📝 Keyword Details

Dashboard link: https://app.emax-digital.com/keyword-details-market-insights

Overview

The Keyword Details dashboard gives you a granular, keyword-by-keyword view of the Amazon search landscape for the keywords you track. For every keyword, it shows how crowded the search results are (number of brands and products), how much demand the keyword generates (average and total purchases reported by Amazon last month), an estimated minimum revenue the keyword produces, and who owns the top organic and paid placements.

It is designed for brand managers, SEO/keyword strategists, and advertising leads who need to answer: "Which keywords are actually driving sales in my category, who is winning them, and where should I focus my organic and paid effort?"

This dashboard sits in the Market Insights section and works for both Vendor and Seller accounts. All numbers respect the filter bar at the top — switching Marketplace, Keyword Segment, Brand, or Tag updates every chart and table on the page together.

What You Can See on This Dashboard

Section 1 — Keyword Search Landscape

The core table of the dashboard. One row per tracked keyword × marketplace, sorted by average monthly purchases (highest first). It combines competitive intensity, demand, and ownership of the search results into a single view.

Columns shown:

• Keyword — the tracked search term.

• Marketplace / Market — the Amazon marketplace the row refers to (e.g. DE, UK, FR).

• Number of Brands — how many distinct brands appeared in the search results for this keyword during the reporting period. A proxy for competitive intensity.

• Number of Products — how many distinct ASINs appeared in the search results.

• Avg. Price — average listing price of the ASINs visible for this keyword, in the marketplace currency. The column header label adapts to the selected currency.

• Avg. Bought Last Month — Amazon-reported average monthly purchase count per visible ASIN, taken from the "Bought in the past month" badge.

• Total Bought Last Month — sum of those purchases across all ASINs visible for this keyword. Indicates the keyword's overall sales volume.

• Avg. Min. Sales Estimation — a conservative revenue floor for the keyword: average monthly purchases × average listing price of visible ASINs. ASINs without price data are excluded.

• %-Share of Ads — share of all search result appearances on this keyword that came from sponsored placements (vs. organic). Higher = more ad-driven keyword.

• No. 1 Organic Brand — the brand with the best average organic rank on this keyword.

• %-Share of Voice — No. 1 Organic Brand — that brand's share of all organic appearances on the keyword.

• No. 1 Paid Brand — the brand with the best average paid rank on this keyword.

• %-Share of Ads — No. 1 Paid Brand — that brand's share of all paid appearances on the keyword.

Visualization: A sortable table with one row per keyword × marketplace combination.

Section 2 — Avg. Bought Last Month per Keyword

A reference view of where last month's demand sits across your tracked keyword set. Used to calibrate demand estimates elsewhere in the dashboard.

Key metric:

• Avg. Bought Last Month — total purchases reported by Amazon last month across all ASINs that appeared for the keyword. Each ASIN is counted only once per keyword to avoid double-counting.

Visualization: Pie chart, one slice per keyword, alphabetically labelled.

Section 3 — Avg. Minimum Sales Estimation per Keyword (Top 20 & Other)

The revenue-weighted counterpart to Section 2. Estimates how much search-driven revenue each keyword is producing, with a long tail rolled into a single "Other" slice for readability.

How it is built:

• Keywords are ranked by Total Bought Last Month.

• The top 20 keywords appear individually; everything else is aggregated into Other.

• For each ASIN visible on a keyword, the last known price is multiplied by the purchases Amazon reported for that ASIN last month, then summed by keyword.

• ASINs without available or accessible price data are excluded — so this is a lower-bound figure, not a precise sales total.

Key metric:

• Avg. Minimum Sales Estimation — conservative monthly revenue estimate per keyword, in the marketplace currency.

Visualization: Pie chart of the top 20 keywords by estimated minimum sales, plus an "Other" slice.

Available Filters

Filter interaction notes

• Keyword Segment, Tag, Marketplace, and Brand are scoped to your company's catalog — only segments, tags, marketplaces, and brands set up for your account are visible.

• Reporting Range controls the period used for the visibility metrics (number of brands, number of products, share of voice, share of ads, average price). The "Bought Last Month" metrics always reflect Amazon's most recent reported month and are independent of this filter.

