Amazon introduces fractional share of voice for homepage hero ads
Amazon's homepage hero package now offers advertisers five new share of voice options and audience-specific targeting with full-screen redesigned placements.
Amazon Ads announced on November 12, 2025, three significant enhancements to its homepage hero package, according to documentation from the company's unBoxed conference. The changes introduce fractional Share of Voice packages at 5%, 10%, 25%, 50%, and 100%, alongside 100% share of audience across six specific demographic segments and a new full-screen reel-style homepage format.
The fractional SOV structure enables advertisers to purchase homepage visibility at five distinct levels. Previously, homepage hero placements typically required full-day commitments with complete visibility domination. The new incremental approach allows brands to secure premium homepage positioning without committing to 100% share of impressions.
According to the announcement, all packages support both static and video creative formats for one-day SOV purchases. Amazon provides fully dedicated creative support for advertisers using these placements, addressing a common pain point for brands launching homepage campaigns.
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The audience targeting capability represents a departure from mass-reach homepage advertising. Six audience segments now receive 100% share of attention: entertainment enthusiasts, tech lovers, health and beauty enthusiasts, sports fans, 18+ households with no children, and households with children. This segmentation allows brands to dominate the homepage experience for their specific target demographics without paying for impressions across Amazon's entire customer base.
The redesigned full-screen format positions the homepage hero placement "front and center" across all devices, according to Amazon's documentation. This reel-style implementation adapts to desktop, mobile, and tablet viewing experiences while maintaining visual prominence at the top of the customer journey.
Premium homepage placements carry significant weight for advertisers because they represent the first impression customers encounter when arriving at Amazon's retail environment. The homepage receives traffic from direct navigation, search engines, and external marketing campaigns, making it one of the most valuable advertising positions in digital retail.
The enhancement reduces barriers to entry for mid-sized advertisers. Homepage hero placements historically required substantial budgets because advertisers purchased complete ownership of the placement for full 24-hour periods. The 5% and 10% SOV options democratize access to premium positioning previously reserved for brands with seven-figure advertising budgets.
Cost efficiency improves through precise audience targeting. Brands selling products to specific demographics can now reach their target customers at the homepage without paying for impressions delivered to irrelevant audience segments. A sporting goods manufacturer launching a new product line can secure 100% share of voice with sports fans rather than competing for visibility across Amazon's entire customer base.
The fractional SOV model follows pricing structures common in linear television advertising, where brands purchase specific dayparts or percentage shares of available impressions. This approach provides more predictable costs compared to auction-based sponsored products, where bidding competition can create unpredictable daily spending patterns.
Amazon unified its Campaign Manager platform on November 10, 2025, consolidating sponsored ads and multimedia solutions with Amazon DSP into a single interface. Homepage hero packages operate through managed-service access within Amazon DSP, requiring coordination with Amazon Ads executives rather than self-service activation.
The homepage placement integrates into Amazon's broader premium advertising infrastructure. The company has systematically expanded high-impact advertising formats throughout 2024 and 2025, including Sponsored TV for streaming inventory and Performance+ and Brand+ solutions for AI-powered programmatic campaigns.
Geographic availability spans nine major advertising markets. North American advertisers in the United States and Canada gain access to the enhanced homepage hero packages. European markets include the United Kingdom, Germany, Spain, Italy, and France. Asia-Pacific coverage extends to Australia and Japan. South American availability includes Brazil.
Managed-service advertisers access the feature through Amazon DSP by working directly with Amazon Ads account teams. Self-service accounts that establish managed-service relationships can also purchase homepage hero placements. The requirement for managed-service access suggests Amazon maintains manual review and approval processes for brands appearing on the homepage.
The announcement did not specify pricing for different SOV percentages or audience segments. Homepage hero pricing typically operates through custom negotiations based on campaign dates, targeting parameters, and creative specifications. Pricing structures for fractional SOV packages likely reflect proportional discounts from full-day placements, though advertisers must contact Amazon directly for cost estimates.
Homepage advertising represents a small fraction of Amazon's $15.7 billion quarterly advertising revenue reported for Q2 2025. The platform's 22% year-over-year growth significantly outpaced overall revenue expansion, according to earnings disclosures from July 31, 2025. Premium placements like homepage heroes contribute disproportionate value by commanding higher CPMs than standard sponsored products.
