Starbucks drives sales on Amazon with paid share of voice boost

James Sharpe

An overview of Starbucks’ paid share of voice (SOV) and sales performance on Amazon.

Starbucks appears to be brewing a more aggressive retail media strategy on Amazon, and sales have been found to closely correlate with increases in paid media.

Analysis of WARC Digital Commerce’s latest dComm Index Data for Amazon found that Starbucks’ paid share of voice (SOV) reached 9.1% in the coffee and tea category in Q2 2023, up from 5.5% in Q4 2022.

Paid share of voice (SOV) is defined as the share of first page placements occupied by a given brand. WARC calculates this by aggregating and doing a weighted average of the raw paid placement data for each...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands