NEWS

Amazon Ads launches reserve share of voice to help brands show up when it matters most

November 11, 2025 | Kelly Lui, Sr. Product Marketing Manager, Sponsored Ads

unBoxed 2025

From Amazon Ads unBoxed, our annual conference where we showcase ad solutions that help businesses of all sizes connect with customers at every stage of their journey. This article features content announced at this year's event.

Amazon Ads announced the launch of reserve share of voice, a new Sponsored Brands goal that allows advertisers to secure top-of-search placements for branded keywords at a fixed, upfront price. This helps brands maintain consistent visibility when shoppers are actively looking for them, ensuring their message appears at the most influential point in the shopping journey.

With reserve share of voice, advertisers can plan their presence strategically across key brand moments, seasonal campaigns, and product launches. By pairing reserved visibility with rich Sponsored Brands creative experiences such as video and collections, brands can create stronger engagement with high-intent shoppers. For shoppers, it means a more relevant, seamless search experience where they can easily find and connect with the brands they’re looking for.

Reserve share of voice Samsung Galaxy S25 example

Closing the gap in branded visibility

Research shows that 70% of Amazon shoppers begin their journey with search, and 1 in 5 searches include a brand name.1 However, advertisers only achieve about 62% Sponsored Brands top-of-search impression share for branded queries on average.2

Reserve share of voice helps advertisers close this opportunity gap by securing predictable visibility on their highest-value branded keywords, for example, “Samsung Galaxy S25.” This allows brands to capture demand they’ve already created, reinforce relevance, and drive measurable outcomes in moments of high shopper intent.

When shoppers search for these reserved branded terms, Sponsored Brands ads appear prominently at the top of search, featuring the brand’s creative story through video, logo, headlines, Brand Store links, or collections, streamlining discovery and creating meaningful engagement.

quoteUpWhat 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.
– Jocelyn Mairs, Senior Director MX Channel Marketing (National Retail and Strategic Accounts), Samsung Electronics America

Proven results with leading brands

Early pilots with global advertisers have demonstrated the measurable impact of this feature. When comparing the performance of participating advertisers on the same branded queries, reserve share of voice:3

  • Increased Sponsored Brands top-of-search impression share from 62.7% to 99.3%
  • Increased click-attributed sales by 143%
  • Reduced lost top-of-search sales from 10.3% to 0.3%
  • Increased click-through rate from 3.5% to 4.1%

These results highlight how consistent, high-visibility placements can drive meaningful engagement and performance across branded searches.

Key features of reserve share of voice

Advertisers using reserve share of voice can expect:

  • Predictable visibility: Secure prominent Sponsored Brands top-of-search placement for branded keywords at a fixed, upfront price.
  • Relevant, brand-led experiences: Align creative with branded searches that matter most.
  • Creative flexibility: Use video, headline, logo, Brand Store links, or collections to tell your brand story.
  • Self-service access: Reserve directly in the Ads Console or API with automated setup, pricing, and reporting.
  • Measurable outcomes: Track top-of-search impression share, click-through rate (CTR), orders, and click-attributed sales tied to reserved keywords.
Get started with Sponsored Brands reserve share of voice

Sources

  1. 1–2 Amazon Internal, US, 2025.
    3 Amazon Internal, US, Beta test with 15+ advertisers, May–Aug 2025.