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Guides for founders who read the P&L first.

Practical, sourced guides to Amazon, TikTok Shop and marketplace profit, written by the people who run the accounts every day.

Latest guides

Amazon advertising Amazon TACoS benchmarks: what 14 accounts we've managed actually ran (156 months of data) Robert Prime · 11 min read Choosing an agency The best Amazon agencies in the UK: 10 compared on reviews, pricing and proof Robert Prime · 16 min read Amazon advertising Rivals bidding on your brand name on Amazon: how to measure it and when to defend Robert Prime · 11 min read Fees & profit Profit per product: the Amazon best-sellers that lose you money Robert Prime · 11 min read Amazon strategy What it really costs an established brand to launch on Amazon UK: a year-one budget Robert Prime · 12 min read TikTok Shop & marketplaces Is TikTok Shop right for your product? Five tests before you spend Robert Prime · 12 min read
  • Written by practitionersPeople who manage Amazon accounts, checked by a second senior colleague.
  • Every figure sourcedEach fee and statistic links to Amazon's own pages or an official source.
  • Kept up to dateRe-checked and re-dated whenever Amazon changes a fee or a rule.

All guides

Fees & profit Amazon returns: the cheapest profit you're not chasing Where to see Amazon UK return reasons in Seller Central, what one return costs in pounds, the UK returns processing fee, and the listing fixes that work. Robert Prime · Reviewed 4 November 2026 · 14 min read Fees & profit Raising your prices on Amazon without losing the sale How UK brands raise Amazon prices: the sum for how many sales you can lose, Pricing Health checks, a stepped rise with a stop rule, and alternatives. Robert Prime · Reviewed 26 October 2026 · 13 min read Amazon listings What is a good conversion rate on Amazon? Why the averages mislead, and the number to use instead What is a good Amazon conversion rate? Why the published averages mislead, and the two Seller Central comparisons that show if your listings work. Robert Prime · Reviewed 4 November 2026 · 12 min read Amazon strategy Which of your products should be on Amazon next? A catalogue plan for manufacturers and wholesalers Which unlisted products should go on Amazon next? Score each on demand, margin after UK fees and rival strength, then launch a batch and measure it. Robert Prime · Reviewed 4 November 2026 · 14 min read Amazon strategy The products outside your top 10: where the hidden Amazon profit is Sort every slow Amazon product into fix, bundle, drop or leave by profit, not sales, with UK storage and aged-stock fees and a worked example. Robert Prime · Reviewed 26 October 2026 · 15 min read Amazon strategy Omnichannel in 2027: why a one-channel brand is now a risk, and how to add the next channel at a profit Why one-channel UK brands are exposed in 2027: where shoppers and AI assistants now look, what is live in the UK, and how to add a channel at a profit. Robert Prime · Reviewed 4 November 2026 · 10 min read Choosing an agency The one-page Amazon business case your finance director will sign A one-page template to get Amazon agency or pilot spend approved: a do-nothing baseline, the break-even sum, three scenarios, payback and stop rules. Robert Prime · Reviewed 24 October 2026 · 10 min read Amazon strategy Amazon sales down on last year? Seven checks, in order, before you spend more on ads Amazon sales down on last year? Seven Seller Central checks, in order, and the sum that splits a drop into traffic, conversion and price. Robert Prime · Reviewed 4 November 2026 · 10 min read Choosing an agency Amazon Strategic Account Services vs an agency: what each costs a UK brand, and what each won't do Amazon's SAS Pro fees for UK sellers worked out in pounds at six sizes, what Amazon's own terms say it won't do, and how it compares with an agency. Robert Prime · Reviewed 4 November 2026 · 10 min read TikTok Shop & marketplaces TikTok Shop Sell Across EU: should UK sellers switch it on? TikTok Shop now lets UK sellers sell into 12 EU countries from their UK shop. What TikTok has confirmed, what it hasn't, and