B2C Companies Using Amazon ELB in the UK: 227 Active Firms (2026)
B2C companies running load balancing serve consumers through web platforms that need resilient traffic routing across the UK.
Consumer web operators adopting managed cloud load balancing usually sit beyond brochureware: ecommerce, subscription, marketplace, travel and media teams need traffic routed without exposing customers to routine infrastructure failures. The buying centre is normally split between platform engineering, digital product and trading teams, with finance involved because the spend sits inside wider cloud hosting commitments. For consumer sectors, use of this stack signals production operations rather than experimentation: site reliability work, release management and incident processes are established enough that downtime has commercial consequences, especially around checkout, booking, content delivery and campaign-led demand.
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Across the UK, 227 actively trading consumer-facing companies are detected running this managed load-balancing stack, with total reported headcount of 2,876. Within the B2C load-balancer set, it ranks behind another managed edge-routing option: 47.4% share against 53.0% among 479 detected instances. Adoption is not only a London story, although the capital is the main registered-region concentration at 20.3%; the South East accounts for 11.9%, the South West 11.5%, the North West 10.1%, and Yorkshire and The Humber 9.3%. That spread fits a category where web platform operations often sit close to retail, travel, media and leisure headquarters rather than only software clusters.
Load balancing is not usually a regulated activity in its own right, but consumer platforms place it inside systems that carry operational and privacy obligations. Checkout, account access, booking and subscription journeys depend on the routing layer behaving predictably during promotions, outages and bot traffic, so procurement tends to involve platform engineering, security and digital trading teams rather than infrastructure buyers alone. Contract reviews also tend to cover hosting location, incident notification, service credits and support paths, because failures are visible to consumers before they are visible in back-office reporting.
Adoption appears likely to remain tied to high-availability web operations rather than experimental cloud use. Consumer firms with seasonal demand, paid acquisition peaks and account-based services tend to keep managed traffic routing close to application teams, where release cycles and incident response can be handled together. Some adopters may move towards broader edge and application-security suites as procurement seeks fewer supplier relationships, while others keep cloud-native balancing because engineering teams value proximity to the rest of the hosting stack. The result is likely to be gradual migration and bundling, not a clean replacement cycle.
What’s in the file
One row per company, 50+ columns — everything below plus each company’s verified directors, from Companies House filings.
Company data
Verified directors — included
Adoption by company size
Adoption of Amazon ELB rises with company size across the trading UK B2C companies in this cohort. 0.3% of the 54,825 companies with under 10 employees run Amazon ELB (143 detected). 0.3% of the 26,843 companies with 10–50 employees run Amazon ELB (75 detected). 0.4% of the 3,060 companies with over 50 employees run Amazon ELB (13 detected). That is a 0.1% gap between the over 50 employees and under 10 employees bands.
227
Active firms
2026
47.4%
Of detected Load balancers share
UK B2C
7
Median headcount
Filed accounts
514
Verified directors
Across this cohort
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Key facts
About 10% of the trading cohort reports turnover above £5M (24 of 227 firms) — the rest sits below that revenue band.
7% of the cohort was incorporated since 2022 (17 firms), so a sizeable share is in its first few filing cycles.
Among 479 B2C firms with a detectable load-balancing system, this technology accounts for 47.4% (227) of detections, behind the other detectable option at 53.0% (254).
London is the largest registered-region cluster at 20.3% (46), followed by the South East at 11.9% (27) and the South West at 11.5% (26).
Travel & Hospitality is the most common overlapping sector tag at 31.3% (71), with Fashion & Retail at 10.1% (23) and Sport & Leisure at 8.4% (19).
Adjacent website tooling is common: tag management appears on 62.6% (142), network edge tooling on 48.9% (111), and bot-checking on 38.8% (88).
Load balancers market share among UK B2C
What else do Amazon ELB-running B2C run?
Share of the 227 Amazon ELB-running UK companies where each technology was also detected. As of June 2026.
Where Amazon ELB 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.
