Insights
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.
- 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.
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.
Fees & profit
Amazon selling fees UK: every fee, and what a £20 sale really leaves you
Every Amazon UK seller fee in one place: selling plans, referral fees by category with the 2026 low-price bands, the 2% digital services fee, closing fees, FBA, storage, refunds, ads and VAT, then a full P&L of one £20 sale. Fees checked 1 October 2026.
Fees & profit
Amazon FBA fees UK: fulfilment, storage, peak and low-price FBA explained
Every Amazon FBA fee in the UK, with the current tables: fulfilment by size tier, low-price FBA, monthly and peak storage, the storage utilisation and aged inventory surcharges, inbound, removal, returns processing and the 2026 peak fee. Checked 1 October 2026.
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.
Amazon advertising
Amazon advertising UK: the ad types, what they cost and how to make them profitable
Amazon advertising in the UK, as it stands after the Amazon Ads Agent changes of 29 September 2026: every ad type available, how pricing works (CPC auctions, UK minimum bids, DSP minimums), and how to judge each ad type on the profit it adds.
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.
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.
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.
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.
Amazon listings
Amazon listing optimisation: 75-character titles, item highlights and bullets that convert
How to optimise an Amazon listing under the 2026 rules: the 75-character title limit and item highlights, bullet point and image requirements, backend search terms, and how to measure conversion in your Business Report.
FBA & operations
What is Amazon FBA? How it works in the UK, what it costs and when it pays
What Amazon FBA is, how an FBA order flows from your warehouse to the customer, which costs it adds, and how to tell, product by product, whether it raises or lowers your net profit in the UK.
TikTok Shop & marketplaces
How to sell on TikTok Shop UK: a step-by-step guide for brands (2026)
How to sell on TikTok Shop in the UK: who can register and what documents you need, shipping options, product rules, creators, the new-shop probation limits, GMV Max and payouts. Checked against TikTok Shop UK's policies on 2 October 2026.
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.
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 2026.
TikTok Shop & marketplaces
TikTok Shop fees UK (2026): commission, shipping, creators and what you keep
Every TikTok Shop UK fee in one place: the 9% commission and how TikTok calculates it, shipping and FBT, creator commission, GMV Max and payout timing, with a worked £24.99 order and a free calculator. Checked 2 October 2026.
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.
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.
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.
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.
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.
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.
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.
Amazon listings
Amazon A+ content: a design blueprint for Basic and Premium A+
Who can use Amazon A+ content, what Basic and Premium A+ allow, what Amazon rejects, what its 'up to 20%' sales claim really means, and a module-by-module blueprint you can test.
Amazon strategy
Amazon Brand Registry in the UK: eligibility, costs, timeline and what you get
How to join Amazon Brand Registry in the UK: which trademarks count, current UK IPO fees, a realistic timeline from filing to approval, IP Accelerator costs, the tools you get and how to report infringement.
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.
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.
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.
TikTok Shop & marketplaces
GMV Max on TikTok Shop: how it works and how to set an ROI target you can afford
GMV Max is now the standard way to advertise on TikTok Shop. How it works from TikTok's own documentation, how to set a target ROI from your margin (break-even ROI = 1 ÷ margin), and why to judge it on profit, not GMV.
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.
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.
Amazon listings
Amazon backend keywords: the search terms rules, and what to put in them
The current Amazon.co.uk rules for backend keywords (the Search Terms field): the 250-byte limit and how bytes are counted, what Amazon prohibits, what happens if you go over, worked examples, and how to check your terms are indexed.
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.
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.
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.
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.
FBA & operations
How to send products to Amazon FBA in the UK: Send to Amazon, step by step
A step-by-step guide to creating FBA shipments in the UK with Send to Amazon: box content information, box and pallet rules, the Amazon Partnered Carrier programme, placement and capacity limits as a cost per unit, and the problems that get shipments delayed or blocked.
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.
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.
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.
FBA & operations
Amazon fulfilment centres in the UK: FBA warehouse codes and locations, and what they mean for sellers
A reference list of UK Amazon fulfilment centre codes and towns, sourced from Amazon's own pages first and clearly labelled where it isn't, plus what the codes mean for FBA sellers: inbound placement, split shipments, cost and days of cover.
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.
Amazon strategy
Amazon Vine UK: what it costs sellers, how to enrol and when it pays back
What Amazon Vine is, who can use it in the UK, what it really costs per review (the £0, £60 and £140 fee plus the units), how pre-launch Vine works, what Vine reviewers can and can't do, and how to judge it on profit.
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.
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.
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.
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.
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.
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.
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.
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.
TikTok Shop & marketplaces
What is Tesco Marketplace? A seller's guide to getting on it and whether it pays
What Tesco Marketplace is, from Tesco's own pages and results: how brands apply and integrate, the categories it recruits in, what Tesco does and doesn't publish about fees, its delivery and returns rules, who it suits, and how it compares with Amazon UK on margin.
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.
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.
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.
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.
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