Ocado is offering suppliers sponsored prime positioning on its website in a new feature billed as helping upcoming brands.

Sponsored products appear at the top of results for relevant searches. The feature was tested using Ocado own-label products during the festive period and suppliers are now being invited to use it.

The sponsored listings increase supplier sales as well as creating new revenue for Ocado, according to Citrus, the digital ad firm behind the technology. Brands bid for the prime positions, a Citrus spokeswoman said.

Ocado adds palm oil-free ‘aisle’ to website

“We aim to be the best place to launch new brands and are dedicated to helping our smaller suppliers grow,” said Alice Mannion, Ocado’s head of grocery merchandising and product.

She said the platform was “easy to integrate and crucially delivers better optimised exposure for our smaller to medium-sized brands”.

Citrus CEO Brad Moran said: “We are committed to partner with Ocado and look forward to our technology contributing to their success and growth by helping to monetise its online presence and further improve the customer experience they provide.”