Track and Improve Your Brand’s Share of Voice on Amazon
Understanding your Share of Voice (SOV) and monitoring your competitors’ visibility on Amazon is essential for any brand looking to increase market presence and grow sales.
Every Amazon seller contends with the challenge of standing out in a crowded marketplace, and knowing how visible your brand is compared to others can significantly shape your selling strategy.
Share of Voice highlights how often your brand appears in Amazon search results and ad placements, providing valuable insight into your overall presence in the market. Want to know how to track your Share of Voice and use it to drive your business forward? Keep reading for a breakdown of how to calculate these important metric and actionable tips to increase your brand’s visibility and sales on Amazon.
What is Amazon Share of Voice?
Amazon Share of Voice (SOV) is a performance metric that measures the visibility of your products or ads within Amazon search results compared to your competitors.
It shows the percentage of impressions your listings or ads receive out of the total impressions within your category or for specific keywords.
This metric helps sellers evaluate their brand presence within Amazon’s marketplace, giving a clear picture of how often their products appear compared to others.
A higher Share of Voice means shoppers, potentially leading to greater sales and increased brand dominance, see your products more frequently.
Why Should Sellers Care About Their Share of Voice?
If your listings do not appear near the top of Amazon’s search results for your main keywords, your chances of attracting shoppers drop sharply.
A strong Share of Voice ensures your products consistently show up in prominent positions within Amazon search results, boosting brand awareness and increasing the likelihood of converting clicks into sales.
Since around 70% of Amazon shoppers buy products listed on the first page of search results, securing those top spots for your primary keywords is critical.
Products that land on the second or third page of search results have a much lower chance of generating sales from keyword searches.
How to Calculate Share of Voice on Amazon?
To determine your brand’s Share of Voice, divide the number of times your brand appears in the search results by the total number of product spots for a given keyword.
For instance, if the keyword “camo sunglasses” returns 10 product listings on the first page, and your brand appears twice, you’d have a 20% Share of Voice for that keyword based on that result.
You can manually count how often your brand shows up on the first page and divide it by the total number of listings. However, this method can be time-intensive, and since search results frequently update, you will need to track this across multiple keywords regularly.
Non-Weighted Method: This approach counts the number of product appearances for each brand to calculate a simple Share of Voice percentage for a selected keyword and date range.
Fold and Area Weighted: This method assigns value based on how much visible space a brand occupies on the search results page. Sponsored Brand Ads, for example, take up larger, more visible areas and therefore get higher value. Listings appearing above the fold (before users scroll) are also weighted more.
Position Weighted: This method assigns a score depending on a product’s position within search results. Higher-ranking positions (like #2) are weighted more than lower positions (like #5), reflecting which brands dominate a specific keyword.
How to Improve Your Share of Voice on Amazon?
There are varieties of effective strategies sellers can use to increase their Share of Voice on Amazon. Let us go through a few key tactics to improve product performance and gain better market visibility.
Increasing your product’s click-through rate (CTR) and conversion rate can help boost organic keyword rankings in search results, which in turn enhances your overall Share of Voice.
Optimize Your Product Listings
1. Keywords
Make sure your product titles, bullet points, and descriptions are carefully optimized with relevant, high-traffic keywords. Use tools to research popular, relevant keywords to include, and consider running a reverse ASIN lookup to uncover what keywords your competitors rank for.
2. Visual Content
Invest in quality images, videos, and infographics that clearly present your product. Use services like Pick Fu to A/B test your main image, as this visual element greatly impacts your click-through rate. Once shoppers click through, your visual and written content should work together to convert them.
3. A+ Content
Enhance your listings with A+ Content, which allows you to incorporate larger images, comparison charts, and other engaging modules. This can improve conversion rates by making your listing more informative and visually appealing.
4. Price
Pricing is a crucial factor that affects your conversion rates on Amazon. If your product is priced too high or too low relative to its value and market trends, it can negatively affect conversions and reduce your Share of Voice.
Use Amazon Advertising to Increase Visibility
1. Sponsored Products
Run Sponsored Product Ads for your most important keywords. High-performing ads not only boost paid visibility but can also improve organic keyword rankings over time, increasing your Share of Voice both organically and via ads.
2. Sponsored Brands
Leverage Sponsored Brands campaigns to display your brand and multiple products at the top of search results. Sponsored Brands allow you to occupy more space on the results page, which directly enhances your ‘Fold and Area Weighted’ Share of Voice.
3. Sponsored Display
Utilize Sponsored Display ads to retarget shoppers who have previously viewed your listings and reach audiences based on their shopping behavior and interests.
4. Sponsored Brands Video Ads
Incorporate video ads to capture customer attention and deliver rich product information. Video ads can drive higher engagement and conversions, further strengthening your position in search results.
5. Optimize Your Ad Spend
Continuously adjust your ad budget by reducing spend on underperforming keywords and scaling up bids on high-converting, profitable keywords.
Improve Product Reviews
1. Use Automation
Advantage automated review request tools to increase your review count. Instead of sending manual requests through Seller Central, automation tools can handle this process, sending compliant review requests on your behalf.
2. Amazon Vine Program
Enroll new products in the Amazon Vine Program to quickly gather initial reviews. Although it typically costs up to $200, you can secure up to 30 verified reviews, helping build social proof early.
3. Analyze Your Reviews
Regularly review customer feedback to understand how buyers perceive your products and identify areas for improvement. Analyzing both your own and competitors’ reviews can reveal valuable insights to refine your product and boost conversions.
What is Your Share of Voice?
Share of Voice is a critical metric to monitor for every Amazon seller. By knowing how your brand stacks up against competitors, you can make informed decisions to improve product rankings and increase your overall visibility within Amazon’s vast marketplace.
