When running Sponsored Brands campaigns on Amazon, the most common instinct is to choose goals that drive clicks—specifically the “Drive page visits” objective. After all, who doesn’t want more traffic to their product pages or brand storefront?
But Amazon’s newer campaign objective, “Grow Brand Impression Share,” is quietly proving to be a powerful lever for brands focused on long-term visibility, brand recognition, and competitive dominance.
Let’s explore why sometimes visibility is more valuable than visits—and how this goal can work in your favor.
What Is “Grow Brand Impression Share” Anyway?
At its core, this goal is about amplifying your share of voice across Amazon’s search results. It optimizes your Sponsored Brands ads to show up more often across relevant search queries, especially in top-of-search placements.
But here’s the key: you’re not just chasing clicks—you’re strategically boosting your presence in front of the right audiences.
When and Why to Prioritize Brand Impression Share
If you’re launching a new product line or entering a competitive category, your first task is to be seen. This goal ensures your ads get prime real estate where visibility matters most, helping you introduce your brand to new audiences at scale.
Want to nudge competitors off the screen (literally)? Boosting your impression share gives you a better chance of appearing more frequently than them—especially in high-value placements. The more your brand is seen, the more top-of-mind you become.
Unlike CPC-based goals, impression share campaigns are driven by CPM (cost per thousand impressions), which can be far more cost-efficient—especially for upper-funnel goals. You’ll pay for presence, not just action, allowing your message to reach more people with less spend.
The Bottom Line
Not every campaign needs to be about driving immediate traffic. Sometimes, the smarter move is to own the conversation—and that starts with owning the space. If your brand isn’t being seen, it’s not being considered.
Amazon’s “Grow Brand Impression Share” goal allows you to strategically dominate search results, push competitors lower, and build strong brand equity over time—all while keeping costs lean.
So next time you’re setting up a Sponsored Brands campaign, ask yourself:
Are you chasing clicks… or commanding attention?
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