• Brand filter behaviour: filtering by Brand narrows the keyword set to keywords where that brand has tracked visibility. It does not limit the search-result data on those keywords — competitor brands will still appear in the No. 1 Organic / No. 1 Paid Brand columns.

Use Cases

1 — Find the keywords that actually drive sales in your category

You want to know which keywords are worth fighting for, not just which ones have the most search volume.

• Set Marketplace to your priority market and Keyword Segment to the relevant segment.

• Sort the Keyword Search Landscape table by Total Bought Last Month.

• Cross-check Avg. Min. Sales Estimation to confirm the keyword translates demand into revenue (high purchases but very low average price may not be worth chasing).

• Use this shortlist as your priority targeting list for both organic optimisation and Sponsored Products / Sponsored Brands campaigns.

2 — Identify keywords where competitors dominate

You want to find keywords where a competitor is winning organic or paid placements that you should challenge.

• Open the Keyword Search Landscape table and look at the No. 1 Organic Brand and No. 1 Paid Brand columns.

• Filter to keywords where a competitor brand owns the top position and the %-Share of Voice or %-Share of Ads is high (say, above 30%).

• Sort by Total Bought Last Month to prioritise high-demand keywords where the competitor's dominance is costing you the most sales.

3 — Decide where to invest in advertising vs. SEO

You want to allocate effort between organic listing improvements and paid campaigns.

• Look at the %-Share of Ads column for each keyword.

• Keywords with a high %-Share of Ads are advertising-driven — winning the top spot requires sustained ad budget.

• Keywords with a low %-Share of Ads but high purchases are organic-led — investing in titles, A+ content, reviews, and rank-building is likely more efficient than bidding aggressively.

4 — Spot crowded vs. open keyword opportunities

You are launching a new product and need to find keywords where it has a realistic chance to rank.

• In the Keyword Search Landscape table, look for keywords with a relatively low Number of Brands / Number of Products but meaningful Total Bought Last Month.

• These are keywords with demand but limited competitive crowding — easier to break into.

• Verify whether the keyword is ad-driven (high %-Share of Ads) or organic-driven before deciding launch tactics.

5 — Quantify the size of the search opportunity for a segment

You need to make a business case for investing in a keyword segment.

• Filter Keyword Segment to the segment in question.

• Read the totals from the Avg. Minimum Sales Estimation per Keyword chart — the "Other" slice plus the top 20 give you a conservative floor of the segment's monthly search-driven revenue.

• Combine with the Avg. Bought Last Month per Keyword chart to show the unit-volume opportunity alongside the revenue opportunity.

Limitations & Notes

• Keywords must be tracked. This dashboard only reflects keywords that have been set up for tracking in your emax digital account. New or untracked keywords will not appear — talk to your account manager to extend the tracked keyword list.

• "Bought Last Month" is Amazon's reported figure. It is sourced from the "Bought in the past month" indicator Amazon shows on detail pages. Amazon reports these in ranges and they may not be available for every ASIN; missing values are excluded from the aggregates rather than estimated.

• Min. Sales Estimation is a floor, not an exact number. It multiplies reported purchases by the last known listing price for each ASIN. ASINs with unavailable, restricted, or variant-only pricing are excluded, so true revenue is generally higher than what the chart shows. Treat it as a lower bound for prioritisation, not a precise revenue figure.

• One ASIN counted once per keyword. To avoid double-counting when an ASIN appears multiple times in a search result, each ASIN's purchases are counted only once per keyword.

• Share of Voice / Share of Ads are based on tracked search snapshots. Very short-lived ranking changes between snapshots may not be captured, especially on highly volatile keywords.

• Brand filter does not limit competitor visibility. Filtering by your own Brand narrows the keyword list to ones where you have tracked visibility, but the search-result data on each of those keywords still includes all competing brands — by design, so you can see who is winning.

• Currency labels follow the marketplace. Price and sales-estimate columns are shown in each marketplace's local currency. If you are viewing multiple marketplaces in one table, do not sum monetary columns across rows without converting first.

• ASINs require valid first and last seen dates to be included. Very newly tracked or recently removed ASINs may be excluded from a given reporting range.