Selling on Amazon UK takes a brand’s products to a massive and fast-growing ecommerce market—but simply having great products isn’t enough. The UK marketplace is competitive, fast-moving, and distinctly different from its US and EU counterparts. That’s why I believe working with a specialist Amazon UK advertising agency, such as the team at Fluid Marketplaces, isn’t just helpful—it’s a strategic advantage for brands in the US and other countries.
In this article, I list the key reasons why a specialist UK agency will give your brand a big head start in achieving growth on Amazon UK:
Local knowledge = smarter targeting
If you are an American brand selling on Amazon UK, a specialist UK agency will understand that consumers in the region search differently and know the region specific factors that need to be considered. Including:
- The terminology and keywords that drive traffic are different
- The cultural nuances that influence clicks and conversions and how to navigate this.
- How to optimise messaging for a British audience, not just translate it
These insights are key to creating campaigns that actually connect with UK shoppers and that’s what working with a good UK agency will deliver.
Better use of ad spend
Advertising on Amazon is competitive—and in the UK, this landscape is unique. A specialist UK agency like Fluid Marketplaces is able to:
- Build campaigns with efficient bidding strategies for palatable CPCs (cost-per-click)
Continuously optimise for ROAS (return on ad spend) should this be on brief
Know when to push and when to pull back during seasonal shifts
The result of this should be a smarter use of budget and stronger returns in terms of product sales on Amazon UK.
Real-time, local optimisation
A major benefit of working with a UK agency is that your team will be online during the standard UK shopping hours. Whilst different global regions are more connected than ever before thanks to technology, nothing beats having a human team working within your target time zone when it comes to something as fast-moving as Amazon advertising. For example, a local team will be able to react more quickly to changing market conditions, provide informed live campaign monitoring during UK peak traffic hours and make quick shifts based on customer reviews or competitor activity.
Campaigns tailored to UK shopping behaviour
One of the things I’ve learnt during my years of managing UK Amazon advertising campaigns on behalf of my clients, is that UK shoppers value trust, clarity, and convenience. The right tone and offer at the right time, can make or break performance.
A UK agency should know how to:
- Emphasise great review ratings and delivery options in ad creatives, helping to build trust.
- Tailor messaging to match British consumer expectations so that the ad-copy is received well by shoppers.
- Adjust for local trends, such as seasonal events (Black Friday UK, Christmas, Spring and Summer sales).
Advanced tools and insights
Specialist UK Amazon agencies often have access to beta features and new ad types from Amazon that will be tailored to the UK market. They should also have knowledge of performance benchmarks from other UK campaigns that they can measure yours against to check it is measuring up and make adjustments if not. At Fluid Marketplaces we have the tools and technology already set up to be UK Amazon analytics focused so we can immediately turn these on for our American clients.
Having a specialist UK Amazon agency should mean you get a true local partner
Above all, by selecting the right specialist UK agency, American and other global brands should get a partner who can make selling on Amazon UK a success, not only in terms of sales, but also in terms of the service provided to you. Working with them should feel easy and as an extension of your current team in your own country. Communication should be clear, the team should understand your goals, and you should feel they are experts who’ve helped other brands succeed in the UK. That’s what Fluid Marketplaces strives to achieve for our clients and you shouldn’t settle for anything less.
Ready to win on Amazon UK?
At Fluid Marketplaces we specialise in helping brands like yours scale profitably in the UK market. From expertly managed Amazon Ads to listing optimisation and marketplace strategy, we’ve got the local knowledge and performance-driven mindset to take your business to the next level.
Visit us at www.fluidmarketplaces.com or email me on [email protected] to discuss your Amazon UK advertising needs