Amazon launches reserve share of voice for branded search

Amazon Ads announced in October 2025 a new capability within Sponsored Brands called reserve share of voice. The feature allows advertisers to secure top-of-search placements for branded keywords at a fixed, upfront price through a fully self-service platform accessible via the Advertising Console and API.

The documentation states that the feature "enables advertisers to secure top-of-search (TOS) Sponsored Brands placements for branded keywords at a fixed, upfront price." By implementing this reservation system, brands ensure their advertisements appear in the top-of-search position for branded queries most of the time.

According to the technical specifications, the system operates through a multi-step process. Advertisers begin by requesting keyword recommendations for branded terms. The API endpoint /adsApi/v1/create/recommendations/sb accepts requests with the recommendation type "BRANDED_KEYWORD" and returns suggestions based on brand registry information.

The validation system allows advertisers to check whether specific keywords qualify for reservation. The documentation notes that keywords must pass brand validation requirements. Generic terms lacking brand association face rejection. The sample data shows that while branded terms like "Mybrand" and "Mybrand bluetooth speaker" received approval with "isReservable": true, the generic phrase "smart phone" was rejected with the reason "No valid brand or trademark was found."

Pricing follows a fixed model determined through an API call to /adsApi/v1/create/brandedKeywordsPricings/sb. The system accepts date ranges and keyword lists, returning pricing in USD with the type "FIXED_PRICE". Sample data in the documentation showed a three-month campaign from November 1, 2025, through January 30, 2026, priced at $4,914.00 for six branded keyword variations.

The deal creation process requires advertisers to specify parameters including deal type "SHARE_OF_VOICE", campaign duration, and placements. The system assigns each deal a unique identifier. According to the documentation, setting the deal state to "PROPOSED" triggers the internal pricing engine to calculate and assign the final price to the deal. The example showed deal ID "94514731366158" progressing through states from "DRAFT" to "PROPOSED" with moderation status "MODERATION_APPROVED."

Campaign creation links directly to the approved deal through the targetedPGDealId parameter. The system automatically configures several settings. Budget type becomes "LIFETIME" with the full reservation cost. Cost type switches to "FIXED_PRICE". The campaign goal sets to "BRAND_IMPRESSION_SHARE" with the key performance indicator tracking "TOP_OF_SEARCH_IMPRESSION_SHARE". Bidding optimization enables automatically with the strategy "MAXIMIZE_IMMEDIATE_SALES".

Sample code in the documentation demonstrated creating a campaign with the endpoint POST /sb/v4/campaigns. The system returned confirmation showing campaign ID "286821806275748" with the budget set at 4914.0 matching the deal price and dates spanning from November 1, 2025, through January 30, 2026.

Modification restrictions apply once deals reach the proposed state. The documentation specifies that "Deal in PROPOSED state cannot be modified. This means update deal, add/delete deal target are not allowed." However, deletion remains possible within a specific timeframe. The system permits deal deletion if current time falls more than 12 hours before the deal's start date. Deleting a deal triggers cascading actions that remove associated deal targets and archive linked campaigns.

The technical implementation addresses timezone handling for campaign scheduling. The documentation includes a note explaining that "for the startDateTime and endDateTime fields, only the day portion (before 'T') is used by the API and is interpreted as marketplace default time zone." For the US marketplace, the example showed that startDateTime 2025-11-01T08:00:00Z interprets as "2025-11-01T00:00:00 Pacific Time" while endDateTime 2025-11-01T08:00:00Z becomes "2025-11-01T23:59:59 Pacific Time."

Multiple API operations support ongoing campaign management. The list operation /adsApi/v1/query/advertisingDealTargets/sb retrieves all targets associated with a deal ID. The system supports filtering and pagination through maxResults parameter. Query operations for deals themselves use /adsApi/v1/query/advertisingDeals/sb with deal ID filters returning complete deal information including pricing, dates, state, and status.

The documentation describes branded search as representing "one of the most valuable opportunities to engage shoppers who are actively seeking a brand." The system addresses what the documentation characterizes as variability in brand appearance within search results that "can make it harder to consistently connect with these high-intent shoppers."

The feature positions itself as addressing visibility challenges brands face in the marketplace. Amazon's advertising platform has seen consistent growth, with advertising services revenue reaching $15.7 billion in the second quarter of 2025, representing a 22% increase year-over-year. The company has been expanding Sponsored Brands capabilities with features like cost control optimization launched in August 2024.

The Amazon marketplace has become increasingly complex for sellers. Reports from August 2025 documented sellers experiencing difficulty with product visibility, with one merchant stating that it became "almost impossible to find other products" outside of sponsored placements. The shift toward sponsored product prominence created pressure for sellers to increase advertising spend to maintain visibility.

