Amazon introduced a new Sponsored Brands feature called Reserve Share of Voice, which allows advertisers to secure top-of-search (TOS) placements for branded keywords at a fixed, upfront price. By reserving these keywords, brands can ensure consistent visibility for their ads on TOS positions, boosting brand presence and shopper engagement.
This self-service feature offers flexibility and transparency, allowing advertisers to select high-traffic branded keywords, validate pricing in real-time, launch campaigns, and manage them via the Advertising Console or API. Advertisers also receive automated invoices.
Branded searches represent a valuable opportunity to connect with high-intent shoppers. However, variability in visibility can make this difficult. Reserve Share of Voice provides predictability by offering upfront pricing and consistent placement, helping brands build trust, increase engagement, and drive sales. This feature is especially useful for media planning, product launches, seasonal campaigns, and events.
According to Amazon, in a recent beta test, participants who used this feature saw top-of-search impression share increase from 62.7% to 99.3%, click-through rates rise from 3.5% to 4.1%, and click-attributed sales grow by 143%.
Available to Amazon sellers, vendors, partners, and agencies.