For many, the festive season still feels far off. But for those in supply chain management, preparations for the busiest months are already well underway. With major shopping milestones like Prime Day, Black Friday, and Christmas fast approaching, retailers are bracing for a dramatic surge in orders.
To stay ahead of growing demand and unlock the opportunities of peak season, proactive planning is essential. Inventory shortages, delayed shipments, and last-minute bookings can quickly eat into profit margins, transforming a season of potential into a period of uncertainty.
The good news is that, with the right freight shipping tips, you can set your business up for success. At Amazon Freight, we’ve supported thousands of retailers through peak, and we know that early, proactive planning makes all the difference.
Why does peak season create unique inbound freight challenges?
In 2024, UK consumers spent over £13.8 billion over the holiday season. Between gifts, groceries, and household items, there’s an incredible opportunity for retailers to drive a much-needed surge in sales. However, delivering on the last-mile requires a well coordinated middle mile, and that’s where the following problems often arise.
Increased Order Volumes
Holiday peaks mean more products moving through fulfillment centers and stores. As order volumes climb, the risk of slowdowns and errors increase, putting pressure on accuracy and speed across your supply chain.
Tight Delivery Windows
According to our research, 91% of ecommerce shoppers base their purchase decisions on the availability of next-day delivery. Retailers must have the right stock in place and the ability to fulfill orders quickly. Failing to meet these expectations can mean missing out on valuable sales.
Industry-Wide Capacity Constraints
With every retailer vying to make the most of the season, competition for logistics resources is at an all-time high. Without careful planning, businesses can find themselves struggling to secure transport or facing higher shipping costs.
What are the main industries most affected by peak season pressures?
From restaurants to logistics, almost every sector feels the impact of peak season. But nowhere is the pressure more intense than in retail, ecommerce, and manufacturing supply chains. Here’s why these sectors face unique freight shipping challenges:
Retail
For traditional retailers, peak season brings a surge of inbound shipments and the challenge of keeping shelves stocked. Distribution centres can quickly become bottlenecks as delivery windows tighten and appointment slots fill up. Any backlog has the potential to disrupt the entire supply chain. With margins often stretched tight, unexpected transport or demurrage costs can quickly erode seasonal profits.
Ecommerce
For online sellers, the stakes are even higher. Delays in freight transportation can lead to out-of-stock items and lost sales, especially when customers expect same- or next-day delivery. Fulfilment centres must process soaring order volumes in ever-shorter timeframes, increasing the risk of late arrivals and missed revenue due to inventory shortfalls.
Manufacturing
Manufacturers supplying the retail and ecommerce sectors face their own set of challenges. With supplier networks spanning multiple geographies, even a single delayed component can halt production lines. These businesses must also contend with fluctuating freight rates and intense competition for available capacity during peak periods.
Tips for managing inbound freight in peak season
Despite the pressures, peak season remains a golden opportunity for retailers and manufacturers alike. To make the most of it, a clear strategy for streamlining inbound freight transportation is essential. Here are freight best practices to follow.
Forecast demand and align supplier schedules
Accurate demand forecasting is the foundation for a smooth peak season. Ordering the right quantities ensures you avoid the costs of overstocking and the risks of running out of stock at crucial moments. Use an order management system to refine your forecasts and build a comprehensive plan for the months ahead.
Early, transparent communication with suppliers and manufacturers is also key. Sharing your projections as soon as possible (and factoring in extended lead times) gives partners the visibility they need to meet your requirements. Build contingency time into your strategy to mitigate risks from material shortages or port congestion.
Optimise route planning and consolidation
With order volumes on the rise, inefficiencies in your freight network can quickly escalate. The most optimised supply chains constantly seek ways to consolidate shipments and maximise trailer space, using methods like multimodal transport and less-than-truckload (LTL) shipping.
Route planning is equally important. Reducing waiting and transit times translates into lower costs and greater efficiency. With Amazon Freight’s built-in route optimisation, shippers benefit from dynamically updated routes, helping to avoid delays, save fuel, and ensure each load takes the fastest, most cost-effective journey.
Build strong carrier relationships
A reliable freight carrier partnership is invaluable during peak season. Open communication and a focus on flexibility can make all the difference when capacity is tight. At Amazon Freight UK, we see ourselves as an extension of your team, providing the reliability and scale needed to keep your business moving through even the busiest periods
Adjust warehouse opening times and staffing
Rigid operating hours can quickly create bottlenecks as inbound volumes surge. Consider extending or staggering warehouse opening times to spread out deliveries and secure unloading slots more easily. Increasing team capacity to match peak volumes ensures high performance without overburdening your workforce.
Schedule deliveries for off-peak windows
Timing is everything when it comes to keeping your supply chain moving. Scheduling inbound freight shipments during off-peak hours can ease congestion at distribution centres and on the roads, resulting in faster unloading and turnaround times.
Coordinate with your freight carriers to identify quieter delivery windows and build flexibility into your supply chain planning. This can yield significant operational benefits, particularly when volumes are at their highest.
Prioritise critical stock keeping units (SKUs) and shipments
Not all products are created equal during peak season. Identifying and prioritising high-demand or time-sensitive SKUs will ensure your best-sellers and essential items remain available to customers.
Work closely with your logistics partners to develop clear criteria for prioritisation and use technology to track and monitor critical shipments in real time. Having a robust system in place for escalation ensures you can respond quickly if issues arise, minimising the risk of stockouts and lost revenue.
Leverage technology for visibility and tracking
Visibility makes all the difference. Real-time tracking tools, predictive analytics, and easy-to-read dashboards give you the information you need, when you need it. With these tools in place, you can spot delays early and adapt your plans before small issues become big problems.
How Amazon Freight supports inbound shipping during peak season
We understand the pressures that peak season brings. That’s why we’ve built a transport network designed for resilience and reliability, so your business can keep moving, even when demand is at its highest.
During Peak 2024, our team delivered an order every two minutes, day and night. We know speed matters, but consistency is just as crucial. Even with order volumes at their highest, we achieved over 96% on-date delivery, helping our customers stay on schedule, without compromise.
Our nationwide network, flexible capacity, and real-time visibility tools make it easier to manage freight shipments, adapt to demand, and keep operations running smoothly. Whether you’re facing a seasonal surge or simply looking to strengthen your everyday inbound flows, Amazon Freight UK is here to help you deliver on time, every time.
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