🏆 Brand Share in Top Keywords

Dashboard link: https://app.emax-digital.com/brand-share-in-top-keywords-from-asfr

Overview

The Brand Share in Top Keywords dashboard reveals the competitive landscape of Amazon search — for any chosen marketplace and product type, it shows which brands are capturing clicks and purchases across the most-searched terms. Built on Amazon's Search Terms report (the source of the Average Search Frequency Rank, or ASFR), it ranks the top search terms by how often shoppers use them, and then breaks down which brands are winning the clicks and conversions on those terms.

It is designed for brand managers and category strategists who need to answer: "For the keywords that matter most in our category, who is showing up — and how do we compare?"

What You Can See on This Dashboard

Section 1 — Top Search Terms (max. 10,000)

The starting point: a ranked list of the most-searched terms on Amazon for the selected marketplace and product type over the chosen period, with click and conversion share metrics averaged across the period.

Key metrics:

Search Term — the actual phrase shoppers typed into Amazon search.
Avg Search Frequency Rank (ASFR) — Amazon's ranking of how often the term is searched relative to all other terms. Rank 1 is the most-searched term on the marketplace. Averaged across the days the term appeared in the selected range.
Avg Click Share — average share of clicks captured by products in the selected product type for this term. Higher = more shoppers clicked through to relevant products.
Avg Conversion Share — average share of purchases (conversions) attributed to products in the selected product type for this term. High conversion share signals strong purchase-intent alignment.
Days in Report — the number of days within your selected date range the term actually appeared in Amazon's report. Terms with fewer days may be newer or less consistently ranked.
Main Product Type — the most common product type among the ASINs clicked for this search term.
Product Type for Filter — the normalised product-type value used to scope the table when the Product Type filter is applied.

Visualisation: A sortable table showing up to 10,000 search terms, ordered by average search frequency rank (most-searched first).

The competitive view: across the top search terms identified in Section 1, which brands are appearing most often, and how do they perform on clicks and conversions?

Key metrics:

Brand — the brand name associated with the clicked ASINs. Brands without an identifiable name are grouped as "Other".
Main Product Type — the most common product type for that brand's clicked ASINs in this dataset.
Number of Unique Search Terms — the count of distinct search terms where this brand appeared as a clicked result. Wider coverage = broader keyword relevance.
Number of Occurrences — total times this brand's ASINs appeared as clicked results across all top search terms.
All Occurrences — the total number of ASIN appearances across all brands, used as the denominator for Share.
Share — the brand's Occurrences ÷ All Occurrences. The brand's percentage of total search-result presence.
Avg Click Share — average share of clicks the brand received across the terms where it appeared. Indicates how compelling its listings are to shoppers who see them.
Avg Conversion Share — average share of purchases the brand captured across the terms where it appeared. Signals purchase-intent alignment.
Avg Search Frequency Rank — average ASFR of the terms where this brand appeared. Lower values mean the brand is present in higher-volume search terms.

Visualisation: A sortable table where each row is a brand × main product type combination, with the metrics above.

Available Filters

Filter	What it does	Multi-select?	Default
Marketplace	Restrict the analysis to a single Amazon marketplace (e.g. DE, UK, FR)	No	—
Product Type	Restrict to a specific Amazon product type. The list is dynamic and reflects product types present in the underlying data	No	All product types
Keyword Filter	Include only search terms containing the keyword(s) you enter	Yes	None (no include filter)
Exclude Keyword	Exclude any search terms containing the keyword you enter	No	None (no exclusion)
Timerange (date picker)	Defines the period across which Search Frequency Rank, Click Share, and Conversion Share are averaged	—	—

Filter interaction notes

Keyword Filter and Exclude Keyword can be combined. Use Keyword Filter to focus on a theme (e.g. "running shoes"), and Exclude Keyword to remove unrelated noise (e.g. "kids").
Product Type is dynamic — its available values depend on what is present in Amazon's data for the selected marketplace and timerange. If you change Marketplace, the Product Type list may change.
Timerange is critical: ASFR is averaged across the days in your selected window. A short window (e.g. one week) gives a more current snapshot; a longer window smooths volatility but may hide recent shifts. Terms that only appeared on a subset of days will show a lower Days in Report value — interpret their ranks with that in mind.

