Amazon Sponsored Products Setup: Brand Name Negative Phrase Tutorial

Published on November 5, 2025

About this video

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Learn this simple Amazon advertising trick to lower your ACoS and increase your margins by adding your brand name as a negative phrase keyword in all your campaigns. This essential Amazon PPC optimization technique helps you maintain better control over your Amazon advertising campaigns and prevents skewed results that can hurt your profitability.

When you create any new Amazon campaign - whether it's sponsored products, sponsored brands, or any other Amazon ads campaign type - you need to add your brand name as a negative phrase match keyword. This prevents Amazon from serving your ads on your branded keywords, which should be handled by separate dedicated brand campaigns.

By excluding your brand name as a negative phrase, you avoid having campaigns show misleading low ACoS numbers that are actually driven by branded search terms rather than new customer acquisition keywords. This Amazon PPC strategy gives you absolute control over when and how aggressively you want to bid on your brand name for brand protection purposes.

The key is to add your brand as a negative phrase match (not exact match) at the campaign level, not the ad group level. This ensures that any variation of keywords containing your brand name gets excluded, and the setting applies to all current and future ad groups within that campaign.

This simple Amazon advertising optimization can save significant money and improve your Amazon PPC marketing results by ensuring your discovery campaigns, profitability campaigns, and other non-brand campaigns only show performance from relevant new keywords that drive actual growth.

Contents: 0:00 Introduction to Amazon advertising ACoS optimization 0:07 Adding brand name as negative phrase in new campaigns 0:19 Why separate brand campaigns are important 0:46 Apply to all campaign types including sponsored brands 1:09 Avoiding skewed campaign results 1:21 Campaign level vs ad group level setup 1:54 Simple implementation saves money

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Transcript

Hi there. Let's continue with the byite-sized Amazon advertising tips to lower your a cost and increase your margins. So, whenever your team creates a new campaign, whichever type it is, sponsored products, sponsored brands, any other, and regardless of the purpose, you need to add your brand name as a negative phrase. What that means? It means that Amazon will not serve your ads on your branded keywords because you want to have your separate campaigns specifically for branded keywords. So it can be your brand name, brand name plus the type of product or whatever is important to you. So you want to have absolute control if you want to beat aggressively on your brand name for the sake of protecting your brand and that can be also for sponsor brands top headline banner or any other campaign um for that matter but for any other for auto for phrase for discovery campaigns profitability campaigns whatever it is you want to have your brand name added as a negative phrase. So any variation of the of the keyword which consists of your brand plus something needs to be excluded. This will help you to um avoid having skewed results you know. So you may you may go into your campaigns and see like hey I'm having 10% of a cost which in reality you have majority of your sales coming through your branded terms and only small portion of that is through relevant new keywords which you should use. So it's pretty simple just go to your existing campaign or this in this case the the new campaign just expand negative keyword targeting not negative exact. If you add um as an exact match, you will only have exclude that brand name as a keyword. But you want to go in negative phrase your brand name. And that way anything before that or after that will be excluded. So you're completely safe. Do this at the campaign level, not at group level. because it uh when you do when you do add your brand as a negative phrase on a campaign level. So if something happens to your ad group, you decide to pause or whatever uh when you create a new ad group, you will also have this sorted out. So it's pretty simple tweak, but it saves ton of money and increase the control of what's happening in your account. Thank you for watching and see you tomorrow in the next video. Bye-bye.

Frequently asked questions

Why should you add your brand name as a negative keyword in every non-branded campaign?

Without this exclusion, auto, phrase, and broad match campaigns can trigger on searches containing your brand name. This inflates attributed sales and makes ACoS look artificially low, masking true performance from new-customer discovery keywords. Branded traffic belongs in a dedicated brand campaign where you control the bid and budget separately.

Should you add the brand negative as phrase match or exact match, and at what level?

Always use negative phrase match, not exact. Negative exact only blocks the brand name alone, while negative phrase blocks any search term containing your brand name combined with other words. Add it at the campaign level, not the ad group level, so the exclusion automatically applies to any new ad groups created within that campaign in the future.

What happens if you skip this step when launching a new Amazon PPC campaign?

Your generic discovery or profitability campaigns will claim credit for sales driven by shoppers already searching for your brand. The campaign will show a misleadingly low ACoS, leading you to believe the non-branded targeting is performing well when most of the attributed revenue is actually coming from branded queries. This distorts optimization decisions and can cause you to over-invest in campaigns that are not actually acquiring new customers.