Launch announcement
Drive top-of-search visibility and engagement by reserving branded share of voice through Sponsored Brands
October 22, 2025
What launched?
Amazon launched a new Sponsored Brands feature, reserve share of voice, which enables advertisers to secure top-of-search (TOS) Sponsored Brands placements for branded keywords at a fixed, upfront price. By reserving branded keywords, advertisers can ensure that their ad will appear on Sponsored Brands top-of-search placement for those branded queries most of the time.
With this feature, brands can count on predictable presence to boost brand visibility on top of search and shoppers can engage with branded content matching their queries. The solution is fully self-service to give advertisers flexibility, autonomy, and transparency. The solution enables advertisers to receive recommendations for high traffic branded keywords, validate keywords, receive real-time pricing, launch and manage campaigns directly through the Advertising Console or API, and receive automated invoices.
Shoppers' experience of top-of-search placement for reserved keyword "kitchensmart"
“Reserve share of voice” as an option in Ads Console, where advertisers can reserve "kitchensmart" keyword and get upfront pricing
Why is it important?
Branded searches represent one of the most valuable opportunities to engage shoppers who are actively seeking a brand. Yet advertisers often experience variability in how their brand shows up, which can make it harder to consistently connect with these high-intent shoppers. This feature delivers the same flexibility and autonomy advertisers expect from auction-based solutions, but with the added benefit of upfront pricing and predictable visibility. By delivering consistent presence at the top of search, advertisers can build trust, increase engagement, and drive sales. This consistency enables more effective media planning, stronger engagement at critical shopping moments, incremental sales during both evergreen campaigns and key periods such as product launches, seasonal campaigns, and tentpole events.
Our beta experiment showed that when comparing the performance of these participants on the same branded search queries, reserve share of voice helped drive top-of-search impression share of reserved keywords from 62.7% to 99.3%. This resulted in improved shoppers' click-through rate from 3.5% to 4.1%, cut lost top-of-search sales ratio from 10.3% to 0.3%, and drove +143% click-attributed sales.
Where is the feature available?
- North America: United States, Canada, Mexico
- South America: Brazil
- Europe: Germany, France, Italy, United Kingdom, Belgium, Poland, Netherlands, Sweden, Turkey
- Middle East: Egypt, Saudi Arabia, United Arab Emirates
- Asia Pacific: Australia, Japan, India, Singapore
Who can use it?
- Amazon Sellers
- Vendors
- Partners
- Agencies