Phase 3

Missing GK:

Generic Keywords (GK) are some of the basic search parameters that make an ASIN discoverable. GKs
help in providing alternate search phrases for a product, which might not be part of product information.
This program focuses on the coverage and accuracy of GKs but serve more as a way to improve the
response of search to a wide variety of search queries that is relevant to the product.

Inefficient GK:

ASINs, which are buyable on site but still does not appear on the site because of 2 reasons.

1) Irrelevant keywords
2) Generic keywords that are exceeding byte size threshold or have < 3 GK’s.

Current Process in PB

There is currently no process of identifying bad Generic keywords and incorrect ITK values. The ITK values
are manually mapped with the relevant values. However, to identify bad generic keyword there is no
mechanism or method in place.

Behavior

Identify the Grade A to E ASINs from the IDQ tool to see if the ASINs are missing GK/need Enrichment on
GK. Execute the term doc/phrase doc query to pull the relevant search values for an ASIN by the
customer and as well run the Similar ASIN macro to extract the values from the DP. Backfill all the
missing GK values by identifying the relevant search words from the query and enrich the keywords for
the ones, which can increase on the GV.

Impact

Backfilling Generic keyword generated from term doc and phrase doc, and top ranked search quires of
similar ASINs can increase the discoverability and overall sales of low GV ASINs.

A test pilot was performed on HL ASINs, explained below:

Findings for GK:

A sample of 3963 ASINs were identified from core B2B/Licensing provided by Henery, where 1393 ASINs
do not have IDQ attributes as well as GK and leaf node with no GV and impression falling under IDQ
Grade of B,C and respectively . If we backfill all the null GK ASINs, we may start to see improvement in
the search which will have impact on the GV and impression count.

We would perform the same analysis for other business group to see high improvement on GV and
impressions and much more scope.