Amazon Launches Sponsored Brands “Reserve Share of Voice” to Secure Top-of-Search Ads for Branded Keywords

Amazon has launched a new Sponsored Brands advertising feature called Reserve Share of Voice, designed to give advertisers guaranteed visibility at the top of search results for selected branded keywords.

Announced on October 23, 2025, this update allows brands to secure premium ad placements at a fixed upfront cost, removing the unpredictability of traditional auction-based bidding.

What Is “Reserve Share of Voice”?

The new feature enables advertisers to:

• reserve specific branded keywords

• lock Sponsored Brands top-of-search (TOS) placements

• pay a fixed upfront price instead of bidding

This ensures that when shoppers search for a brand name, the advertiser’s Sponsored Brands ad appears in the most visible position most of the time.

Why This Matters for Brands

Branded search traffic is one of the highest-intent audiences on Amazon.

These shoppers are:

• already familiar with the brand

• more likely to convert

• actively searching for specific products

However, traditional Sponsored Brands ads can fluctuate in placement due to auction dynamics.

This new system solves that problem by offering:

• predictable visibility

• consistent top-of-search presence

• stronger brand control over search results

Key Benefits of Reserve Share of Voice

Amazon highlights several performance advantages:

1. Guaranteed Visibility for Branded Keywords

Brands can maintain near-constant presence at the top of search results.

2. Fixed Upfront Pricing

No bidding wars, advertisers pay a predictable cost.

3. Higher Engagement Rates

Beta results showed improvements in:

• CTR increase from 3.5% → 4.1%

• Top-of-search impression share rising to 99.3%

• Click-attributed sales growth of +143%

4. Reduced Lost Sales

Lost top-of-search sales ratio dropped from 10.3% → 0.3%

How Advertisers Use It

The feature is fully self-service through:

• Amazon Ads Console

• Amazon Ads API

Advertisers can:

• receive keyword recommendations

• validate branded search terms

• view real-time pricing

• launch and manage campaigns

• receive automated billing

This makes campaign setup more streamlined and transparent.

Where the Feature Is Available

Sponsored Brands Reserve Share of Voice is now available in multiple regions:

North America

• United States

• Canada

• Mexico

South America

• Brazil

Europe

• United Kingdom, Germany, France, Italy, Netherlands, Sweden, Poland, Belgium, Turkey

Middle East

• UAE, Saudi Arabia, Egypt

Asia Pacific

• Japan, India, Australia, Singapore

Who Can Use It?

The feature is available to:

• Amazon Sellers

• Vendors

• Agencies

• Advertising Partners

Why Amazon Introduced This Feature

Amazon introduced this solution to solve a key challenge: Branded searches are high-value—but visibility is inconsistent.

With Reserve Share of Voice, Amazon offers:

• auction flexibility

• plus guaranteed placement stability

This improves media planning and helps brands secure traffic during:

• product launches

• seasonal campaigns

• major shopping events

• evergreen branding campaigns

Final Thoughts

Sponsored Brands Reserve Share of Voice marks a major shift in Amazon advertising strategy.

By combining fixed pricing with guaranteed top-of-search placement, Amazon is giving brands more control over their most valuable traffic source—branded search.

For advertisers, this means:

• more predictable performance

• stronger brand protection in search results

• higher conversion efficiency

It is one of the most significant Sponsored Brands updates in recent years for performance marketers.