Top-of-search impression share is the percentage of all top-of-search sponsored impressions available for a search term that your ad actually received. Amazon reports it in the search term impression share report for Sponsored Products and Sponsored Brands, and it shows how much of the most valuable placement on a keyword you own.
For a given search term and date range, Amazon counts every sponsored impression served in the top-of-search slots for that term, then counts how many of those went to your ad. The ratio is your top-of-search impression share. If Amazon served 10,000 top-of-search impressions for the term steel water bottle 1 litre and your ad appeared in 6,500 of them, your share is 65%.
The report also gives top-of-search impression rank, which is your position among advertisers on that term. Share of 65% with rank 1 means you dominate; share of 10% with rank 6 means five competitors are ahead and there is room to grow.
Worked example in rupees: at a ₹9 CPC and a 0.8% click-through rate on top of search, those 6,500 impressions produce about 52 clicks and ₹468 of spend. Raising share to 85% (8,500 impressions) means roughly 68 clicks and, at a higher bid to win them, perhaps ₹720 of spend. The question is whether the extra 16 clicks convert at the product's normal CVR.
Top of search is where Sponsored Products convert best, and the impression share metric is the only way to see how much of it you are missing on a term. A keyword with strong ACoS but low top-of-search share is under-bid: the clicks you do get are profitable and there are more available. A keyword with high share and poor ACoS is over-bid: you are paying for the whole placement on a term that does not convert.
It also separates budget problems from bid problems. If share drops in the afternoon while rank stays high, the campaign is running out of budget; if share and rank both fall, competitors have raised their bids.
Why share can fall in the evening and what hourly data shows.
Learn more →The number that decides whether extra top-of-search clicks pay.
Learn more →Filter keywords by ACoS and change top-of-search adjustments across campaigns in one go.
Learn more →Filter every keyword by ACoS, CVR and spend, then change bids in bulk on Amazon India.
Learn more →It is the percentage of all top-of-search sponsored impressions on a search term that your ad received. 65% means you appeared in 65 out of every 100 top-of-search ad impressions Amazon served for that term.
In the search term impression share report under sponsored ads reports in the Amazon Ads console. It is available for Sponsored Products and Sponsored Brands, at the search term level.
Impression share counts all sponsored placements for a term. Top-of-search impression share counts only the top-of-search slots, which are the ones that convert best and cost most.
High where the term converts profitably and low where it does not. Many sellers aim for 70% or more on their best exact-match keywords and let share fall on generic terms with weak ACoS.
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