Understanding your and your competitors’ Share of Voice (SOV) on Amazon is crucial for any brand aiming to boost market share and sales.
All sellers face the challenge of visibility in a sea of competitors, and understanding your brand’s prominence relative to the competition can be a game-changer in your Amazon selling strategy.
Share of Voice reveals how prevalent your brand is in the search results and Amazon ad space, offering insights into your market presence.
Curious about how you can measure your brand’s Share of Voice and leverage it to skyrocket your sales? Continue reading to learn more about calculating this crucial metric and actionable strategies to improve your visibility and sales performance on Amazon.
Also, check out our recent webinar with PickFu about Advanced Tactics for Boosting Share of Voice on Amazon.
What is Amazon Share of Voice?
Amazon Share of Voice (SOV) is a specific metric used to measure the visibility of your products or advertisements within the search results on Amazon compared to your competitors.
It represents the proportion of total impressions your listings or ads receive relative to the total impressions in your product category or for specific keywords.
For example, here’s what the SOV for the soft drink niche looks like on Amazon in Jungle Scout Cobalt.
Share of Voice helps sellers understand their market presence and visibility within Amazon’s marketplace. It indicates how often their products appear in search results and ads compared to other brands.
High SOV on Amazon suggests that your products are more visible to potential customers, which can lead to increased sales and market dominance.
Why should sellers pay attention to their Share of Voice?
If your products do not show up high in the search results, especially for your main keywords, then the chances of a customer finding your product have decreased significantly.
Having a high Share of Voice gives your brand and products more presence in the search results on Amazon, increasing your brand awareness and hopefully increasing your sales, as long as you can convert the traffic that goes to your listings.
70% of Amazon customers purchase from the first page of the search results, making it essential your products show up high in search for your main keywords.
As an example, the products shown in the search results for the keyword “camo sunglasses” below would have the highest Share of Voice over other brands as they show up in the ‘first fold’ in the Amazon search results.
If your product appears on the second or third page of the search results, your chances of earning a sale for that customer’s search are very low.
How to calculate Share of Voice on Amazon
To calculate your brand’s Share of Voice on Amazon, divide the total number of products shown in the search results on Amazon by the number of products shown in that search of a particular brand.
For example, in the first 10 search results for the keyword “camo sunglasses,” the brand ‘Y.C’ appears twice, giving them a 20% Share of Voice for that keyword (in this small sample size).
You can count the exact number of products that appear on the first page on Amazon, then divide how many times your brand shows up on the first page.
While this is a decent way of quickly calculating your Share of Voice, it is time-consuming, and the search results are constantly changing. Plus, you have to track this for multiple keywords.
Another way to track your keyword performance is to use a keyword tracking tool such as Jungle Scout Rank Tracker.
Compare your keyword ranking to your competitors to get a better understanding of your Share of Voice per keyword.
Learn more about how you can track keyword performance using Rank Tracker.
Using Jungle Scout Cobalt to calculate Share of Voice
Now, the best way for brands to calculate their Share of Voice on Amazon is to use Jungle Scout Cobalt. With our Shelf Intelligence tool, users can view the Share of View for any keyword on Amazon.
The Share of Voice functionality will display the top brands and the percentage of which they own space for that particular keyword.
Sunglass brand “Hornz” (owned by Jungle Scout’s own, David Wennberg) holds 17% of the market share for camo sunglasses on Amazon.
Within Share of Voice in Cobalt, there are three different weighted methodologies you can use to understand the total Share of Voice for a keyword.
- Non Weighted. Uses the number of search results for each brand to calculate a total page share of voice for the selected keyword and date range.
- Fold and Area Weighted. This attribute assigns a weight to each ‘fold’ on the search results page and the number of pixels each brand takes up in each fold. For example, if a brand is running a Sponsored Brands Ad, they’ll have a higher point value since they’re taking up more space. The first few products in the search results will be weighted higher than products 5-10 because they appear above the fold, meaning the customer doesn’t have to scroll to see them.
- Position Weighted. It assigns a brand a value based on the positioning within the search results. For example, a product that is ranked number 2 will be weighted higher than a product ranked number 5 in search. Basically means which brand is winning on this keyword.
Users can also choose the date range in which they want to view Share of Voice for a tracked keyword.
Cobalt makes it really easy to visualize the Share of Voice for each of your tracked keywords. From there, you can figure out where you stack up against your competitors and work on improving your keyword rankings and Share of Voice.
