As the countdown to one of the busiest retail periods of the year begins, Amazon has unveiled a new piece of research designed to give sellers a tech-powered head start.
With the holiday season, including Black Friday fast approaching, the research reveals that for independent sellers who sell in Amazon’s store, success is determined by both having the right products, and deploying the right tools to thrive and those embracing tools such as AI, data insights and investing in customer relationships are set to capture a bigger slice of the sales pie.
Of the 5,000 Small and medium-sized enterprises (SMEs) surveyed across the UK, France, Germany, Spain, and Italy, 88% said that the holiday sales period is critical for their growth.
From harnessing data analytics to leveraging AI-powered strategies, successful SMEs are no longer just reacting to trends, they’re predicting them. They’re using cutting-edge tools such as the Opportunity Explorer Tool to understand customer trends and AI tools to personalize interactions and secure sales in ways that traditional methods simply can’t match.
The New Rules of Success
The research uncovered the top three strategies that sellers are deploying to take full advantage of the upcoming shopping peaks.
- Data Analytics:In the digital age, understanding data is critical. SMEs who track sales patterns and consumer behaviour are making smarter decisions on inventory, pricing, and promotions. Those who use data analytics and embrace real-time market trends have the potential to turn shoppers into buyers this holiday season. And by selling in Amazon’s store, independent sellers have access to an extensive range of tools which provide insight into customer actions, intentions and their loyalty.Breaking this down by country, sellers surveyed in the UK are most likely to be using data-driven strategies to boost visibility and drive sales (53%) to stand out in a highly competitive space, followed by Spain (52%), Italy (52%), France (44%), and Germany (42%).
- AI Technology:The rise of AI is no longer the future—it’s the present. AI is reshaping how businesses engage with customers andstreamlining every aspect of a business, from personalised product recommendations, to real-time chatbots, or enhanced data analysis. When asked specifically about Amazon’s AI listing capabilities and specifically the new generative AI tool that easily creates high-quality product detail pages, 77% of the SMEs surveyed in Europe cited it as a helpful tool for their business. Overall, 40% of small businesses in Europe believe AI is the most integral Science of Selling behaviour to business growth and success, second only to data analytics.
- Customer Relationship Management (CRM):Building lasting customer relationships is also crucial to sales success. Robust CRM systemsare indispensable tools for building customer loyalty, increasing sales, and managing the high volume of interactions effectively. UK sellers are pioneering the way, with 45% recognising the benefits of robust customer relationship management strategies to track and maintain relations with customers better. They are followed closely by Germany (42%), Spain (37%), France (37%), and Italy (37%).
While many small businesses are already taking advantage of this approach, unlocking the power of the Science of Selling can help small businesses that are transforming peak shopping periods into breakthrough moments for growth. By harnessing the tools that successful sellers rely on—data analytics for smart decision-making, AI for personalised customer engagement, and CRM for lasting customer loyalty—businesses can prepare for Black Friday and the holiday season with strategies that drive results.
Tech Adoption is the main ingredient for success
For SMEs, Black Friday and the holiday shopping peak are no longer just opportunities—they’re a recipe for success, if businesses prepare appropriately, with nearly 9 in 10 SMEs stating that these periods are crucial for their growth. The businesses that are embracing technology are getting a head-start, optimising every aspect of their operations to meet demand.
SMEs in Germany are leading the pack, with 91% saying Black Friday and holiday shopping peaks are critical to their growth, followed closely by Spain (90%), France (89%), Italy (88%), and the UK (83%).
Consumers Are Waiting for Black Friday
The holiday peak isn’t just important to SMEs— it’s when customers are eagerly looking to make their biggest purchases count. The research found that 84% of SMEs agree consumers are saving their biggest purchases of the year for Black Friday and holiday sales. To meet this demand from consumers, small businesses selling in the Amazon store across Europe have highlighted a number of tools and services as helpful. These include:
- Fulfilment by Amazon (FBA) (85%)
- Multi-Channel Fulfilment (81%)
- Generative Artificial Intelligence (GenAI) capabilities such as AI listings (81%)
- Seller Central resources (80%)
- Opportunity Explorer Tool (79%)
Xavier Flamand, VP of Amazon Europe Seller Services, said: “At Amazon, we understand the critical role our selling partners play in delighting customers, especially during the busy holiday shopping season. That’s why we are focused on providing sellers with the right tools, services and insights to help them succeed. From inventory planning reports to marketing promotions and shipping solutions, our aim is to empower entrepreneurs with best-in-class resources that make it easier to capitalize on peak demand periods. We are committed to being strategic partners, not just providers of retail services, to independent sellers across Europe.”
Is your business ready to flourish this holiday season?
Our research suggests that SMEs that want to truly prosper during Black Friday and the holiday period need to start planning—and implementing the right tools—in advance. 99% of SMEs begin preparing to capture a slice of the holiday peak sales pie in advance.
The businesses that embrace data analytics, AI, and CRM are the ones poised to profit the most this holiday season, driving growth and securing more eyes on their products.
When independent sellers choose to sell in the Amazon store they get access to powerful tools, services, and programs to drive their business growth. An additional key benefit for sellers is the tremendous investment and progress Amazon makes in ensuring customers can trust shopping in our store – our experience and reputation with customers is part of why independent sellers choose Amazon. To learn more about the tools and services Amazon provides for independent sellers that enable the Science of Selling, visit: https://sell.amazon.com