7
Median headcount
£484.9K
Median UK turnover
10.6%
Above £5M turnover
17
Incorporated since 2022
Verified directors — included in the file
Director names and roles for these 447 companies, alongside financials and websites, in one Excel + CSV file.
Top UK B2C using Amazon ELB
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 5 filingsProvides retail banking and financial services including current and savings accounts, mortgages, personal loans, credit cards and insurance. Offers online banking and financial products for…
Serves UK consumers, including current account holders, students, parents, homeowners, renters, landlords, savers, borrowers, credit card users and people seeking personal financial support.
Financial Health
HealthyHealthy · Hiring · 19% CAGR over 4y
Location
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Financial sub-scores
Computed from 3 filingsOperates intercity passenger rail services on the West Coast Main Line and sells train tickets through its website and app. Provides timetable information, seat reservations, ticket types, railcard…
Serves UK rail passengers, including leisure travellers, commuters, families, students, groups, schools, event organisers, film crews and business travellers using West Coast Main Line routes.
Financial Health
HealthyHealthy · 0% CAGR over 2y
Location
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Financial sub-scores
Computed from 3 filingsOperates an online poker platform offering real‑money cash games, tournaments, and sit‑and‑go formats including Texas Hold’em and Omaha. Provides player accounts, deposits and withdrawals,…
Serves B2C adult online poker players, including cash-game, tournament and poker-variant players, from newcomers seeking bonuses to experienced and high-stakes players.
Financial Health
StableStable · 0% CAGR over 2y
Location
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Financial sub-scores
Computed from 3 filingsOperates an e‑commerce platform selling certified refurbished consumer electronics and household devices, including smartphones, laptops, tablets, smartwatches, and home appliances, with warranty,…
Serves price-conscious online consumers buying refurbished tech and lifestyle products, including smartphones, laptops, tablets, smartwatches, gaming devices, home electronics, sports gear, fashion…
Financial Health
StableStable
Location
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Operates an online retail department store selling clothing, footwear and accessories for women, men and children, alongside homeware, appliances, electronics, toys, sports equipment, beauty products…
Serves UK consumers shopping online for department-store products, including fashion for women, men and children, toys, sports, home and garden, appliances, technology, beauty, gifts and jewellery.
Location
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Operates a cruise line offering all‑inclusive cruise holidays. Sells and manages cruise itineraries across regions such as the Mediterranean, Caribbean and Canary Islands, providing onboard…
Serves UK consumers seeking cruise holidays, including families, adults-only travellers, solo travellers and customers looking for accessible, themed, seasonal or cruise-and-stay options.
Location
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Operates a commercial airline providing passenger flights from UK airports to leisure destinations worldwide, primarily supporting package holidays and cruise travel. Offers scheduled and charter…
Sells to UK consumers planning leisure travel, including families, couples, solo travellers and holidaymakers booking beach, city, ski, cruise or long-haul trips from UK airports.
Location
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Operates and franchises hotels and resorts under brands including InterContinental, Holiday Inn, Crowne Plaza and Kimpton. Provides hotel management services and a guest loyalty programme, supporting…
Serves a mix of consumers and businesses, including leisure travellers, business travellers, loyalty members and corporate travel buyers across global hotel brands.
Financial Health
N/AN/A
Location
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Operates scheduled intercity coach and airport transfer services, selling tickets through its website and app. Provides route planning, timetables, seat reservations, and travel management tools for…
Serves consumers booking UK and Ireland coach journeys, including airport passengers, students, young people, seniors, disabled travellers, groups, event attendees and city-to-city leisure travellers.
Location
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Operates an online platform for booking self‑catering holiday cottages and holiday parks across the UK and Ireland. Also provides letting, marketing and property management services for holiday…
Serves holidaymakers seeking self-catering cottages, lodges and holiday parks across the UK and Ireland, alongside holiday property owners looking to let or sell accommodation.
