Table of Contents
- 1 What is Amazon Share of Voice?
- 2 Why SoV Matters for Ranking & Revenue
- 3 What is SellerSonar SoV and How to Measure it (Organic vs Paid)?
- 4 Share of Voice vs Share of Shelf
- 5 Brand SoV vs. Category SoV
- 6 How to Export Sponsored Impression Share
- 7 Step-by-Step Guide to Boost SoV
- 8 Common Pitfalls & Myths
- 9 How SellerSonar’s Smart Alerts Close the Gap
- 10 Final Tips & Checklist
Updated August 2025
Amazon Share of Voice (SoV) – the percentage of total paid + organic impressions your ASINs capture for a chosen keyword set.
Imagine the search-results ocean. Each keyword is a reef full of competing listings, ads, and brand stores. Amazon Share of Voice (SoV) measures how loudly your products “sing” on that reef compared with rival fish. In plain terms, SoV equals the percentage of total impressions, organic or paid, your ASINs grab for a keyword set in a given time frame.
For Amazon’s own wording on impression share, skim the Search Term Impression Share definition inside the official Ads help.
When you track share of voice consistently, you uncover:
- Which keywords you truly own (or lose)
- How aggressive competitors are with ads
- Where listing optimizations pay off fastest
Quick Formula & Example
SoV = (Your Impressions ÷ Total Impressions) × 100
Example – Your listings generate 9 900 impressions out of 42 000 total for “stainless steel tumbler.”
SoV = (9 900 ÷ 42 000) × 100 = 23.6 %.
Why SoV Matters for Ranking & Revenue
- Traffic moat – Dominate a reef and shoppers meet your brand first.
- Lower TACoS – Strong organic SoV lets you trim bids while sales stay buoyant.
- Defensive shield – SellerSonar alerts show competitor surges early, so you defend the Buy Box fast.
What is SellerSonar SoV and How to Measure it (Organic vs Paid)?
SellerSonar’s Share of Voice (SoV) is a powerful market intelligence feature that tracks the content of Amazon search results (SERPs) to show how often each brand appears, whether through ads (sponsored) or organic rankings. Since brands on Amazon spend billions on advertising each year, and over 40% of that is wasted due to poor visibility tracking. Our SoV helps businesses enhance market presence and optimize ad spend. While similar capabilities are typically found only in expensive, enterprise-level tools, SellerSonar brings this technology to everyone, making advanced visibility tracking accessible and affordable.
| Channel | Metric Example | Tool Hint |
| Organic SoV | % of page-1 product placements | Keyword Tracker |
| Sponsored SoV | % of sponsored impressions | Amazon Advertising reports |
| Total SoV | Organic + sponsored share | Product Tracker |
Official definition of Search Term Impression Share lives in Amazon Ads help.
SellerSonar’s tool scans every Amazon results page, logs each time your brand appears, and tags the placement as organic or sponsored. It collects title, ASIN, price, image, reviews, badges, and exact rank, then rolls the data into one clear percentage — giving you enterprise-grade visibility without the enterprise price tag.
SellerSonar Share of Voice dashboard – pie and trend chart
SellerSonar captures two parallel datasets so you can spot gaps fast:
- Organic (green, left) – pulls every organic placement on page 1 and page 2 for the keyword set. Columns show total placements, average rank,
and the number of Amazon badges that each brand’s products have.
- Sponsored (sand, right) – logs Sponsored Sections, Sponsored Products and Sponsored Brands impressions only, then calculates the same Share of Voice, average ad position, and price competitiveness.
Side-by-side view of organic (green) and sponsored (sand) Share of Voice metrics helps sellers uncover keyword gaps instantly.
With both tables in one frame you immediately see, for example, that Amazon Renewed owns 23 % organic SoV but just 12 % sponsored SoV—a signal that boosting ads could defend its lead.
Share of Voice (SoV) tracks how visible your brand is in Amazon search for a set of keywords. It sums your share of organic and sponsored placements to show who owns the conversation in search.
Share of Shelf (SoS) tracks how often your products appear in on-page “shelves” and merchandising spots such as carousels, category pages, and badges. It shows who owns the shopping real estate shoppers see after the click.
|
Aspect |
Share of Voice (SoV) |
Share of Shelf |
|---|---|---|
|
What it measures |
% of impressions or placements your brand gets in search for a keyword set – organic and/or sponsored |
Visibility on a product page – carousels, badges, Buy Box, modules that influence conversion |
|
Where it lives |
Search results pages |
Product detail pages |
|
How to measure |
Track positions and presence across your keyword list – split by organic vs sponsored |
Audit modules on the PDP and who occupies them – Buy Box holder, badges, cross-sell placements |
|
Primary levers |
Keyword coverage, rank, ad placements, bidding and relevance |
Price and delivery promise, inventory, content quality, badges, Buy Box eligibility |
|
Best used for |
Demand capture in search and budget allocation |
Conversion lift on-page and defending your real estate |
|
SellerSonar views to use |
Keyword Tracker with SoV tabs – trend lines and brand share by keyword groups |
Buy Box Tracker and Badges Alerts – plus Content Changes and Retail Issues Alerts |
|
KPI examples |
SoV total, SoV organic, SoV sponsored, avg position |
Buy Box share, badges gained, CTR lift after content change, out-of-stock incidence |
When to use each
- Share of Voice (SoV) – Planning ads and SEO roadmaps.
