Use Cases for Share of Voice Endpoint

Updated July 18, 2025 06:23

The Share of Voice endpoint allows you to analyze brand dominance and market share across the first three pages of Amazon search results for specific keywords. This endpoint provides comprehensive data on organic, sponsored, and combined share of voice metrics, along with advertising insights and conversion performance data for competitive intelligence and market positioning analysis.

Why Use This Endpoint: Share of Voice (SOV) represents the portion of the market that your brand owns compared to competitors, serving as a critical metric for understanding market dominance and competitive positioning. By analyzing SOV data across keywords, you can develop strategic approaches to gain and maintain market share, optimize advertising spend, identify competitive gaps, and track brand performance over time. This data is essential for making informed decisions about keyword targeting, competitive positioning, and market expansion strategies.

Endpoint Details

Request Type: GET
URL: /api/share_of_voice
Available Markets: US, UK, DE, IN, CA, FR, IT, ES, MX, JP

What You Can Input (Per API Call)

Required Parameters

Marketplace: Country code (us, uk, de, in, ca, fr, it, es, mx, jp)
Keyword: Search term to analyze

Sample Request

GET /api/share_of_voice?marketplace=us&keyword=golf

What You Get Back

Keyword Information

Marketplace/Keyword: (e.g., us/golf)
Estimated 30-Day Search Volume: Monthly search volume for the keyword
Exact Suggested Bid Median: PPC bid recommendation for the keyword
Product Count: Total number of products analyzed across first 3 pages
Updated At: Timestamp of data collection

Brand Performance Data

Brand: Brand name
Combined Products: Total products across organic and sponsored results
Combined Weighted SOV: Share of voice weighted by position importance and Amazon's Choice badges
Combined Basic SOV: Number of brand appearances divided by total search results
Combined Average Position: Sum of each product's position divided by total brand products
Combined Average Price: Sum of each product's price divided by total brand products

Organic Performance Metrics

Organic Products: Number of products in organic search results
Organic Weighted SOV: Weighted share considering position and Amazon's Choice badges for organic results
Organic Basic SOV: Brand appearances divided by total organic results
Organic Average Position: Sum of organic positions divided by organic product count
Organic Average Price: Sum of organic prices divided by organic product count

Top ASIN Performance Data

ASIN: Product identifier
Name: Product title
Brand: Product brand
Clicks: Number of clicks in the previous week
Conversions: Number of conversions in the previous week
Conversion Rate: Click-to-conversion ratio
Model Date Range: Start and end dates for performance data

Sample Response Output

json

{
  "data": {
    "id": "us/golf",
    "type": "share_of_voice",
    "attributes": {
      "estimated_30_day_search_volume": 333206,
      "exact_suggested_bid_median": 1.19,
      "product_count": 110,
      "updated_at": "2025-04-01T15:21:29Z",
      "brands": [
        {
          "brand": "Callaway",
          "combined_products": 9,
          "combined_weighted_sov": 0.28,
          "combined_basic_sov": 0.08,
          "combined_average_position": 41.33,
          "combined_average_price": 220.41,
          "organic_products": 9,
          "organic_weighted_sov": 0.31,
          "organic_basic_sov": 0.09,
          "organic_average_position": 41.33,
          "organic_average_price": 220.41,
          "sponsored_products": 0,
          "sponsored_weighted_sov": 0,
          "sponsored_basic_sov": 0,
          "sponsored_average_position": null,
          "sponsored_average_price": null
        }
      ],
      "top_asins": [
        {
          "asin": "B09GLP62SS",
          "name": "REVASRI Golf Rangefinder with Slope and Pin Lock Vibration",
          "brand": "REVASRI",
          "clicks": 558,
          "conversions": 27,
          "conversion_rate": 0.05
        }
      ]
    }
  }
}

Data Highlights

Data Granularity: Brand-level analysis across first 3 pages of search results
Data Structure: Comprehensive brand metrics with organic/sponsored breakdown
Search Method: 1-to-1 basis - input one keyword, get complete brand analysis
Performance Data: Weekly clicks and conversions for top 3 ASINs
Market Intelligence: PPC bidding insights and search volume data

Use Cases & Applications

1. Tracking Brand Share of Voice Across Multiple Keywords

Business Goal: Monitor your brand's market presence and competitive positioning across multiple strategic keywords to identify opportunities and track performance trends.

