Ecommerce Amazon Keyword Share Of Voice

---
name: ecommerce-amazon-keyword-share-of-voice
description: "Jungle Scout keyword Share of Voice analysis, returning brand visibility share across the first 3 pages of Amazon search results (organic/ad/combined), 30-day exact search volume, median PPC bid, and TOP3 ASIN click and conversion data, covering 10 marketplaces. Trigger when the user mentions brand market share, brand voice share, search result brand distribution, Share of Voice, SOV analysis, brand competitive landscape, ad slot share, organic ranking brand share, PPC bid analysis, brand monopoly analysis, keyword share of voice, brand visibility, organic vs sponsored share, brand dominance, PPC bid analysis, search result brand distribution, competitive landscape, weighted SOV, top ASIN clicks conversions. Even if the user does not explicitly mention \"Share of Voice\" or \"SOV\", if their need involves analyzing brand market share or competitive landscape in Amazon keyword search results, this skill should also be triggered."
---

# Jungle Scout -- Keyword Share of Voice

This skill queries Share of Voice (SOV) data for Amazon keywords via the Jungle Scout data source, returning brand visibility distribution across the first 3 pages of search results, along with search volume, PPC bid estimates, and top ASIN click/conversion metrics across 10 Amazon marketplaces.

## Core Concepts

Share of Voice measures **how much of the search results real estate a brand occupies** for a given keyword. Jungle Scout analyzes the first 3 pages of Amazon search results and calculates each brand's presence in three dimensions:

- **Organic SOV**: Brand visibility from organic (non-sponsored) search result positions
- **Sponsored SOV**: Brand visibility from sponsored/advertising placements
- **Combined SOV**: Overall brand visibility merging both organic and sponsored results

Each dimension has two calculation methods:

- **Basic SOV**: Simple product count ratio -- number of a brand's products / total products on the 3 pages
- **Weighted SOV**: Position-adjusted ratio that gives higher weight to top positions and factors like Amazon's Choice badge; this is the more meaningful metric for competitive analysis

The tool also returns:

- **30-day exact search volume**: Total estimated searches in the past 30 days
- **PPC bid median**: Median suggested bid for this keyword, useful for advertising cost estimation
- **TOP3 ASIN click & conversion data**: The top 3 ASINs by clicks, with click count, conversion count, and conversion rate

## Data Fields

### brands (Brand SOV Breakdown)

| Field | API Name | Description | Example |
|-------|----------|-------------|---------|
| Brand Name | brand | Brand name as shown in search results | Anker |
| Organic Products | organicProducts | Number of organic listings in the first 3 pages | 5 |
| Sponsored Products | sponsoredProducts | Number of sponsored listings | 3 |
| Combined Products | combinedProducts | Total listings (organic + sponsored) | 8 |
| Organic Basic SOV | organicBasicSov | Organic simple ratio (0-1) | 0.083 |
| Organic Weighted SOV | organicWeightedSov | Organic position-weighted ratio (0-1) | 0.112 |
| Sponsored Basic SOV | sponsoredBasicSov | Sponsored simple ratio (0-1) | 0.15 |
| Sponsored Weighted SOV | sponsoredWeightedSov | Sponsored position-weighted ratio (0-1) | 0.18 |
| Combined Basic SOV | combinedBasicSov | Combined simple ratio (0-1) | 0.133 |
| Combined Weighted SOV | combinedWeightedSov | Combined position-weighted ratio (0-1) | 0.152 |
| Organic Avg Position | organicAveragePosition | Average ranking position in organic results | 12.4 |
| Sponsored Avg Position | sponsoredAveragePosition | Average ranking position in sponsored results | 5.0 |
| Combined Avg Position | combinedAveragePosition | Average ranking position across all results | 9.5 |
| Organic Avg Price | organicAveragePrice | Average price of organic products | 29.99 |
| Sponsored Avg Price | sponsoredAveragePrice | Average price of sponsored products | 25.99 |
| Combined Avg Price | combinedAveragePrice | Average price of all products | 28.49 |

