B2C Companies Using Amazon Advertising in the UK: 61 Active Firms (2026)
B2C firms using retail media advertising sell consumer products online and use marketplace ad signals to drive demand in the UK.
Retail media buying in consumer commerce usually sits between ecommerce, performance marketing and merchandising teams, not with brand advertising alone. The stack handles sponsored product placements, audience targeting, campaign bidding and attribution against catalogue-level sales signals. Adoption tends to signal a company with owned digital trading capability, product-feed hygiene and a paid-acquisition budget large enough to test margin by SKU or category. The operational buyer is often a marketplace, growth or ecommerce lead, with finance involved when marketing spend is judged against contribution margin. Engagements are usually campaign-led, but the workflow still needs ongoing reporting, catalogue maintenance and conversion tracking.
Read more
In the UK, 61 actively trading consumer commerce firms are running this retail media advertising stack. Reported employment totals 1,008 people, giving the cohort a visible but fairly compact workforce footprint. Within detected advertising technology usage for this sector, the stack accounts for 1.1%, ranking ninth against a category denominator of 5,775. Registered locations skew toward London (27.9%) and the South East (21.3%), followed by the East of England (11.5%), the North West (8.2%) and the South West (6.6%).
Marketplace advertising sits close to customer and transaction data, so procurement usually touches marketing, ecommerce, finance and privacy review rather than media buying alone. Companies running this stack need a defensible position on cookie consent, attribution windows, audience matching and product-feed governance under GDPR and ICO guidance. The operating model also depends on marketplace terms: ad access, reporting depth and campaign controls are set by the platform owner, which can make spend oversight more constrained than with open-web advertising. For consumer brands, that tends to pull commercial teams toward shorter test cycles and tighter SKU-level margin controls.
Adoption appears likely to remain selective rather than universal among consumer sellers. The stack tends to suit firms with enough catalogue depth, marketplace dependency and margin visibility to manage paid placement at product level. Smaller ecommerce operators may keep using general search and social channels until marketplace reporting becomes easier to reconcile with finance systems. Larger omnichannel teams are more exposed to retail-media bundling, where audience, checkout and fulfilment signals sit inside the same commercial relationship. That favours tighter governance over media spend and may push agencies, ecommerce teams and finance teams into a more shared operating rhythm.
Adoption by company size
Adoption of Amazon Advertising varies by company size across the trading UK B2C companies in this cohort. 0.1% of the 54,825 companies with under 10 employees run Amazon Advertising (51 detected). 0.1% of the 26,843 companies with 10–50 employees run Amazon Advertising (14 detected). 0% of the 3,060 companies with over 50 employees run Amazon Advertising (1 detected). That is a 0.1% gap between the over 50 employees and under 10 employees bands.
61
Active firms
2026
1.1%
Of detected Advertising share
UK B2C
6
Median headcount
Filed accounts
112
Verified contacts
Across this cohort
Unlock all 61 leads
Showing 26 of 61 — +35 more with verified decision-maker contacts, live data, and CRM sync.
Key facts
About 4% of the trading cohort reports turnover above £5M (3 of 61 firms) — the rest sits below that revenue band.
4% of the cohort was incorporated since 2022 (3 firms), so a sizeable share is in its first few filing cycles.
Among 5,775 B2C firms with a detectable advertising system, this retail media technology has a 1.1% detected share.
Detected shares in the same advertising category reach 74.8% (4,319) and 15.4% (889) at the high end, placing this system in the long tail of B2C ad stacks.
London accounts for 27.9% (17) of the cohort, followed by the South East at 21.3% (13) and the East of England at 11.5% (7).
Stack overlap points to web operations: 57.4% (35) also run a site infrastructure layer and 55.7% (34) also run a publishing platform.
Sector tags overlap, with Media & Publishing at 21.3% (13), E-commerce at 14.8% (9), and Fashion & Retail at 13.1% (8).
Advertising market share among UK B2C
Share of the 5,775 UK B2C with a detectable system. As of June 2026.
What else do Amazon Advertising-running B2C run?
Share of the 61 Amazon Advertising-running UK companies where each technology was also detected. As of June 2026.
