Keyword lists, Unique words and Negative words

Keywords holds named lists of keywords for the selected store. You fill them mostly by ticking rows in the Search Terms report or the Keyword Performance table and choosing Add to list, or by typing or pasting.

Rules

Keywords are cleaned up: trimmed, extra spaces collapsed, lower-case, up to 200 characters.
A keyword can be in any number of lists, but only once per list.
A list name is up to 100 characters and unique per store. Limits: 200 lists per store and 10,000 keywords per list.
Analyst and above can edit lists. Everyone else can read them.

Built-in lists

Unique words is worked out for you: every word from every keyword in your lists, with how many keywords and lists use it. It is never stored, so it cannot go out of date.
Negative words is one list per store that cannot be renamed or deleted. Its words stay on Unique words, tagged Negative. Move to Negative words moves a word there from the Unique words table.

Collect words in the temp list (Search Terms)

To push words from several rows or campaigns in one go, use the temp list on the Search Terms report. You need the Store manager role or higher.

Select text in a Customer Search Term cell and choose Add to temp list, or tick rows and choose Add to temp list in the bar below the table. Each word keeps the campaign and ad group it came from.
A Temp list badge at the top right shows how many words are waiting. Click it to open the list.
For every word you can change the match type (phrase to start), Apply to (a whole campaign, or one ad group for Sponsored Products), the campaign and the ad group. A name that no longer matches a campaign or ad group on Amazon is marked "not found": its row turns amber, with the campaign or ad group box outlined, until you pick one.
Add to Negative words and push adds every word to your Negative words list, then pushes them to Amazon. Words Amazon refuses stay in the list with the reason, so you can fix them and submit again; a negative Amazon already has is skipped. A word that is too long for Amazon is added to the list only.
The list is kept in your browser for the selected store, so it survives a refresh and moving to another page. It is not shared with teammates or other devices. Clear all empties it.
Words that share the same campaigns or ad groups and match type go to Amazon together, so one submit can create several entries in Push history.

See where a negative word shows up

On the Keywords page, a word from your Negative words list is shown in red inside every keyword. Click it to open Search Terms filtered to that word (the Customer Search Term filter, last 30 days). The small arrow icon after each keyword opens Search Terms filtered to the whole keyword.

Push negative keywords to Amazon

From Negative words you can push to chosen campaigns (Sponsored Products and Sponsored Brands) as exact or phrase negatives. You need the Store manager role or higher.

Choose where the negative applies. Whole campaign covers every ad group in the campaign. Specific ad groups (Sponsored Products only) adds the negative to the ad groups you tick, so the campaign's other ad groups can still show for that term. No ad group is ticked to start with. Sponsored Brands campaigns are always whole-campaign.

Each push is recorded in Push history with the negatives it created. Details lists each keyword with its campaign (and its ad group, for an ad-group negative) and whether it was added as Exact or Phrase.
Undo deletes exactly the negatives that push created. If Amazon deletes none of them, you see the reason and the push stays active so you can retry.
Redo creates them again. A negative Amazon already has is counted as skipped.
Retry (on an active push) checks the campaigns and ad groups on Amazon and adds only the negatives that are missing, for example after someone deleted one in the Ads console. One that is already there is counted as "already on Amazon", and any error Amazon returns is shown with its reason. Retry does not re-send keywords Amazon refused the first time, because the history only keeps the ones that were created.
The campaign and ad group lists offer only enabled ones. They are kept for up to 30 minutes so the dialog opens quickly, and the Keywords page loads the campaign list in the background for you. If a campaign or ad group you just created or renamed is missing, use Refresh from Amazon in the dialog.
Amazon allows at most 4 words for a phrase negative and 10 for an exact one. Longer terms are added to your Negative words list but not pushed, and the dialog tells you which, and why, before and after you push. Switching to exact allows longer terms.

A failed batch part-way through still records what was created, so it can be undone.

Keyword Performance is where most negatives come from.