How Does Amazon Share of Voice Differ from Share of Shelf and Why You Need to Track Both 3 minute read Published: January 28, 2025 Share: URL copied Trusted by 4M+ Businesses Your Successful E-Commerce Business Starts Here The all-in-one solution for starting & scaling your e-commerce business. Sign Up For Free Table of Contents Introduction: Why it is important to understand and track Amazon Share of Voice and Share of Shelf What is Amazon Share of Voice? What is Amazon Share of Shelf? What is the Difference Between Amazon Share of Voice and Share of Shelf? How to Monitor Amazon Share of Voice and Share of Shelf Strategies for Amazon Share of Voice and Share of Shelf Why is it Important to Grow Both Metrics? Conclusion Achieve More Results in Less Time With Helium 10 Sign Up For Free Trusted by 4M+ Businesses Your Successful E-Commerce Business Starts Here The all-in-one solution for starting & scaling your e-commerce business. Sign Up For Free 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? FeatureShare of Voice (SOV)Share of Shelf (SOS)Focus AreaMeasures visibility in search results (both organic and paid) and advertising.Measures product placement within categoriesIncludes Paid Traffic?✅ Yes✅ YesIncludes Organic Traffic?✅ Yes✅ YesInfluenced by Ad Spend?✅ Yes❌ NoAffected by Optimized Keywords?✅ Yes✅ YesAffected by Optimized Product Listings?❌ No✅ YesCompares Advertising Campaigns?✅ Yes❌ NoCompares Product Listings?❌ No✅ Yes 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. Published in: Blog Share: URL copied Share: Published in: Blog Thought Leadership, Tips, and Tricks Never miss insights into the Amazon selling space by signing up for our email list! Subscribe Achieve More Results in Less Time Accelerate the Growth of Your Business, Brand or Agency Maximize your results and drive success faster with Helium 10’s full suite of Amazon and Walmart solutions. Get Started