Where Amazon Advertising B2C are, and how healthy they look
By region
By registered-office region; companies without a regional match count toward Rest of UK.
By financial health
From filed accounts; firms with fewer than two filings show as insufficient history.
6
Median headcount
£531.5K
Median UK turnover
4.9%
Above £5M turnover
3
Incorporated since 2022
112 verified decision-maker contacts
across these 61 companies, with emails available in Firmbase. Filter by role, seniority and stack.
Top UK B2C using Amazon Advertising
Ranked by sales-readiness score: an AI model assesses what each company does, its sector and size, and scores its overall fit. Best-fit prospects appear first.
Financial sub-scores
Computed from 4 filingsDesigns, manufactures and retails leather boots, footwear, clothing and accessories for men and women. Sells products including Chelsea boots, belts, bags, wallets, hats and apparel through online…
Serves UK consumers, primarily men and women shopping for casual, work, outdoor and dress footwear, clothing and accessories, including gift buyers.
Financial Health
WeakWeak · Hiring · 3% CAGR over 4y
Location
Unlock all 61 leads
Showing 26 of 61 — +35 more with verified decision-maker contacts, live data, and CRM sync.
Financial sub-scores
Computed from 4 filingsDevelops and sells hair care products including hair growth supplements, vitamins, shampoos, conditioners and treatments designed to address hair loss, thinning and breakage. Products are sold online…
Sells directly to consumers, primarily women experiencing thinning, breakage or hair loss, including postpartum and hormonal hair concerns. Targets shoppers seeking hair vitamins, treatments and…
Financial Health
DistressedDistressed · -78% CAGR over 3y
Location
Unlock all 61 leads
Showing 26 of 61 — +35 more with verified decision-maker contacts, live data, and CRM sync.
Financial sub-scores
Computed from 2 filingsOperates an online and retail store selling nuts, seeds, dried and freeze‑dried fruit, health foods, snacks, grains, baking ingredients, vitamins and supplements, as well as plant-based products,…
Serves UK consumers shopping online or in stores for health foods, snacks, cupboard staples, vitamins and supplements, including customers following vegan, gluten-free, dairy-free, organic or…
Financial Health
HealthyHealthy · Profitable · 0% CAGR over 1y
Location
Unlock all 61 leads
Showing 26 of 61 — +35 more with verified decision-maker contacts, live data, and CRM sync.
Financial sub-scores
Computed from 5 filingsDesigns and sells technical outdoor clothing for mountain activities including climbing and skiing. Product range includes down and insulated jackets, waterproof shell jackets, legwear, midlayers,…
Sells direct to consumers: climbers, skiers, mountaineers and outdoor adventurers, with online stores for UK, European, US, Canadian and rest-of-world customers.
Financial Health
HealthyHealthy · Hiring · 12% CAGR over 4y
Location
Unlock all 61 leads
Showing 26 of 61 — +35 more with verified decision-maker contacts, live data, and CRM sync.
Financial sub-scores
Computed from 4 filingsDevelops and sells nutritionist-designed vitamins and dietary supplements, including formulas for hair, skin, digestion, sleep and hormone support, alongside collagen powders, protein products,…
Sells directly to consumers seeking vitamins, supplements and wellness products, particularly adults interested in hair, skin, gut health, sleep, energy, hormones, sexual health and general…
Financial Health
StableStable · 0% CAGR over 3y
Location
Unlock all 61 leads
Showing 26 of 61 — +35 more with verified decision-maker contacts, live data, and CRM sync.
Designs and sells paper notebooks, diaries, planners and journals, along with pens, pencils, bags and related accessories. Also offers smart notebooks and mobile apps that digitise handwritten notes,…
Sells to individual consumers, students, professionals, creatives and gift buyers, with a separate corporate gifting audience of businesses procuring personalised stationery and accessories.
Financial Health
N/AN/A
Location
Unlock all 61 leads
Showing 26 of 61 — +35 more with verified decision-maker contacts, live data, and CRM sync.
Financial sub-scores
Computed from 3 filingsOperates an online retail store selling Mongolian cashmere clothing and accessories. Offers knitwear and garments including jumpers, cardigans, trousers, dresses, hats, scarves, socks, and blankets…
Serves UK retail consumers shopping for women’s, men’s and children’s cashmere fashion, accessories, home items and gifts through a direct-to-consumer ecommerce store.