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Amazon introduced AI-powered Ads Agent on November 11, 2025, automating campaign management tasks across Amazon Marketing Cloud and Multimedia Solutions with Amazon DSP. The artificial intelligence agent processes natural language instructions to execute complex advertising workflows, though homepage hero campaigns still require managed-service coordination.
The creative support included with homepage hero packages addresses production challenges facing advertisers launching high-visibility campaigns. Full-screen reel-style formats require specialized design considerations for mobile optimization and quick-loading video specifications. Amazon's creative teams assist with asset development, ensuring technical compliance with platform requirements.
Amazon launched unified reporting on November 11, 2025, consolidating data across sponsored ads and DSP campaigns. Homepage hero performance metrics integrate into this centralized reporting infrastructure, enabling advertisers to analyze premium placement effectiveness alongside other campaign elements.
The audience segmentation approach reflects increasing sophistication in Amazon's advertising targeting capabilities. Amazon DSP expanded in-market audiences to 32 countries on November 4, 2025, with unified targeting definitions. Homepage hero audience segments leverage similar behavioral signals derived from shopping, browsing, and streaming activity.
Premium inventory access matters for agencies managing client portfolios across multiple retail media networks. Macy's integrated Amazon Retail Ad Service in early November 2025, demonstrating Amazon's expanding advertising technology infrastructure beyond its own properties. Homepage hero placements remain exclusive to Amazon's retail environment.
The homepage hero enhancements arrive during the critical fourth quarter shopping period when advertising demand reaches annual peaks. Premium placements become particularly valuable during high-traffic events like Black Friday and Cyber Monday, when homepage visibility can determine whether products enter customer consideration sets.
For marketing professionals managing Amazon advertising campaigns, the fractional SOV model introduces more flexible budget allocation options. Brands can test homepage effectiveness at lower price points before committing to full-day ownership. The 5% and 10% packages function as entry points for measuring homepage advertising impact on brand awareness and consideration metrics.
The reel-style format adaptation reflects consumer behavior shifts toward vertical video consumption. Platforms like TikTok and Instagram Reels have trained customers to engage with full-screen vertical video, making this format feel native to mobile-first shopping experiences.
Timeline
- November 10, 2025: Amazon announces revamped Campaign Manager consolidating sponsored ads and multimedia solutions with Amazon DSP into single platform
- November 11, 2025: Amazon introduces Ads Agent for automated campaign management across Amazon Marketing Cloud and DSP
- November 11, 2025: Amazon launches unified reporting system across advertising products enabling consolidated data analysis
- November 11, 2025: Amazon Creative Agent expands to support Streaming TV and Sponsored TV advertising formats
- November 12, 2025: Amazon Ads announces enhanced homepage hero package with fractional SOV options and audience targeting
- Early November 2025: Macy's integrates Amazon Retail Ad Service for sponsored product campaigns
- October 2025: Amazon introduces reserve share of voice for branded search enabling fixed-price placements
- October 1, 2025: Amazon DSP adds Spotify's global audio and video inventory across nine markets
Summary
Who: Amazon Ads announced the enhancement targeting managed-service advertisers and self-service accounts that establish managed-service relationships. The feature affects brands purchasing premium homepage placements across Amazon's retail marketplace.
What: Amazon introduced three enhancements to its homepage hero package: fractional Share of Voice options at 5%, 10%, 25%, 50%, and 100%; 100% share of audience across six demographic segments (entertainment enthusiasts, tech lovers, health and beauty enthusiasts, sports fans, 18+ households with no children, and households with children); and a new full-screen reel-style redesigned homepage format. All packages support static and video creative with dedicated Amazon creative support.
When: Amazon Ads announced the enhancements on November 12, 2025, at the company's annual unBoxed conference, where the company showcases advertising solutions across customer touchpoints.
Where: The feature launched across nine global markets including the United States, Canada, United Kingdom, Germany, Spain, Italy, France, Australia, Japan, and Brazil. Advertisers access the capability through Amazon DSP with managed-service support.
Why: The enhancements address accessibility barriers that previously limited homepage hero placements to advertisers with substantial budgets requiring full-day commitments. Fractional SOV packages and audience targeting enable brands to optimize campaigns based on specific goals while maintaining cost efficiency. The changes provide more affordable entry points and precise targeting options for premium homepage advertising, making top-of-funnel placements accessible to a broader range of advertisers.