### topAsins (TOP 3 ASIN Click & Conversion)

| Field | API Name | Description | Example |
|-------|----------|-------------|---------|
| ASIN | asin | Amazon Standard Identification Number | B09V3KXJPB |
| Product Name | name | Product title | Anker Portable Charger... |
| Brand | brand | Product brand | Anker |
| Clicks | clicks | Click count (30-day window) | 15200 |
| Conversions | conversions | Conversion count (30-day window) | 4560 |
| Conversion Rate | conversionRate | Conversion rate (0-1) | 0.30 |

### Top-Level Summary Fields

| Field | API Name | Description | Example |
|-------|----------|-------------|---------|
| ID | id | Resource identifier | -- |
| Type | type | Fixed value | share_of_voice |
| 30-Day Search Volume | estimated30DaySearchVolume | Exact search volume over 30 days | 125000 |
| PPC Bid Median | exactSuggestedBidMedian | Median suggested PPC bid (USD) | 1.25 |
| Product Count | productCount | Total products in the first 3 pages | 60 |
| Updated At | updatedAt | Data freshness timestamp | 2026-04-10T00:00:00 |
| Top ASINs Start Date | topAsinsModelStartDate | Click/conversion data window start | 2026-03-11 |
| Top ASINs End Date | topAsinsModelEndDate | Click/conversion data window end | 2026-04-10 |
| Cost Token | costToken | Tokens consumed by this call | 1 |

## Supported Marketplaces

us (United States), uk (United Kingdom), de (Germany), in (India), ca (Canada), fr (France), it (Italy), es (Spain), mx (Mexico), jp (Japan)

Default marketplace is **us**. Use us when the user doesn't specify a marketplace.

## How to Invoke

- **API Endpoint**: `POST /tool-jungle-scout/keywords/share-of-voice` (complete params/response/error codes in `references/api.md`)
- **Python Script**: `python scripts/amazon_keyword_share_of_voice.py '<JSON params>' [--inline]`
- **Cost constraint**: This tool consumes credits; the same session and parameter combination is called only once by default, with a 24h local cache in the script. On failure or empty results, do not automatically retry with different keywords, pagination, or postal codes; inform the user about additional consumption before continuing to search.

**Output strategy (script default behavior)**:
- **Always** write the full response to `<cwd>/nexscope/<YYYY-MM-DD>/<session>/data/nexscope-junglescout-keyword-share-of-voice-<timestamp>.json` (`<cwd>` is the working directory at script execution time, i.e. the current project directory in Claude Code; `<session>` is taken from the `SESSION_ID` env var, auto-grouped by user task; **do not write to /tmp**, error if current directory is not writable)
- Response body <= 8 KB: print full JSON to stdout after saving
- Response body > 8 KB: print only summary to stdout after saving (top-level fields, common counts like `total`/`costToken`, length of largest list field + first 3 samples)
- Add `--inline` to force full output to stdout (still saves to disk)

**Data reading tip**: Check the summary first to decide if it's enough; when specific fields are needed, prefer using `jq` or `ConvertFrom-Json` to extract from the saved json file on demand, avoiding loading the entire JSON into context.

## How to Build Queries

Only two parameters are needed: `marketplace` and `keyword`.

### Principles for Building API Calls

1. **Marketplace mapping**: "US marketplace" -> `us`, "Japan marketplace" -> `jp`, "Germany marketplace" -> `de`; default to `us` when unspecified
2. **Keyword**: Pass the user's keyword as-is (lowercase English preferred)
3. **One keyword per call**: Each request analyzes one keyword; for multi-keyword comparison, make separate calls

### Common Query Scenarios

**1. Brand dominance check -- Who owns this keyword?**
```json
{
  "marketplace": "us",
  "keyword": "portable charger"
}
```
Focus on `combinedWeightedSov` to see which brands dominate the search results page.