Financial Health
DistressedDistressed
Location
Unlock all 61 leads
Showing 26 of 61 — +35 more with verified decision-maker contacts, live data, and CRM sync.
Financial sub-scores
Computed from 5 filingsSells dietary supplements and hydration products via online retail designed to support liver function, hydration, and next‑day recovery after alcohol consumption, including capsules and oral…
Targets adult consumers who drink alcohol responsibly, including health-conscious online shoppers and retail buyers seeking liver-health, hydration and next-morning wellness support.
Financial Health
StableStable · -9% CAGR over 4y
Location
Unlock all 61 leads
Showing 26 of 61 — +35 more with verified decision-maker contacts, live data, and CRM sync.
Financial sub-scores
Computed from 5 filingsDevelops and sells baby care and household products including disposable and reusable nappies, baby wipes, skincare items, and plant‑based cleaning products. Offers bundles and subscription delivery…
Sells direct to eco-conscious families, expectant parents and parents of babies, with subscriptions aimed at regular household buyers of baby and family essentials.
Financial Health
StrongStrong · Growing, Hiring · 10% CAGR over 4y
Location
Unlock all 61 leads
Showing 26 of 61 — +35 more with verified decision-maker contacts, live data, and CRM sync.
Financial sub-scores
Computed from 2 filingsDesigns and sells pregnancy, infant and toddler products including baby monitors, food preparation appliances, feeding accessories, maternity pillows, baby nests, humidifiers, travel gear, baths and…
Sells directly to consumers, primarily expectant parents, new parents and families buying pregnancy, feeding, sleep, travel, hygiene and baby-safety essentials for babies and young children.
Financial Health
StrongStrong · Hiring · 20% CAGR over 1y
Location
Unlock all 61 leads
Showing 26 of 61 — +35 more with verified decision-maker contacts, live data, and CRM sync.
Financial sub-scores
Computed from 4 filingsProduces and sells CBD‑infused beverages, CBD oils, gummies, and magnesium-based drinks and powders. Products are marketed as alcohol alternatives and wellness supplements and are sold online…
Sells directly to consumers in the UK seeking alcohol alternatives and wellness products, including CBD drinks, oils, gummies and magnesium drinks. Targets health-conscious adults looking for…
Financial Health
StrongStrong · Hiring · 156% CAGR over 4y
Location
Unlock all 61 leads
Showing 26 of 61 — +35 more with verified decision-maker contacts, live data, and CRM sync.
Financial sub-scores
Computed from 4 filingsManufactures and distributes natural personal care and household products including soaps, shampoos, conditioners, body wash, lotions, laundry and washing‑up liquids, and refill formats, sold through…
Serves UK consumers seeking natural personal care and household products, plus trade buyers in hospitality, workplaces, gyms, wellness retreats, camping/glamping sites, restaurants, cafés, hotels and…
Financial Health
WeakWeak · Hiring · 15% CAGR over 4y
Location
Unlock all 61 leads
Showing 26 of 61 — +35 more with verified decision-maker contacts, live data, and CRM sync.
Designs and sells robotic floor‑cleaning devices including vacuum and mop robots, along with charging docks and replacement accessories. Provides a mobile app and software platform used to control,…
Sells direct to consumers and households looking for robot vacuum and mopping products, plus existing Roomba owners buying accessories and replacement parts through its online store.
Financial Health
N/AN/A
Location
Unlock all 61 leads
Showing 26 of 61 — +35 more with verified decision-maker contacts, live data, and CRM sync.
Financial sub-scores
Computed from 5 filingsOperates an online store selling vitamins, herbal supplements, minerals, and nutritional products, alongside skincare items such as serums and collagen treatments. Products target areas including…
Sells direct to consumers seeking health, wellness, weight management, sports performance, and skincare products, including buyers interested in vitamins, supplements, beauty supplements, and…
Financial Health
HealthyHealthy · 0% CAGR over 4y
Location
Unlock all 61 leads
Showing 26 of 61 — +35 more with verified decision-maker contacts, live data, and CRM sync.
