How to increase SOV on Amazon?

Hello, I'm curious about how one can go about increasing their sales of value (SOV) on Amazon. Could you elaborate on some strategies or tactics that have proven effective in boosting SOV on this platform? Are there specific marketing techniques, pricing strategies, or product optimization methods that have consistently helped sellers achieve higher SOV on Amazon? Additionally, how important is customer reviews and ratings in this process, and what steps can be taken to improve them? I'd appreciate any insights or best practices you can share on this topic.