Choosing your keywords
A market holds up to 25 keywords, and every average you read is computed across exactly those. The set is the measurement, so choose it deliberately.
There is no absolute position on Amazon. There is only a position on the terms you decided to measure — which makes the keyword set the single most consequential choice in a market.
The limit is 25, and that is the point
Twenty-five is fewer than most sellers expect. It forces a decision that an unlimited list lets you avoid: which searches actually decide whether this product sells.
The limit also protects the numbers. Because averages run across the whole set, a term you added out of curiosity is not neutral — it pulls your average position down and your visibility with it, and it does so every day, on every chart.
What belongs in the set
The searches a buyer actually types. Head terms where the volume is, plus the specific variants where you realistically compete. If you would not spend advertising money on a term, ask whether you want it in your average.
Terms where the competition is decided. A keyword you have owned at position 1 for two years teaches you little day to day. One where three sellers keep trading places tells you something every week.
Your brand terms, if defending them matters. They usually make your averages look excellent, which is worth knowing but not worth being surprised by. Consider whether you want that flattery inside the same average as your generic terms.
What to leave out
Terms with no realistic path to the first page — they contribute a permanent zero to your visibility and hide the movement in the terms you can actually win. The same goes for near-duplicate phrasings: two spellings of the same search usually move together, so the second one costs you a slot without adding information.
Reading the set honestly
Coverage is the check on all of this. It reports how many of your tracked keywords the product actually appeared on. A strong average position on nine of twenty-five keywords is a different thing from the same average on twenty-four — and only coverage tells you which one you are looking at.