Should I use the same keyword in multiple Amazon campaigns?
You should use the same keyword in multiple Amazon campaigns only when each campaign has a clear purpose, such as advertising different relevant products, testing match types or separating budgets. Repeating an identical target for the same product without a reason can fragment reporting and make spending harder to manage. A seller offering two sizes of a compression packing cube set may use packing cubes for both because each product genuinely fits the search. Separate campaigns can make sense if the sizes have different margins, priorities or budget needs. Keyword reuse is useful here because the products need independent management, not because duplication itself improves results. You might also use a relevant keyword in broad match for discovery and exact match for more focused bidding. Amazon's Sponsored Products targeting guide explicitly says that adding different match types for the same keyword does not make you bid against yourself. Each target still needs a role and an appropriate bid. Compare the keyword, match type, advertised ASIN, campaign goal, bid and budget. Then inspect search term reports: different keyword text can reach the same query, and identical text with different match types can reach different searches. A list of duplicated keyword strings alone does not show the full overlap. For the packing cube example, the same query may convert differently for a compact set and a family-size set. Review each product's results and the combined spend before removing a target. Campaign-level sales moving from one campaign to another do not, by themselves, prove that total sales improved. Use negative keywords when you deliberately want to restrict a query in one campaign, such as routing a proven search toward a dedicated manual target. Check the negative match type and scope carefully. A negative exact keyword is not the same as a negative phrase keyword, and neither guarantees that all related searches will follow one route. Before excluding traffic from a discovery campaign, confirm that the intended receiving target is active, relevant and adequately funded. Otherwise you may remove useful reach without replacing it. If two targets have no meaningful difference, simplifying their structure may be easier than maintaining extra routing rules.
Use the same keyword across Amazon campaigns only when each has a clear role. Learn when overlap helps and when it complicates PPC reporting.