Financial sub-scores
Computed from 5 filingsProvides online dermatology consultations and personalised prescription skincare treatments for conditions such as acne and skin ageing, supplying custom‑formulated creams and skincare products…
Targets individual consumers with acne or skin-ageing concerns who want personalised, dermatologist-designed skincare via an online consultation and home delivery.
Financial Health
StableStable · Hiring · 89% CAGR over 5y
Location
Unlock all 61 leads
Showing 26 of 61 — +35 more with verified decision-maker contacts, live data, and CRM sync.
Financial sub-scores
Computed from 2 filingsOperates an online price comparison platform for travel products, allowing users to compare deals on package holidays, flights, hotels, car hire, travel insurance and related travel extras from…
Serves UK consumers planning leisure travel, including holidaymakers, families, couples, city-break travellers, cruise passengers, drivers hiring cars, and people seeking travel insurance or airport…
Financial Health
WeakWeak · -9% CAGR over 1y
Location
Unlock all 61 leads
Showing 26 of 61 — +35 more with verified decision-maker contacts, live data, and CRM sync.
Financial sub-scores
Computed from 5 filingsDevelops and sells vegan, cruelty‑free cosmetics including water‑activated cake eyeliners, liquid eyeliners, eyeshadows, lip tints and glosses, face products, and makeup accessories such as brushes,…
Sells online direct to consumers seeking cruelty-free, vegan and colourful makeup, including makeup enthusiasts, gift buyers and shoppers building custom palettes, with international delivery…
Financial Health
StrongStrong · Growing, Hiring · 86% CAGR over 4y
Location
Unlock all 61 leads
Showing 26 of 61 — +35 more with verified decision-maker contacts, live data, and CRM sync.
Financial sub-scores
Computed from 5 filingsDesigns and sells greeting cards, printed mugs, and wooden heart keepsakes through an online store. Offers occasion‑themed cards and personalised or decorative gift items for birthdays, celebrations,…
Serves consumers shopping online for greeting cards and occasion gifts, and wholesale buyers such as retailers sourcing gift and keepsake ranges.
Financial Health
StrongStrong · Growing, Hiring · 6% CAGR over 4y
Location
Unlock all 61 leads
Showing 26 of 61 — +35 more with verified decision-maker contacts, live data, and CRM sync.
Operates an online property marketplace listing residential properties for sale and rent in the UK. Provides house price data, estate agent directories, property valuation tools, and services such as…
Serves UK consumers looking to buy, rent or value homes, plus homeowners and sellers seeking agents, and property professionals including estate agents, letting agents, housebuilders and advertisers.
Location
Unlock all 61 leads
Showing 26 of 61 — +35 more with verified decision-maker contacts, live data, and CRM sync.
Financial sub-scores
Computed from 4 filingsDevelops and sells fishing bait products including method pellets, hookbaits, wafters, pop‑ups and liquid fish attractants. Operates an online store offering prepared groundbaits, bait dyes, angling…
Sells B2C to recreational anglers and fishing enthusiasts, including coarse, carp and match fishers, shopping online for bait, tackle-related accessories, merchandise and gift vouchers in the UK.
Financial Health
HealthyHealthy · 0% CAGR over 3y
Location
Unlock all 61 leads
Showing 26 of 61 — +35 more with verified decision-maker contacts, live data, and CRM sync.
Financial sub-scores
Computed from 5 filingsOperates an online retail shop selling new, antique and estate jewellery, including original jewellery creations, alongside antique and vintage home accessories and decorative household items through…
Sells to individual consumers shopping for new, antique and estate jewelry, custom jewelry creations, and new or antique home accessories through an online retail shop.
Financial Health
WeakWeak · -5% CAGR over 4y
Location
Unlock all 61 leads
Showing 26 of 61 — +35 more with verified decision-maker contacts, live data, and CRM sync.
Financial sub-scores
Computed from 2 filingsOperates an online price comparison platform for holidays. Aggregates offers from multiple travel companies, allowing users to search and compare package holidays, flights, and hotel deals by…
Targets UK consumers planning leisure travel, including families, couples and individuals seeking package holidays, all-inclusive breaks, city trips, cruises and last-minute deals from UK airports.
