Amazon PPC glossary
Negative keyword
A negative keyword tells Amazon not to show your ad for a word or phrase. It stops spend on searches that will not buy from you.
Example
You sell a stainless steel water bottle. Shoppers searching “plastic water bottle” click your ad but do not buy. You add “plastic” as a negative keyword, and your ad stops appearing for those searches.
Where it matters most: Book 1, The Amazon PPC Clarity Guide, in the chapter “Negative Keyword Strategy.”
Go deeper
The glossary gives you the one-line answer. The Amazon PPC Clarity Guide explains why it matters and what to do about it.