Overview

Amazon has added a new option called Sponsored Brands Reserve Share of Voice, letting brands lock in top‑of‑search Sponsored Brands spots for their own branded keywords at a set price. The program replaces the usual auction for those terms, offering predictable costs and near‑full control over premium search real estate. Sellers who rely on brand‑specific traffic should pay attention because the change can protect against competitor bids and stabilize advertising budgets.

Key Points

• Guaranteed top‑of‑search slot — Brands can secure the premium Sponsored Brands position for a chosen keyword without entering a live auction.
• Fixed‑price model — Amazon shows the exact cost for each eligible keyword before purchase, removing the uncertainty of fluctuating bids.
• Automated keyword suggestions — The platform recommends high‑volume branded terms based on recent search and performance data.
• Dual access channels — The feature is manageable through the Advertising Console for manual users and the Advertising API for programmatic bulk operations.
• Global availability — The reservation tool is live in North America, Europe and several other international marketplaces.
• Beta performance boost — Participants saw top‑of‑search impression share rise from 62.7 % to 99.3 % and click‑through rates increase from 3.5 % to 4.1 %.

How Reserved Top‑of‑Search Works

1. Keyword recommendation — Amazon’s system scans a brand’s catalog and recent search trends, then suggests branded terms such as “Acme Coffee Maker” that have strong traffic potential.
2. Price preview and selection — For each suggested term, the platform displays a fixed cost per day (e.g., $0.85 / day for “Acme Coffee Maker”) and the advertiser chooses which keywords to reserve.
3. Campaign activation — Once the brand confirms the list, the reservation campaign goes live and the selected keywords automatically occupy the top‑of‑search Sponsored Brands slot whenever shoppers search for them.