what one order to Germany really leaves you, line by line. Checked 19 October 2026. Robert Prime · Reviewed 4 November 2026 · 7 min read TikTok Shop & marketplaces TikTok Shop fees UK (2026): commission, shipping, creators and what you keep TikTok Shop UK takes a 9% commission on most categories. The other costs: shipping, Fulfilled by TikTok, creator commission and GMV Max, on a £24.99 order. Robert Prime · Reviewed 4 November 2026 · 7 min read TikTok Shop & marketplaces How to sell on TikTok Shop UK: a step-by-step guide for brands (2026) How to sell on TikTok Shop UK: who can sign up, documents for sole traders and companies, shipping, the 30-orders-a-day probation, creators and payouts. Robert Prime · Reviewed 4 November 2026 · 7 min read Amazon strategy Selling food supplements on Amazon UK: claims, labels and the rules that keep listings live A plain-English guide for UK supplement brands on Amazon: when a supplement becomes a medicine, which health claims are allowed, what Amazon requires before you can list, and how to audit every place a claim can appear. Not legal advice. Robert Prime · Reviewed 1 October 2026 · 10 min read Amazon strategy Running a complex Amazon account: an operating model for large catalogues How to run an Amazon account with hundreds or thousands of SKUs: segment by profit and role, govern the catalogue, structure variations, control the Featured Offer, protect account health and report profit per SKU. Robert Prime · Reviewed 1 October 2026 · 13 min read Amazon strategy Selling on Amazon Business in the UK: business prices, quantity tiers and VAT invoices How UK sellers reach business buyers on Amazon Business: enrolment and fees, business prices and quantity discounts, the fee discounts they bring, VAT invoicing rules, Prime Business, Request for Quote and B2B advertising, with Amazon's latest published figures. Robert Prime · Reviewed 1 October 2026 · 10 min read Amazon strategy Amazon for manufacturers: how to sell direct without undercutting your trade customers A guide for UK manufacturers and wholesalers selling on Amazon: avoiding channel conflict with distributors, what UK competition law allows on reseller prices, Brand Registry, Transparency and Project Zero, catalogue structure, fulfilment, working capital and a phased plan. Robert Prime · Reviewed 1 October 2026 · 12 min read TikTok Shop & marketplaces What is Tesco Marketplace? A seller's guide to getting on it and whether it pays Tesco Marketplace explained: approved sellers list on Tesco.com and ship their own orders, Tesco takes payment, Clubcard points apply. How to join. Robert Prime · Reviewed 1 October 2026 · 10 min read TikTok Shop & marketplaces Amazon, TikTok Shop and your own website: running three channels without undercutting yourself How UK brands run Amazon, TikTok Shop and their own website together: a role for each channel, pricing that doesn't cost you the Featured Offer, sharing stock through Multi-Channel Fulfilment, measuring the halo honestly, and judging each channel on profit. Robert Prime · Reviewed 1 October 2026 · 10 min read Amazon listings Amazon listing suppressed or inactive? How to find the reason and fix it Why Amazon UK listings become search suppressed, inactive or unsearchable: the 75-character title rule, main images, missing attributes such as price per unit, pricing errors and the Fair Pricing policy, and restricted products. Where to find each in Seller Central, and how to fix it. Robert Prime · Reviewed 1 October 2026 · 9 min read Amazon listings Amazon experiments: how to run A/B tests you can trust How to use Amazon's Manage Your Experiments in the UK: who is eligible, the six content types you can test, how long to run a test, how much traffic you need, and how to read Amazon's probability and projected one-year impact honestly. Robert Prime · Reviewed 1 October 2026 · 10 min read Amazon listings Amazon Brand Store design: how to build a Store that earns its traffic How to plan, build and measure an Amazon Brand Store in the UK: who can create one, page hierarchy and templates, what each content tile does, sending Sponsored Brands and external traffic to it, and