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By Prem Gupta · August 26, 2025 · Curated by George's Blog
During a recent audit, we came across a brand in the household category whose TOS impression share for branded terms was less than 50% for SP campaigns. The STRs were filled with branded terms that were converting better than the non-branded keywords, yet they were not running any branded keyword campaigns.
If you are in the consumables or household supplies category, spending on branded keywords is non-negotiable. You should aim for a minimum of 98% TOS impression share for both SP and SB campaigns.
Currently, competitors are winning on this brand’s branded keywords, and the brand has not even created any branded campaigns.
If you are following advice or strategies from someone, test them before implementing everything blindly. Each account is different. Strategies that work in the shoe category may not work in consumables.
#amazon #amazonadvertising #amazonads