Introducing Share of Voice in Catapult: Win the Conversation, Capture the Consumer
The search bar is the ultimate battleground on Amazon. It’s where every shopper begins their journey and where every brand fights for attention. Yet despite all the investment in advertising, SEO, and creative, many brands remain in the dark about a fundamental question: how often are we truly showing up compared to our competitors?
Sales metrics and traffic dashboards can offer partial answers, but they rarely reveal the full competitive picture. Without knowing your visibility relative to the field, it’s impossible to know whether you’re truly winning the conversation or quietly losing ground.
Why Visibility Matters More Than Ever
This is the challenge Catapult’s new Share of Voice (SoV) feature was built to address. Share of Voice measures the proportion of Amazon search results that your brand occupies compared to the competitors you go head-to-head against every day.
By quantifying visibility across both organic rankings and sponsored placements, SoV uncovers the hidden dynamics that determine whether consumers discover you or someone else. A creeping competitor bidding against your branded terms, a rising player capturing attention in your subcategory, or a missed opportunity in long-tail keywords; all of these stories come to light with SoV.
The Power of Context
What makes this feature transformative is the depth of context it provides. Within Catapult, brands can view their aggregated Share of Voice across subcategory leaders or a carefully selected set of shelf competitors, offering both a wide-angle view of the market and a close-up lens on direct rivals. The analysis goes further by showing not just whether your brand appears, but where.
Are you dominating non-branded category terms, defending your own branded keywords, or slipping on competitor-branded queries? Are you holding firm in the coveted Top 4 positions, or sliding to lower placements on Page 1? With options to filter by keyword type and to weight results by search volume, Share of Voice makes it possible to tell a richer and truer story of consumer attention.
A Dynamic Story of Competition
What SoV reveals is not a static snapshot but a narrative unfolding in real time. With it, brands can track how their presence shifts week by week, spotting new entrants before they become threats and observing subtle changes in consumer discovery patterns. The tool makes it clear that success on Amazon is about owning the conversation where it matters most. When a competitor starts to chip away at your branded terms, Catapult gives you the signal to act before lost share becomes lost revenue. When your strategy pushes you higher on high-volume category keywords, SoV shows you the evidence that those moves are working.
From Insight to Action
In essence, Share of Voice transforms search visibility into a competitive advantage. It tells you not only how you are performing, but where you need to take action to defend and grow your position. For brands navigating an increasingly crowded marketplace, this level of clarity can mean the difference between reacting too late and moving decisively at the right time.
Catapult’s Share of Voice feature is now live for select brands, and will be rolled out to our partners in the coming weeks. To see how your brand stacks up, and to uncover where your next opportunity lies, reach out to your Brand Strategy Manager for a walkthrough. With Share of Voice, you’re not just measuring presence on the digital shelf; you’re capturing the conversation that drives it.
