Cross-reference a listing's organic search ranking against its paid/ad placement for the same keywords, using Helium 10 Cerebro alongside Amazon Product Opportunity Explorer. Keywords where a listing already ranks well organically but carries little or no sponsored presence represent already-primed traffic: shoppers are finding the product for that term without an ad having sold them on it.
Apply: build sponsored product/display placements specifically for keywords sitting in this gap, rather than starting keyword research from a blank slate. This differs from standard Cerebro filtering for new-keyword discovery in that the target here is defending and amplifying already-strong organic terms, not finding brand-new ones.