Case study
Samsung achieves 99.8% top-of-search impression share with Sponsored Brands reserve share of voice
Learn how Samsung achieved near 100% top-of-search impression share and drove a 187% increase in click-attributed sales using Sponsored Brands reserve share of voice (SOV) to capture high-intent branded searches.
key insights
99.8%
Increased Sponsored top-of-search impression share from 44.9% to 99.8%
99.5%
Reduced lost top-of-search sales by 99.5% from 7.4% to 0.04%
187%
Increased click-attributed sales by 187%
Goals
Samsung aimed to enhance their brand visibility and shopper engagement during key product launches. As one of the world’s leading consumer electronics brands, Samsung wanted to ensure shoppers searching for their branded products, such as “Samsung Galaxy,” “Samsung Galaxy S25 Ultra,” and “Samsung tablet,” consistently found their listings in top placements. However, variability in ad visibility made it difficult to predict that shoppers would always see Samsung’s products at one of the most influential points in their shopping journey—when shoppers are actively searching for the brand.
The brand’s goal was to secure predictable visibility, strengthen engagement at high-intent moments, and plan marketing investments with greater accuracy and control during seasonal campaigns and new product launches.
Samsung’s Sponsored Brands reserve share of voice campaign for Samsung Galaxy S25
Approach
Samsung participated in the beta test of Sponsored Brands reserve share of voice, a new feature that allows advertisers to reserve the Sponsored Brands top-of-search placement for their branded keywords at a fixed, upfront price. This gave Samsung predictable visibility for branded searches across key shopping periods, ensuring shoppers could easily find their products when searching for the brand.
The Samsung team worked closely with Amazon Ads to identify high-value branded keywords and pair them with engaging Sponsored Brands creatives like video. This approach helped Samsung deliver a cohesive and brand-forward shopping experience, connecting shoppers to relevant products while reinforcing brand trust and recognition.
Jocelyn Mairs, Senior Director MX Channel Marketing (National Retail and Strategic Accounts), Samsung Electronics AmericaWhat we have found most useful is the ability to secure top-of-search coverage for branded keywords. We are also excited that we can price these out via self-service, allowing us to get the perfect mix of branded keywords secured in our campaigns.
Results
The beta test delivered strong, measurable results. Samsung achieved a Sponsored Brands top-of-search impression share of 99.8%, up from 44.9%, ensuring their brand consistently appeared in the prominent top-of-search placement for branded searches.1 Shopper engagement and efficiency also improved, with a 187% increase in click-attributed sales, a 1.1-point lift in conversion rate (from 13.2% to 14.3%), and higher overall visibility.2
Additionally, Samsung’s lost top-of-search sales ratio dropped from 7.4% to just 0.04%, underscoring how consistent branded presence helps capture demand and minimize missed opportunities.3
By leveraging Sponsored Brands reserve share of voice, Samsung gained predictable visibility, improved conversion efficiency, and delivered stronger business outcomes, all while maintaining creative flexibility and planning control.
Sources
1–3 Amazon Marketing Cloud, US, 2025. Performance metrics are based on a single advertising campaign for an early-stage or newly launched product in 2025. Results may not be typical and do not guarantee future performance.