**2. PPC competitive analysis -- Is this keyword worth bidding on?**
```json
{
  "marketplace": "us",
  "keyword": "wireless earbuds"
}
```
Compare `exactSuggestedBidMedian` with the keyword's search volume to gauge cost-efficiency. Check `sponsoredWeightedSov` to see how heavily competitors invest in ads.

**3. Conversion efficiency of top ASINs**
```json
{
  "marketplace": "de",
  "keyword": "kopfhorer kabellos"
}
```
Examine the `topAsins` array to find whether the top-clicked products convert well. High clicks + low conversion rate may indicate opportunity.

**4. Identify market gaps -- Are there underserved positions?**
```json
{
  "marketplace": "jp",
  "keyword": "yogamatto"
}
```
If no single brand has a `combinedWeightedSov` above 0.15, the keyword is fragmented and may be easier to enter. Combine with search volume to assess market size.

**5. Compare organic vs sponsored presence**
```json
{
  "marketplace": "uk",
  "keyword": "running shoes"
}
```
A brand with high `sponsoredWeightedSov` but low `organicWeightedSov` relies heavily on ads; this can inform competitive strategy.

## Display Rules

1. **Brand table**: Show the brands table sorted by `combinedWeightedSov` descending; highlight the **top 5 brands** for quick comprehension
2. **SOV as percentage**: Display SOV values as percentages (multiply by 100), e.g., 0.152 -> 15.2%
3. **Context header**: Before the table, show the keyword's 30-day search volume (`estimated30DaySearchVolume`) and PPC bid median (`exactSuggestedBidMedian`) as context
4. **Top ASINs section**: Show the TOP 3 ASIN table separately with click count, conversion count, and conversion rate
5. **Competitive summary**: After the data, provide a brief competitive landscape summary: whether the keyword is dominated by a few brands or fragmented, and note any large gaps between organic and sponsored presence
6. **Error handling**: When a query fails, explain the reason based on the error response and suggest adjusting parameters

## Important Limitations

- **Coverage**: Only the first 3 pages of Amazon search results are analyzed (typically ~48-60 products)
- **Single keyword**: One keyword per API call; multi-keyword comparison requires separate calls
- **SOV is a snapshot**: Data reflects a point-in-time crawl, not a historical trend
- **No historical SOV**: This tool does not provide SOV changes over time; use the keyword history tool for volume trends

## User Expression & Scenario Quick Reference

**Applicable** -- Brand market share and competitive analysis on Amazon search results:

| User Says | Scenario |
|-----------|----------|
| "Who has the largest share for this keyword" | Brand dominance analysis |
| "How competitive is this keyword" | Competitive landscape assessment |
| "Who occupies all the ad slots" | Sponsored SOV analysis |
| "Does any brand monopolize this keyword" | Monopoly detection |
| "What's the approximate PPC bid for this keyword" | PPC bid estimation |
| "Which brands rank at the top in search results" | Brand visibility ranking |
| "How high is the conversion rate for this keyword" | Top ASIN conversion analysis |

**Not applicable** -- Beyond keyword Share of Voice scope:
- Historical search volume trends (use keyword history tool)
- Keyword suggestions / keyword mining (use ABA or keyword explorer tools)
- Product-level sales estimation or review analysis
- Listing optimization or copywriting advice
- Non-Amazon platform data

**Boundary judgment**: When users say "competition analysis", "brand analysis", or "market landscape", if the intent is to understand which brands occupy the search results page for a specific keyword (share of voice / brand distribution), this skill applies. If they want product-level sales data, profit margins, or historical trends, it does not apply.

## Authentication

Set the `NEXSCOPE_API_KEY` environment variable. If credentials are missing or expire, visit https://www.nexscope.ai/help/skills-external-access?co-from=skillNS to top up credits.