Lock Down the Top Spot for Brand Search! Amazon Ads' New Feature Boosts Sales by 143%

In a Nutshell Sponsored Brands reserve share of voice is a new Amazon Ads campaign type that allows you to secure top-of-search placement for brand keywords at a fixed, upfront price, driving predictable sales growth and enhancing brand trust.

What It Is Amazon Ads has launched the 'Sponsored Brands reserve share of voice' feature. Sellers can pre-book top-of-search placement for specific brand keywords at a fixed, upfront price. Beta test results showed that top-of-search impression share for reserved keywords increased from 62.7% to 99.3%, and sales attributed to clicks rose by 143%.

What This Means for You Leverage this feature to maximize brand awareness and sales.

1. Secure Brand Keywords: Select exact-match keywords, such as your brand name and core product lines, and reserve them at a fixed price. Securing these before key shopping periods like new product launches or seasonal events is crucial.

2. Predictable Budget & Duration: Since it operates on a fixed, upfront price, you can clearly plan your campaign duration (14-90 days) and budget without complex bid adjustments.

3. Optimized Creative: Utilize existing Sponsored Brands ad creatives (logo, headline, collection, video, etc.), but focus on emphasizing brand recognition, showcasing key products, and delivering concise, relevant messages. It's important to use your Brand Store as the landing page and maintain freshness with regular creative updates.

Important Considerations 💡 This feature is only available to sellers enrolled in Amazon Brand Registry, and only keywords directly related to your brand (including trademarks) can be reserved.

Next Steps - Confirm your Amazon Brand Registry enrollment status. - Explore the feature by selecting the 'Reserve share of voice' objective in your Amazon Ads console. - Compile a list of core keywords and check their eligibility for reservation and estimated pricing.

📰 Source: Amazon Ads Official Blog