Location
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Financial sub-scores
Computed from 4 filingsOperates an online marketplace for holiday rentals, enabling travellers to search and book villas, apartments and other properties directly from owners. Provides property listings, booking management…
Serves consumers seeking villas, apartments and holiday homes, plus private property owners who list rentals directly. Targets leisure travellers comparing accommodation in destinations such as…
Financial Health
StableStable · Hiring · 10% CAGR over 3y
Location
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Sells gift vouchers for leisure and experience activities, including driving days, dining experiences, spa treatments, short breaks, adventure activities, tours, and event tickets, bookable online…
Sells primarily to UK consumers buying experience gifts for family, partners, friends and special occasions, with a corporate gifting offer for businesses seeking staff, client or thank-you gifts.
Location
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Financial sub-scores
Computed from 4 filingsOperates ocean and expedition cruise services, offering passenger voyages to international destinations. Sells cruise itineraries and manages onboard accommodation, dining, spa facilities, shore…
Targets affluent leisure travellers, repeat cruise guests and solo travellers seeking ocean, expedition, grand and world itineraries, with bookings supported directly through personal cruise…
Financial Health
StrongStrong · Profitable · 50% CAGR over 2y
Location
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Financial sub-scores
Computed from 3 filingsOperates an online retail store selling homeware and furnishings, including bedding, duvet covers, curtains, cushions, rugs, towels and throws, alongside garden furniture, lighting, storage products,…
Sells to consumers and households shopping online for affordable homeware, including bedding, curtains, towels, rugs, garden furniture, soft furnishings, pet, kitchen, travel and seasonal household…
Financial Health
StrongStrong · Profitable, Hiring · 53% CAGR over 2y
Location
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Financial sub-scores
Computed from 5 filingsOperates a global charge and credit card network providing consumer and corporate payment cards. Offers cardmember benefits such as airport lounge access, travel and dining offers, and provides…
Serves a mix of consumers and businesses, including individual cardmembers, frequent travellers, small and medium businesses, large corporates, and merchants seeking card acceptance across…
Financial Health
StrongStrong · Hiring · 9% CAGR over 4y
Location
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Financial sub-scores
Computed from 5 filingsOperates an online travel agency offering flight bookings, holiday packages, hotel reservations and car hire. Compares fares across multiple airlines and provides ticketing, travel planning support,…
Sells to consumers in the UK booking international leisure travel, including solo travellers, families and groups seeking flights, holidays, hotels and car hire, with emphasis on price-sensitive…
Financial Health
StrongStrong · Hiring · 4% CAGR over 4y
Location
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Financial sub-scores
Computed from 3 filingsOperates public transport services including bus and passenger rail networks, and provides rail consultancy, fleet management, transport data and travel solutions for businesses and public sector…
Serves consumers and organisations needing passenger transport across the UK and North America, including bus and rail passengers, airport coach users, and businesses or public bodies procuring…
Financial Health
StableStable · Hiring · 29% CAGR over 2y
Location
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Financial sub-scores
Computed from 5 filingsOperates an online directory and review platform connecting homeowners with vetted local tradespeople such as builders, plumbers and roofers. Provides trader profiles, customer reviews, and…
Serves a mix of UK consumers and homeowners seeking local tradespeople, and trade businesses or self-employed tradespeople looking for customer leads, reviews and profile exposure.
Financial Health
HealthyHealthy · Hiring · 4% CAGR over 4y
Location
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Financial sub-scores
Computed from 5 filingsProvides consumer credit cards with limits typically between £500 and £2,000. Offers an online eligibility check, application process, and a mobile app that allows users to activate cards, view…
Targets UK consumers applying for personal credit cards, including people seeking modest credit limits and app-based account management rather than business or commercial finance customers.
