FWIW, Amazon's search algorithm is actually extremely simple: rankings are based on what people buy after searching for a particular term. To use your examples, the reason why Amazon is showing power strips when you search for "surge protectors" is because people often use the terms interchangeably. So, while this is bad for you, since you correctly distinguish the terms, it's actually better for people who use the terms interchangeably and do want a power strip when they search for surge protectors. And I think it's ambiguous what the correct behavior should be. Perhaps in the future some AI system will be able to help customers manage this kind of confusion, but we're not there yet.

Since inevitably someone will mention that the search results are littered with ads: yes, they are, and due to the same factor I mentioned above, it makes sense for sellers to advertise, say, power strips against the search term "surge protector." We run into a similar thing with "outdoor" rated wire. It's a term which technically means a rating for UV exposure. However, customers often use it to refer to wire that is rated for burial in the ground. So we advertise our burial rated cable against the "outdoor" search keyword. Gotta meet the customers where they are.