SOV

 SOV is one of Amazon’s most important marketing and competitive visibility indicators, used to evaluate how much exposure a brand or product receives compared to competing brands in the same category or keyword set.

It applies across both paid (advertising) and organic (search ranking) placements, offering a holistic view of brand dominance and discoverability on Amazon.

Formula:

SOV (%)=Brand’s Impressions or Placements​×100 / (Total Impressions or Placements (Category/Keyword))

Example Calculation:
If your ASINs appear in 20,000 of the 100,000 total ad impressions for “wireless earbuds”:

SOV=20,000​/ 100,000×100=20%

Types of SOV:

1. Paid SOV (Advertising SOV):
   • Based on ad impressions across Sponsored Products (SP), Sponsored Brands (SB), or Sponsored Display (SD) campaigns.
   • Shows how dominant a brand’s ads are in search results versus competitors.
2. Organic SOV:
   • Measures how often a brand’s ASINs appear in top organic search positions for key terms.
   • Indicates SEO strength and product relevance.
3. Blended SOV:
   • Combines paid and organic presence for a complete visibility snapshot.

Where It Appears:

• Amazon Marketing Cloud (AMC) or Amazon DSP reports (for advertisers).
• Retail Analytics / Brand Analytics dashboards for organic keyword-level analysis.
• Third-party analytics tools (e.g., Helium 10, Jungle Scout, DataHawk) for keyword SOV tracking.

How SOV is Used:

• Competitive Benchmarking: Identify how visible your brand is versus competitors on critical search terms.
• Campaign Optimisation: Determine if additional ad spend or SEO improvements are needed.
• Launch Strategy: Track visibility growth during product launches or event periods (Prime Day, Q4).
• Category Leadership Tracking: Evaluate brand dominance over time.

Benefits for Amazon:

• Helps assess market health and ad competition intensity.
• Encourages sponsored ad bidding and increased campaign participation.

Benefits for Vendors and Sellers:

• Visibility insights: Understand how often your products appear to potential buyers.
• Performance optimisation: Balance paid and organic exposure for maximum ROI.
• Brand growth tracking: Monitor visibility changes after content, pricing, or advertising adjustments.

Challenges:

• Data fragmentation: Amazon doesn’t provide full SOV reporting natively for all sellers.
• Volatility: SOV fluctuates with keyword bids, seasonality, and competitor actions.
• Context: High SOV doesn’t always equal high conversion if listing quality is weak.

Example:
A skincare brand holds 25% Share of Voice for “anti-aging serum,” ranking in top organic positions and running strong Sponsored Brand campaigns.
After reducing ad budget, SOV drops to 15%, and overall sales decline 12%, confirming direct correlation between SOV and visibility-driven sales.

Why It Matters:
SOV quantifies how much of the customer’s attention and visibility space your brand occupies on Amazon.
Maintaining or growing SOV is key to long-term sales growth, brand dominance, and defending market share.

In short:
SOV (Share of Voice) measures the percentage of total visibility - organic and/or paid - a brand or ASIN holds within Amazon search results or advertising placements, indicating competitive presence and brand dominance.