ecommerce-amazon-keyword-share-of-voice

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?

{
  "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?

{
  "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

{
  "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?

{
  "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

{
  "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.