For marketing professionals managing Amazon advertising campaigns, reserve share of voice represents a departure from auction-based bidding for branded terms. The fixed-price model provides budget certainty and guaranteed placement for specific branded queries. However, the system requires advance planning. Campaign parameters become locked once deals reach the proposed state, and modifications after that point necessitate creating entirely new deals.

The self-service nature of the implementation provides autonomy for advertisers. The system generates automated invoices for reserved placements. Real-time pricing enables advertisers to evaluate costs before committing to reservations. The keyword recommendation system helps identify high-traffic branded terms, though advertisers retain the option to validate and reserve keywords outside the recommendation list.

The technical requirements for implementation demand API integration or console access. Advertisers working through the API need to handle multiple sequential calls. The process involves validating keywords, retrieving pricing, creating deals, adding targets, updating deal states, and finally creating campaigns linked to approved deals. Each step depends on successful completion of prior operations and includes error handling for validation failures or system rejections.

Geographic availability was not specified in the documentation. The timezone handling examples referenced US marketplace Pacific Time. Whether the feature extends to international Amazon marketplaces remains unclear from the available documentation. The multi-step verification process including brand registry validation suggests implementation may vary by marketplace maturity and brand registry program availability.

The competitive implications for the digital advertising industry center on guaranteed placement for branded search terms. Search advertising typically operates through real-time auctions where advertisers compete for each impression. Fixed-price reservations for branded terms shift that model toward predictable inventory buying more common in display advertising. This approach provides certainty for brands concerned about competitors bidding on their branded terms.

Amazon has been subject to regulatory scrutiny regarding advertising practices. The Federal Trade Commission opened an investigation in September 2025 examining whether Amazon disclosed reserve pricing for some search advertisements. The new reserve share of voice feature makes pricing explicit through the upfront fixed-price model, though whether this addresses regulatory concerns remains to be determined.

The feature complements other recent Sponsored Brands developments. Amazon introduced new landing page options in July 2024 for the "Grow brand impression share" campaign goal. That update enabled advertisers to create customized landing pages without pre-existing brand stores. The August 2024 cost control feature introduced performance-based optimization with cost-per-click parameters.

Measurement capabilities for reserved campaigns follow standard Sponsored Brands reporting. The documentation indicates campaigns track impressions in the top-of-search segment. The key performance indicator "TOP_OF_SEARCH_IMPRESSION_SHARE" measures the percentage of eligible impressions where the ad appeared in the reserved placement. Standard metrics including clicks, spend, conversions, and attributed sales apply to reserved campaigns through existing reporting infrastructure.

Budget allocation decisions require evaluating the fixed cost against alternative auction-based strategies. Advertisers must determine whether guaranteed top-of-search placement for branded terms justifies the upfront investment. Factors include brand defense concerns, competitor activity on branded terms, and the strategic value of consistent visibility for high-intent searches. The three-month minimum commitment in the sample data suggests the feature targets sustained brand visibility rather than short-term tactical campaigns.

The announcement follows a year of significant Amazon advertising infrastructure updates. Beyond Sponsored Brands enhancements, Amazon expanded Amazon Marketing Cloud capabilities with Live signals integration in June 2025. The company has been broadening inventory access through partnerships, adding Spotify's global audio and video inventory to Amazon DSP in October 2025.

For brands concerned about maintaining top-of-search visibility for their branded terms, the reserve share of voice feature provides a tool for securing placement predictability. The system trades auction flexibility for guaranteed positioning at a known cost. Implementation requires technical capability to work through the multi-step API process or console workflow. The feature fits within broader marketplace dynamics where sponsored placements increasingly dominate search result pages.

Timeline

• October 2025 – Amazon launches reserve share of voice for Sponsored Brands branded keyword placements
• August 2025 – Amazon advertising revenue reaches $15.7 billion in Q2 2025, up 22% year-over-year
• August 2024 – Amazon introduces Sponsored Brands cost control for performance-based campaign optimization
• July 2024 – Amazon expands landing page options for "Grow brand impression share" campaigns
• February 2024 – Amazon adds vertical video capabilities to Sponsored Brands campaigns

Summary

Who: Amazon Ads, vendors, and registered sellers using the Sponsored Brands advertising platform.

What: A new feature called reserve share of voice that enables advertisers to secure top-of-search placements for branded keywords at a fixed, upfront price through a self-service platform.

When: Announced in October 2025, with sample documentation showing campaign start dates beginning November 1, 2025.

Where: Accessible through the Amazon Advertising Console and Amazon Ads API. Geographic marketplace availability was not specified in the documentation.

Why: The feature addresses brand visibility challenges in search results, providing predictable placement for high-intent branded searches. According to the documentation, brands often experience variability in search result appearance, making it harder to consistently connect with shoppers actively seeking specific brands.