Introduction
Getting discovered on Amazon has never been more competitive. For emerging and growing brands, appearing at the top of the search results, especially when customers are searching for your brand, can make the difference between gaining market share and losing it to a competitor.
But even when shoppers search for your brand by name, your ad isn’t always guaranteed to appear in the top spot. Competitors can bid on your keywords. CPCs fluctuate. Budget caps hit too early. Visibility becomes inconsistent.
That unpredictability is exactly what Amazon aims to solve with its new Reserve Share of Voice feature.
In this guide, we’ll break down what Reserve Share of Voice is, how Sponsored Brands top-of-search reservation works, and why it signals a major shift toward predictable visibility on Amazon. We’ll also walk you through use cases, strategic considerations, Amazon RSOV pricing and best practices, and how to know if it’s right for your brand.
What Is “Reserve Share of Voice” on Amazon?
Reserve Share of Voice (RSOV) is a new Sponsored Brands campaign type that lets brand owners secure top-of-search ad placement on branded keyword searches, in advance, at a fixed cost.
Here’s how it works:
- You choose your branded keywords (like “YourBrand” or “YourBrand supplements”)
- Amazon shows you the fixed cost to reserve top-of-search Sponsored Brands ads for those keywords
- You book the reservation for a set time period (e.g. 30 or 90 days)
- Your Sponsored Brands ad will appear in the top-of-search slot most of the time when customers search those terms
Instead of fighting daily auction dynamics, you get predictable brand visibility where it matters most.
Why This Matters for Growing Brands
If you’re a new or scaling brand, visibility is everything. But until now, even when someone searched your brand, you had to constantly:
- Outbid competitors trying to conquest your name
- Manage budgets so you didn’t cap out mid-day
- Accept that some searches might show your competitors first
With Reserve Share of Voice, you can lock in that visibility upfront and:
- Protect branded traffic
- Reinforce trust with shoppers
- Increase conversions by ensuring your brand is what people see first
For brands working hard to build awareness, this eliminates guesswork and revenue leaks.
How Reserve Share of Voice Campaigns Work
Amazon has added “Reserve Share of Voice” as a campaign goal within the Sponsored Brands campaign setup. Here’s what to expect:
- Eligibility: Available to Brand Registry-approved sellers. Only brand-owned keywords can be reserved.
- Creative Control: Use standard Sponsored Brands formats (product collection, video, etc.)
- Fixed Budget: You pay a set cost to reserve the space for a defined time period
- Real-Time Forecasting: Amazon shows the expected top-of-search impression share and reach
- Self-Service: No need for managed service or reps. You can book directly in Ads Console
It’s important to note:
RSOV only applies to Sponsored Brands top-of-search placement, not Sponsored Products or other slots.
Benefits of Sponsored Brands Top-of-Search Reservation
Securing the top spot through RSOV offers unique benefits:
- Consistent Visibility: Your brand stays top-of-mind with every search
- Better CTR and CVR: Customers are more likely to click and convert on a familiar brand at the top
- Lower Brand Leakage: Prevent competitors from draining high-intent traffic
- Stronger Launches: Ensure visibility during new product or seasonal launches
- Improved Customer Experience: Shoppers see the brand they searched for first
For growing brands building awareness, that level of visibility creates brand authority and trust.
Use Cases: When to Reserve Top-of-Search Placement
Not every brand needs to reserve top-of-search 24/7. But for high-intent moments, RSOV can deliver a strong return.
Use it when:
- Launching a new product or line
- Running a seasonal or tentpole campaign
- Defending against competitor conquesting
- Promoting bestsellers during high-traffic weeks
- Aligning with off-Amazon brand campaigns (e.g. Meta, YouTube)
If you’re running traffic from other platforms or media, RSOV ensures Amazon visibility matches the moment.
Sponsored Brands vs. Sponsored Products for Brand Defense
Wondering if RSOV replaces your Sponsored Products brand campaigns?
It doesn’t, they work together.
- Sponsored Brands RSOV secures the banner-style ad at the top
- Sponsored Products still appear in-grid and drive high-volume clicks
For full brand protection, run both. Use RSOV to own the top-of-search banner, and Sponsored Products to stay visible throughout the results page.
Amazon RSOV Pricing and Best Practices
Pricing is based on keyword traffic volume and time reserved. Amazon calculates the cost based on historical performance and supply availability.
Best practices for RSOV success:
- Choose only branded keywords you own and that drive meaningful traffic
- Reserve ahead of time for peak periods (Black Friday, Prime Day, launches)
- Use high-performing creatives tailored to branded intent (logo, top sellers, Store links)
- Monitor Top-of-Search Impression Share to ensure you’re getting what you paid for
- Refresh creative if running a long reservation period (to avoid ad fatigue)
RSOV requires upfront investment, but when timed and executed well, it delivers brand protection, efficiency, and stronger conversion.
Strategic Advantages of Predictable Visibility
Amazon ads have long been a real-time, bid-based game. But RSOV marks a shift toward predictable visibility and pre-booked inventory.
This gives growth-stage brands a new planning advantage:
- Plan spend like a media buy instead of guessing CPC swings
- Lock in visibility for high-stakes moments
- Control your message at the first customer touchpoint
For brands investing in growth, RSOV adds stability to an otherwise volatile ad channel.
Should You Use Reserve Share of Voice?
Reserve Share of Voice isn’t right for every brand, every day.
It works best when:
- You have branded keyword traffic worth protecting
- Your brand faces frequent competitor targeting
- You’re launching or promoting something important
- You want to align Amazon visibility with off-platform marketing
If you’re unsure, start with a 30-day reservation on your top 1–2 branded terms. Test and learn.
FAQ: Reserve Share of Voice for Sponsored Brands
Q: Can I reserve generic category keywords?
No. RSOV only supports keywords that contain your brand name or trademarks.
Q: Will this block competitors completely?
No. It only blocks them from the Sponsored Brands top-of-search slot. They can still appear in Sponsored Products.
Q: Is it worth it for new brands with low traffic?
Probably not. RSOV works best when your brand terms generate meaningful search volume.
Q: Can I cancel a reservation early?
Amazon’s cancellation policy is strict. Once a reservation is approved, you’re committed.
Q: Does RSOV replace my other brand defense campaigns?
No. Use it to complement Sponsored Products and Display brand defense.
Conclusion
Reserve Share of Voice is a powerful new tool that gives brands control over Sponsored Brands top-of-search visibility. For emerging sellers, it offers a way to secure their brand presence, reduce wasted spend, and build trust with high-intent shoppers.
Want expert help applying these strategies to your brand?