​Amazon research reveals independent sellers are using data and AI to boost Black Friday sales

The retail giant surveyed 5,000 small and medium-sized enterprises (SMEs) across the UK, France, Germany, Spain, and Italy, and 88% said that the holiday sales period is ”critical” for their growth.

The research highlighted the top three strategies sellers are implementing to take advantage of the peak trading season.

Data analytics is being used by SMEs to track sales patterns and consumer behaviour which helps sellers make better decisions on inventory, pricing, and promotions. 

According to the survey, 53% of UK sellers are most likely to use data-driven strategies to enhance visibility and drive sales to stand out from the competition, followed by Spain and Italy at 52%, France at 44% and Germany at 42%.

AI tools are also being leveraged by SMEs for personalised product recommendations, real-time chatbots, enhanced data analysis and more.

The survey revealed that 77% of SMEs in Europe said Amazon’s AI listing capabilities and the new generative AI tool designed to create high-quality product detail pages are helpful for their business.

Data analytics was viewed as the most integral part of selling behaviour for business growth, but 40% of European independent sellers said AI was the most important tool.

The third most important strategy for peak trading season was identified as customer relationship management, which aims to boost customer loyalty, increase sales and manage interactions effectively. 

UK sellers are the most advanced in customer relationship management, with 45% recognising the benefits, followed by 42% of German SMEs and 37% of SMEs in France, Italy and Spain.

Amazon said its research implies that independent sellers need to plan and implement the right tools in advance if they want to succeed in Black Friday and Christmas trading.

Amazon VP of Europe seller services Xavier Flamand 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 capitalise on peak demand periods. We are committed to being strategic partners, not just providers of retail services, to independent sellers across Europe.”