Navigating the U.K. retail landscape continues to be a minefield for fast-moving consumer goods. Growing confidence in Amazon as a marketing platform sees Index brands boost their share of ads, but contend fiercely with indie brands that invest heavily in sponsored visibility. Likewise, local retailers offer opportunities to reach a wider audience, but favor their private-label brands. While retailers are still an effective e-commerce partner, Index brands should be more agile and seek opportunities to build brand awareness outside of retailer platforms.