What is Share of Voice (SOV) on Amazon and why it matters for sellers in 2025

TL;DR

• Share of Voice (SOV) measures your brand's visibility compared to competitors on Amazon.

• A higher SOV leads to more exposure, better chances of securing the Buy Box, and increased sales.

• Improve your SOV by optimizing your product listings with relevant keywords and high-quality images.

• Invest in Amazon ads like Sponsored Products and Sponsored Brands to boost paid visibility.

• Build a strong brand presence with an Amazon Brand Store and A+ Content.

• Positive reviews and ratings help improve your search ranking and increase visibility.

Did you know that on average, the top 3 results on Amazon capture over 60% of all clicks? 

As an Amazon seller, this means your Share of Voice (SOV) directly influences your visibility, traffic, and ultimately, your sales. If your products aren’t showing up in top positions for relevant keywords, you're likely losing out to competitors.

Share of Voice refers to your brand's visibility about others within your market. Simply put, the more you appear in top search results, the higher your SOV. For Amazon sellers, a higher SOV means more exposure and higher chances of securing the Buy Box.

But why is it crucial to track?  Because it affects your advertising strategy, customer engagement, and even long-term brand growth. 

This post dives into the factors that influence your SOV, how to calculate it on Amazon, and actionable steps you can take to boost your brand’s share in the competitive Amazon marketplace. 

What is a Share of Voice?

Share of Voice (SOV) is a marketing term used to describe the visibility of your brand or product compared to your competitors in a specific market. On Amazon, it refers to how often your products appear in top search results and ads compared to other brands. In simple terms, the higher your SOV, the more people see your products when they search for related terms.

SOV is usually calculated by looking at your impressions, clicks, and sales, and comparing them to the total impressions, clicks, and sales in your category. For example, if your product gets 20% of the impressions for a certain keyword, your SOV for that keyword is 20%.

SOV (%) = (Your brand’s appearances in search results / Total appearances in search results) x 100 

Why is Share of Voice important?

For Amazon sellers, Share of Voice (SOV) is critical because it determines how visible your products are compared to your competitors. The more prominent your presence in search results, the higher the chances of attracting clicks, driving traffic, and boosting sales.

When your products appear at the top of search results, customers are more likely to see and click on them. This increased visibility directly impacts your ability to win the Buy Box, which plays a huge role in driving conversions.

Without a strong SOV, your products may get buried in search results, losing valuable clicks to competitors.

Additionally, tracking your SOV helps you understand where your brand stands in comparison to others. If your competitors are outshining you, it’s time to adjust your strategy to improve your visibility.

By increasing your SOV and improving your organic ranking on Amazon, you give your brand more exposure, making it easier to convert views into sales and grow your Amazon business over time. In short, a higher SOV means more clicks, more sales, and more opportunities for long-term growth on Amazon.

Key elements of Share of Voice (SOV)

Share of Voice (SOV) on Amazon is made up of three key elements such as organic visibility, paid visibility, and brand presence.

• Organic visibility: This is your product's ranking in natural search results and its position within product categories. For example, if you sell a kitchen appliance and it ranks high for "best blender" in search results, your organic visibility is strong.

• Paid visibility: This comes from paid ads, such as Sponsored Products, Sponsored Brands, and Sponsored Display ads. If you’re running a Sponsored Products ad for your blender, it will appear in search results, boosting your visibility.

• Brand presence: This includes your Amazon Brand Store, A+ Content, and customer reviews. A strong brand presence builds credibility, like when customers see your well-designed Brand Store showcasing your kitchen products.

Each element contributes to your overall SOV and influences your success on Amazon.

How to calculate Share of Voice on Amazon

Calculating Share of Voice (SOV) on Amazon helps you understand how visible your products are compared to your competitors. Here’s a simple, step-by-step guide to calculate your SOV:

#1 Track your impressions

Impressions refer to how often your product is shown in search results or on product detail pages. You can find this data in your Amazon Advertising Reports under Sponsored Products, Sponsored Brands, and Sponsored Display.

For example, if your product appears 500 times in search results for a keyword, your product has 500 impressions for that keyword.

