Shelf Intelligence includes two keyword features that look similar but serve very different purposes. Keyword Lists are organizational collections with continuously updated research metrics, and Tracked Keywords are detailed Share of Voice records collected 12 times per day.
This article walks through what each one does, which metrics you get in each, and when to use which.
If you're researching, organizing, or planning, use Keyword Lists. If you need to monitor competitive visibility for specific keywords over time, use Tracked Keywords. Most brands end up using both: research with Lists, then promote your top keywords to Tracked Keywords for ongoing monitoring.
At-a-glance comparison
Use this table to pick the right feature at a glance. Detailed breakdowns follow below.
Visibility Weighted is the new methodology and is available for reporting periods on or after January 1, 2026.
Keyword Lists
Keyword Lists are collections you build for different strategic purposes. Think of them as your keyword library, always available with the latest research metrics whenever you need them. Use this to organize keywords by campaign, product line, or competitor.
Why use Keyword Lists
Centralize your keyword strategy. Build specialized lists for product optimization, campaign planning, and competitor research without losing track of them across tools.
Access current metrics without re-running research. Each keyword in a list carries its own continuously updated research data, so you can pull insights whenever you need them.
Spot trends and plan campaigns. Use seasonality, rising/peak/falling week, and trend data to plan advertising campaigns and product launches around the right timing.
Marketplace availability
- The Americas: United States (US), Canada (CA), Mexico (MX)
- Europe: United Kingdom (UK), Germany (DE), France (FR), Italy (IT), Spain (ES)
- Asia-Pacific: Japan (JP), India (IN)
Adding keywords to lists
- Add directly from the Keyword Research module
- Paste in your own keywords manually
- See which keywords already exist in other lists to prevent duplication
Note: Keyword Lists doesn't currently support bulk file upload. Keywords need to be added manually or from Keyword Research.
Available metrics
Hover-style chips list the columns and signals you can pull on any keyword in a list:
With Amazon Advertising integration, you'll also see:
Tracked Keywords
Tracked Keywords provide detailed Share of Voice monitoring for the keywords that matter most to your brand, with data collected 12 times per day. Use this when you need time-series data and competitive visibility analysis for specific search terms.
Why use Tracked Keywords
See visibility changes throughout the day. With 12 data collections per day, you can spot intraday shifts in rank, sponsored placements, and competitor movement.
Measure Share of Voice three different ways. Equal Weighted, Position Weighted, and Visibility Weighted give you different views of how your brand is positioned on the page.
Benchmark against specific competitors. Use the Featured Brand selector to swap between your brand and competitor brands for keyword-by-keyword comparison.
Platform and marketplace availability
Tracked Keywords is available on Desktop or Mobile across these marketplaces:
- The Americas: United States (US), Canada (CA), Mexico (MX), Brazil (BR)
- Europe: United Kingdom (UK), Germany (DE), France (FR), Italy (IT), Spain (ES), Netherlands (NL), Poland (PL), Sweden (SE), Turkey (TR)
- Asia-Pacific: Japan (JP), India (IN), Australia (AU)
- Middle East: United Arab Emirates (UAE), Saudi Arabia (SA)
Note: Mobile tracking reflects mobile browser search results only, not data from the Amazon mobile app.
Available metrics
Keyword information
Brand performance metrics
General keyword metrics
Metrics comparison
A side-by-side view of which metrics live in each feature, plus the small overlap.
When to use each feature
Pick the feature that matches what you're trying to accomplish. Many brands use both.
Use it when
Keyword Lists
✓ Organize keywords by strategic purpose
✓ Monitor general keyword performance metrics ✓ Analyze trends and seasonality ✓ Plan advertising campaigns ✓ Optimize product listings ✓ Track competitor keywords at a research level |
Use it when
Tracked Keywords
✓ You need detailed Share of Voice analysis
✓ You want competitive intelligence on specific keywords ✓ You need time-series data with multiple daily checks ✓ You want in-depth sponsored content metrics ✓ You need brand-specific performance analysis ✓ You want to benchmark against competitor brands |
The most common pattern: Use Keyword Lists to research and organize the universe of keywords in your category, then promote the most strategic ones to Tracked Keywords for ongoing competitive monitoring.
Getting started
Once Shelf Intelligence is included in your contract, both features are accessible from the left-hand navigation in Cobalt.
For more detail on each, see:
- Keyword Lists - Feature Overview
- Shelf Intelligence - Tracked Keywords
- Shelf Intelligence - Feature Overview
To add Shelf Intelligence to your account or expand your tracked keyword allocation, contact your Customer Success Manager.
We're always here to help! If you have questions, please reach out to us at cobaltsupport@junglescout.com.