Web-based software suite to start & grow your Amazon business
Analyze marketplace data while browsing Amazon
A SaaS platform for global voice of customer and product research
IPアドレスとブラウザの特徴から、日本でご利用されていると判断をし、「セラースプライト-日本語版」をご利用ください。
TL;DR: Use this comprehensive Amazon negative keywords list to filter out irrelevant searches, reduce wasted ad spend, and improve campaign ROI, especially in high-competition categories.
Note on marketplaces: This guide is specifically optimized for the US market.
Negative keywords are search terms you exclude from your Amazon PPC campaigns so your ads don't appear for irrelevant or low-converting queries. They act as filters to ensure your budget is spent only on high-intent shoppers likely to convert.
Definition: A negative keyword is a term or phrase that tells Amazon not to trigger your ad when a customer searches for it, helping you avoid unprofitable clicks and improve targeting precision.
Many sellers focus on adding keywords but forget to remove bad ones. Without a solid exclusion strategy, even high-volume keyword lists can lead to wasted spend. According to a benchmark analysis, 37% of Amazon ad clicks come from non-converting search terms, most of which could have been filtered with proper negative keyword use.
Exclusions aren't just for PPC. During keyword research, filtering out irrelevant terms early ensures your product listings and content align with actual buyer intent, not noise.
A well-maintained negative keyword list leads to:
Not every keyword should be excluded. Use these decision rules to determine whether to block, keep, or test a term, based on intent, relevance, and performance.
If a search term refers to a completely different product than yours, exclude it. For example, if you sell blenders, exclude "juicer" even if it has high volume. The buyer wants a different outcome.
Terms like "how to fix a blender" or "blender motor replacement tutorial" indicate research intent, not purchase intent. These rarely convert and inflate CPC costs.
Avoid terms that imply medical benefits (e.g., "blender for diabetes diet") unless you're FDA-compliant. Similarly, exclude "commercial-grade" if you only sell home appliances.
High-volume terms like "kitchen appliances" may seem attractive but attract unfocused traffic. Consider excluding them until you've built conversion history on more specific terms.
If your product is premium-priced, exclude terms like "cheap blender" or "under $20." These shoppers are unlikely to convert and only increase CPC drag.
Never exclude a keyword solely based on assumption. Always check your Search Term Report. If a term has generated sales even if odd, keep it or test it further.
Use these pattern-based categories to build your exclusion list. Always validate against your product category and positioning before applying.
Example: If you sell air purifiers, exclude "HEPA filter replacement" unless you also sell filters.
These are among the most common irrelevant clicks. If you don't sell accessories, block them early.
Avoid misleading impressions. Only allow compatibility claims if verified.
These attract bargain hunters, not buyers. Exclude unless you run discount campaigns.
Shoppers searching for codes are often deal-focused and less likely to convert without an active offer.
These indicate learning intent, not buying. Block unless your content strategy targets this segment.
Some comparison terms convert well (e.g., "Nespresso vs. Keurig pods"). Use data to decide.
These attract B2B buyers. If you don't offer bulk pricing, exclude them.
Commercial intent often implies different needs (durability, volume, compliance).
Prevents mismatched expectations and returns.
Avoids frustration from customers expecting bulk.
Material matters. Exclude terms that misrepresent your product.
Using competitor brands in targeting can work, but only if you're authorized or running a compliant conquest campaign.
These terms imply brand affiliation. Avoid unless you're an authorized seller.
Examples: "CBD for pets," "vape mods," “nicotine patches”, only use if compliant with Amazon's policy.
Terms like "treatment for arthritis" can trigger policy violations. Stick to allowed claims.
Smart keyword research starts with filtering. Use negative keywords early to clean your list before launching ads.
Structure your research spreadsheet to flag exclusions upfront. This creates a reusable filter system.
High search volume doesn't equal high value. Use tools like SellerSprite Keyword Conversion Rate to analyze intent and filter out misleading terms early.
Don't delete uncertain terms; instead, flag them for testing in low-budget campaigns.
Group exclusions by pattern (e.g., all "free" terms) so you can apply them across products and campaigns efficiently.
Choosing the right negative match type is critical for precision and scalability.
Example: Block [blender motor repair] exactly if it gets 50 clicks and zero sales.
Example: "replacement filter" blocks "HEPA replacement filter," "air purifier replacement filter," etc.
Use broad match with strong negative lists to avoid irrelevant exposure.
These are high-intent. Only negate if data shows consistent waste.
If you have an exact match campaign for "premium blender," negate that term in auto and broad campaigns to avoid self-competition.
Follow this standardized process to build and maintain an effective negative keyword strategy.
Use the copy/paste categories above as your foundation.
Customize for your SKU. If you sell queen-size memory foam mattresses, exclude "king" and "latex."
Use a 10-click minimum to avoid overreacting to noise.
Apply at the campaign or portfolio level based on scope.
Update your list every 7 days. As markets change, your exclusions should too.
Exclude: "men's large," "plus size," "knockoff," "replica," "designer style."
Exclude: "for iPhone 17," "charger only," "screen protector," "refurbished."
Exclude: "coffee pod refill," "water filter replacement," "12-pack," "bulk lot."
Exclude: "cure for," "treatment," "FDA approved," "medical grade," "prescription."
Avoid blanket exclusions like "how to." Some informational terms convert (e.g., "how to use beard oil").
"Replacement" might block "replacement parts" but also “original replacement compatible”, which could be valid.
Use heavy negatives in discovery, light in scaling. Mixing them hurts performance.
If you add a 12-pack option, remove "12-pack" from your negative list.
"Wholesale" may be bad in US retail but valid in Amazon Business. Adjust by marketplace.
The best negative keywords depend on your product, but common high-impact exclusions include "free," "cheap," "replacement," "how to," "review," "wholesale," and competitor brand names (unless you're running conquesting ads). Always validate with your Search Term Report.
Use Amazon's Search Term Report to identify high-click, zero-conversion queries. You can also use tools like SellerSprite to analyze search intent and uncover irrelevant terms during research.
Start with negative exact for precise, high-waste terms. Use negative phrase for broader patterns like "refill" or "replacement" once you've confirmed they're consistently irrelevant.
A negative keyword list prevents wasted ad spend on irrelevant searches, improves campaign relevance, lowers ACoS, and increases conversion rates by ensuring your ads are shown only to high-intent buyers.
By SellerSprite Success Team
The SellerSprite Success Team combines hands-on Amazon ad optimization experience with data science to help sellers reduce wasted spend and scale profitably. Our strategies are tested across thousands of SKUs and updated with real-time marketplace trends.
Content is loading. Please wait
There are no comments at this moment.
You are trying too often, please try again later!
Deleted comments cannot be recovered.