Amazon Launches New Feature “Reserved Ad Share” - A Game Changer for Brand Protection

🎯 What is Amazon’s “Reserved Ad Share” Feature?

Amazon’s “Reserved Ad Share” is the latest, game-changing enhancement under the Sponsored Brandscampaign category. It is a powerful tool designed to help Brand Registered sellers dominate search results and maximize ad visibility.

This feature allows brands to lock in a fixed share of ad impressions for their own branded keywords, ensuring their advertisements appear prominently and consistently, even when competition intensifies. In essence, it grants brands near-total ownership of their name’s search results, reinforcing brand identity and preventing traffic loss to competitors.

Key Benefits at a Glance:

Brand Ownership: Gives brands near-complete control over their proprietary search results.
Traffic Guarantee: Ensures continuous brand visibility to high-intent shoppers, blocking traffic diversion.

💡 Internal Test Data Highlights:

Achieved a 99.3% ad display share for branded keywords.

Reported a 143% increase in click-through conversions.

Significantly improved Return on Ad Spend (ROAS) and overall visibility.

🛡️ Why Amazon Introduced the “Reserved Ad Share” System

Amazon’s marketplace has become increasingly competitive. Established brands often find themselves forced to bid defensively on their own brand keywords as other sellers aggressively try to intercept high-intent traffic.

The introduction of “Reserved Ad Share” directly addresses this problem by offering a brand-safe advertising guarantee.

Motivation for Launch	Key Value Proposition
Brand Protection	Fundamentally prevents competitors from bidding on a brand’s proprietary keywords.
Stable Visibility	Ensures consistent, stable top-of-search (TOS) ad placements.
Optimized ROI	Reduces wasted ad spend on defensive keyword bidding, freeing budget for growth.
Performance Boost	Strengthens conversion rates and shopper trust for brand-specific campaigns.

⚙️ Core Features and Requirements of “Reserved Ad Share”

This new system is built for serious advertisers, offering several advanced functions:

1. Keyword Reservation Lock: Brands can pre-select and reserve a minimum of five or more branded keywords. Amazon then guarantees high visibility for these locked terms.
2. Secured Ad Placement: The feature locks top-of-search placements (above organic results), ensuring the brand appears first when shoppers search for relevant terms.
3. Budget Control Threshold: Amazon introduced a minimum campaign budget requirement of $6,000 for U.S. sellers. This ensures enough data for optimization and helps maintain ad quality across the ecosystem.
4. Advanced Performance Insights: Through the Amazon Ads Dashboard, advertisers can track critical metrics like reserved share percentage, competitor overlap, and incremental sales directly attributed to the campaigns.
5. Global Rollout: Initially available in the U.S., U.K., and Germany, Amazon plans to expand this feature to other marketplaces in the coming months.

Eligibility: Who Can Use Reserved Ad Share?

To access this feature, sellers must meet the following mandatory criteria:

Be enrolled in the Amazon Brand Registry.
Have active Sponsored Brands campaigns.
Select a ** minimum of five** branded keywords for reservation.
Commit to a minimum campaign budget of $6,000.
Maintain an account in good standing with compliant ad content.

📈 Reshaping Your Advertising Strategy with Reserved Ad Share

The introduction of Reserved Ad Share represents a major evolution in Amazon’s advertising ecosystem:

Budget Liberation for Growth: Sellers no longer need to allocate significant budget to defensive bidding. By locking these positions, they can redirect funds towards growth-focused campaigns and new customer acquisition.
Higher Conversions, Lower ACOS: Consistent brand visibility builds shopper trust and recall, leading directly to higher conversion rates and a lower Advertising Cost of Sale (ACOS).
Reduced Competitive Hijacking: Competitors can no longer rely on brand keyword sniping—a common strategy where rival sellers bid on a brand’s terms to divert traffic. This ensures a more reliable and fairer customer journey.
Data-Driven Decisions: Advertisers can now use the precise performance data from Reserved Ad Share to optimize budget allocation and forecast seasonal performance with greater accuracy.

🎯 Best Practices for Maximizing Reserved Ad Share Value

To make the most of this feature, U.S.-based Amazon sellers should follow these strategic recommendations:

Select High-Intent Brand Keywords: Choose terms that reflect strong purchase intent, typically your brand name, top-performing product SKUs, or popular product-line terms.
Plan Budget Allocation Strategically: Ensure your $6,000 minimum spend is distributed effectively across key campaigns, focusing on your best-selling or most seasonal products.
Integrate with Full-Funnel Ads: Use Reserved Ad Share in combination with Sponsored Products and Sponsored Display ads for maximum reach and visibility throughout the shopper’s journey.
Monitor Performance Weekly: Regularly review the Amazon Ads dashboard metrics, paying close attention to Ad Share, Conversion Rate, and CPC trends.
Leverage for Seasonal Events: Activate Reserved Ad Share well ahead of major sales events like Black Friday, Cyber Monday, or Prime Day to secure first-mover visibility when traffic peaks.

Conclusion: A Smarter Way to Protect and Grow Your Brand

Amazon’s launch of the Reserved Ad Share feature marks a significant leap toward smarter, more controlled brand advertising. By enabling sellers to secure top-of-search visibility for their branded terms, Amazon helps businesses protect their brand equity, improve advertising efficiency, and boost conversion outcomes.

For U.S.-based sellers, this is a critical opportunity to rethink advertising strategies ahead of the 2025 holiday season—shifting from reactive bidding to proactive brand control.

📞 Call to Action (CTA)

Want to learn how to optimize your Amazon ad strategy or implement the Reserved Ad Share feature effectively?

Contact our Amazon advertising experts today to get personalized insights, campaign setup support, and performance optimization tailored to your brand’s specific needs.

FAQs About Amazon’s Reserved Ad Share

1. What is Amazon’s Reserved Ad Share?It’s a new Amazon Ads feature that allows Brand Registered sellers to reserve top ad placements for their branded keywords, ensuring consistent visibility and better conversion rates.
2. How much does it cost to use Reserved Ad Share?The minimum campaign budget for U.S. sellers is $6,000, with actual pricing varying by keyword competition and ad category.
3. Who can use Reserved Ad Share?Only sellers who are enrolled in the Amazon Brand Registry and have active Sponsored Brands campaigns can access this feature.