The Search Volume tab on a search term's detail page puts Amazon's market totals for that search term next to your own ad results, week by week, so you can see how much of the search you are actually capturing.
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Your ad reports tell you what your ads did. Amazon's Search Query Performance (SQP) data tells you what happened across the whole search, for every brand. On their own, neither answers questions like "Did my clicks drop because my ads got weaker, or because fewer people searched?" The Search Volume tab combines the two in one weekly view and calculates your share of impressions and clicks for you, which would otherwise mean pulling two reports and matching them up by hand.
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Each row is one week, starting on Sunday, with the newest week at the top.
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Why some cells are blank: in the screenshot below, the most recent week (Oct 18) only shows your ad metrics. Amazon releases Search Query Performance data about one to two weeks after each week ends, so the market and share columns stay empty until it arrives, then fill in on their own. If a search term shows blank market columns for every week, Amazon hasn't included that term in your SQP report. Both are explained in more detail under Where the data comes from.
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Before you start: the market columns come from Amazon's Search Query Performance report, which needs Brand Analytics access through Amazon Brand Registry. In Kapoq, your ASINs also need to be enabled for SQP on the Manage ASINs page under Search Performance. The Search Ad Impressions, Search Ad Clicks and TOS columns are estimated from Amazon Marketing Stream data, so they also need Marketing Stream coverage. If either source is missing, the share columns stay blank.
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The tab joins Amazon sources on the same search term and the same Sunday-to-Saturday week.

Why the newest weeks only show ad data: Amazon publishes SQP data for a week roughly one to two weeks after that week ends. Until it arrives, recent rows show your ad metrics with the market and share columns blank. They fill in automatically once Amazon releases the week, so there is nothing to fix.
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Why some search terms have no market data: Amazon only includes a search query in your SQP report when your brand's products got impressions or clicks on it that week, and it shares your top 1,000 queries. Low-volume or long-tail search terms may never appear. For more on SQP itself, see Amazon Search Query Performance.
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Why search ad impressions and clicks are estimated: Amazon's search term report counts ad impressions and clicks from every placement, including product detail pages, which can account for a large share of them. SQP only counts what shoppers saw and clicked in the search results. To compare like with like, Kapoq estimates the search-results portion of your ad impressions and clicks from each target's daily placement mix in Marketing Stream and sums it over the week.

For example, in the week of Sep 27 above, 44,958 total clicks happened on the term and your ads got 2,144 of them in the search results, so Click Share is 4.77%.

Ad Orders and Total Purchases count purchases in different ways. Amazon credits an order to your ads when a shopper buys within 7 or 14 days of clicking, and that can include other products from your brand. SQP counts purchases that came from the search itself. Because the two don't measure the same thing, dividing one by the other wouldn't give a reliable share, so the tab shows them as separate columns. Comparing how each one moves from week to week is the more useful read.

The value of the tab is context: it helps you see whether a change in your ad results is more likely tied to the market or to your advertising. Here are the questions it helps answer.

​Did my results change because of demand or because of my ads? Looking at Search Volume alongside your ad metrics can help point you in the right direction. If search ad clicks and Search Volume moved by a similar amount, a shift in shopper demand may be part of the story. If Search Volume stayed fairly steady while your shares moved, it may be worth looking at what changed on the advertising side, such as bids, budgets or competition for the same placements.

​How much room is left on this term? A term with high Search Volume and a low Click Share may mean most shoppers are clicking somewhere else, which can point to room to grow. A term where your shares are already very high may have less room to grow through additional spend.

​Where am I losing shoppers? Reading the share columns together with your orders can help show where shoppers drop off:

How much do my ads drive clicks on my own branded terms? On branded search terms, a very high Click Share shows that most shoppers clicking on your brand name are clicking your ads. That's useful context when reviewing how much you spend to show up on your own brand name.

Using the weeks in the screenshot above:

Sep 20 to Sep 27: a change on the advertising side. Search Volume dipped slightly (down about 2%), but search ad clicks rose about 60%, from 1,336 to 2,144. Impression Share went from 5.55% to 8.44% and Click Share from 2.94% to 4.77%. With demand flat and both shares up, the change most likely came from the advertising side rather than from more shoppers searching. Without the market data, a jump like that in ad clicks could just as easily have looked like a surge in demand.
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Oct 4 to Oct 11: a change in demand. Search Volume fell about 22% and search ad clicks fell about 16%, but Click Share held steady at around 5.3%. Your ads kept their share of the clicks. There were just fewer shoppers searching. Looking at ad clicks alone, that drop could easily have been mistaken for a problem with the campaigns.