Here’s a problem most brands don’t realize they have: when shoppers search for your own brand name, you’re not always the one showing up at the top. Amazon’s new reserve share of voice is built to fix exactly that.
What it is
Reserve share of voice is a new Sponsored Brands goal that lets you secure top-of-search placement for your branded keywords at a fixed, upfront price — instead of fighting for it in the live auction every time. You get keyword recommendations, real-time pricing, and self-service setup through the Ads Console or API.
The gap it closes is real: Amazon reports that 1 in 5 searches include a brand name, yet advertisers only hold about 62% top-of-search impression share on their own branded queries on average. That’s a lot of high-intent shoppers seeing a competitor first.
The beta numbers
In Amazon’s beta (15+ advertisers, May–Aug 2025), comparing the same branded queries, reserve share of voice:
- Lifted top-of-search impression share from 62.7% to 99.3%
- Increased click-attributed sales by 143%
- Cut lost top-of-search sales from 10.3% to 0.3%
- Raised click-through rate from 3.5% to 4.1%
As always, those are Amazon’s internal pilot results — your mileage depends on your category and competition. But the strategic logic holds: defending branded search is usually the highest-ROI dollar you can spend.
Is it right for you?
Reserve share of voice makes the most sense if:
- Competitors are bidding on your brand name (check your search-term reports — we do this in every audit).
- You’re running launches, seasonal pushes, or tentpole events where predictable visibility matters.
- You have enough branded search volume to justify reserving it.
It’s available to sellers, vendors, agencies, and partners through the Ads Console and Amazon Ads API.
Not sure how much of your branded search you’re actually winning today? Get a free audit and we’ll show you the exact number.