What is search frequency rank (SFR) on Amazon?
Search frequency rank (SFR) is the rank Amazon Brand Analytics gives a search term among all search terms in a department, by how often shoppers searched it in a period. Rank 1 is the most searched.
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1.What it measures
Amazon defines it as “the relative ranking of the searchTerm within a departmentName based on frequency of searches for the specified reportPeriod.” The period can be a day, a week, a month or a quarter, and a term ranks separately in each department.
2.Why it isn’t a count
A rank says which term was searched more, not how many times or by how much. Because it is relative, a term’s rank can move when other terms get more or fewer searches, even if its own searches stay the same.
Some tools turn SFR into monthly searches. Those numbers are estimates built on the rank, not counts from Amazon. Only brand owners enrolled in Brand Registry can see the rank itself.