Views in Search Results
The amount of views your sponsored product is receiving within the Search Results.
This is not equal to Search Volume. If your sponsored product only appears on pages further behind, it will not get any impressions.
Possible Reasons for Low Impressions:
Wrong Sub-categorization of Product
In many cases Amazon may not deem the category registered for a product as fitting enough. In such cases it is advised to check which lowest sub-category your main competing products are part of.
Bids not High Enough
It may well be the case that other sellers are simply bidding more and thus have their products shown more often on the front pages of the search results. Amazon's "suggested bid" is in many cases sligtly optimistic.
No Impressions / Click / Sales History
Amazon will always prefer products that already have a certain history for a specific keyword. If you are starting to place ads for a new keyword, you may therefore have to increase your bid over-proportionally at the start to generate some first impressions.
According to many sources, a good CTR is the most important factor for a higher PPC-rank, as it is, of course, in Amazon's interest to generate as much revenue as possible from their PPC Plattform.