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What is 'Share of Voice' and how do I use the 'Competition' app?
What is 'Share of Voice' and how do I use the 'Competition' app?
Apolline Vanneste avatar
Written by Apolline Vanneste
Updated over a week ago

What is 'Share of Voice'?

Seelk Studio's Competition app allows you to analyse your 'Share of Voice' (SOV) against your Amazon competitors. SOV is a calculation of the presence of your products (both organic and paid) as compared to your competitors based on the results of a keyword search term. This is expressed as a percentage.

What are 'Keywords'?

Keywords' refer to search terms that customers input into the Amazon search bar. When a user types a search term into the search bar they the results are a sequential list of products - either organic or paid with perhaps a Sponsored Brand (i.e. headline advert) at the top of the search page. To clarify, the products are either organic (i.e. they rank at that position without being a paid sponsored product) or paid (i.e. Amazon Vendors and/or Sellers have paid for their product to appear based on this search term).

The main aim is to enables users to track keyword search terms in order to analyse their product presence against competitors. 

What are the basics of the 'Competition' app?

To start using the Competition click, login to Seelk Studio and click on the trophy on the left hand navbar.

You will be prompted to select a country. 

After selection a country, you will enter the Keyword section and see three timelines indicating your SOV over the last 7 days for the following types of search results:

  • Organic (products that are ranked naturally on a search result page)

  • Sponsored brands (the headline paid advert that sometimes appears at the top of a search result page)

  • Sponsored Products (paid sponsored product adverts that appear throughout the search result page)

The timeline view is an aggregate of your SOV percentage across all your keywords tracked by Seelk Studio.

The 'Share of Voice (Timeline)' will display the performance of your brand along with your top 5 competitors, across all the keywords you have decided to track within the system.  'Others' is an aggregate of all the other competitor brands. 

You can hover on the different areas of the stacked chart to see your SOV or that of a specific brand on a specific date. You can also switch between Days/Weeks/Months views for more or less detail.

Quick Tip - Keyword Management

For a simplified way to view/edit/add keywords, go to Keyword Management (located inside Seelk Studio's Settings > Management > Keywords section).

Your Competition

The Competitors (Share of Voice %) section takes the SOV timeline data and gives an overall view of your performance against competitors during the selected date period. 

You can switch between the piechart and data table views to get two view on how you match up against your competitors.

Keywords List

The final section is your list of Keywords in a data table. You're able to see pie charts per SOV type as well as the percentage your products appeared in the top 50 search term results based on that keyword.

How do I deep-dive on "Our Products" and "Others" to see more brands?

The Competition app includes a couple of interactive features to allow you to deep-dive on both "Our Products" and "Others" .

Revealing my brands from inside "Our Proudcts"

There are two ways to reveal your brands from "Our Products":

  1. Click on "Our Products", the semi circle donut chart will open to reveal a view of only the brand contained inside. You can click the Back button to return to the view "Our Products" + Competitors.

  2. Click on the "Show My Brands" toggle at the top of the interface. This will split "Our Products" across the entire interface including the Timeline (Share of Voice%). 

How to show more brands from inside "Others"

On any semi donut chart in the Competition app you can click on "Others" to reveal more Competitor brands. Remember, you can always click the "Back" button to return to the previous view where "Others" are aggregated.

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