🕵️ Visibility in Search

Dashboard link: https://app.emax-digital.com/visibility-in-search-results-market-insights

Overview

The Visibility in Search dashboard answers a simple but strategically critical question: for the keywords that matter most to your brand, who is actually showing up in Amazon search results — and how often? It analyses both organic and paid (Sponsored Products and Sponsored Brands) visibility for a set of keywords you upload to emax digital, and compares your brand's share of search results against competitors over time.

The dashboard is built for brand managers, category managers, and Amazon advertising leads who need to monitor share-of-search, spot competitive threats, and identify which brands or ASINs are climbing or losing ground for their priority keywords.

Prerequisite: This dashboard reads from the keyword list you have uploaded to the Data Input section of the emax digital platform. Without an uploaded keyword set (and optional segment/tag taxonomy), the dashboard will return no results.

What You Can See on This Dashboard

The dashboard is organised in three blocks: a Search Landscape Overview (KPI scorecards comparing organic vs. paid), a Top Products block (best-ranked and biggest-mover ASINs), and a Top 10 Brands block (share-of-voice pies for visibility and shopper demand).

Section 1 — Search Landscape Overview: Organic vs. Paid

Two side-by-side scorecard blocks summarising what Amazon's search results page looks like for your tracked keywords during the selected period, with the equivalent prior period shown directly below for a delta comparison.

Organic Search — Key metrics:

• Bought Last Month — total number of shoppers who purchased at least one product last month, as reported by Amazon's "Bought in past month" signal, aggregated across all products appearing in the organic results for your tracked keywords.

• Brands — number of distinct brands appearing in the organic results for the selected keywords (a measure of competitive breadth).

• Products — number of distinct products (ASINs) appearing in the organic results.

• Average Price — average listing price across all organic search-result products.

• Average Rating — average star rating across organic search-result products.

• Average Amount of Ratings — average number of reviews per product across the organic results.

Paid Search (Sponsored Products / Sponsored Brands) — Key metrics:

• Same metric set as Organic, but calculated only against paid placements.

• Note: Sponsored Brand placements are excluded from the Average Price calculation (a Sponsored Brand banner does not have a single comparable list price), but are included in Brands, Products, Bought Last Month, and the rating metrics.

Comparison logic: The previous-period length always matches the selected Reporting Range — selecting weekly compares to the prior week; monthly compares to the prior month; yearly compares to the prior year. Trend arrows on each metric indicate whether the current period is up or down vs. the previous period.

Section 2 — Keyword Coverage Scorecards

Two small scorecards above the search-landscape block confirm the scope of what you are looking at:

• # Keywords — the number of tracked keywords currently in scope (after the Keyword Segment, Tag, and Keyword filters are applied).

• # Overview / # Tags — the number of tags applied across the keywords in scope.

Use these to sanity-check that your filters are returning the keyword set you expect before reading the rest of the dashboard.

Section 3 — Top Ranked & Biggest Mover Products

Four product highlight cards — two for organic, two for paid — that surface the standout ASINs for the current period.

• Top Ranked Product — Organic — the ASIN with the best (lowest-numbered) average organic rank across your tracked keywords. Shows the product image, ASIN, and current rank.

• Biggest Winner — Organic — the ASIN that moved up the most positions in organic rank vs. the previous period. Shows the product, current rank, and rank-change trend.

• Top Ranked Product — Paid — the equivalent of the organic Top Ranked card, calculated against paid search placements.

• Biggest Winner — Paid — the equivalent of the organic Biggest Winner card, calculated against paid placements.

These four cards are the fastest way to spot a competitor product that is rapidly climbing for your category keywords — or to confirm that one of your own ASINs is gaining momentum.

Section 4 — Visibility Share: Top 10 Brands (Organic vs. Paid)

Two pie charts side by side, showing share of search-result appearances by brand.

• Visibility in Organic Search Results: Top 10 Brands — share of organic appearances across the tracked keywords, by brand. The top 10 brands are shown individually; all remaining brands are grouped into an Other slice.

• Visibility in Paid Search: Top 10 Brands — same logic, but for paid (Sponsored Products + Sponsored Brands) placements.

Inclusion rules: Only products with a known first-seen and last-seen date in the search results are included. Products with no available brand attribution are excluded (which means the visualised total may be slightly below 100% of all search-result slots, by design).

These two pies are the headline "share of voice" view — read them side by side to see whether your organic strength matches your paid presence, or whether one is compensating for weakness in the other.

Section 5 — Shoppers Bought Last Month: Top 10 Brands (Organic vs. Paid)

Two pie charts showing shopper demand rather than ad placements — i.e. which brands' products are actually being purchased by shoppers who arrive on these search results.

• # Shoppers who "Bought Last Month": Top 10 Brands (Organic) — total "Bought Last Month" count aggregated to brand level, restricted to organic search-result appearances.

• # of Shoppers who "Bought Last Month": Top 10 Brands (Paid) — same logic, against paid placements.

Read these alongside the visibility pies in Section 4. A brand with high visibility share but low Bought-Last-Month share is winning the impressions battle but losing the conversion battle; the inverse means a brand is punching above its visibility weight on demand.

