Starbucks drives sales on Amazon with paid share of voice boost

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...

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