reading Store insights honestly. Robert Prime · Reviewed 1 October 2026 · 11 min read Amazon strategy Amazon Transparency and Project Zero: what they do in the UK, what they cost and whether you need them How Amazon Transparency and Project Zero work in the UK: what each programme does, who is eligible, what Transparency codes cost, Project Zero's 99% accuracy rule, a worked cost-per-unit example and how both fit with Brand Registry. Robert Prime · Reviewed 1 October 2026 · 9 min read Amazon strategy How to sell an Amazon business: what buyers pay for, and how to raise the price How to sell an Amazon business in the UK: how buyers value an owner-run ecommerce business (SDE and EBITDA multiples from named broker data), add-backs, what raises and lowers the multiple, the sale process from LOI to earn-out, transferring Seller Central, Brand Registry and trade marks, and the aggregator market since 2022. Robert Prime · Reviewed 4 November 2026 · 11 min read Amazon strategy The Amazon flywheel: what it is, and what it means for a brand's profit The Amazon flywheel (sometimes searched as the Amazon flying wheel) explained from Amazon's own shareholder letters: lower prices and wider selection bring customers, customers bring sellers, scale lowers costs. What it means for a brand, and why each turn has to add margin, not just sales. Robert Prime · Reviewed 4 November 2026 · 10 min read Amazon strategy How to get reviews on Amazon without breaking the rules How to get reviews on Amazon UK within Amazon's review policy and UK law: the Request a Review button, Amazon Vine, compliant product inserts and service quality, what is banned under the DMCC Act since April 2025, and why more reviews lower your ACoS. Robert Prime · Reviewed 1 October 2026 · 10 min read Amazon strategy Amazon Vine UK: what it costs sellers, how to enrol and when it pays back How Amazon Vine works for UK sellers: who is eligible, the £0, £60 or £140 fee per parent ASIN, how to enrol, what reviewers can post, and when it pays back. Robert Prime · Reviewed 1 October 2026 · 11 min read Amazon strategy Amazon inventory management: reorder points, safety stock and the UK FBA rules that set your limits A practical Amazon inventory management playbook for UK sellers: the current FBA capacity limits, storage fees, aged inventory surcharge and removal fees, how to forecast, set days of cover, reorder points and safety stock, replenish across Amazon, TikTok Shop and your own site, and prune SKUs. Robert Prime · Reviewed 1 October 2026 · 12 min read FBA & operations Amazon fulfilment centres in the UK: FBA warehouse codes and locations, and what they mean for sellers Where is LBA5, DSA2 or XBH9? Amazon UK fulfilment centre codes with the town for each, how many UK warehouses Amazon runs, and what the codes mean for FBA. Robert Prime · Reviewed 4 November 2026 · 9 min read Fees & profit Amazon FBA reimbursements: what Amazon owes you for lost and damaged stock, and how to claim it How Amazon UK's FBA lost and damaged inventory reimbursement policy works in 2026: what Amazon now reimburses automatically, the claim windows for inbound, warehouse, customer return and removal claims, how reimbursement value is calculated, and a monthly reconciliation routine. Robert Prime · Reviewed 1 October 2026 · 10 min read FBA & operations Seller Fulfilled Prime UK: the 2026 requirements, the costs and when it beats FBA Seller Fulfilled Prime in the UK, checked 1 October 2026: the trial, the 99% on-time and 0.5% cancellation targets, Buy Shipping, carriers, weekend dispatch, what it costs, and a per-unit comparison showing when SFP leaves more profit than FBA. Robert Prime · Reviewed 4 November 2026 · 13 min read FBA & operations FBA prep in the UK: Amazon's packaging and labelling rules, and what prep really costs Amazon stopped prepping and labelling FBA stock in the UK on 1 July 2026. Here are the current UK rules for FNSKU and manufacturer barcodes, poly bags and suffocation warnings, expiry dates and case packs, what mistakes cost, and the per-unit maths of prepping in-house or through a prep centre. Robert Prime · Reviewed 1 October 2026 · 11 min read FBA & operations How to send products to Amazon FBA in the UK: Send to Amazon, step by step How to send stock to Amazon FBA in the UK with Send to Amazon: box content info, parcel and pallet rules, Partnered Carriers (UPS, DHL, DPD) and placement. Robert Prime · Reviewed 1 October 2026 · 11 min read Amazon advertising Amazon advertising at portfolio scale: budgets, structure and bulk operations for hundreds of SKUs How to run Amazon advertising across hundreds or thousands of SKUs: allocating budget by margin and role, a campaign structure and naming convention you can manage in bulk, portfolio budget caps, bulksheets, measurement, and when DSP and the new DVA+ fit. Robert Prime · Reviewed 1 October 2026 · 10 min read Amazon advertising Amazon Attribution and the Brand Referral Bonus: measuring the traffic you send to Amazon, and when Amazon pays you for it How Amazon Attribution works for UK brands: who can use it, how tags and the 14-day last-touch model work, and which metrics to trust. Plus the Brand Referral Bonus: what it pays in the US, why UK sellers can't earn it on Amazon.co.uk, and a worked example of how it offsets referral fees. Robert Prime · Reviewed 1 October 2026 · 10 min read Amazon advertising Amazon Marketing Cloud explained: what UK brands can learn from it, and what it can't tell you Amazon Marketing Cloud (AMC) is Amazon's free, privacy-safe clean room for advertising data. How UK sponsored ads advertisers get in, what data it holds, why rows go missing, no-code templates versus SQL, and how to use it to measure incremental profit rather than attributed sales. Robert Prime · Reviewed 4 November 2026 · 12 min read Amazon listings Amazon Brand Analytics and Search Query Performance: the reports that show real demand, and where your share is worth winning Amazon Brand Analytics in the UK: which dashboards exist today, who can access them, and how to read Search Query Performance funnel shares. With a step-by-step routine and worked example for finding searches where your share is low and your margin is high. Robert Prime · Reviewed 1 October 2026 · 10 min read Amazon listings Amazon backend keywords: the search terms rules, and what to put in them Amazon's Search Terms field must stay under 250 bytes. How bytes are counted, what is banned (brand names, ASINs, repeats), what happens if you go over. Robert Prime · Reviewed 1 October 2026 · 10 min read Amazon advertising Amazon negative keywords: use the search term report to cut wasted spend every week How to use Amazon negative keywords on UK campaigns: negative exact vs negative phrase, negative product targeting, campaign or ad group level, current limits and timings, the 65-day search term report, a weekly routine, and a profit threshold for cutting a search term. Robert Prime · Reviewed 4 November 2026 · 11 min read TikTok Shop & marketplaces TikTok Shop affiliate programme for brands: commissions, samples and creators that pay back How the TikTok Shop affiliate programme works for UK brands: open and targeted collaboration (and what happened to the shop plan), commission rates and how they're paid, free and refundable samples, choosing creators, disclosure rules, and commission plus samples against margin. Robert Prime · Reviewed 1 October 2026 · 10 min read TikTok Shop & marketplaces GMV Max on TikTok Shop: how it works and how to set an ROI target you can afford GMV Max is the TikTok Shop ad campaign that automates almost everything. What it is, how it works, and how to set a target ROI you can afford: 1 ÷ your margin. Robert Prime · Reviewed 4 November 2026 · 12 min read Amazon strategy Vendor Central UK: how Amazon Vendor Central works, the terms you negotiate and the chargebacks to watch How Amazon Vendor Central works in the UK: invitation, purchase orders, cost price and payment terms, co-op and allowances, chargebacks and shortages, Retail Analytics and vendor advertising, with a worked per-product margin model. Robert Prime · Reviewed 4 November 2026 · 11 min read Amazon strategy Amazon product launch: how to launch a product on Amazon UK in 90 days How to launch a product on Amazon UK: the launch tools Amazon offers new