Available Filters

Filter interaction notes

• All filters scope every chart on the page. Changing Marketplace, Keyword Segment, Tag, or Keyword will update the KPI scorecards, the top-product cards, and all four pie charts simultaneously.

• Keyword Segment, Tag, and Marketplace are linked to your account — only segments, tags, and marketplaces tied to your uploaded keyword set will appear in the dropdowns.

• Reporting Range drives the comparison window. Switching from Weekly to Monthly does not just change granularity — it also redefines what "previous period" means in the KPI scorecards and the Biggest Winner trend.

• The Select keywords operator only takes effect when more than one keyword is selected in the Keyword(s) filter.

Use Cases

1 — Weekly share-of-search check

You want a quick weekly read on whether your brand is gaining or losing ground in search for your priority keywords.

• Set Reporting Range = Weekly, Marketplace = your primary marketplace, and Keyword Segment = your priority segment (e.g. "core category keywords").

• Read the Visibility in Organic Search Results: Top 10 Brands pie — where does your brand sit, and how big is your slice vs. the leader?

• Compare with the Visibility in Paid Search: Top 10 Brands pie to see whether paid is propping up an organic gap (or vice versa).

• Glance at the Biggest Winner — Organic and Biggest Winner — Paid cards to see whether a competitor ASIN has surged this week.

2 — Spotting a new competitor entering your category

A new brand is rumoured to be aggressively bidding on your keywords.

• Set Reporting Range = Monthly, Keyword Segment = the segment for the contested category.

• Compare the Brands count in the Paid scorecard for the current period vs. the previous period — has competitive breadth in paid increased?

• Open the Visibility in Paid Search: Top 10 Brands pie to see whether the new brand has entered the top 10, and at what share.

• Cross-check the Biggest Winner — Paid card — a newly climbing ASIN often signals a competitor's launch campaign.

3 — Aligning advertising spend with where you are visible (or not)

You want to decide which keywords to push harder in advertising.

• Filter by Keyword Segment for the category you are reviewing.

• Compare the organic vs. paid Visibility Share pies for your brand: if your organic share is low but paid is high, you are dependent on advertising for that category and may need SEO/listing work. If organic is strong and paid is low, you may be able to scale paid efficiently.

• Then check the Bought Last Month pies — if shopper demand is concentrated on a competitor in organic results, you may need defensive paid bids on the keywords driving that demand.

4 — Validating a listing or pricing change

You recently improved a listing or changed a price and want to see whether it has moved your search position.

• Filter Keyword(s) to the specific keywords that ASIN ranks on.

• Set Reporting Range = Weekly and look at the Top Ranked Product — Organic card and the rank trend on Biggest Winner — Organic — has your ASIN moved up after the change?

• Cross-check the Average Price metric in the Organic scorecard to confirm the broader pricing context didn't shift at the same time.

5 — Category benchmarking for a strategic review

You are preparing a slide on competitive positioning for a quarterly business review.

• Set Reporting Range = Yearly to see annualised dynamics.

• Use the four pie charts together: organic visibility, paid visibility, organic Bought Last Month, and paid Bought Last Month — these four pies tell a complete share-of-shelf, share-of-paid, and share-of-demand story for the category.

• Note any brand whose Bought Last Month share materially exceeds its Visibility Share — these are the most efficient competitors in the category.

Limitations & Notes

• Keyword scope is defined by your uploaded list. This dashboard analyses only the keywords you (or emax digital on your behalf) have uploaded to the Data Input section. Keywords not in that list are invisible to this dashboard — there is no "discovery" of new keywords here.

• Visibility ≠ sales. Visibility Share measures how often a brand appears in search results, not how much it sells. Read the Bought Last Month pies alongside Visibility Share to understand both supply (impressions) and demand (purchases) sides.

• "Bought Last Month" is Amazon's signal. This is the "X bought in past month" badge Amazon displays under search results. It is a rolling-month figure published by Amazon, not transactional sales data — treat it as a directional demand indicator, not as a sales report.

• Sponsored Brand placements are excluded from Average Price. Because Sponsored Brand ads are banners spanning multiple ASINs, they do not have a single comparable list price. They are still counted in Brands, Products, Bought Last Month, and the rating metrics.

• Brand attribution required. Products whose brand cannot be identified are excluded from the brand-level pie charts. As a result, the visualised pies may not represent 100% of all search-result slots.

• Previous-period comparisons match the Reporting Range. Weekly compares to the prior week, monthly to the prior month, yearly to the prior year. There is no fixed "Compare to" filter — switching Reporting Range automatically changes the comparison window.

• Top 10 + Other. All brand pies group the 11th brand onward into an Other slice. To see a specific competitor outside the top 10, narrow your Keyword or Keyword Segment filter to a more focused set where that brand is likely to rank higher.

• Search-result scraping cadence. The keyword visibility data is collected on a scheduled crawl of Amazon search results. Very short-lived rank changes between crawls may not be captured.

Data Refresh

Data updates approximately every 4 hours.