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Despite the slow growth of online sales in the U.K. fast-moving consumer goods (FMCG) market, there is stiff competition on retailer platforms from private labels and independent brands. Instead of resting on their laurels, Index brands have generally boosted their investment in Amazon Advertising and seized opportunities to promote themselves on other traditional retailer platforms. Best-in-class brands continually monitor the dynamics within each category and shift their digital strategies accordingly to ensure they stand above the crowd.