- Share of Shelf (SoS) – Diagnosing conversion gaps on PDPs and categories.
Track both for your brand and top rivals so you can see if drops in revenue start in search (SoV) or on the shelf (SoS).
Brand SoV vs. Category SoV
| Level | Shows | Action Tip |
| Brand SoV | Share on branded keywords (e.g. “Acme mug”) | Protect – run defensive Sponsored Brands ads |
| Category SoV | Share on generic keywords (e.g. “travel mug”) | Expand – raise bids or enhance copy |
Tracking both lets you plug holes before competitors swim in.
Organic SoV relies on rank-tracking or page-crawl data. Sponsored SoV pulls from Amazon Ads dashboards or bulk reports. Blended SoV offers the 360-degree view brands crave.
- Amazon Ads console → Measurement → Reports.
- Choose Sponsored Products Search Term Impression Share.
- Pick date range and schedule a weekly export for fresh SoV analysis.
Step-by-Step Guide to Boost SoV
1. Cast a tight keyword net
Start with 20-30 revenue-driving terms. Include seed, long-tail, and branded phrases. Use Amazon Brand Analytics Search Query Performance or a proven research tool.
2. Benchmark current SoV
Log baseline organic and sponsored shares for each term. A simple sheet or the SellerSonar dashboard works.
3. Fortify listings
- Insert primary keyword in title and first bullet.
- Upgrade images to outshine thumbnails.
- Address common review complaints in copy.
4. Balance bids
Increase bids where organic SoV is low. Trim bids where organic share tops 20 %.
5. Monitor daily – adjust weekly
Keyword wars move fast. Track SoV analysis every day, but change bids or copy in weekly sprints to let data breathe.
6. Defend the reef
If a competitor blitzes a term with aggressive ads, decide whether to counter (increase budget) or pivot (find new long-tail reefs).
Mini Case Study – Pet-Supply Brand
A Midwest pet-supply brand watched SoV daily with SellerSonar. When a new entrant pushed SoV on “odor-free cat litter” from 8 % to 25 %, alerts fired. The team refreshed bullets, swapped main image, and raised bids 15 %. Ten days later SoV bounced to 27 % and weekly revenue grew $12 700.
Common Pitfalls & Myths
- Myth: Page-1 rank means SoV is safe – ads can still drown you.
- Myth: Organic SoV is enough – sponsored share often predicts future rank.
- Pitfall: Tracking hundreds of keywords – focus on the 20 % that drive 80 % of sales.
- Pitfall: Skipping negative keywords tanks sponsored SoV.
Need a clean-up? Pull the Search Term report under Sponsored Products.
How SellerSonar’s Smart Alerts Close the Gap
SellerSonar’s Historical Activity graph layers your key performance curves (rank, Buy Box price, BSR). Select a category such as reviews, retail issues, or badges, and the timeline shows the exact moment a “Search Suppressed,” price cut, or negative review landed. In seconds you see which alert caused the spike or dip and can dive straight into the fix instead of digging through spreadsheets.
Dashboards show data after tides shift. SellerSonar sends timely alerts when your ASIN slips off page 1, SoV drops, or a rival hijacks impressions. You act in minutes – no spreadsheet refresh needed.
SellerSonar’s Keyword Tracker graphs rank trends for your ASIN and rival listings, so you instantly see who climbs or slips on target search terms.
Monitors your organic and sponsored Share of Voice for every tracked keyword. The moment your brand’s percentage moves past the threshold you set, SellerSonar pings you by email or Slack and shows the exact keywords that slipped.
SellerSonar Buy Box Tracker showing daily ownership and pricing history
SellerSonar’s Buy Box Tracker watches your ASINs around the clock and pin-points exactly who owns the Buy Box, when they win it, and at what price. For every product you get:
- Daily ownership bars that visualise each seller’s share of time in the Buy Box.
- Live price trend overlay to spot the price points that trigger wins or losses.
- Drill-down table listing every competing offer with win-rate, price, condition, fulfilment type (FBA/FBM), and badge status.
- Timely alerts when your share slips or Amazon jumps in, so you can adjust pricing, inventory, or shipping before revenue erodes.
Final Tips & Checklist
- Map 20-30 high-value keywords
- Record baseline organic + sponsored shares
- Optimize copy and images (Amazon style guide)
- Build bid rules tied to SoV targets
- Review SellerSonar ranking alerts daily
- Protect listings with content-change alerts
- Celebrate when your brand voice echoes across the Amazon ocean!
Start your free SellerSonar trial today.
