Sponsored Brands reserve share of voice: How to secure top-of-search visibility for your brand

Sponsored Brands reserve share of voice example

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

Reserve share of voice empowers your brand to turn branded search intent into meaningful engagement and measurable results.

1. Select and reserve exact-match branded terms in the ads console to secure predictable visibility in Sponsored Brands top-of-search placement across desktop and mobile.
2. Use your existing Sponsored Brands assets (e.g., logo, headline, collections, or video) to create the campaigns and keep creative setup simple.
3. When shoppers search your reserved branded keywords, your ads appear on the Sponsored Brands top-of-search placement, optimized for relevance and customer experience.

Reserve your branded keywords ahead of peak periods such as product launches, seasonal events, or Prime Day to secure top-of-search visibility when shopper intent is highest. This ensures your brand stays front and center during critical discovery and buying moments.

Choose the exact branded terms you want to reserve (e.g., your brand name or key product lines). The system will validate keyword eligibility and provide fixed pricing based on historical traffic and availability.

Define your reservation duration and confirm your budget. Because reserve share of voice uses a fixed, upfront price, you can plan confidently around launches or seasonal peaks without ongoing bid adjustments.

Use your existing assets (e.g., logo, headline, collections, or video) to showcase your brand message. Once approved, your ads will start to appear in the Sponsored Brands top-of-search placement for your reserved branded keywords.

• Plan early for peak demand: Reserve your branded keywords ahead of key events like product launches or holidays to secure top-of-search visibility when shopper intent is highest.
• Refresh creatives: Update your Sponsored Brands creative periodically (e.g., seasonal imagery or messaging) to keep your ads fresh and relevant throughout your reservation period.

• You must be enrolled in Amazon Brand Registry.
• Your campaign must use Sponsored Brands ad format (logo, headline, collections, or video).
• Only branded keywords (i.e., terms directly associated with your brand name or trademarked products) can be reserved.

Keywords must pass Amazon’s brand validation process to confirm ownership and relevance. Use “Contact us for help” in the Ads Console to see the appeal keywords if needed.

1. Start a new Sponsored Brands campaign in the Amazon Ads console.
2. Select the “Reserve share of voice” goal. This enables fixed pricing and access to reserved Sponsored Brands top-of-search placement.
3. Add your branded keywords. The system validates eligibility and provides estimated traffic and pricing for each term.
4. Choose your reservation period. Select the campaign flight (e.g., 30–90 days) based on your brand’s seasonal or promotional needs.
5. Upload your creatives. Use existing Sponsored Brands assets such as brand logo, headline, collections, or video.

Sponsored Brands reserve share of voice keyword reservation

• Feature your brand logo prominently to reinforce awareness and trust.
• Keep headlines short, clear, and aligned with branded keywords (e.g., “Discover the latest from [Brand Name]”).
• Use consistent brand colors, fonts, and tone to maintain a unified identity across ads and Brand Store pages.

• Highlight top-performing or flagship products that represent your brand’s quality and appeal.
• Use high-resolution images or lifestyle visuals that show products in real-life use.

• Match your creative message to the shopper intent behind your reserved keywords.
• Focus on the benefit or differentiator (e.g., “Elevate your mornings with barista-quality brews from Kitchen Smart”).
• Avoid overly promotional language; be informative, authentic, and customer-first.

• Link your creative to your Brand Store to provide a seamless, branded shopping experience.
• Ensure your Brand Store is up to date with consistent imagery, navigation, and featured products.

• Update your creative periodically to reflect seasonal events, new launches, or campaign learnings.
• Test variations in imagery or headlines to identify which resonates most with your audience.
• Review reporting metrics like click-through rate (CTR) and Order per Search (OPS) to refine creative effectiveness.

For a stronger impact, use video creatives with your reserved keywords to bring your products to life and capture high-intent shoppers’ attention.

• Refresh your creatives: Rotate Sponsored Brands creatives to keep your ads engaging and aligned with seasonal themes or product launches. Strong visuals and clear messaging reinforce brand recognition at the top of search.
• Analyze performance metrics: Use insights like Top-of-Search impression share, CTR, and click-attributed sales to understand what’s resonating. Review the Lost Top-of-Search Sales metric in the Brand Impression Share report under Insights and Planning in the Ads Console to identify where increased visibility can recapture lost sales opportunities.
• Adjust timing and targeting: Align reservation periods with key retail moments such as product launches, holidays, or category events. Consider reserving different branded keyword sets across campaigns to capture unique audience segments or product lines.
• Optimize for sustained visibility: Review your campaign metrics regularly and renew high-performing reservations ahead of expiration to maintain consistent visibility and brand presence throughout the shopping season.

Sources

^1-2 Amazon internal data, Beta test with 15+ advertisers, May–Aug 2025.