Share of voice, SOV, is the share of all the advertising visibility in a market that belongs to you. On a marketplace such as Amazon, Flipkart or Blinkit it is measured per search term: your ad impressions on that term divided by all ad impressions on it, or, in the looser sense agencies use, the share of page-one slots, sponsored and organic, that show your products.
The strict definition needs the denominator: every ad impression served on a search term by every advertiser. Only the marketplace knows that, so the numbers you can use come from the platform's own impression-share reports. Divide your impressions by the total and multiply by 100.
Worked example: on the search term 'steel water bottle', Amazon served 24,000 sponsored impressions in a week across all advertisers. Your campaigns took 6,000 of them, a 25% share of voice. If a competitor launched and your impressions fell to 4,000 while the total rose to 32,000, your SOV fell to 12.5% even though spend barely moved. That kind of silent loss is what SOV tracking is for.
Agencies often use a broader page-level version: count the page-one slots on a term, sponsored and organic together, and take the share showing your products. On Blinkit and Flipkart, which report no market-level impression data, that page audit is the only practical measure.
| Platform | Report or method | What it measures |
|---|---|---|
| Amazon | Search term impression share (SP search term report) | Your share of impressions on each search term |
| Amazon | Top-of-search impression share | Your share of the first-row sponsored slots |
| Amazon | Search Query Performance (Brand Registry) | Your share of impressions, clicks and purchases, ads and organic combined |
| Flipkart | No native SOV; page audits by keyword | Share of page-one slots |
| Blinkit, Zepto, Instamart | No native SOV; audits by city and dark store | Share of the first screen of results |
Sponsored Brands has also offered a reserve share of voice option in some markets, a fixed-price booking of top-of-search visibility on a keyword; check availability in your account before planning around it. Blooprint's glossary on blooprint.in covers Sponsored Brands itself.
The Amazon report closest to share of voice for the top slots.
Learn more →Brand share of impressions, clicks and purchases per query.
Learn more →How to read impression share and act on it.
Learn more →Filter every keyword by ACoS, CVR and spend, then change bids in bulk on Amazon India.
Learn more →Share of voice is the share of all advertising visibility in a market that is yours. In marketplace ads it is usually your ad impressions on a search term divided by all ad impressions on that term.
SOV = your ad impressions / total ad impressions on the term x 100. 6,000 of 24,000 impressions is a 25% share of voice.
Through search term impression share and top-of-search impression share in the Sponsored Products reports, and, for Brand Registry brands, Search Query Performance, which also covers organic visibility.
No native one. Sellers measure it with page audits: searching their key terms and counting how many page-one or first-screen slots show their products, by city on quick commerce apps.
No. Share bought at an ACoS above break-even loses money. Aim for high share on the terms that convert profitably and accept lower share elsewhere.
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