How do I add more fields to the personalize menu? Dynamics AX 2012 R3

The personalize feature in Dynamics AX 2012 is very powerful for adding more information to a grid in an inquiry form or other data grid. However, sometimes I want to add a field that I know is tied to the data record, but isn't in the personalize menu.

For example, when viewing all released products in list view, I want to add the base sales price to the grid. When I right click and choose personalize, then add, I do not see this field in any of the options. There are other fields like this as well. For example, an ite'ms UPC. Or 

How do we add more fields to the 'personalize' menu?

Thanks