Use Cases

1 — Identify the keywords that matter most in your category

You want to know which search terms drive the most volume in your product category.

Set Marketplace and Product Type to your category.
Open Top Search Terms and sort by Avg Search Frequency Rank ascending (default).
The top of the list is where shopper demand is concentrated. Cross-check Avg Click Share and Avg Conversion Share — terms with high search volume and high click/conversion share in your product type are your most valuable keywords for organic ranking and Sponsored Products targeting.

2 — Benchmark your brand against competitors

You want to know your share of voice on the keywords that matter.

Apply the same Marketplace and Product Type filters.
Open Brand Share for Top Search Terms and sort by Share descending.
Find your brand's row. Compare your Share, Avg Click Share, and Avg Conversion Share to the brands ranked above you.
If your Share is low but your Avg Click Share is high where you appear, the issue is coverage — you need to appear on more terms (organic + paid). If your Share is high but Avg Conversion Share is low, the issue is listing/price competitiveness.

3 — Find keyword opportunities by isolating a theme

You're launching or growing a sub-line (e.g. eco-friendly variants).

Use the Keyword Filter to enter relevant terms (e.g. "eco", "sustainable", "organic").
Optionally use Exclude Keyword to remove confusing matches.
In Brand Share, see which brands currently dominate that theme. Brands with high Share but low Conversion Share on this niche are vulnerable to a stronger, more focused product launch from you.

4 — Track competitive shifts over time

You want to know whether a specific competitor is gaining or losing ground.

Run the dashboard for the last 4 weeks and note the competitor's Share, Avg Click Share, and Number of Unique Search Terms.
Re-run for the previous 4-week period.
A rising Number of Unique Search Terms means they are extending keyword coverage (often via new ads or new ASINs); a rising Avg Click Share means their listings are converting attention better.

5 — Prioritise paid search investments

You're allocating Sponsored Products and Sponsored Brands budget.

In Top Search Terms, identify high-frequency terms where the Avg Click Share for your product type is high — these are terms where shoppers in your category actually click, so paid placements pay off.
In Brand Share, check whether you already capture a meaningful share organically. Low organic share + high category click share = strong case for paid bidding on that term.

Limitations & Notes

Data source: Amazon Search Terms report. All metrics are derived from Amazon's public Search Terms (ASFR) report. Coverage, accuracy, and timeliness depend on Amazon — terms can appear or disappear between weekly reports.
Top 10,000 terms cap. Both tables are limited to the top 10,000 search terms by Avg Search Frequency Rank within the selected period. Very long-tail terms outside the top 10,000 will not appear.
Averaging effects. ASFR, Click Share, and Conversion Share are averaged across the days each term appeared in the selected range. Terms with low Days in Report values are based on fewer observations and should be read with caution.
Product Type assignment. Each search term is assigned a Main Product Type based on the most common product type among the ASINs clicked for that term — it is Amazon's classification of the clicked products, not of the search term itself. A single term can attract clicks across multiple product types; only the most common is shown.
Brand grouping. ASINs without an identifiable brand name are grouped under "Other". The size of "Other" can be material in fragmented categories.
Click Share and Conversion Share are shares, not absolutes. They tell you who captured attention and conversions among the clickers on a term — not the absolute number of clicks or sales. A high share on a low-volume term may be less valuable than a moderate share on a high-volume term.
Marketplace scope. Each search term and its ranking are marketplace-specific. Compare marketplaces separately rather than across the same view.
No period-over-period comparison built in. To track changes over time, re-run the dashboard with different timeranges and compare manually.

Data Refresh

Data updates daily.