Financial Health
HealthyHealthy · Hiring · 148% CAGR over 4y
Location
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Financial sub-scores
Computed from 5 filingsOperates an online craft beer subscription service supplying monthly boxes of small‑batch beers from international breweries, delivered to consumers with a beer magazine, tasting information and…
Serves UK consumers who want craft beer subscriptions, including enthusiasts interested in discovering small-batch beers, beer content and a member community; also appeals to gift buyers using…
Financial Health
HealthyHealthy · -66% CAGR over 4y
Location
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Provides short- and long-term car and van rental services for individuals and businesses. Offers a fleet including economy, electric, premium and wheelchair-accessible vehicles, with online booking,…
Serves consumers and businesses needing short- or long-term car and van rental in the UK and worldwide, including leisure travellers, movers, business account customers and customers requiring…
Location
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Financial sub-scores
Computed from 5 filingsOrganises and delivers mass participation sports events, including running races and open‑water swims. Owns and operates the Great Run Series and related events, and provides event delivery services…
Serves individual runners, swimmers and cyclists taking part in UK mass participation sports events, plus brands seeking sponsorship opportunities and charities or organisations involved in…
Financial Health
WeakWeak · -70% CAGR over 4y
Location
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Computed from 5 filingsArranges package holidays and tours to the USA, Canada and other international destinations, including escorted trips, self-drive itineraries, rail journeys, cruises and motorhome holidays, with…
Serves consumers and leisure travellers planning holidays to the USA, Canada, Latin America and other long-haul destinations, including couples, honeymooners, families, cruise passengers and…
Financial Health
StableStable · 0% CAGR over 4y
Location
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Computed from 2 filingsProvides research, testing, and comparison content on cybersecurity, privacy, and networking software including VPNs, antivirus, and password managers. Publishes reviews, rankings, guides, and…
Serves consumers researching privacy, security and networking software, especially VPN, antivirus and related tools. Also targets small business buyers evaluating business VPNs and IT/security…
Financial Health
WeakWeak · Profitable · -9% CAGR over 1y
Location
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Computed from 5 filingsDevelops and sells direct-to-consumer DNA test kits for ancestry and health insights. Analyses cheek-swab samples to produce reports on genetic ancestry, regional heritage, traits, and fitness or…
Sells direct to consumers interested in ancestry, genealogy, DNA matching, and fitness or nutrition insights, with online kit sales to customers in the UK, US, Australia, Canada, New Zealand and…
Financial Health
WeakWeak · -3% CAGR over 4y
Location
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Operates hotels and resorts offering accommodation, residence rentals, restaurants and bars, spa facilities, and venues for meetings, events and weddings. Also provides private jet and yacht travel…
Serves affluent leisure and business travellers worldwide, plus couples planning weddings, corporate meeting and event planners, diners, and buyers or renters of branded residences, villas, private…
Location
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Financial sub-scores
Computed from 5 filingsOperates an online platform for discovering and booking independent hotels and resorts worldwide, and manages a hotel loyalty programme. Provides marketing, reservation and distribution services for…
Serves leisure and business travellers seeking luxury independent hotels and resorts worldwide, including members of its hotel rewards programme.
Financial Health
WeakWeak · -56% CAGR over 4y
Location
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Operates a membership-based vacation exchange network for timeshare owners, enabling members to exchange holiday accommodation and book stays at affiliated resorts. Provides resort listings, travel…
Serves B2C leisure travellers who are RCI members or holiday-ownership/timeshare owners, and B2B resort operators or holiday properties looking to affiliate with a global member travel community.
Location
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Provides international money transfer and foreign exchange services for individuals and businesses. Enables online and app-based cross-border payments, large-value transfers, and multi-currency…
Serves individuals and businesses needing international money transfers, including people buying property, investing, studying, working or retiring abroad, selling US property, and companies making…
Location
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Provides online investment management services, offering managed portfolios through accounts such as Stocks and Shares ISAs, Junior ISAs, self‑invested personal pensions and general investment…
Serves UK retail investors, savers and parents seeking ISA, Junior ISA, pension and general investment accounts for long-term wealth goals, retirement planning or children’s savings.
Location
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Provides foreign currency exchange services and travel money products, including online ordering of banknotes, prepaid multi‑currency travel cards, and international money transfers, with options for…
Serves mainly UK consumers travelling abroad, including airport passengers and online shoppers seeking foreign currency cash or prepaid travel money cards for personal trips.