brands today (Vine, New Seller Incentives, the 2026 New Selection Programme, vouchers), when to start PPC, the review rules, and a 90-day launch budget worked out from your margin. Robert Prime · Reviewed 4 November 2026 · 12 min read Amazon strategy Amazon Brand Registry in the UK: eligibility, costs, timeline and what you get How to register your brand on Amazon UK: which trademarks qualify, UK IPO fees from £205, how long approval takes, IP Accelerator, and what you get. Robert Prime · Reviewed 1 October 2026 · 10 min read Amazon strategy Amazon account suspended? How to appeal, write a plan of action and protect your account health What to do when your Amazon seller account is suspended or at risk in the UK: how the Account Health Rating and performance targets work, what Amazon asks for in an appeal, a plan of action template, realistic timelines and how to prevent it. Robert Prime · Reviewed 1 October 2026 · 12 min read Amazon strategy Amazon Buy Box: how the Featured Offer is chosen in 2026, and how brands keep it What the Amazon Buy Box (Featured Offer) is, Amazon's current UK rules after the eligibility step was removed on 20 July 2026, the factors Amazon names, Featured Offer % in Business Reports, what losing it costs, and what UK law lets you do about resellers. Robert Prime · Reviewed 4 November 2026 · 9 min read FBA & operations FBA vs FBM: which is more profitable, SKU by SKU? FBA vs FBM on Amazon UK, compared per unit: the cost formula for each, four worked SKUs, a decision table, the Prime difference, selling without FBA, Multi-Channel Fulfilment fees and the hybrid model most brands end up with. Checked 1 October 2026. Robert Prime · Reviewed 2 November 2026 · 11 min read Choosing an agency Amazon PPC management: in-house, agency, freelancer or software? An honest comparison of the four ways to run Amazon PPC: the skills it takes, the hours by account size, published UK salaries and day rates, Amazon's free tools against paid software, the risks of each, and a decision table. Robert Prime · Reviewed 1 October 2026 · 13 min read Amazon advertising Sponsored Products, Sponsored Brands and Sponsored Display: what each Amazon ad does and when it pays Amazon Sponsored Products, Sponsored Brands and Sponsored Display (now display ads) compared for UK brands: eligibility, placements, targeting, current bidding strategies, creative requirements, UK minimum bids, and when each format adds profit. Robert Prime · Reviewed 4 November 2026 · 12 min read Amazon listings Amazon keyword research: how to find the searches worth paying for How to do Amazon keyword research for a UK brand: start with Amazon's own data (search term report, Brand Analytics, Search Query Performance, Top Search Terms), use third-party keyword tools for discovery, then rank terms by conversion × margin, not search volume. Robert Prime · Reviewed 1 October 2026 · 11 min read FBA & operations What is Amazon FBA? How it works in the UK, what it costs and when it pays Amazon FBA (Fulfilment by Amazon) in plain English: you send stock, Amazon picks, packs, delivers and handles returns. What it costs in the UK and when it pays. Robert Prime · Reviewed 2 November 2026 · 10 min read Amazon listings Amazon SEO: how Amazon ranks products, and what you can actually influence Amazon SEO explained from Amazon's own documentation: how search matches listings to queries, why sales and conversion decide the order, what Best Sellers Rank really measures, where Rufus fits, and how to judge a rank on profit. Robert Prime · Reviewed 1 October 2026 · 12 min read Choosing an agency Amazon agency UK: what agencies do and how to choose one An even-handed buyer's guide to UK Amazon agencies: what they actually do, the five kinds of agency, the questions to ask, how to check Amazon partner badges and certifications, and how to keep ownership of your accounts. Robert Prime · Reviewed 1 October 2026 · 14 min read Amazon advertising Amazon advertising UK: the ad types, what they cost and how to make them profitable Advertising on Amazon UK: Sponsored Products, Brands, Display, Sponsored TV and DSP explained, how the CPC auction and minimum bids set