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By Mansour Norouzi · October 27, 2025 · Curated by George's Blog
Are you paying more if you use Amazon’s new Reserve Share of Voice feature?
Amazon just rolled out a new Sponsored Brands option called Reserve Share of Voice (SOV) — and it’s a pretty interesting one.
Here’s what it does:
● Lets you secure Top-of-Search Sponsored Brands placements for your branded keywords.
● You pay a fixed upfront price (30–92 days) instead of competing in live auctions.
● Amazon aims to deliver around 95% top-of-search visibility for those reserved terms.
● Minimum budget: $6,000.
So I wanted to test if the pricing actually makes sense.
Here’s what I did 👇
➤ Pulled the Sponsored Brands search term report for September to find spend on branded terms.
➤ Checked our Brand Impression Share dashboard to see our Top-of-Search share (around 82%).
➤ Then I calculated what we’d need to spend to hit 100% visibility — roughly $25,290.
Now here’s the interesting part:
When I went to set up the Reserve Share of Voice campaign for November…
the estimated cost was $25,229 — almost identical.
💡 So, it seems like the pricing Amazon shows is actually fair — at least in this case.
But I wouldn’t generalize it.
👉 If you’re planning to test this feature:
■ Don’t run it blindly.
■ Do this same calculation first to see if the price aligns with your organic data.
■ Factor in seasonality and traffic shifts, since that can easily skew results.
This test was just for one brand, so I can’t draw a full conclusion yet.
We’ll need to do the same analysis across different brands — smaller and larger — to see if the pricing model holds up consistently.
Have you tested Reserve Share of Voice yet?
Was the cost higher, lower, or about the same compared to your typical monthly spend for branded Sponsored Brands?