How Does Amazon Share of Voice Differ from Share of Shelf and Why You Need to Track Both 

Introduction: Why it is important to understand and track Amazon Share of Voice and Share of Shelf 

Understanding your brand’s performance on Amazon requires tracking multiple visibility metrics. Two of the most critical are Share of Voice (SOV) and Share of Shelf (SOS). While both metrics offer valuable insights, they serve different purposes. Tracking and optimizing both can help you dominate your market and maximize sales potential. 

What is Amazon Share of Voice? 

Amazon Share of Voice (SOV) measures the percentage of visibility your brand has in search results and advertising placements compared to competitors. It helps sellers understand their dominance in organic and paid search results by comparing your product’s impressions to the total available impressions within your product’s category or specific search terms. 

What is Amazon Share of Shelf? 

Comparatively, Amazon Share of Shelf (SOS) refers to the percentage of total product placements your brand holds within a category, considering both search results and product pages. It highlights how frequently your products appear where shoppers are most likely to make purchasing decisions. 

What is the Difference Between Amazon Share of Voice and Share of Shelf? 

How to Monitor Amazon Share of Voice and Share of Shelf 

Tracking these metrics requires robust data analytics tools. Helium 10’s Market Tracker 360 allows sellers to monitor both SOV and SOS, offering competitive insights that drive better marketing and listing optimization strategies. 

Strategies for Amazon Share of Voice and Share of Shelf 

Amazon Share of Voice Strategies 

• Optimize PPC campaigns with targeted keywords. 

• Use AI-driven advertising tools to refine ad placements. 

• Implement effective negative keyword strategies to avoid wasted spend and reallocate that budget to better performing keywords. 

• Leverage organic ranking optimization through keyword-rich content and backend search terms 

• Run sponsored brand and sponsored display ads to boost impressions 

Share of Shelf Strategies 

• Improve product listing optimization with high-quality images and descriptions. 

• Increase customer reviews and ratings for better conversion rates. 

• Expand product variations to dominate category shelf space. 

• Optimize inventory management to ensure consistent availability across categories 

• Use A+ content and brand storytelling to enhance listing appeal 

Why is it Important to Grow Both Metrics? 

A high Share of Voice ensures brand visibility, while a strong Share of Shelf improves product discoverability. By tracking both, sellers can enhance their organic and paid reach, leading to increased conversions and revenue. 

For more insights into Share of Voice and its impact on retail media, check out this  blog. 

Conclusion 

Both Share of Voice and Share of Shelf are crucial for Amazon sellers looking to scale their business. By leveraging Helium 10’s Share of Voice tool and Market Tracker 360 you can gain a competitive edge and ensure your products are consistently visible where it matters most.