cost, and what pays. Robert Prime · Reviewed 1 October 2026 · 11 min read Amazon strategy Selling on Amazon UK: a guide for established brands Selling on Amazon UK for established brands: what Amazon takes from each sale, how fees, advertising, FBA, channel conflict and Vendor vs Seller fit into one profit model, a worked P&L, and a six-step path to get started. Checked 1 October 2026. Robert Prime · Reviewed 4 November 2026 · 11 min read Fees & profit Amazon FBA fees UK: fulfilment, storage, peak and low-price FBA explained The UK FBA rate card in force from 1 July 2026, in plain tables: fulfilment fees by size tier, low-price FBA, monthly and peak storage, surcharges and returns. Robert Prime · Reviewed 2 November 2026 · 12 min read Fees & profit Amazon selling fees UK: every fee, and what a £20 sale really leaves you How much Amazon UK takes from sellers in 2026: the £25 monthly plan, 15% referral fee on most categories, 2% digital services fee, FBA and VAT, on a £20 sale. Robert Prime · Reviewed 2 November 2026 · 12 min read Amazon strategy Vendor Central vs Seller Central: which should a UK brand choose? Vendor Central or Seller Central? A UK decision framework covering price control, margin, chargebacks, payment terms, advertising, data and workload, with a worked per-product example and what to do if Amazon ends your vendor terms. Robert Prime · Reviewed 1 October 2026 · 11 min read Amazon listings Amazon A+ content: a design blueprint for Basic and Premium A+ Amazon A+ Content explained: who can use it, Basic vs Premium A+ image sizes (970 × 300 vs 1,464 × 600), what Amazon rejects, a layout to test. Both are free. Robert Prime · Reviewed 1 October 2026 · 12 min read Amazon listings Amazon Rufus, now Alexa for Shopping: how to optimise your listings for AI search What Amazon Rufus is, where Alexa for Shopping is live, what Amazon says the assistant reads on your listing, what COSMO really is, and a six-step readiness method for UK sellers. Robert Prime · Reviewed 1 October 2026 · 12 min read TikTok Shop & marketplaces TikTok Shop vs Amazon: which channel should a UK brand start with? TikTok Shop or Amazon first? A UK comparison of demand, fees, creator commissions, fulfilment, returns and payout timing, with a worked £20 example and a decision table. Fees checked 30 September to 4 November 2026, on the dates shown in the source list. Robert Prime · Reviewed 4 November 2026 · 10 min read Amazon advertising What is a good TACoS on Amazon? How to set your own ceiling There is no universal good TACoS. Here is how to set a TACoS ceiling from your margin, where launch, growth, mature and defend stages should sit under it, and how to read the monthly trend. Robert Prime · Reviewed 4 November 2026 · 11 min read Amazon listings Amazon listing optimisation: 75-character titles, item highlights and bullets that convert Amazon listing optimisation under the 2026 rules: 75-character titles, 125-character item highlights, bullet point rules, images and backend terms. Robert Prime · Reviewed 4 November 2026 · 12 min read Choosing an agency Amazon agency pricing: what UK brands pay and how to test the fee How UK Amazon agencies charge, what drives the cost, what a fee usually covers and leaves out, and the break-even growth test that tells you whether any agency, including us, is worth hiring. Robert Prime · Reviewed 4 November 2026 · 9 min read Amazon advertising Amazon PPC strategy: structure, bids and budgets built around profit A profit-first Amazon PPC strategy: how to structure Sponsored Products and Sponsored Brands, when display and DSP fit, how match types, negatives, bidding strategies and placements work today, and how to split budget by product margin. Robert Prime · Reviewed 1 October 2026 · 10 min read Amazon advertising What is ACoS? How to work out your break-even ACoS on Amazon ACoS, ROAS and TACoS each answer a different question. Here is how to work out your break-even ACoS on Amazon UK, with a worked example, and why profit after advertising is the number that matters. Robert Prime · Reviewed 4 November 2026 · 11 min read

How we research, check and update every guide: our editorial standards.