Impression share on Amazon ads is the share of all impressions for a search term that your ad won, out of the impressions it was eligible for. Amazon reports it in the search term impression share report for Sponsored Products and Sponsored Brands, and it is the closest thing sellers have to a share-of-voice measure without a third-party tool. A low number is not automatically a problem.
Search term impression share is per search term: of all the impressions Amazon served for 'copper water bottle', what share did your ad get. Search term impression rank is your position among advertisers on that term. Top-of-search impression share is a Sponsored Products campaign metric that says what share of top-of-search impressions your campaign won, and it is covered in our glossary entry. Agencies and tools use share of voice loosely for any of these, and sometimes for organic ranking as well.
Sponsored Brands also has a paid feature called reserve share of voice, which lets a brand book a share of impressions for a term ahead of an event. That is a media buy with its own terms and is not what the report measures.
Amazon Ads console, Measurement and Reporting, Sponsored ads reports, create report, Sponsored Products or Sponsored Brands, report type Search term impression share.
Search term, impressions, search term impression share, search term impression rank, plus clicks, orders and spend so that share sits next to results.
Terms with a meaningful number of impressions only. A 100% share of a term searched twice a day is not a win.
For top-of-search impression share, add the column in Campaign Manager's Sponsored Products campaign view rather than pulling a report.
A low share on a term means one of three things: your bid loses most auctions on that term, your ad is eligible for only some of the placements, or your budget runs out before the day does. The fix differs for each, so read impression share next to conversion rate and budget utilisation, never alone.
If the term converts well for you and the campaign is not budget-capped, a low share is a bid problem and raising the bid on that exact term is justified. If the term converts poorly, a low share is fine and chasing it only buys expensive impressions. If the campaign hits its budget by afternoon, share is low because you are absent for half the day, and the answer is budget or a separate campaign for the term.
The report is one file per ad type per account and it changes every week. In BlooprintAI the same search-term data is shown per keyword and target with spend, orders and conversion rate alongside, so you filter for terms that convert above a threshold and sit below a share you choose, then raise bids on exactly those in bulk after reviewing a summary. Nothing is bid up automatically.
For the broader impressions question, our impressions guide explains what counts and why campaigns show low numbers.
Search-term, placement and product-level views that show where the money goes.
Learn more →Turn target ACoS, price and conversion rate into a starting bid.
Learn more →What counts as an impression, why they are low, and when more of them is not the goal.
Learn more →The metric, where it lives in the report and what a low number means.
Learn more →The percentage of impressions your ad won for a search term out of all impressions Amazon served for it. It is reported per search term in the search term impression share report for Sponsored Products and Sponsored Brands.
A loose term for your share of visibility on a search term or category. On Amazon ads it usually means search term impression share, or top-of-search impression share for Sponsored Products campaigns.
There is no published benchmark. Judge it against conversion rate: a term that converts well deserves a high share; a term that does not convert is fine at a low share. Chasing share on every term raises CPC quickly.
Raise the bid on the term, make sure the campaign does not run out of budget during the day, and use exact match so the bid goes to that term only. Improve the listing so Amazon shows the ad more often at the same bid.
A paid Sponsored Brands feature where a brand books a share of impressions for a term in advance, usually for an event. It is separate from the reported impression share metric.
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