How is Keyword Relevance Calculated?

Keyword Relevance measures how closely a keyword matches your product, based on the overlap between the keyword’s search results and your selected competitor ASINs.

Relevance is calculated by checking how many of the competitor ASINs appear in the top 96 organic search results for a given keyword (based on desktop layout: 48 results per page → top 2 pages, or 16 per page → top 6 pages). The more often your selected ASINs appear in these top positions, the more relevant the keyword is considered to be.

Occupancy Rate = y / x
Where:

In simple terms: the higher the share of your competitor products in the top organic positions under a certain keyword, the more relevant that keyword is to your product.

Suppose you sell insulated cups and enter 50 competitor ASINs. When analyzing the keyword “insulated cup”:

Since each keyword may show different occupancy rates across position ranges, the final score is a weighted average of multiple ranges (e.g., top 4, 16, 48, 96), with higher weights assigned to top positions.

To get the most out of this feature:

Final Score (Weighted Occupancy Rate)	Relevance Level
≥ 60%	High Relevance
20%–59%	Medium Relevance
5%–19%	Low Relevance
< 5%	Irrelevant

How is Keyword Relevance Calculated?

Core Logic

Example

Final Relevance Score: Weighted Average

Relevance Levels

How to Prepare a Competitor ASIN List for Better Accuracy