What is Sponsored Brands Reserve share of voice?
Reserve share of voice buys the top of Amazon search for your branded keywords at a fixed upfront price: 5 to 1,000 keywords, $3,000 minimum, no auction.
Reserve share of voice is a Sponsored Brands campaign goal that buys the top of Amazon's search results for your own branded keywords, at a fixed price paid upfront, with no auction. You reserve 5 to 1,000 keywords that contain your brand (not generic words), for 30 to 92 days, with a $3,000 minimum budget. Amazon aims to give you 95% of the impressions in that top slot.
It protects your brand name from competitors bidding on it. Checked against Amazon's help pages in October 2026.
The rules at a glance
| Reserve share of voice | |
|---|---|
| What you buy | The top-of-search slot for your branded keywords |
| Price | Fixed, upfront, for the whole campaign; no bids |
| Minimum budget | $3,000 |
| Keywords | 5 to 1,000, all branded (for example "glow moisturizer", never "moisturizer") |
| Duration | 30 to 92 days (one Amazon page says 15 to 92) |
| Start date | Between 3 days and 3 months after you create the campaign |
| Changes once live | None: keywords, dates and budget are locked |
| Formats | Collection, Video, and Brand Gallery (this goal only) |
| Target delivery | 95% share of voice at the top of search |
| Not available in | Spain |
How to set it up
- In the Sponsored Brands campaign builder, choose the Reserve share of voice goal.
- Set the start and end dates.
- Reserve your keywords: from Amazon's suggestions (sorted by search volume), a typed list, or a file. Amazon checks them and rejects non-branded ones.
- Click Get price for campaign. Adjust the keywords or the dates until the price suits you.
- Create the ad group and the ad, and map each keyword to a relevant ad.
- Submit for review: usually 24 hours, up to 3 business days.
Map every keyword to a relevant ad within 14 days of the start. A keyword left unmapped is removed (you are still charged for that period), and it cannot be added back to the campaign.
Why Amazon rejects a keyword
- Your brand or trademark is not in Brand Registry.
- The keyword is not branded ("shoes", "lipstick").
- It names another company's brand, or yours together with another one.
- It is a common misspelling or variation of your brand, or too broad.
- Your brand is not linked to the advertising account you are using.
You can appeal a rejection through Amazon's Contact us form. And a keyword can be reserved in only one campaign or ad group at a time.
Frequently asked questions
Is Reserve share of voice available to authors?
Authors do not get the choice of a campaign goal in Sponsored Brands, so no. What authors can run.
What if my account is suspended during the campaign?
If it is suspended for non-payment, your ads stop for those keywords. When the account is reinstated, Amazon charges the fixed price agreed at creation.
How is it different from the other two goals?
"Drive page visits" bids per click, "Grow brand impression share" bids per 1,000 viewable impressions, both in an auction. Reserve share of voice skips the auction. The three goals.
Sources
- Reserve keywords in a Sponsored Brands campaign, Amazon Ads
- Branded keyword guidelines and keyword suspension, Amazon Ads
- Campaign goals for Sponsored Brands, Amazon Ads
- Create a Sponsored Brands campaign, Amazon Ads
- Product terms: Reserve Share of Voice campaigns, Amazon Ads
Gloriads is an Amazon Ads automation platform that creates, monitors and optimizes Sponsored Products campaigns for sellers, brands, authors and agencies, by rules you control. See how it works.