🥇 Keywords (Search Frequency)

Dashboard link: https://app.emax-digital.com/top-keywords-from-amazon-search-frequency-rank

Overview

The Keywords (Search Frequency) dashboard turns Amazon's weekly ASFR (Amazon Search Frequency Rank) report into an actionable keyword research tool. It shows you the most-searched terms on Amazon for a chosen marketplace and product type over the period you pick, and — equally useful — which terms are rising or falling in popularity.

This is the right starting point when you want to: discover new keyword opportunities for advertising or listing optimisation, validate that the search terms you already target are still relevant, or spot emerging trends and dying terms in your category before competitors do.

The dashboard is built around three side-by-side tables: a master ranking of top search terms, a Biggest Winners view (terms whose rank improved most over the period), and a Biggest Losers view (terms whose rank dropped most).

Note on ASFR rank: Rank 1 is the single most-searched term on Amazon for that marketplace. A lower rank number means higher shopper demand. "Improvement" in rank therefore means the number got smaller.

What You Can See on This Dashboard

Section: Top Search Terms

The master list of the most-searched terms on Amazon for the selected marketplace, product type, and date range — ordered by average search frequency rank (most-searched first), up to 10,000 rows.

Columns shown:

Search Term — the keyword as Amazon reports it.
Avg Search Frequency Rank — the term's average rank across all days it appeared in the report within the selected period. Lower = more searched.
Avg Click Share — the average share of clicks this term drove to the filtered products, out of all clicks on this term across Amazon. A higher share means strong product-to-keyword relevance.
Avg Conversion Share — the average share of purchases this term drove to the filtered products, out of all purchases that followed a search for this term on Amazon. High conversion share with low click share can indicate strong purchase intent once shoppers find the product.
Days in Report — how many distinct days the term appeared in the ASFR report within the selected range. Use this to spot consistent traffic drivers vs. one-off spikes.
Main Product Type — the dominant product type associated with the term.
Product Type for Filter — the product-type value you can copy back into the Product Type filter to drill in.

Note: Click Share and Conversion Share default to zero where Amazon does not report a value.

Section: Biggest Winners (Rising Search Terms)

Search terms that improved their ASFR rank the most over the selected period — i.e. the fastest-rising trends. Up to 10,000 rows.

Columns shown:

Search Term
Trend — rank improvement from the first to the last day of the selected period, calculated as starting rank minus ending rank. A larger positive number means the term climbed more positions.
Current Search Frequency Rank — the term's most recently observed rank.
Avg Click Share
Avg Conversion Share
Main Product Type
Product Type for Filter

Important: Only terms present on both the first and last day of the period are included. This keeps the list focused on genuine movement and excludes terms that simply entered the report mid-period.

Section: Biggest Losers (Declining Search Terms)

The mirror image of Biggest Winners: search terms whose rank dropped most over the period. Up to 10,000 rows.

Columns shown: same as Biggest Winners — Search Term, Trend (here a larger negative number = bigger drop), Current Search Frequency Rank, Avg Click Share, Avg Conversion Share, Main Product Type, Product Type for Filter.

Important: As with the Winners table, only terms present on both the first and last day of the period are included — so this is a list of declining terms, not terms that disappeared from the report.

Available Filters

Filter	What it does	Multi-select?	Default
Marketplace	Restrict to one Amazon marketplace (e.g. DE, UK, FR)	No	—
Product Type	Restrict to one Amazon product type (e.g. SHOES, SKINCARE). The list is dynamic — only product types that exist for the selected marketplace appear	No	All product types
Keyword Filter	Include only search terms that match one or more keywords you type in	Yes	—
Exclude Keyword	Exclude search terms that contain the keyword you type in (e.g. branded terms you want to filter out)	No	—
Date range	The period over which average ranks, click share, conversion share, and the Winner/Loser trend are calculated	—	—

Filter interaction notes

Product Type is dependent on Marketplace. Switching marketplace will reload the Product Type list to only those product types reported for that marketplace.
Winners and Losers only consider terms present on the first AND last day of the date range. If you pick a very short range (e.g. one or two days), the Winners and Losers tables may be sparse. Pick at least 2–4 weeks for meaningful trend signal.
Keyword Filter and Exclude Keyword apply to all three tables simultaneously. Use Exclude Keyword to strip out brand terms or irrelevant variants from the entire view.

Use Cases

1 — Discovering new keywords to target

You want to expand your Sponsored Products keyword list for a category.

Set Marketplace = your target market, Product Type = the relevant product type, and pick the last 4–8 weeks as date range.
Open Top Search Terms and sort visually by Avg Search Frequency Rank.
Identify terms with low rank (high demand) and high Avg Click Share for your products — these are validated, high-relevance keywords worth bidding on if you aren't already.
Use Exclude Keyword to remove your own brand terms so you focus on generic, prospecting opportunities.

2 — Catching rising trends early

You want to spot growth keywords before competitors do.

Set a 4–8 week period and open Biggest Winners.
Focus on terms with both a large positive Trend and a meaningful Avg Conversion Share for your products — these are not just trending, they are converting.
Add the best candidates to your campaigns and update product listings (titles, bullets, A+ content) to reflect the rising language.

3 — Pruning fading keywords

You suspect some of the keywords you target are losing relevance.

Open Biggest Losers for the last 8–12 weeks.
Type the keyword you're currently bidding on into the Keyword Filter to check whether it appears.
If it shows a large negative Trend and low conversion share, reduce bids or pause exact-match targeting on that term.
If it's declining but still has high conversion share, keep targeting it — just watch closely.

You want to know how well your products are converting on the highest-demand terms in the category.

Set Product Type to your category and pick a recent 4-week range.
In Top Search Terms, focus on the top 20–50 rows by Avg Search Frequency Rank.
Check the Avg Click Share and Avg Conversion Share columns. Low click share on a top-ranked term = a visibility problem (organic ranking or ad presence). High click share but low conversion share = a listing / pricing / Buy Box problem.

5 — Researching a competitor's brand terms

You want to see how often shoppers search a competitor's brand and whether you capture any of that demand.

Type the competitor brand into Keyword Filter.
Review the resulting terms in Top Search Terms — high rank = popular brand searches you could conquest with Sponsored Brands or Sponsored Products.

Limitations & Notes

Source data: Amazon's ASFR (Search Frequency Rank) report. This is an Amazon Brand Registry report published weekly. The dashboard reflects whatever ASFR covers — terms outside the report are not visible.
**Rank is relative, not absolute volume.** Amazon does not publish search counts — only ranks. A term at rank 500 is more popular than rank 1000, but you cannot derive how many searches that represents.
Click Share and Conversion Share are zero when Amazon does not report a value. A zero in these columns does not necessarily mean zero performance — it may simply mean Amazon suppressed the value for that term/product/week.
Winners and Losers exclude new entrants and exits. A term needs to appear on both the first and last day of the selected period to be included. New keywords entering the report mid-period will not show up here — adjust the date range to catch them in the Top Search Terms table instead.
Single-marketplace view. Each run of the dashboard is scoped to one marketplace. Run separately for DE, UK, FR, etc. if you operate in multiple markets.
Up to 10,000 rows per table. For very broad date ranges or unfiltered product types, the lower-rank tail may be truncated. Use Product Type and Keyword filters to narrow the view.
Brand Registry required. ASFR is only available to brands enrolled in Amazon Brand Registry. If data is missing, confirm Brand Registry enrolment and that emax digital has access to the report.

Data Refresh

Data updates once per day. Amazon publishes the ASFR report weekly, so new search-term data appears in the dashboard after each weekly Amazon refresh.