Learn how to navigate the Share of Voice in Intentwise. This guide breaks down each page including Overview, Brand, Keyword, Product, and Daily Tracker, so you can extract actionable insights and improve your Amazon visibility strategy.
The Share of Voice (SOV) dashboard in Intentwise helps you monitor your brand’s visibility across paid and organic placements. You can explore trends by brand, keyword, or product, and make strategic decisions based on who owns key placements.
You’ll find these key tabs in the left menu:
- Overview: Brand-level SoV summary (organic + paid), top keywords, and trend snapshots.
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Brands: Deep dive into one brand’s SoV across all keywords (organic vs. paid)
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Keywords: SoV breakdown for a specific keyword (see which brands are winning visibility)
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Products: Visibility of individual products (ASINs) on page 1 (both organic and sponsored)
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Daily Tracker: Visualize day-by-day changes in SoV at keyword or brand level (great for spotting trends or campaign impact)
- Raw Data: This is available upon request
Each tab includes interactive charts, tables, filters, and export options to support different competitive analysis workflows.
You can use the Share of Voice (SOV) dashboards to benchmark your brand against competitors, spot gaps in organic or ad visibility, and identify rising competition across keywords or ASINs. It helps you track ranking shifts over time, uncover opportunities to improve your presence in top positions, and take action early to stay ahead.
Note: SOV data is available for previous 13 months
Overview
This is the starting point of Share of Voice. It gives a bird’s-eye view of how your brand stacks up across all tracked keywords. You can:
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Filter by non-branded keywords (default), keyword categories, or individual keywords.
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View top competitors’ SoV (organic and paid) to benchmark performance.
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Identify strategic opportunities or threats based on high-level trends.
It’s particularly useful for understanding who dominates the market at a glance.
Brands Page
This page enables a focused analysis of one brand, either yours or a competitor. You can use this page to compare your brand’s SOV against competitors across keywords and products.
Key capabilities:
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Visualize how visibility evolves over time.
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Compare multiple brands side-by-side by pinning/unpinning them in the chart.
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View SoV and average position metrics across time and keyword groups.
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Click through to filter products associated with the brand.
This helps answer: “Is my competitor gaining ground?” or “Am I improving in organic while reducing paid?”
Key Metrics:
- Keywords: Unique keywords the brand appears for
- Products: Unique products from this brand in search
- Total SOV: Brand appearances / Total appearances
- Ad SOV: Brand ad appearances / Total ad appearances
- Organic SOV: Brand organic appearances / Total organic appearances
- Avg Organic Position: Average position in organic search results
- Avg Ad Position: Average position in ad search results
- Avg Position: Average position across all search results
- Best Organic Position: Best (lowest) position in organic search results
- Best Ad Position: Best (lowest) position in ad search results
- Badges: Amazon badges shown in search
- Keyword Categories: Keyword groups based on global settings
What you can do:
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Compare your brand with up to 10 competitors
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Use keyword and product counts to drill into filtered views
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Apply filters like keyword category, position, and keyword type
Use Case: Assess how your visibility stacks up against top competitors and identify gaps in specific keyword categories.
Keywords Page
This view focuses on keyword-level visibility and competition. For each tracked keyword, you can:
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See your brand’s Share of Voice (total, organic) and best rank
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View all ranking products with brand ownership, star ratings, and reviews
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Filter keywords by importance, branding, or category
Use this page to identify high-impact keywords, monitor performance shifts, and refine your SEO or ad strategy based on competitor presence and product visibility.
Key Metrics:
- Keyword Type: Brand (B) or Non-Branded (NB)
- Products: Unique products ranking for this keyword
- Brands: Unique brands appearing for this keyword
- My Total SOV: Your brand’s appearances / Total appearances
- My Ad SOV: Your brand’s ad appearances / Total ad appearances
- My Organic SOV: Your brand’s organic appearances / Total organic appearances
- My Avg Organic Position: Your brand’s average position in organic search results
- My Avg Ad Position: Your brand’s average position in ad search results
- My Avg Position: Your brand’s average position across all search results
Products Page
Compare visibility across your product catalog to identify high- and low-performing ASINs.
What’s Included:
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Total/Organic/Ad SOV by ASIN
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Top-performing keywords per ASIN
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Best and average positions
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Additional data: reviews, ratings, and average display price
Use Case: Spot which ASINs are winning in search and prioritize them in your campaigns. Drill into keyword-level performance for optimization ideas.
Key Metrics:
- Keywords: Unique keywords ranking for this product
- Total SOV: ASIN appearances / Total appearances
- Organic SOV: ASIN organic appearances / Total organic appearances
- Ad SOV: ASIN ad appearances / Total ad appearances
- Best Organic Position: Best (lowest) position in organic search results
- Units Bought: Most recent Amazon “x bought” label estimating monthly sales volume
Daily Tracker
Monitor daily, weekly, or monthly trends in Share of Voice across keywords, brands, or products.
Defaults:
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Filters default to non-branded keywords
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Metrics default to Total SOV or Best Organic Position
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Color scale helps you visually scan for changes
Use Case: Identify sudden shifts in rankings, new competitor activity, or opportunities to reclaim lost placements.
Additional Features
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Quicklinks: Fast access to Top 5 rankings filters
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Exports: Download data as CSV/Excel
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Pinning: Add/remove rows directly to chart
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Saved Filters: Retain custom views for later use
Note: SOV raw data is only available to users upon request
Frequently Asked Questions
How are Organic Rank and Total Share of Voice Calculated?
We measure organic position, ad position, and share of voice (SOV) by tracking Amazon search results throughout the day across various U.S. regions.
How We Collect the Data
– We scrape the first page of Amazon search results for selected keywords four times daily.
– To ensure accuracy and avoid regional or personalization bias, we rotate IP addresses from different parts of the U.S., capturing a more representative national view.
What We Track
– Organic Listings: Non-sponsored results
– Sponsored Products: Paid placements
– Branded Ads: Headline search ads and other branded placements
Key Definitions
– Organic Position: Your product’s placement in the non-sponsored (organic) results.
We record both the best position your product achieves each day and the average across all four scrapes.
– Ad Position: Your product’s ranking within sponsored listings.
As with organic, we calculate both the best and average position across the day.
– Share of Voice (SOV): Reflects how prominently your brand appears on page 1.
SOV Formula:
SOV = (Your brand’s total appearances ÷ Total appearances by all brands on page 1) × 100
This includes all placements—organic, sponsored, and branded.
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