How to Implement:

Create a comprehensive keyword list through manual selection or API-driven keyword discovery
Query the Share of Voice endpoint systematically across all target keywords
Filter results to focus on keywords where your brand has active presence
Aggregate share of voice data to identify patterns and opportunities
Track changes in brand dominance over time across keyword portfolios

Key Metrics to Focus On:

Combined weighted SOV trends across keyword categories
Organic vs. sponsored presence distribution
Average position improvements or declines over time
Market share concentration in high-value keywords
Competitive gap identification in underperforming keywords

Business Impact: Develop data-driven strategies to improve market share in key categories. Identify high-opportunity keywords where increased investment could yield significant SOV gains. Optimize keyword portfolio allocation based on current brand strength and competitive landscape analysis.

2. Gathering Comprehensive Clicks & Conversions Data

Business Goal: Compile detailed performance metrics across multiple keywords to understand customer engagement patterns and conversion effectiveness at scale.

How to Implement:

Systematically query multiple keywords to gather top ASIN performance data
Aggregate clicks and conversions data across keyword sets for comprehensive analysis
Analyze conversion rate patterns across different product categories and price points
Compare performance metrics between organic and sponsored placements
Build performance dashboards combining SOV and conversion intelligence

Key Metrics to Focus On:

Aggregate clicks and conversions across keyword portfolios
Conversion rate benchmarks by product category and price range
Performance correlation between SOV and actual sales metrics
Click-through rate optimization opportunities
ROI analysis combining advertising spend with conversion performance

Business Impact: Optimize advertising spend allocation based on actual conversion performance data. Identify high-converting products and keywords for increased investment. Improve overall campaign effectiveness through data-driven budget reallocation and keyword prioritization strategies.

Technical Specifications

Rate Limits

Endpoint follows standard API rate limits (300 requests/minute, 15/second)
Each call processes one keyword with complete brand analysis
Response includes comprehensive data for all brands in first 3 pages

Response Format

JSON API format with detailed brand and performance metrics
Brands sorted by combined weighted SOV in descending order
Top 3 ASINs included with weekly performance data

Data Coverage

Analysis covers first 3 pages of Amazon search results
Includes both organic and sponsored product placements
Performance data based on previous week's actual Amazon metrics

Important Data Considerations

Share of Voice Calculation Methods: The endpoint provides two distinct SOV calculation methods:

Basic SOV: Calculated as the number of times a brand appears within Amazon's search results divided by total search results. This provides a simple count-based market share percentage.
Weighted SOV: Calculated using Basic SOV plus additional weight given to products based on page positioning and Amazon's Choice badges. Products with better page positions or Amazon's Choice badges receive more weight since they generate disproportionate clicks and conversions. The first four positions on the page receive approximately 60% of the total Share of Voice, with each subsequent position receiving approximately 75% less SOV than the position above it.

Position and Price Calculations:

Average Position: Calculated as the sum of each product's page position for the brand divided by the total number of products for that brand, based on the most recent data scrape rather than time series data.
Average Price: Calculated as the sum of each product's price for the brand divided by the total number of products for that brand.

Performance Data Limitations: Top ASIN performance data includes only the top 3 products by clicks for the previous week. While this provides valuable insight into high-performing products, a comprehensive analysis requires aggregating data across multiple keywords for broader market understanding.

Point in Time Data: Share of voice data represents a point-in-time snapshot of search results based on the last scrape. Market positions can fluctuate based on algorithm changes, seasonal factors, and competitive activities. Regular monitoring is recommended for accurate trend analysis.

Error Handling

400 Bad Request: Invalid keyword or marketplace parameter
403 Forbidden: API key lacks marketplace permissions
422 Validation Error: Keyword validation errors or unsupported characters

Additional endpoint documentation is available here: https://developer.junglescout.com/api#endpoints

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