How to improve your Share of Voice on Amazon
There are several ways to improve your Share of Voice on Amazon. Let’s go over some strategies you can use to improve your product performance and increase your brand’s Share of Voice.
Improving the performance of your products, such as click-through rate and conversion rate, will help increase your organic keyword rankings in the search results, resulting in a higher Share of Voice.
Optimize product listings
1. Keywords
Ensure your product titles, descriptions, and bullet points are optimized with relevant keywords. Use Keyword Scout to find high-volume, relevant keywords to include in your listings. You can also run a reverse ASIN search to see what keywords your competitors rank for.
2. Visual content
Use high-quality images, infographics, and videos that showcase your product effectively. Use a service such as PickFu to A/B test which main image to use on your listings. Your main image is what will get consumers to click through to your listings, and the rest of your content will help convert visitors into buyers.
3. A+ Content
Enhance your listings with A+ Content to make them more appealing. A+ Content may help improve your conversion rate as you can add bigger infographics, comparison charts, and other useful modules.
4. Price
Pricing is a huge factor in your conversion rate on Amazon. If you’re not priced right according to the market or product quality, your conversion rate will suffer, causing your Share of Voice to diminish.
Leverage Amazon Advertising
1. Sponsored Products
Invest in Sponsored Products Ads to increase visibility for relevant keywords. If your ads convert well, it will help you increase your organic keyword rankings. Plus, high ad placement helps increase your Share of Voice during the period of time your ads show.
2. Sponsored Brands
Use Sponsored Brands to highlight your brand and product portfolio at the top of the search results. Sponsored Brands allow brand owners to showcase multiple products at once, along with some unique visuals; you can even add videos now! Having a big space occupied on the search results page increases your ‘Fold and Area Weighted’ Share of Voice.
3. Sponsored Display
Utilize Sponsored Display ads to retarget customers who have shown interest in your products. You can also target customers based on audience interests and shopping behaviors.
4. Sponsored Brands Video Ads
Implement Sponsored Brands Video Ads to engage customers with compelling video content. Video ads can effectively capture attention and provide detailed product information, leading to higher engagement and conversion rates.
5. Optimize your ad spend
Decrease spending on keywords that aren’t converting and increase spending on keywords that are bringing in profitable sales.
- Jungle Scout Cobalt’s Ad Accelerator tool helps brands reduce wasted budget and improve RoAS with features like Dayparting and automation to optimize advertising efforts.
- Shelf Intelligence also allows users to filter by specific search result types such as organic, Sponsored Products, Sponsored Brands, and video ads.
57% of enterprise brands utilize video ads for their Amazon products.
For example, If you want to ensure that your brand owns the Sponsored Brands ad on “Camo Sunglasses,” you can filter to Sponsored Brands (Headline) results and see the SOV on that specific search result type, to ensure that your advertising efforts are getting the desired results.
Improve product reviews
1. Use automation
Using a tool such as Jungle Scout’s Review Automation will help you earn more reviews over time. Instead of manually requesting reviews in Seller Central, just turn on Review Automation once, and the tool will automatically send Amazon-TOS-approved review requests to your customers.
Automate your product review reqeusts with Review Automation.
2. Amazon Vine Program
Another good way to earn product reviews on a new product is to use the Amazon Vine Program. The cost is up to $200, but you can earn up to 30 reviews for your new products.
3. Analyze your reviews
Analyzing your reviews can help you better understand what customers think about your products (and your competitors’ products). With Jungle Scout’s AI Review Analysis tool, you can quickly view the most positive and negative comments about any product. This tool can also help you figure out what, if anything, you need to improve about your product.
What’s your Share of Voice?
Share of Voice is an important metric to understand within your Amazon business. The more you understand where you fall compared to the competition, the more you can do to improve your product rankings and overall Share of Voice for your brand.
Track your Share of Voice on Amazon with Cobalt.
See which of your keywords are generating the most sales, add new keywords in bulk, and flag low-performing keywords as negative targets to reduce wasted spend.
Brian Connolly is an Amazon seller, ecommerce expert, and writer for Jungle Scout. He lives in the New Jersey Shore area with his wife and cat. When he isn’t writing advice online for aspiring and experienced Amazon sellers for Jungle Scout, he spends his free time boating, fishing, and selling boating-themed items on his Amazon business.
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