No brand in the UK can ignore Amazon. The e-tailing giant accounts for 25% of all online retail activity in the UK, with over 10 billion visits and 660 million transactions processed in the past year alone. Whether or not a brand sells through Amazon, it’s almost certain that their customers or their prospective customers are using it.

The recent Prime Day (10/11 July) had also showed Amazon’s power to effectively shift online shopping patterns. Although Amazon saw more site visits on Black Friday in 2016 (49.0 million compared to 44.4 million visits), a higher volume of transactions was actually processed on Prime Day 2017 (3.72 million compared to 3.68 million transactions).

This meant that once people had reached Amazon’s site, they were converting more sales - at a rate of 8.4%, compared to Black Friday of 7.5%.

With the festive season only months away, brands are planning their product, promotions and marketing strategies now. Sales volume through Amazon is only the tip of the iceberg. Other key data sources are needed to inform a brand’s Amazon strategy.

In this report, we’ve put together 5 best practices for brands selling direct or indirect on Amazon.