Negative Match Types: Negative Exact vs Phrase vs Broad
Last updated: February 17, 2026
Negative match types in Amazon PPC
Negative match types determine how restrictively a negative keyword excludes search queries. While positive match types define which search queries an ad should appear for, negative match types define which queries it is guaranteed not to appear for.
Amazon offers three negative match types: negative exact, negative phrase, and negative broad (Sponsored Brands only). Choosing the right type is essential for blocking irrelevant traffic without accidentally excluding relevant search queries. This is a core part of working with negative keywords on Amazon.
Table of contents
Negative Exact Match
Negative exact match is the most precise negative match type. It only excludes search queries that match the negative keyword exactly (including close variants such as plural forms).
Example: negative keyword “blue yoga mat”
- ✗Blocked: “blue yoga mat”, “blue yoga mats”
- ✓Not blocked: “blue yoga mat buy”, “yoga mat blue”
When to use it: Use negative exact when you want to exclude a very specific search query without blocking related variants.
Negative Phrase Match
Negative phrase match excludes search queries that contain the negative keyword as a connected phrase, even when additional words appear before or after it.
Example: negative keyword “blue yoga mat”
- ✗Blocked: “blue yoga mat”, “blue yoga mat buy”, “best blue yoga mat”
- ✓Not blocked: “yoga mat blue”, “yoga mat in blue”
When to use it: Negative phrase is ideal when you want to exclude a specific word combination and all of its extensions.
Negative Broad Match
Negative broad match is the most far-reaching exclusion type. It blocks search queries that contain all the words of the negative keyword, regardless of their order.
Important: Negative broad match is only available for Sponsored Brands, not for Sponsored Products or Sponsored Display.
Example: negative keyword “blue yoga mat”
- ✗Blocked: “blue yoga mat”, “yoga mat blue”, “buy yoga mat in blue”
- ✓Not blocked: “green yoga mat”, “blue fitness mat”
When to use it: Use negative broad with care, because it blocks very broadly. Ideal for terms that are not relevant in any combination.
Comparison: When to use which type?
| Type | Reach | Use case |
|---|---|---|
| Negative Exact | Narrow | Exclude a single specific search query |
| Negative Phrase | Medium | Block a phrase and all of its extensions |
| Negative Broad | Wide | Exclude a term in any combination |
Recommendation: Start with negative phrase as your default. Only use negative exact when you are sure that variants remain relevant. Use negative broad only when a term does not fit in absolutely any combination.
Frequently asked questions (FAQ)
Why is there no negative broad in Sponsored Products?
For Sponsored Products, Amazon only offers negative exact and negative phrase. Negative broad is available exclusively for Sponsored Brands. For Sponsored Products, however, you can achieve a similar effect with negative phrase.
Can I block too much with negative keywords?
Yes, especially with negative broad match. A negative keyword that is too broad can also block relevant search queries. So review regularly whether your negative keywords are not too restrictive.
How do I find out which search queries are being blocked?
The search term report only shows search queries where your ads were served. To check whether your negative keywords are working correctly, you can run test searches or compare impression counts before and after adding them.
Related terms
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