Britain has the highest penetration of FMCG (aka CPG) e-commerce in the west, which has helped the rapid growth of online pureplays like Amazon Fresh, Amazon Pantry, and Ocado in the region. While brands should increase investments on brand site, partnering with the right e-tailers is essential.

Based on L2’s analysis of SimilarWeb data, Amazon.co.uk receives $397 million pageviews, 10x the pageviews of next-in-line Tesco. In addition to site traffic, Amazon.co.uk has more sophisticated features. It is the only site to let brands sponsor products on grid pages and search results to increase visibility.

No matter what retailers brands decide to partner with, all should consider buying placements on them. All retailers operate ad exchanges where brands can buy placements throughout the site, but few take advantage.

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