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How Can I Determine My Share of Voice?

The Share of Voice feature shows your brand's or product's visibility in Amazon search results and helps you identify optimization opportunities for sponsored placements by keyword.

Table of Contents

  1. Overview
  2. Accessing the Function
  3. Step-by-Step Guide
  4. Settings & Options
  5. Limitations & Special Notes
  6. Tips & Best Practices

Overview

The Share of Voice feature shows you the percentage of visibility your brand or products have compared to competitors in selected search results. You can compare by brand or product, analyze both your own and competing entries, and define the time period and search positions you want to focus on. The main benefit: you can instantly see if your paid visibility is increasing or decreasing and where improvements are needed.

Accessing the Function

To determine your Share of Voice, go to the Dashboard in the menu. There, click Add New Element to create a new chart. In the selection menu, choose the Share of Voice chart to get started with your analysis.

Step-by-Step Guide

Step 1: Add Share of Voice Chart

Open the Dashboard and click Add New Element. In the selection menu, pick the Share of Voice tile. This opens the configuration screen for your chart. Once set up, your chosen share is displayed as a line chart with daily values.

Step 2: Select Data Type

In the Configure Chart menu, first choose the Data Type:

  • Paid: Shows how often your brand or products appear in sponsored placements. Select this if you want to measure your advertising visibility.
  • Organic: Shows your visibility in non-paid placements.

Step 3: Set Marketplace and Search Result Depth

Select the desired Marketplace (e.g., DE) and specify how many top search results should be analyzed (e.g., 20). The greater the depth, the more comprehensive the analysis, but this can make the data harder to interpret. For starters, a lower depth is recommended.

Step 4: Set Date Range

Now, set the date range you want to analyze. By default, the last 30 days are selected.

Step 5: Define Keywords

Select the relevant Keyword Tracking Set from your list, or click Add Keyword List to create a new set. Using an existing list saves time and allows multiple charts to access the same data. If you have used up your keyword quota, you’ll see a note with the option to purchase additional Share of Voice Credits.

Step 6: Choose Tracking Type

Now, select the Tracking Type:

  • Competing Brands: Compares your brand with other brands – ideal for checking your visibility against competitors (e.g., your brand vs. competitors).
  • Competing Products: Compares individual product ASINs, practical if you want to directly measure visibility against specific competitor products.

Depending on your choice, you’ll see the appropriate input fields for brands or product ASINs.

Step 7: Enter Own and Competitor Entries

In this step, enter the names or ASINs for comparison, depending on your selected tracking type:

  • For brands, type your own and competitor brand names into the Brand Name (Own) and Brand Name (Competitor) fields.
  • For products, add your and competitors' ASINs under Product ASINs (Own) and Product ASINs (Competitor).

You can add or remove multiple entries to best prepare the chart for your analysis. The order and number of groups determine how many comparison lines will be displayed.

Step 8: Load Data and Save Chart

Click Load Data for a preview with live values. Initially, demo data may appear until your own values are ready (usually within about 24 hours). Use Save to add the chart to your dashboard, and Update to apply changes to existing charts. If no data shows up, please check your keywords, marketplace settings, entries, or your permissions.

Difference: Linear vs. Weighted Value Calculation

TBD

Settings & Options

You can purchase additional Share of Voice Credits at any time in the subscription or payment area to track more keywords. Look for the Buy Share of Voice Credits option and check your available credits there.

Limitations & Special Notes

  • Your keywords are limited by the number of Share of Voice Credits you have purchased.
  • SOV data is updated daily. After saving the chart, it can take up to 24 hours for your first live data to appear.
  • Visibility always refers to the selected marketplace.
  • Loading times may increase if you select more keywords or a deeper search result depth.
  • Paid is for sponsored placements, Organic is for non-paid placements.

Tips & Best Practices

  • Start with 10–20 search results to identify meaningful differences.
  • Analyze brands and products separately for focused insights.
  • Review and update your keyword lists regularly to exclude irrelevant terms and improve your SOV analysis.
  • Regularly compare the progress of Paid vs. Organic to detect cannibalization or visibility gaps.