#2 Track competitor impressions

You need to gather the total impressions for the entire market or category. Tools like Helium 10, Jungle Scout, or Amazon Brand Analytics can help you see how often your competitors’ products appear for the same keywords or categories.

#3 Calculate total market impressions

Add up the impressions of all products in the same category or search results. This gives you the total market impressions for that specific keyword or product category from Amazon advertising reports and third party tools. 

To calculate your SOV, use this formula:

Practical example: 

For example, if your product received 500 impressions and the total market impressions for the same keyword or category were 2,000, you can calculate your Share of Voice (SOV) by dividing your impressions by the total market impressions and multiplying by 100. 

In this case, the calculation would be: SOV=(2,000/ 500​)×100=25%

This means your product holds 25% of the visibility within that category or keyword search.

How to track Share of Voice on Amazon

Share of Voice (SOV) is not directly available in Amazon Seller Central, but you can track it by calculating key metrics:

• Monitor impressions: Track your impressions through Amazon Advertising Reports and compare them with competitors.

• Use Brand Analytics: For Brand Registered sellers, use Search Term Reports to compare impressions for specific keywords.

• Analyze keyword performance: Track targeted keywords' performance to see how you rank against competitors.

• Third-party tools: Use tools like Helium 10, Jungle Scout for market visibility estimates.

• Check product listings: Manually monitor product rankings in search results compared to competitors.

Market factors that affect your Share Of Voice

Practical steps to improve your Share of Voice

Improving your Share of Voice (SOV) on Amazon is key to increasing visibility and driving more sales. Here are four practical steps, with real-time examples, to help you boost your SOV:

1. Optimize your product listings

Amazon product listing optimization helps your product rank higher in search results, thereby increasing your organic visibility.

For example, if you sell blenders, your title could include relevant keywords like "Best Blender for Smoothies, High-Speed, 1200W - Perfect for Kitchen Use". By including detailed descriptions like "easy-to-clean," "durable," and "BPA-free," you improve your search ranking. 

A more specific listing like "high-speed blender for smoothies" ensures your product appears in more targeted searches. This direct visibility improvement leads to a higher SOV.

2. Invest in Amazon ads

Running Sponsored Products, Sponsored Brands, and Sponsored Display Ads can drastically increase your paid visibility. 

For example, by bidding on "best blenders for smoothies" or "high-speed blenders for the kitchen," your product can appear in top search results. 

If you bid aggressively on keywords like "best blenders under $100", your product may consistently show above competitors, getting more clicks and impressions. This paid visibility is crucial for boosting your SOV.

3. Build a brand presence

A strong Amazon Brand Store and the use of Amazon A+ Content not only build trust but also improve your organic search visibility.

For example, featuring your high-speed blender in an engaging Brand Store and highlighting features like "easy-to-use," "energy-efficient," and "ideal for busy professionals" improves your chances of ranking higher organically. 

Here, if your Brand Store showcases multiple product uses and provides rich content, it strengthens your authority, improving your organic visibility and SOV.

4. Improve product ratings and reviews

Positive reviews and ratings are critical for your product's success. For instance, after launching a new blender, request reviews from satisfied customers.

A blender with 300 positive reviews and a 4.8-star rating will rank higher than a competitor with fewer reviews or a lower rating. Positive reviews help your product get better visibility in search results and increase your chances of winning the Buy Box, directly impacting your SOV.

By following these steps, such as optimizing listings, investing in ads, building brand presence, and improving reviews, you’ll enhance your SOV, leading to more exposure, clicks, and ultimately more sales on Amazon.

Final words

Boosting your Share of Voice (SOV) on Amazon is a game-changer for increasing your visibility and driving more sales. It’s about more than just showing up in search results, it’s about consistently standing out.

By optimizing your listings, investing in the right ads, building a solid brand presence, and gathering positive reviews, you’ll make sure your products are noticed by the right customers. As an Amazon consultant, we’re here to help you fine-tune your strategy and make those adjustments that can truly elevate your brand.

If you’re ready to take your Amazon business to the next level and ensure your products get the exposure they deserve, reach out to us today.