The Search section in emax digital pulls data directly from Amazon's Search Frequency Rank (ASFR) report — a dataset Amazon generates from Brand Analytics. Understanding where this data comes from helps explain why the keyword list can look shorter than expected, and what you can do about it.
Why the keyword list might be smaller than expected?
Amazon only publishes the top keywords per category
ASFR data is not a full dictionary of every search term on Amazon. Amazon only includes keywords that have reached a minimum search volume threshold within your selected category and time window. Niche categories, or categories with low overall search activity, will naturally return fewer rows than large, high-traffic categories.
The date range limits the data
Shorter time periods (e.g., a single week) will show fewer keywords than broader periods (e.g., a full quarter). If a keyword didn't appear frequently enough during that specific window, it won't be included in Amazon's output for that period.
Product Type filtering is narrowing your view
Both Keywords (Search Frequency) and Brand Share in Top Keywords include a Product Type filter. If you have a specific product type selected, you're only seeing keywords Amazon associated with that type — which is a subset of all keywords in the category.
You may be looking at the wrong dashboard for your goal
The ASFR-based dashboards (Keywords (Search Frequency), Brand Share in Top Keywords) show Amazon's top-performing search terms for the market as a whole. They're great for understanding what shoppers are searching for, but they don't let you define which keywords to track. For that, see below.
What can I do to see more keywords?
Widen the date range
Switch from a weekly to a monthly or quarterly view. Longer periods aggregate more data from Amazon, which typically surfaces a broader range of keywords.
Switch to a broader category
If your category filter is set to a very specific sub-category, try selecting the parent category. You'll see more keywords, though they'll reflect a wider market.
Remove or vary the Product Type filter
Deselecting the Product Type filter shows all keywords in the category regardless of product type, giving you the broadest possible view.
Use Keyword Finder
The Keyword Finder dashboard takes a different approach — it lets you discover keyword-ASIN combinations across the market and analyse click share, conversion share, and keyword weight. This can surface terms that don't appear prominently in the ASFR view.
Use Weight in Search
Weight in Search shows how search term importance is distributed across brands and categories. It's useful for identifying which keyword clusters drive the most visibility in your space, even if the individual keyword list is limited.
Track specific keywords via Market Insights
If you already know the keywords you care about, the best approach is to upload them to your keyword tracking list (under Setup → Keywords). Once uploaded, these keywords are tracked in the Market Insights section — specifically in Keyword Details and Visibility in Search — giving you per-ASIN visibility data for exactly the terms you define.
A note on Amazon's data model
Amazon controls how much keyword data is shared through Brand Analytics. The number of keywords available in the Search report is ultimately a function of Amazon's reporting thresholds, not a limitation of the emax digital platform. Categories with high search volume (e.g., consumer electronics, beauty) will consistently return more keywords than niche B2B or seasonal product categories.
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