Amazon Launches “Reserved Ad Share” Feature: Secure Brand Keyword Ad Spaces to Boost Sales by 143%

Amazon Launches “Reserved Ad Share” Feature: Secure Brand Keyword Ad Spaces to Boost Sales by 143% — a new Sponsored Brands capability that lets advertisers lock branded keyword top-of-search placements at a fixed price. This post explains how the reserved ad share works, why it matters for U.S. Amazon sellers and e-commerce brands, and practical steps to use the program effectively.

What is the Reserved Ad Share Feature?

The Reserved Ad Share feature (also called Reserve Share of Voice) is an Amazon Sponsored Brands capability that allows brands to reserve prime ad inventory on branded keyword queries at a fixed, upfront price instead of competing in open auctions. In early beta testing, advertisers using Reserved Ad Share reported a substantial uplift — Amazon published a case where click-attributed sales rose by 143% for reserved branded keywords.

How it works — high level

Advertisers request reservable branded keywords through the Ads console or Ads API.
Amazon validates keywords (brand registry and trademark checks) and returns fixed pricing and availability for a defined period.
Brands commit to the reservation; Amazon guarantees higher visibility for the reserved terms (often top-of-search placements).
Metrics such as Top-of-Search (TOS) impression share, CTR, and click-attributed sales are tracked to measure incremental impact.

Reserved Ad Share brings predictability to branded keyword defense and can be used alongside auction campaigns for broader coverage.

Why Reserved Ad Share Matters for U.S. Amazon Sellers

For U.S. Amazon sellers and e-commerce brands, the ability to reserve branded keyword inventory changes how you think about brand defense, launch windows, and high-intent coverage. Instead of continuously outbidding competitors for your brand terms, you can secure consistent presence on those queries with a predictable cost structure.

Key benefits

Brand protection: Reserve Brand Keyword Ad Spaces to reduce keyword hijacking by competitors.
Predictable visibility: Fixed pricing smooths media planning and budgeting.
Performance uplift: Case studies report increased TOS presence, improved CTR and substantial sales lift (e.g., 143% click-attributed sales in beta).

How to Decide Which Keywords to Reserve

Not all keywords are good candidates. Prioritize high-intent branded queries where conversion probability is high and where losing visibility meaningfully harms revenue.

Selection checklist

High search volume on brand terms (brand name, model names, product lines).
Strong conversion rates historically on these keywords.
Keywords that are eligible for reservation and pass brand validation.
Strategic timing — product launches, Prime Day, holidays.

Best Practices: How to Use Reserved Ad Share Effectively

1. Combine reserved ads with auction campaigns

Use reservations to defend core branded terms while continuing auction bids for discovery, competitor, and long-tail keywords. This blended approach preserves reach and protects high-intent queries.

2. Test incrementality carefully

Run experiments to measure true incremental lift. Compare performance windows (reserved vs. auction-only) to ensure reservations add net new sales rather than simply moving conversions from one campaign to another.

3. Reserve for critical windows

Reserve during high-value periods — new launches, Prime Day, seasonal peaks — when guaranteed presence matters most and the ROI per conversion is high.

4. Plan budgets and ROI

Because Reserved Ad Share uses fixed up-front pricing, you must forecast spend and ensure margins can absorb the committed cost. Prioritize high-margin SKUs or best-converting ASINs for reservation deals.

Risks & Operational Considerations

Reserved Ad Share introduces commitments and reduces mid-flight flexibility. Key risks include:

Financial commitment: Upfront fixed price may underperform if search trends change.
Limited editability: Once a reservation is approved, edits may be restricted.
Eligibility constraints: Only brand-validated keywords are reservable — generic or category terms may be ineligible.
Cannibalization risk: Reserve deals might reduce auction traffic, requiring careful incrementality analysis.

Suggested Workflow: From Keyword Nomination to Launch

Run keyword discovery and identify high-intent branded queries.
Validate eligibility and brand registry status for each keyword.
Request reservation pricing for desired windows via Ads console or Ads API.
Approve reservation deals and configure Sponsored Brands creatives tied to reserved terms.
Monitor TOS impression share, CTR, conversions and incremental ROAS through the campaign.
Post-campaign, evaluate uplift and refine criteria for future reservations.

Strategic Recommendations for U.S. Sellers

Start small: Reserve 1–3 core branded keywords as a pilot.
Use for launches: Prioritize reservations for product launches and peak windows.
Blend tactics: Keep auctions active for discovery; reserve where defense matters most.
Measure incrementality: Establish a clear baseline and compare reserved windows to determine net lift.

Conclusion & Call to Action

Amazon Launches “Reserved Ad Share” Feature: Secure Brand Keyword Ad Spaces to Boost Sales by 143% — and for many sellers, this capability will be a valuable tool to lock down high-intent traffic and stabilize branded visibility. While the approach requires upfront commitment and disciplined measurement, the potential upside for defending brand terms and increasing conversions is significant.

We’ll evaluate which brand keywords you should reserve, forecast ROI, and design a blended reserved + auction strategy to maximize incremental sales.

Frequently Asked Questions

Who is eligible to use Reserved Ad Share?

Advertisers with brand-registered accounts (including Sellers, Vendors and agencies) in supported marketplaces can request reservations. Reservation eligibility depends on brand validation and the keyword being identified as reservable.

Does Reserved Ad Share replace auction campaigns?

No. Reserved Ad Share complements auctions. Use reserved placements to secure branded keyword ad spaces and continue auctions for discovery, competitor and long-tail keywords.

Can reserved campaigns be edited after approval?

Edits are limited once a reservation is approved or moves into an active state. Plan carefully before committing dates and budgets; reserved deals offer less mid-flight flexibility than auction campaigns.

Contact Us

If you’d like help auditing brand keywords and modelling Reserved Ad Share ROI, email our Amazon ads team or request a consultation via our site.