Amazon accounts for over 30% of UK e-commerce sales. For most product categories, if you're not on Amazon, you're not competing. But Amazon is also a minefield — brands that get it wrong waste thousands before seeing results.
Here's how to launch and scale on Amazon UK the right way.
FBA vs FBM: Which is Right for You?
FBA (Fulfilment by Amazon) means Amazon stores, picks, and ships your products. It costs more but gives you Prime eligibility and better Buy Box chances.
FBM (Fulfilment by Merchant) means you handle fulfilment. Lower fees but you lose Prime badge and Buy Box competitiveness.
For most brands starting out: start with FBA. The Prime badge alone is worth the extra cost.
Listing Optimisation: The Foundation
Your Amazon listing is your sales page. Most brands underinvest here and then wonder why their PPC doesn't work.
- Title: Brand + product type + key features + size/colour. Include your top keywords naturally.
- Bullet points: Lead with benefits, not features. Answer the questions customers ask before buying.
- Images: 7 images minimum. Main image on white. Infographics. Lifestyle. Size guide. Comparison chart.
- A+ Content: Available to brand-registered sellers. Use it. It increases conversion by 5-10%.
- Reviews: The most important ranking factor. Enrol in Vine for your first reviews.
💡 Brand Registry is essential. Register your brand with Amazon as soon as possible. It unlocks A+ Content, Brand Stores, Sponsored Brands, and protects you from hijackers.
Amazon PPC Strategy
Amazon PPC (Sponsored Products) is different from Google Ads. The goal is not just sales — it's also ranking. Here's the structure that works:
- Auto campaigns: Run these first to discover what keywords convert
- Exact match campaigns: Take your best auto keywords and put them in exact match campaigns with higher bids
- Competitor targeting: Target competitor ASINs to appear on their product pages
The Flywheel: Sales → Reviews → Ranking
Amazon's algorithm rewards velocity. More sales → better ranking → more organic sales → more reviews → even better ranking. Your job in the first 90 days is to kick-start this flywheel:
- Run PPC aggressively at launch even at break-even
- Enrol in Vine to get early reviews
- Use promotions and coupons to boost conversion rate
- Get to page 1 for your main keywords as fast as possible
Avoiding Common Mistakes
- Don't launch with fewer than 5 images
- Don't set PPC and forget it — review weekly
- Don't ignore negative reviews — respond professionally
- Don't cut corners on packaging — Amazon's packaging requirements are strict
Ready to launch on Amazon UK?
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