Did you know you can pay to LOCK OFF the top of Amazon search for your own brand
By Jameshowardamazon · October 3, 2026 · Curated by George's Blog
Did you know you can pay to LOCK OFF the top of Amazon search for your own brand? 👀
And I don’t mean whacking your branded Sponsored Brands bids up and hoping nobody outbids you 😂
Amazon has a Sponsored Brands option called Reserve Share of Voice.
You select your branded keywords, Amazon gives you a fixed upfront price, and you can reserve Sponsored Brands Top of Search visibility against those terms for a set period.
So rather than constantly fighting the auction every time somebody searches your brand…
You can effectively lock down that Sponsored Brands real estate.
Amazon’s own beta data showed advertisers going from 62.7% to 99.3% Top of Search impression share across their reserved branded keywords.
Which is pretty mental.
BUT…
It can also be VERY expensive 😂
And you’re paying upfront to protect demand that, realistically, your brand has already created.
So this isn’t something I’d just switch on across every branded term because Amazon has given me the option.
I’d want to understand what we’re actually protecting.
Are competitors aggressively bidding on the term?
How much are we already spending defending it through the normal auction?
What share are we already achieving?
How valuable is that search volume?
Is there a major launch, Prime event or BFCM period where owning that space becomes significantly more important?
Because there are definitely brands where paying to lock that position down could make sense.
And plenty where you’ll probably look at the price and go:
Yeah… I’ll take my chances in the auction 😂
Either way, I think it’s something WAY more brands should know exists.
You can effectively put a fixed price on locking down your Sponsored Brands presence at the top of search for your most important branded terms. 👀