The global market for headphones and earphones is witnessing aggressive growth in the consumer electronics industry. In 2024, the value of personal audio products reached USD 78.38 billion, and it is projected to soar to USD 256.79 billion by 2034, growing at a CAGR of 12.6% over the next decade, according to Polaris Market Research.
Also read: Case Study: Bowers & Wilkins (B&W)
Amid this rapid expansion, competition among audio brands is intensifying. Every brand is racing not only to deliver innovative technology but also to win consumer attention in the digital space, where Share of Voice has become a key determinant in shaping perception, preference, and ultimately, purchase decisions.
This article explores the competitive Share of Voice (SOV) landscape in the Headphones & Earphones Market, and highlights which brands are successfully capturing consumer attention.
Competitive Dynamics in the Headphones & Earphones Industry
Source: Amazon data, Q1 2025
Competition in the headphones and earphones market has entered a more complex and aggressive phase. Once dominated by giant brands such as Sony, Bose, Sennheiser, and Apple. These brands initially led through innovation, introducing noise-canceling features, wireless connectivity, and enhanced sound quality to capture market share.
Read also: Global Earphones and Headphones Market Size
However, the landscape has shifted. A wave of emerging players, especially from China, Korea, and Southeast Asia, has entered the scene, offering affordable yet feature-rich alternatives. Many of these brands integrate adaptive sound control, voice assistants, and advanced noise cancellation.
These efforts have proven effective in capturing consumer attention, enabling new challengers to gain momentum and capture an increasing share of voice. For instance, Soundcore (a Chinese brand affiliated with Anker) leads the Organic Share of Voice with 18.2% on Amazon.co.uk. This surpasses Sony and Apple, which hold 7.6% and 7.5% organic SOV, respectively.
Share of Voice Headphones and Earphones on Amazon
Competition in the headphones industry is not only reflected in innovation and pricing strategies, but is also clearly visible in visibility across major e-commerce platforms. Brands are battling to secure SOV, both organically and through paid placements.
According to our data from November 2025, on Amazon.de, Apple dominates the Organic Share of Voice at 24.6%. Soundcore secures the second spot at 13.6%, closely followed by JBL at 13.1%, with ZZU (5.2%) and YHFvesv (5.0%) at the top five.
As for Paid Advertising, Apple also takes the lead, securing a Paid Share of Voice of 35.2%. Other brands holding significant weight in the paid placements include JBL (4.6%), Btootos (4.0%), Sony (3.0%), and Jabra (2.6%).
Read also: Using Share of Voice to Improve Your Performance on Amazon
On Amazon.co.uk, Soundcore leads the pack, with 18.2% Organic Share of Voice. Sony is in second place with 7.6%, and Apple takes the third spot at 7.5%. However, in the Paid Share of Voice category, Apple once again secures the top position, albeit with a lower percentage (7.7%) compared with Amazon.de. JLab emerges as the closest competitor at 6.6%, followed by Xinwld (5.4%) and PowerLocus (5.1%).
Interestingly, Amazon’s internal data shows that more than half of shoppers (52%) searching for headphones or earphones already have a brand in mind before they even begin browsing. This highlights just how crucial it is for brands to invest in strong awareness and clear positioning. When customers decide they need an audio product with specific features, your brand should be the one that comes to mind.
A great example is Bowers & Wilkins, which has positioned itself as a premium headphone brand known for its exceptional sound quality and luxurious design. Its flagship models, the PX7 S2 and PX8, deliver high-resolution audio with outstanding noise-cancelling performance. These products have caught attention online, often featured in detailed product reviews or quality comparisons with other top-tier headphones.
Another example below shows conversion-focused content during Black Friday Week 2025. Bowers & Wilkins was visible on both Sponsored Brands and Sponsored Products placements.
Source: Amazon.de
Brand Strategies to Gain Visibility in the Headphones Category
As the conversation grows louder, brands have an incredible opportunity to make themselves heard. Here are some strategies you can consider:
- Highlight lifestyle-driven narratives in digital campaigns by showcasing how products fit seamlessly into everyday moments such as exercising, remote working, or gaming.
- Strengthen social media presence through educational content, user-generated storytelling, and collaborations with relevant influencers.
- Emphasize key technological features like noise cancellation or multi-device connectivity to elevate product value perception among digital audiences.
With a consistent and consumer-focused approach, brands can organically boost their visibility, not only in conversation volume but also in positive sentiment and audience trust.
Finding the Niche: Bowers & Wilkins Proves the Power of Premium Positioning
Amid the intense competition in the headphone market, Bowers & Wilkins (B&W) has carved out its niche in the premium audio segment. In Europe, the British luxury brand competes with Sony, Bose, Sennheiser, and Apple, while globally it stands alongside Bang & Olufsen, Focal, and Audeze; all celebrated for their craftsmanship and sound excellence.
Read more: Go-to-Market Strategy for headphones
To stand out, B&W emphasizes exclusivity and real-life experiences, from premium dealer showrooms to its Southwater Experience Center, while also building prestige through partnerships with brands like Maserati.
The Digital Proof: Converting Premium Position into Share of Voice
Despite its strong offline heritage, B&W initially faced a “brand equity deficit” on Amazon, reflected in a Best Seller Rank of 5383. Through a precise, full-funnel digital strategy, awareness via UEFA Champions League campaigns, followed by consideration and conversion through Sponsored Ads and Brand Store activations, the brand drove remarkable results in the second half of the year:
- Brand Search Surge: Branded search volume increased by +162% YoY.
- Discovery & Engagement: Organic Brand Store visitors grew +919% in H2 vs H1, reflecting a powerful halo effect beyond paid campaigns.
- New Customer Acquisition: Growth was fueled by new audiences, with +594% uplift in new-to-store visitors.
- Deeper Engagement: Page views rose by +296% YoY, showing consumers spent more time exploring B&W’s range.
Our case study proves that premium positioning, when paired with a data-driven digital strategy, can transform a challenger into a serious contender. Bowers & Wilkins has shown how heritage and innovation together can build a commanding Share of Voice in the competitive world of high-end headphones.
So, what is next?
Stay tuned with us for the final chapter of our Share of Voice and Share of Market series, where we dive into how brands can achieve real growth in the digital era. From awareness to conversion, we’ll explore the strategies that separate the challengers from the leaders.
Curious about where your own brand stands today? Contact us and our experts will help you benchmark your Share of Voice, uncover growth opportunities, and build a strategy tailored to your needs, FOR FREE!
