Amazon has quietly added negative keywords to Sponsored Brand ads for both Seller Central advertisers and Amazon Advertising advertisers. For those who may need a reminder, Sponsored Brand ads show most regularly at the top of search results in the headline position.

What are negative keywords?

Well, they are negative and we used them to block our ad from appearing in certain search results. This allows you to filter words or phrases that aren’t related to your but could be costing you money and irrelavant clicks.

The negative keywords are a great addition to the sponsored brand ads. Sponsored brand ads are great for brand defense, as you can ensure you have your products showing at the top of branded queries.

Benefits of negative keywords

This types of keywords refine your product target to the most relevant searches. You have options to exclude terms that aren’t related to your product or brand, and focus on those keywords and searches that drive sales.

Negative keywords ensure that your impressions and clicks are potential sales leads.

Negative keywords in Sponsored Brand Ads

Sponsored brand ads are great for brand defense, as you can ensure you have your products showing at the top of branded queries. Now with the addition of the negative keywords, if there are similar searches you don’t want your ads showing for, the negatives can help in avoiding those searches.

While the negative keywords are a great addition, there is still a need for more transparency with Sponsored Brand ads.