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The UK is one of the biggest spenders on Fast-Moving Consumer Goods (FMCG) in Europe, but declining brand loyalty, emerging competition from niche competitors, and price wars among traditional retailers have forced brands to look for new growth channels. While they have been quick to optimize their Amazon strategies, many brands have neglected to make more holistic digital investments. By shoring up localization, advertising, and social media efforts, top brands are gaining outsized rewards in the region.