Dashboard link: https://app.emax-digital.com/keyword-finder-ux-beta
Overview
The Keyword Finder helps you discover the search terms shoppers are actually using on Amazon to find products in your category — and shows which keywords your brand (or your competitors' brands) win the most clicks and conversions on. It is built from Amazon's Top Search Term Report, which lists the three most-clicked products for every search term, refreshed over a rolling 31-day window.
Use this dashboard when you want to answer questions like: Which keywords drive the most traffic to my products? Where are competitors stealing share? What branded vs. generic terms am I associated with, and which terms should I be targeting in Sponsored Products or SEO?
The dashboard works for both Vendor (1P) and Seller (3P) brands.
What You Can See on This Dashboard
Section: Keyword Table
The main table of the dashboard. Each row is a single search term that one of the selected brands' products appeared in among Amazon's top three clicked products during the last 31 days.
Columns shown:
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Search Term — The exact keyword a shopper typed into Amazon's search bar.
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Product Types — The product type categories (as classified by Amazon) of the brand's products that appeared for this search term.
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# Products — Number of distinct products (ASINs) from the selected brand(s) that ranked in the top three clicked products for this search term over the last 31 days.
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# Occurrences — How many times in the rolling 31-day window a product from the selected brand(s) was reported among the top three clicked products for this search term. A higher number means the brand consistently shows up for this keyword across the period.
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Avg. Click Share — Average share of all clicks on the selected brand(s)' products after shoppers searched for this keyword (averaged across the occurrences in the period). Indicates how strongly the brand "owns" the click attention for this search term.
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Avg. Conversion Share — Average share of all conversions (purchases) attributed to the selected brand(s)' products after shoppers searched for this keyword. Reveals which keywords actually convert into sales for the brand, not just clicks.
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Avg. Search Term Weight — emax digital's proprietary metric measuring how frequently a search term is used on Amazon, relative to all other search terms in the period. Higher = more search volume. This is the closest proxy to "search volume" available in the Top Search Term Report.
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Is Branded — Flag indicating whether the search term contains a brand name (yours or another brand). Helps separate branded defence keywords from generic discovery keywords.
Section: Competitors
A side table that lists the other brands appearing in the same Top Search Term Report results and how broadly they overlap with the search-term footprint you have selected.
Columns shown:
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Brand — Competitor brand name as reported by Amazon.
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# Keywords — Count of distinct keywords on which this competitor appears among the top three clicked products, within the scope of the dashboard's filters.
Use this to quickly see who your strongest keyword competitors are, and how concentrated or spread their keyword footprint is compared to yours.
Available Filters
|
Filter |
What it does |
Multi-select? |
Required? |
|---|---|---|---|
|
Marketplace |
Selects the Amazon marketplace to analyse (e.g. DE, UK, FR) |
No |
Yes |
|
Brand |
Restricts the keyword table to search terms where the selected brand(s) appear in the top three clicked products |
Yes |
No |
|
Brand Starts With |
Free-text prefix filter — useful when you want to include several brand variants (e.g. all brands starting with "Phil") without selecting each one manually |
Yes (text entries) |
No |
|
Product Type |
Filter to keywords where the brand's appearance is for products in a specific Amazon product type |
Yes |
No |
|
Is Branded |
Checkbox to include or exclude search terms that contain a brand name |
No (checkbox) |
No |
Filter interaction notes
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Marketplace is required — the dashboard will not return results until a marketplace is selected, because the Top Search Term Report is published per marketplace by Amazon.
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Brand and Brand Starts With work together. If you select brands from the Brand dropdown and type a prefix in Brand Starts With, both conditions are combined — the dashboard returns search terms where any matching brand appears.
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Product Type values are dynamic — they depend on what the selected brands actually rank for. Changing the brand filter will refresh the available product types.
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Is Branded is most useful when set explicitly: leaving it unchecked includes everything; checking it isolates branded search terms (yours and competitors'). Unchecking it after a branded analysis returns the full mix.
Use Cases
1 — Find generic, high-volume keywords to target with Sponsored Products
You want to grow share on broad, non-branded discovery search terms.
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Select your Marketplace and your Brand.
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Use the Is Branded filter to exclude branded terms (so the table only shows generic category keywords).
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Sort the table by Avg. Search Term Weight descending to see your highest-volume generic keywords.
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Cross-reference Avg. Click Share and Avg. Conversion Share — keywords with high search weight but low click/conversion share are the biggest opportunities to bid on in Sponsored Products.
2 — Defend branded search terms
You want to check that you are winning your own brand searches.
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Select your Marketplace and your Brand.
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Filter Is Branded to branded terms only.
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Look at Avg. Click Share and Avg. Conversion Share — if these are below ~70% on your own brand terms, a competitor is stealing branded traffic and you should investigate (often this means launching defensive Sponsored Brands campaigns).
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Open the Competitors table to see which brands are intercepting your branded searches.
3 — Map the competitive keyword landscape
You want to understand which competitors overlap most with your keyword footprint.
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Select your Marketplace and your Brand.
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Read the Competitors table — brands with high # Keywords are your closest organic competitors on Amazon search.
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Then remove your own brand from the Brand filter and add a top competitor: you'll see which search terms that competitor wins, which is a ready-made target list for keyword conquesting.
4 — Identify product-type keyword gaps
You want to know whether one of your product types under-indexes on search.
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Select your Marketplace and your Brand, then use the Product Type filter to isolate one product type at a time.
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Compare the number of search terms returned and their average search weights across product types — a product type with few keywords or low search weight may need better listing optimisation, more aggressive advertising, or new product introductions.
5 — Build a keyword research list for a new launch
You are about to launch a new product and need to choose keywords for the listing.
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Select the Marketplace for the launch and a relevant Product Type.
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Leave the Brand filter empty, or filter to category-leading brands to see what keywords they win.
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Sort by Avg. Search Term Weight and Avg. Conversion Share — the keywords with high search weight and high conversion share are the ones to include in your title, bullets, backend keywords, and Sponsored Products campaigns.
Limitations & Notes
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31-day rolling window. The dashboard only shows search terms from the last 31 days as reported by Amazon's Top Search Term Report. There is no longer-term history view available here.
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Top three clicked products only. Amazon's Top Search Term Report lists only the three most-clicked products per search term. If your products did not rank in the top three for a keyword in the last 31 days, that keyword will not appear in this dashboard — even if you received some traffic from it.
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Search Term Weight is a proxy, not absolute search volume. It is a relative metric calculated by emax digital based on how frequently a keyword appears in the report. Use it to rank keywords against each other, not as an absolute monthly search volume figure.
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Click Share and Conversion Share are averages. They are averaged across the occurrences in the 31-day window. A keyword that appeared only once or twice can show extreme share values that are not statistically meaningful — always cross-check with # Occurrences.
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Marketplace is per-country. Results cannot be combined across marketplaces; run the dashboard once per marketplace for international keyword research.
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"Is Branded" classification is automated. It detects brand names in search terms but may occasionally misclassify ambiguous terms (e.g. generic words that are also brand names). Spot-check results when running branded vs. generic analyses.
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Beta dashboard. This is a UX beta — the layout, filters, and column structure may change as the dashboard matures. Report any data or display issues to your emax digital account manager.