Negative exact is a negative keyword match type that blocks your ad from showing when the shopper's search is exactly that term or a close variant, while still allowing every longer search that contains it. Adding steel bottle as negative exact stops the ad on steel bottle but not on steel bottle 1 litre. It is the precise, low-risk way to cut a single wasteful search term.
Negative keywords come in two match types on Amazon: negative exact and negative phrase. A negative exact keyword is compared with the whole search. If the search equals it, or is a close variant such as a plural, the ad is withheld. If the search has any extra words, the negative does not apply and the ad can show as normal.
Worked example: in an auto campaign spending ₹6,000 a week, the search term report shows bottle taking 160 clicks for ₹1,120 with one order, while steel bottle 1 litre converts well. Adding bottle as negative exact removes the one-word search, saving about ₹1,120 a week, and leaves steel bottle 1 litre untouched. Adding bottle as negative phrase instead would have blocked every search containing the word, including the good ones.
Flipkart PLA keyword campaigns handle this with excluded keywords. Blooprint's glossary on blooprint.in covers negative keywords in general; this page is about the exact variety.
Negatives are the main defence against wasted spend, and negative exact is the safest one because it cannot block more than you intended. When one search term in a report has spend and no orders, negative exact removes that term and nothing else.
It also routes traffic. When you harvest a search term from an auto or broad campaign into an exact keyword, adding it as negative exact in the source campaign stops two campaigns bidding on the same search, so the exact keyword wins it at the bid you set for it.
The broader negative that blocks every search containing a phrase.
Learn more →The positive keyword that pairs with a negative exact.
Learn more →Find search terms with spend and no orders, review them, and upload negatives in bulk.
Learn more →Sort every search term into scale, fix or stop, across all campaigns at once.
Learn more →It is a negative keyword that stops your ad showing when the search is exactly that term or a close variant. Searches with extra words are not blocked.
Negative exact blocks one search term. Negative phrase blocks every search that contains the phrase in order, so it removes far more traffic and carries more risk of blocking good searches.
Yes. Amazon auto campaigns accept negative exact and negative phrase keywords, and it is the main way to steer them away from wasteful search terms.
Flipkart PLA keyword campaigns let you exclude keywords, which does the same job of stopping the ad on searches you do not want.
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