Whilst buying new from any one of the big six mainstream manufacturers is definitely a sensible buy, there are a few Chinese ‘copy’ motors out there for a few bucks less. Some good, some not so good, but all a risk as subject to high depreciation when time comes to sell.
One of the better brands to consider would be Orca. Chinese copies of Yamaha designs they are badged, imported and sold here by Boatworld, a UK real ‘bricks and mortar’ company with a good reputation and offer a three year warranty .
Their 9.9 and 12hp motors share the same block, weigh 40kg, and can be had for £1545 and £1595 respectively.
https://boatworld.co.uk/orca-98hp-outboard
https://boatworld.co.uk/orca-12hp-motor-engine-outboard
There are a couple on here with Orca 9.9 motors and all pleased with them as far as I know.