How to Get More Impressions Than Searches on Amazon

Some keywords like Gothic home decor had 38,000 searches but only 2,000 impressions. Another word coffin decor had 3000 searches, but I had 600 impressions. If you look at the same time period, I was at the top of the page again, about half the time in the sponsored ads position. So that's why that was a little bit higher.