November 25, 2025 Guest opinion piece
Shopping habits are evolving faster than ever. In 2025, UK consumers increasingly rely on AI-powered recommendations to guide their purchases, and Amazon has positioned itself at the centre of this transformation. The marketplace is no longer just a place to buy – it has become a product search engine and decision-making hub, where more than 300 million active users worldwide begin their shopping journey (Statista 2025).
Recent studies show that 62 per cent of Amazon’s unit sales now come from independent sellers (Capital One Shopping 2025), proving that the platform is not only for global giants but also a growth accelerator for SMEs. By integrating AI into search, pricing and personalised suggestions, Amazon strengthens its role as the default starting point for product discovery. For UK brands, this represents a major opportunity: being present where customers already search and compare is no longer optional – it is a strategic necessity.
The strategic benefits of selling on Amazon
Reach millions of customers instantly
Amazon provides immediate access to a vast, highly engaged audience. In the United Kingdom alone, amazon.co.uk recorded around 445 million visits in 2024, making it one of the most visited e-commerce platforms in the country. This immense traffic means that brands listing their products are instantly visible to millions of potential customers actively searching and ready to buy. For businesses entering new categories or seeking to scale quickly, this reach represents a unique opportunity to accelerate growth.
Boost brand visibility and credibility
Shoppers trust Amazon. Surveys show that more than 70 per cent of UK consumers check reviews on Amazon before buying elsewhere (Appinio Shopper Report 2025). Well-optimised product pages act like digital shelves, reinforcing legitimacy and strengthening brand visibility across every channel.
Access valuable data and insights
Amazon’s AI-driven tools provide visibility into search trends, customer behaviour and competitive performance. These insights help refine product strategy, guide innovation and support informed decision-making at a scale rarely available elsewhere.
Starting on Amazon is easier than expected
With simplified FBA fee structures introduced in 2025 (Teikametrics 2025), onboarding has become more accessible. Many businesses launch with a small product selection, learn the mechanics and scale once they identify what works.
How Amazon complements a multichannel strategy
Integrating Amazon with existing retail channels
Amazon enhances rather than replaces existing channels. A presence on the marketplace captures customers who might not find your brand elsewhere, strengthening the overall retail mix. For example, a UK fashion brand may attract new customers on Amazon who later convert into loyal buyers on its own e-commerce site. This creates a virtuous cycle where Amazon acts as a discovery engine feeding traffic into other channels.
Enhancing offline and online sales synergy
Studies show that more than 50 per cent of UK shoppers research on Amazon before buying in store (Attest UK Consumer Trends 2025). Strong product pages and reviews build trust, influencing decisions across every channel. Retailers can leverage this behaviour by ensuring their Amazon listings highlight key features, certifications or sustainability credentials – elements that reassure customers and drive conversions both online and offline.
Using Amazon to test new markets and products
Amazon offers an efficient way to explore new markets or trial new products. Instead of investing heavily upfront, brands can validate demand through the platform. For instance, a food brand launching a new flavour can quickly measure customer response via reviews and sales velocity. This low-risk expansion model is particularly valuable for SMEs, enabling them to innovate without the financial burden of traditional retail launches.
Leveraging advertising and retail media
Amazon’s advertising ecosystem has become a powerful complement to multichannel strategies. Sponsored Products and DSP campaigns allow brands to reach customers at different stages of the journey, while insights from these campaigns can inform broader marketing strategies. This integration ensures that Amazon is not just a sales channel but a performance marketing tool that strengthens the entire retail mix.
Overcoming common concerns
Is it complicated to start?
Not necessarily. Amazon’s step-by-step setup and simplified fulfilment options make it accessible for businesses of all sizes. Many UK SMEs report earning £25,000–£30,000 in their first year (Capital One Shopping 2025), showing that gradual entry can deliver tangible results.
Managing inventory and fulfilment
Stock management can seem complex, but Amazon simplifies logistics through Fulfilment by Amazon (FBA).
With new logistics updates in 2025 reducing costs for oversized items (Teikametrics 2025), brands can ensure fast delivery – a proven driver of conversions and positive reviews.
FBA also provides customer service in multiple languages, helping UK sellers expand internationally without additional infrastructure.
Maintaining brand control
Brands retain strong control over their identity on Amazon. Storefronts, enhanced content (A+), advertising options and brand protection tools all contribute to a consistent and elevated customer experience. In 2025, Amazon expanded its Brand Registry programme, offering stronger safeguards against counterfeits and unauthorised sellers. This ensures that businesses can protect their reputation while scaling on the platform.
Addressing profitability concerns
Some businesses worry about margins on Amazon. However, by combining FBA efficiencies, advertising insights and cross-channel traffic, brands often see improved overall ROI. Amazon should be viewed not only as a sales channel but as a strategic investment in visibility and customer acquisition.
Why now is the time to act
Amazon has become a key part of how customers research and buy products, increasingly powered by AI-driven personalisation. Its reach, credibility and operational support create significant opportunities for growth, both online and offline. Getting started is far simpler than most expect, and the potential impact on visibility and sales is immediate.
For brands ready to take the first step, Bizon, an Amazon expert agency within the Publicis group, can guide you through every stage of your journey. From launch strategy to long-term performance, our teams bring proven expertise in retail media, retail operations and content optimisation. The opportunity is here – and with the right partner, now is the perfect moment to seize it.
Learn more about Bizon and how they help brands succeed on Amazon and beyond at bizon.solutions.
