type
- Use broad match negatives if you observe consistent wasted spend from a general topic or unrelated product group. This helps prevent many versions of unprofitable terms from triggering your ads.
- Apply exact match negatives when only particular phrases trend poorly or are not relevant, but broader variations might still attract valuable customers. This lets you remove unwanted searches without harming potential sales for similar items.
When Match Type Choice Matters
Selecting the wrong match type can lead to ads appearing for irrelevant searches or, conversely, blocking search terms that might generate sales. Regularly monitor your Search Terms reports or use a tool such as the Amazon Negative Keyword Tool by Todoza to spot patterns and guide your decisions.
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Applying the right negative match type helps keep your Amazon ACoS low and your campaigns clean. Learn more about advanced negative targeting strategies on our parent guide.