Share of Voice on Amazon not only shows you how visible your brand is within the platform, it also gives you direct tools to optimize your ad campaigns and gain strategic competitive advantage.
What is Share of Voice on Amazon?
Share of voice (SoV) is a widely used metric within marketing. Whereas SoV in traditional media is all about impressions or media budgets, it is mainly about visible positions on key keywords. Within context of performance marketing, we use Share of Voice insights to map what share of visibility you occupy on page 1 of search results (Search Engine Result Page, SERP) for the most important keywords in your industry. This is also known as Share of Search.
How does 10XCREW harness the power of Share of Voice?
At 10XCREW, we use Share of Voice (SoV) as a key indicator of visibility in search results on Amazon. It's simple: what percentage of search results on specific keywords is occupied by your brand? This helps you understand not only how your brand is performing, but also how the competition is positioning itself and where you can improve.
Why is SoV important for performance?
There are a number of points why SoV is so important for performance;
- Using visibility (SoV) as a driver of performance: SoV helps you understand how visible your brand is within a given platform. If you have a keyword that is performing well, but you see that you only have 10% visibility and your competitor has 50%; then you know that there is still a lot of growth potential in that keyword. Â
- Understanding competitive pressure: SoV gives a clear picture of competitive pressure. It shows how aggressively your competitors invest in ad space and how much visibility they claim in search results. This can help improve your strategy by, for example, investing more in keywords where competition is lower.Â
- Explaining performance: SoV allows you to better explain performance in the market. For example, if your brand has a low conversion rate on a specific keyword but high visibility, this could indicate a mismatch between your ad and users' search intent. SoV helps understand these kinds of insights better and provides a solid basis for further optimisations. Â
Another example is if you see that your competitor is actively advertising on your brand name. This means they are strategically trying to outrank your brand in search results. By monitoring this, you can proactively increase your own ad efforts to protect your visibility.
The forms of Share of Voice on Amazon?
At 10XCREW, we distinguish between paid and organic SoV. Here we discuss these forms:
- Paid SoV: A brand's share of paid search ad positions, such as Google Ads, Amazon or Bol ads, compared to competitors. It shows how many of the paid positions a brand claims.
- Organic SoV: A brand's share of organic search results, such as Google, Amazon or Bol search results, compared to competitors. It shows the brand's natural visibility without paid promotion.
In addition, we segment SoV into three keyword types:
- Branded keywords - keywords with your own brand name.
- Non-branded keywords - generic terms within your category.
- Competitor keywords - keywords on competitors' brand names.
This split is essential for targeted targeting. A low SoV on non-branded keywords means you are missing opportunities to showcase your brand to shoppers who have not yet chosen a brand. A high SoV means you are protecting your own branded search terms well from competition.
How do you measure Share of Voice on Amazon?
Share of Voice measures the visibility of your brand compared to your competitors, specifically by keyword or ad position. At 10XCREW, we use the tool: Pacvue to measure SoV.
The calculation of Share of Voice works as follows:
Share of Voice (SoV) paid = your paid positions / total paid positions x 100
Share of Voice (SoV) organic = your organic positions / total organic positions x 100
Below, we have worked out an example of how to calculate SoV for Innr products on Amazon. The example shows all products/brands displayed on page 1 of a keyword SERP. The blue areas show the paid content and the yellow areas the organic content.
Keyword: zigbee gu10
Total products/brands displayed: 60
Paid: 13
Organic: 47Innr products displayed: 9
Paid for: 3
Organic: 4Share of Voice paid: 23%
Share of Voice organic: 9%
Examples of application:
- Optimising budgets: We invest where opportunities are greatest - for example, keywords where competition is declining.
- Competitor monitoring: Through continuous tracking, we signal when a competitor is rising on specific keywords.
- Improve listings: Low organic SoV? Then we analyse where SEO optimisation is needed, e.g. on titles, bullet points, A+ content or visuals.
Share of Voice tips for campaign optimization
We have listed some tips below.
Paid SoV versus spend control: If your SoV remains the same while your spend increases, this often indicates increased competition. In that case, you might consider increasing your bids or revising your targeting.
In the image, the red arrow shows a spike in spend, but the SoV remains the same. This indicates increased competition. At the green arrow, you see a spike in both spend and SoV - this is to be expected
Analyse Share of Voice by brand: By looking at the SoV per brand, you can see which competitors are gaining your market share. You can react to this by scaling up your competition targeting on the brands that are biggest risers (keywords and asins).
Practical tips for taking advantage of SoV
- Raise bids: If your SoV is falling, raising bids can help maintain your visibility.
- Explore new targeting options: Optimize your targeting by choosing keywords and products where your competitors have less presence.
- Increase competitive targeting: Focus on the brands that adopt your SoV to fight back and regain your market share.
A high Share of Voice on Amazon is more than just a nice metric - it is a direct reflection of your market position as well as growth potential. By structurally measuring and strategically optimizing, you can not only make your brand more visible, but also structurally gain market share.
Do you want to gain more insight into your Share of Voice and improve your performance?
Contact 10XCREW - we are happy to help you!
