Share of voice is a valuable predictor of market share across different categories on Amazon

Elana Morris

An overview of Share of Voice (SOV)'s role in market share across different categories in Amazon's online marketplace.

The total share of voice (SOV) is a good predictor of market share on Amazon, according to data from Momentum Commerce. SOV is a particularly valuable marketing metric for gauging brand visibility on a specific platform, while market share refers to the percentage of a certain market that a company controls within a category. Momentum found that while SOV and market share on Amazon are correlated, factors such as brand strength, category size, and category maturity are needed to accurately predict the pace of a company’s growth.

According to the analysis, Organic SOV is more useful in...

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