A search filter is a feature that allows a visitor to narrow down the search results on a product listing page, such as by size, color, price, or brand. Multiple filters can be used to limit a large number of products, allowing the end-user to find the most relevant search results based on the criteria they've chosen. All of this is done to aid the consumer in maximizing product discoverability while minimizing navigational friction and potential disruptions on the path to purchase. Customers aren't always sure what they're looking for. Filters enable users to drill down on goods and surfacing options they didn't realize they needed as they started their investigation.