Location
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Financial sub-scores
Computed from 5 filingsOperates an online price comparison platform for consumer finance products, including personal loans, secured loans, mortgages and credit cards. Provides eligibility checks and matches applicants…
Serves consumers seeking loans, mortgages, credit cards or car finance, including homeowners, first-time buyers, self-employed borrowers, pensioners and people with bad credit, plus businesses…
Financial Health
StrongStrong · Growing, Hiring · 50% CAGR over 4y
Location
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Financial sub-scores
Computed from 5 filingsOperates an online travel agency specialising in private villa and holiday home rentals. Curates and markets a portfolio of villas, chateaux and chalets in international destinations, and provides…
Serves B2C leisure travellers, including families, groups, couples and wedding parties seeking high-end private holiday accommodation, villas, chateaux and ski chalets in popular international…
Financial Health
StrongStrong · Hiring · 15% CAGR over 4y
Location
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Computed from 3 filingsOperates a network of hotels, resorts, serviced apartments and city hotels, providing accommodation, restaurants and bars, meeting and event facilities, and loyalty programmes for leisure and…
Serves leisure and business travellers, families, long-stay guests, diners, and meetings/events organisers seeking 3-, 4- and 5-star hotel stays across the Middle East, Africa, Eastern Europe and…
Financial Health
StrongStrong · Growing · 0% CAGR over 2y
Location
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Financial sub-scores
Computed from 3 filingsOperates a digital asset trading platform offering spot trading of cryptocurrencies such as Bitcoin, Ethereum and stablecoins. Provides custody services, OTC trading, trading APIs, tokenisation…
Serves individual crypto traders, institutional investors, and global businesses needing regulated digital asset infrastructure, including OTC clients, platforms integrating trading/custody,…
Financial Health
StrongStrong · Hiring · 409% CAGR over 2y
Location
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Financial sub-scores
Computed from 5 filingsDevelops and publishes digital adaptations of licensed board games for mobile devices, PC and game consoles. Titles include Monopoly, Cluedo, The Game of Life and Ticket to Ride, distributed via app…
Serves consumers and families who play digital board games on iOS, Android, PC and consoles, including fans of classic tabletop titles and party games.
Financial Health
HealthyHealthy · Hiring · 93% CAGR over 5y
Location
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Operates local bus services, providing public transport routes in towns and cities. Offers ticket sales, timetables and journey planning through digital platforms, and provides corporate travel…
Sells to public transport users across the UK, including commuters, students, leisure travellers and concession passengers, and also serves employers buying corporate and commuter travel schemes for…
Location
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Computed from 5 filingsDesigns and sells golf equipment and accessories including drivers, irons, wedges, putters, golf balls, bags, hats and apparel. Provides custom golf club fitting and build services and sells products…
Serves individual golfers in the UK, from beginners to tour-level players, with dedicated offers for military personnel, veterans and first responders.
Financial Health
WeakWeak · Hiring · 55% CAGR over 4y
Location
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Operates airport lounges and related hospitality services for travellers. Provides paid lounge access with seating areas, food and beverages, shower facilities, and other pre‑flight amenities, and…
Serves leisure and business air travellers seeking paid airport lounge access, with online booking for passengers at major airports worldwide, including UK airports such as London, Manchester,…
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Provides financial services including life and health insurance, investment products, asset management, and financial planning advice to individuals and businesses, and manages investment funds…
Serves consumers and business customers seeking insurance, investments and financial advice, plus institutional investors and employers through asset management and employee-related financial and…
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Financial sub-scores
Computed from 5 filingsProvides retail and commercial banking services including checking and savings accounts, credit cards, mortgages, and auto loans. Also offers business banking, investment and retirement accounts,…
Serves a mix of B2C and B2B customers: individual banking customers, homeowners and car buyers, plus small businesses and commercial organisations needing business banking, credit, payroll and…
Financial Health
WeakWeak · 0% CAGR over 4y
Location
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Computed from 2 filingsOperates a professional football club, managing men's, women's and academy teams and organising competitive matches and fan events. Generates revenue through ticket sales, memberships, merchandise…
Serves football supporters, families and matchday visitors, plus online fans buying merchandise and streaming passes. Also targets businesses seeking sponsorship, advertising, hospitality, executive…
Financial Health
WeakWeak · -1% CAGR over 1y
Location
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Computed from 5 filingsOperates an online reservation platform that allows users to search and book travel accommodation, manage or cancel bookings, and submit group reservation requests, with customer support and account…
Serves consumers and group organisers looking to make, amend or cancel online travel reservations, with a focus on price-sensitive travellers using web-based booking tools.
