UK ecommerce brands can use retail media networks to place ads on the websites and apps of large retailers where their customers already shop, turning everyday browsing into targeted advertising opportunities. These networks let sellers promote products to relevant audiences at the point of purchase, often with measurable performance data.
This guide explains the main retail media options available to British sellers, focusing on Amazon, Tesco, and Ocado. It provides practical steps for getting started, setting up campaigns, and using the tools effectively without relying on unverified claims or external data.
What are retail media networks?
Retail media networks are advertising platforms operated by retailers that allow brands to display sponsored content on the retailer's own digital properties. These include search results, product pages, category pages, and mobile apps. The ads are typically shown to users who are already in buying mode, which can make them more relevant than general web advertising.
For UK sellers this means access to large audiences without building your own website traffic from scratch. Each network has its own dashboard, bidding system, and reporting features. Costs are usually based on clicks, impressions or sales, though the exact models change and you should always review the platform's current terms.
Amazon Advertising for UK sellers
Amazon operates one of the largest retail media networks in the UK. Sellers can create campaigns that appear in search results, on product detail pages, and across Amazon sites and apps. Sponsored Products, Sponsored Brands, and Sponsored Display are the main formats available to most UK-based sellers.
To begin, register for an Amazon Seller Central account if you have not already done so. Once approved, navigate to the Advertising Console. Choose campaign types that match your goals: Sponsored Products for individual listings, Sponsored Brands for logo and headline ads, or Sponsored Display for audience or contextual targeting. Set daily budgets, select keywords or products to target, and write clear ad copy that matches the search terms customers use. Monitor the search term reports to add negative keywords and refine bids. Always check the current Amazon Advertising terms for eligibility and payment requirements.
Tesco advertising opportunities explained
Tesco offers advertising through its retail media network on Tesco.com, the Tesco Grocery app, and related digital channels. British sellers can promote products in search results, on category pages, and through sponsored placements that appear alongside regular listings.
Access typically requires a Tesco seller account or partnership with an approved advertising agency. Once set up, use the Tesco Media platform to select targeting options such as keywords, categories, or customer segments. Create clear product images and concise headlines. Start with small test budgets to learn which placements perform for your range. Review performance data regularly to adjust bids and targeting. Fees and commission structures change, so consult the current Tesco seller terms and GOV.UK guidance where relevant.
Advertising with Ocado
Ocado provides retail media opportunities on its grocery platform, reaching UK customers who use the Ocado.com website and app for weekly shops. Sellers can run sponsored product ads, banner placements, and search advertising that appear during the customer journey.
Begin by confirming your products are listed on Ocado, usually through an existing supplier relationship or approved seller status. Contact the Ocado advertising team or use their self-service tools if available to set up campaigns. Focus on relevant search terms and category targeting. Use high-quality images that meet Ocado's guidelines. Track impressions, clicks, and any reported sales attribution. As with other platforms, review the latest terms of service and check HMRC or Companies House for any business compliance needs that may apply to your advertising spend.
Practical campaign setup steps
Follow these general steps across the platforms. First, ensure your product listings are complete with accurate titles, descriptions, images, and pricing. Second, research the search terms customers are likely to use by looking at your own sales data and the platform's search suggestions. Third, create separate campaigns for different product groups or objectives to make reporting clearer.
Set conservative budgets at the start while you learn the system. Write ad copy that highlights real product benefits rather than vague claims. Use the built-in reporting to identify which keywords or placements deliver clicks or orders. Adjust bids based on your own cost and return calculations. Keep records of your advertising activity for accounting purposes and be aware that tax treatment of these expenses can change; always check the latest GOV.UK guidance.
Measuring results and refining performance
Each network provides its own analytics dashboard showing impressions, clicks, click-through rates, and attributed sales where available. Use this data to calculate your own return on advertising spend rather than relying on external benchmarks. Compare performance across Amazon, Tesco, and Ocado to decide where to increase or reduce investment.
Common refinement tactics include adding negative keywords to reduce irrelevant traffic, testing different ad creatives, and adjusting bids for peak shopping times. Review campaigns at least weekly in the early stages. Document what works for your specific product category so you can repeat successful patterns. Remember that platform algorithms and reporting features are updated regularly, so stay informed through each network's seller resources.
Combining retail media with other channels
Retail media works best when aligned with your broader marketing efforts. Use insights from Amazon, Tesco, or Ocado campaigns to inform your SEO keywords, email offers, or social content. For example, popular search terms on these platforms can guide blog topics or product bundle ideas.
Consider how retail media fits alongside paid search on Google, social advertising, or PR activity. Track the customer journey across channels where possible. For early-stage UK founders, this integrated approach can stretch limited budgets further. If you are based in West Yorkshire and seeking free desk space and mentoring while building your brand, Loomworks in Liversedge offers selected ecommerce startups practical support without fees or equity.
Frequently asked questions
Do I need to be an approved seller on each platform before I can advertise?
Yes, you generally need an active seller or supplier account with Amazon, Tesco, or Ocado before you can run retail media campaigns. Approval processes vary and can take time. Check each platform's current seller requirements directly.
How much budget should a new UK ecommerce brand allocate to retail media?
Start with small daily budgets that you can afford to test and learn from. The right amount depends on your margins, product price, and sales volume. Adjust based on your own results rather than industry averages. Always review the platform's latest payment and billing terms.
Can I advertise the same products on Amazon, Tesco, and Ocado at the same time?
Yes, most UK sellers run campaigns across multiple networks. Ensure your product listings comply with each retailer's rules. Track performance separately so you can allocate budget to the channels that work best for your range.
What types of reporting are available on these retail media networks?
Platforms typically provide data on impressions, clicks, click-through rates, and some level of sales attribution. Amazon offers detailed search term reports. Use the information to refine targeting and bids. Features change over time so check the current dashboard tools.
Are there any tax implications for retail media advertising spend?
Advertising costs are usually treated as business expenses but rules can change. Keep clear records of all spend and consult the latest guidance on GOV.UK or speak to an accountant. Do not rely on general statements about thresholds or rates.
Related reading: Personal branding guide for UK startup founders, Keyword research for paid search in the UK market, Managing crawl budget for growing UK websites. Browse all marketing & growth guides or apply to Loomworks.