Financial Health
DistressedDistressed · -33% CAGR over 1y
Location
Unlock all 61 leads
Showing 26 of 61 — +35 more with verified decision-maker contacts, live data, and CRM sync.
Financial sub-scores
Computed from 3 filingsServes individual consumers looking for ethically sourced, spiritual or inspirational gifts and small lifestyle items for personal use or presents, rather than business or public-sector buyers.
Financial Health
HealthyHealthy · Hiring · 7% CAGR over 2y
Location
Unlock all 61 leads
Showing 26 of 61 — +35 more with verified decision-maker contacts, live data, and CRM sync.
Financial sub-scores
Computed from 3 filingsOperates an online marketplace for residential building plans, offering a catalogue of house floor plans and architectural blueprints from architects and designers. Sells plan sets and related…
Sells to consumers planning custom home builds and residential construction professionals, including home builders seeking house plan resources for client projects.
Financial Health
DistressedDistressed · -55% CAGR over 2y
Location
Unlock all 61 leads
Showing 26 of 61 — +35 more with verified decision-maker contacts, live data, and CRM sync.
Financial sub-scores
Computed from 5 filingsProduces packaged meals and food products for babies and young children, including chilled and frozen ready meals and snacks made with natural ingredients. Also provides recipes and nutrition advice…
Sells to parents and carers of babies, toddlers and young children, primarily UK grocery shoppers looking for convenient children’s mealtime options in chilled and frozen supermarket aisles.
Financial Health
StableStable · Hiring · 6% CAGR over 4y
Location
Unlock all 61 leads
Showing 26 of 61 — +35 more with verified decision-maker contacts, live data, and CRM sync.
Provides mobile telecommunications services, offering SIM-only plans and mobile phone contracts with data, calls and texts. Sells mobile handsets and supports 4G/5G connectivity, roaming, and account…
Serves UK consumers buying personal mobile phone and SIM-only contracts, including existing mobile users switching providers, people needing flexible 30-day or 12-month plans, and customers wanting…
Location
Unlock all 61 leads
Showing 26 of 61 — +35 more with verified decision-maker contacts, live data, and CRM sync.
Unlock all 61 leads
Showing 26 of 61 — +35 more with verified decision-maker contacts, live data, and CRM sync.
How Amazon Advertising usage is detected
Company data
Detected companies are joined to UK Companies House records and XBRL accounts data. Revenue and headcount figures come from the most recent filed accounts; where the company has not filed, values are estimated using a model trained on filed history and peer benchmarks and are labelled as estimates.
Detection
Firmbase crawls the public website of actively-trading UK companies and fingerprints the technologies present: tracking scripts, embedded forms, chat widgets, CMS markers and similar signatures. A company is included in this list when one or more of the technology's signatures are found on its site; closely-related variants of the same product are grouped under one name. Detection covers what is visible on the public web — a company using the technology purely internally, with no website footprint, will not appear. Counts are therefore a conservative floor, not a ceiling. B2C companies are identified using Firmbase's semantic classification of company activity, built from filings, websites and registered SIC codes rather than SIC codes alone. The detected counts and share figures on this page are computed within that sector cohort, so "share" always means share of B2C companies with a detectable system — not of all UK companies.
Freshness
Websites are re-crawled on a rolling basis and the underlying company data is refreshed from Companies House continuously; filings appear within days of submission. The list and its statistics are regenerated when the detected cohort moves meaningfully. You can see the last-updated timestamp near the top of the page.
Amazon Advertising is a trademark of its respective owner. Firmbase is not affiliated with, sponsored by, or endorsed by the trademark owner.
UK B2C by Advertising
Other B2C technology
Related directories
Frequently asked questions
How many UK B2C companies use Amazon Advertising?
What share of UK B2C companies run Amazon Advertising?
How is Amazon Advertising usage detected?
What size B2C companies use Amazon Advertising in the UK?
What do Amazon Advertising-running B2C companies also run?
Can I get contact details for these companies?
Search 61 UK companies by the advertising technology they run.
Find the right decision-makers, see verified company data, and export your list in seconds.