October 02, 2025 Guest opinion piece
The final quarter of the year is a golden opportunity for Amazon sellers. With the holiday season in full swing, understanding your customers' needs is more critical than ever.
For GS1 UK members, it’s a chance to leverage your globally unique product identifiers (GTINs) to not only meet but exceed expectations.
This guide will provide you with actionable tips and tricks to prepare for a successful Q4, build your authority as a trusted seller and make the most of this high-traffic period.
Understanding the Q4 customer mindset
Q4 is not just about discounts, it's about understanding the emotional and practical needs of holiday shoppers. Today's customers are savvy planners, often starting their gift research as early as October. They are looking for more than just a product, they are searching for the perfect gift.
This means your product listings need to speak their language. Use gift-centric keywords like “stocking stuffers for teens,” “unique gifts for dad,” or “holiday-themed home decor” to build discoverability.
Beyond keywords, your product presentation is paramount. High-quality images and videos that showcase your product in a festive context can make all the difference.
Remember, many shoppers are buying for others, so your listings should clearly communicate the value and benefits of your product as a gift. Images of happy families giving and receiving gifts, wrapped parcels under a Christmas tree, these are all visual cues that no shopper on the lookout for holiday gifts can ignore.
Leveraging your GS1 GTINs for a competitive edge
As a GS1 UK member, you have a powerful tool at your disposal: the Global Trade Item Number (GTIN).
This isn't just a string of numbers, it's your product's unique identity in the global marketplace. Amazon itself recommends using GS1-issued GTINs to ensure the authenticity and integrity of your listings.
A valid GTIN from GS1 tells Amazon, and your customers, that you are a legitimate and trustworthy seller. This is especially crucial during the competitive Q4 season, where counterfeit products can be a major concern for shoppers.
Furthermore, your GTINs are essential for effective inventory management. With the increased sales velocity of Q4, the last thing you want is to run out of stock on your best-selling items.
By using GS1 GTINs, you can streamline your inventory tracking and forecasting, ensuring you have the right products in the right place at the right time. This not only prevents lost sales but also contributes to a positive customer experience by avoiding stockouts and shipping delays.
Actionable tips for Q4 success
To help you put these insights into practice, here are some actionable tips for a successful Q4:
- Optimise your listings for gifting: go beyond basic product descriptions. Use bullet points to highlight why your product makes a great gift. Create A+ content that tells a story and connects with the holiday spirit. Update your storefront with holiday themed visuals and even go as far as creating a holiday gifting page.
- Run strategic promotions: don't just slash prices. Use coupons and promotions to create a sense of urgency and value. Consider bundling complementary products to increase the average order value.
- Stay on top of your inventory: use the data from your past Q4 sales to forecast demand. Keep a close eye on your inventory levels and be prepared to restock quickly. Consider using a combination of FBA and FBM to maintain flexibility.
- Monitor your account health: The holiday season is not the time to deal with account issues. Proactively monitor your account health and address any potential problems before they escalate.
By understanding the Q4 customer mindset and leveraging the power of your GS1 GTINs, you can not only survive but thrive during the busiest shopping season of the year. There’s still enough time, only just, so start preparing now and you'll be well on your way to a great Q4.
Happy selling!