Financial Health
DistressedDistressed · 0% CAGR over 4y
Location
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Computed from 5 filingsOperates an online retail store selling wristwatches from multiple brands, including designer, classic and sports models. Offers men’s and women’s watches, smartwatches, straps, gift sets and related…
Serves consumers buying branded watches online, including men’s, women’s and kids’ watch shoppers and gift buyers, with UK and international customers supported by worldwide shipping.
Financial Health
HealthyHealthy · -3% CAGR over 4y
Location
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Computed from 2 filingsProvides private healthcare services including diagnostic testing, outpatient consultations, specialist medical treatment, and hospital-based secondary care. Part of a healthcare group offering…
Financial Health
WeakWeak · 4% CAGR over 1y
Location
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Computed from 4 filingsActs as a credit broker arranging loans from third‑party lenders, including second charge mortgages, personal loans, guarantor loans, short‑term loans, bridging finance, business loans and school fee…
Serves UK consumers, homeowners and parents seeking personal, secured, guarantor or school-fee finance, alongside businesses and property borrowers needing business or bridging loan options.
Financial Health
StrongStrong · Growing · 2% CAGR over 3y
Location
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Computed from 5 filingsOperates an online booking platform for a curated collection of glamping accommodation, including treehouses, cabins, yurts and shepherd’s huts, allowing guests to search, compare and book…
Sells to leisure travellers seeking curated glamping and unusual nature stays, including couples, families, dog owners and groups booking short breaks, special occasions and weddings across the UK…
Financial Health
StrongStrong · Growing · 1% CAGR over 4y
Location
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Computed from 5 filingsOperates a members-only travel club providing access to a portfolio of luxury vacation residences and curated travel experiences worldwide. Offers travel planning, concierge services, and booking of…
Serves affluent consumers and families seeking members-only luxury travel, private residences, curated experiences, privacy, and community; targets influential globetrotters who prefer access-based…
Financial Health
StrongStrong · Hiring · 73% CAGR over 4y
Location
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Computed from 3 filingsProvides car subscription services allowing customers to access vehicles for a fixed monthly fee. Subscriptions include insurance and other running costs, with users selecting vehicles and contract…
Targets consumers and business users seeking flexible, all-inclusive access to cars as an alternative to PCP, leasing or ownership.
Financial Health
StrongStrong · Hiring · 35% CAGR over 2y
Location
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Computed from 2 filingsOperates a professional football club, managing men’s, women’s and youth teams and organising competitive matches. Generates revenue through ticket and season ticket sales, hospitality packages,…
Serves football supporters and local audiences buying match tickets, season tickets, memberships, streaming, merchandise and hospitality, plus businesses and private groups booking sponsorship,…
Financial Health
StrongStrong · Hiring · 100% CAGR over 1y
Location
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How Amazon ELB 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 ELB is a trademark of its respective owner. Firmbase is not affiliated with, sponsored by, or endorsed by the trademark owner.
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Frequently asked questions
How many UK B2C companies use Amazon ELB?
What share of UK B2C companies run Amazon ELB?
How is Amazon ELB usage detected?
What size B2C companies use Amazon ELB in the UK?
What do Amazon ELB-running B2C companies also run?
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