Amazon Advertising Brand Protection: Track Competitors With Brand Impression Share Report

Published on October 15, 2025

About this video

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Learn how to track competitor performance and protect your brand using Amazon's Brand Impression Share report. This tool helps you monitor if competitors are stealing market share when customers search for your brand name. Many Amazon sellers wonder if bidding on branded keywords through Sponsored Products and Sponsored Brands campaigns is worth the investment. The Brand Impression Share report provides clear data to answer this question by showing you exactly how much of the top search results you control versus your competitors.

In this video, I walk through the complete process of accessing and analyzing the Brand Impression Share report inside Amazon's campaign manager. You'll see real examples of how this data reveals competitor activity and helps optimize your Amazon advertising strategy. The report shows both Sponsored Products and Sponsored Brands performance separately, giving you detailed insights into where you might be losing sales to competitors.

I demonstrate how to navigate to insights and planning section, select date ranges, and interpret the percentage breakdowns. You'll learn why maintaining high brand impression share is critical for protecting your Amazon ppc campaigns and preventing lost sales. The video includes actual campaign data showing how performance varies over time, including Prime Day fluctuations and budget limitation impacts.

This Amazon advertising tool tracks not just impressions but actual lost orders and sales value when competitors win placements for your branded terms. Understanding these metrics helps you make informed decisions about your Amazon ads budget allocation and bid strategies for branded keywords in both Sponsored Products and Sponsored Brands campaigns.

Contents: 0:00 - Introduction to Brand Impression Share reporting 0:23 - How to access Brand Impression Share in campaign manager 0:47 - Understanding the percentage breakdowns and metrics 1:31 - Analyzing Sponsored Brands vs Sponsored Products performance 1:55 - Tracking lost sales and competitor order data 2:21 - Making budget decisions based on competitor activity

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Transcript

Hi guys. So if you ever wondered is it really worth it bidding on your brand name either on sponsored brands or sponsored products, there is actually a tool inside Amazon's campaign manager where you can see week over week even on a daily basis if the competitors are stealing the market share from you and are they even winning the sales. To get to that report, just navigate on the left and under insights and planning, select brand impression share. In my previous video, I covered brand metrics, too. So, be sure to check that one, too. Now, we move on to brand impression share. What we have here is that you can select your date range. Here, I've selected last seven days, but you can also go day by day on the daily basis to see how you are improving or not. And you can see here that for all ad products we are having 80.5544% of top of search results. So that's most of the time and there is a breakdown of sponsor products versus sponsor brands. And you have these little tips here like ads from other advertisers show up only 4%. So it's the remaining uh up to 100%. So competitors for sponsored products are only taking 5% of top of search results for this brand. But for sponsored brands, we are only hitting 51% of top of search impressions. Then when you move down, you will see also a breakdown of how that looks when you select all ad products or as breakdown of sponsored products as sponsored brands. It's it's useful to see depending on what the strategy was how the how the performance was shifting. So when you select sponsor products you can see like last top of search top of search clicks in the last seven days and last top of search orders in last two days and the value. So they actually track like how if people actually went to visit the other brand after they searched for your brand. So that's very important. You know, you can see if you're losing there or not. And you can see the performance over time for sponsored products because we have 95% of top of search impressions share. We are not losing much. But for sponsored products, you can see that performance over time. This is 51% from the last seven days. But you can see that we were down to 18 and six uh before prime day and then on prime day we went up to around 85%. Most of the time we are in the top positions but because of the certain strategy and budget limitations we were limiting that in the past. I think it's pretty good data, you know, because people talk all the time, should you beat on your branded keywords or not? And this will give you information like, is it worth it to have people buying off buying your competitor products when they were after your products and searched to your brand? So, it's something that you really need to be aware of and increase that if you see that uh lost sales are piling up over here. So, make sure that your team is checking this like every two weeks or at least once a month and adjust accordingly your ad budget for your branded terms. Stay tuned for more videos and follow me. Bye-bye.