Amazon and other retailers are under enormous pressure to prove that they are capable of handling higher than average online orders amid the double whammy of the epidemic and holiday shopping spree. Compared with previous years, more consumers are expected to buy gifts online this year, which may mean that goods on the virtual shelves will be sold more quickly and the freight capacity will be increasingly strained. < / P > < p > compared with the rush at the beginning of the year, Amazon is well prepared for the holiday season. The first few months of the outbreak were by far the biggest test of Amazon’s warehousing and delivery capabilities. The company is trying to meet a lot of demand, but the surge in demand has rarely broken the company’s two-day delivery commitment. < / P > < p > since then, Amazon has spent months perfecting its distribution and logistics systems to ensure that it runs smoothly during the holiday shopping season. The company has also increased transportation capacity, significantly increased the number of warehouse staff and increased the choice of goods in warehouses close to consumers. < / P > < p > Amazon has been actively expanding its warehouse to have more storage space for goods. So far this year, the company has added at least 75 new distribution centers, sorting centers, regional aviation hubs and distribution stations in the United States and Canada. < p > < p > Amazon said it would recruit 100000 seasonal employees to meet the demand for this year’s holiday shopping season. In the same period last year, Amazon employed 200000 casual workers. But since the outbreak, Amazon has been recruiting heavily. Between March and April, Amazon added 175000 new operations jobs; in September, it added another 100000 workers. < / P > < p > this means that Amazon will be one of the few retailers that can stand the test of “Freight delays and chaos.”. The so-called “Freight delays and chaos” means that major carriers will face a shortage of capacity during the holiday season. < / P > < p > “Amazon is a machine that works well,” explains Andrea Leigh, a former Amazon executive and vice president of strategy and analysis at ideolink, an e-commerce consultancy. “They won’t fall in this holiday season.” < / P > < p > earlier this week, Amazon highlighted alternative distribution options that allow holiday season shoppers to pick up packages from nearby physical retail stores and community “centers.”. The company also launched an “Amazon day” service, which allows shoppers to receive all Amazon orders on one day instead of receiving different orders at different times of the week. < / P > < p > some people believe that Amazon launched these measures to release part of the last mile delivery capacity during the holiday delivery peak. But Amazon denies that. The company said the services were designed to “provide consumers with more choices.”. < p > < p > Andrea Lee said she also noted that Amazon has increased the cost of booking pickup when returning goods. For now, Amazon first advises shoppers to put returned packages at Kohl’s convenience store, Amazon locker or UPS store. < p > < p > Andrea Lee also said that Amazon may offer a discount to shoppers who choose “non urgent delivery” at the time of checkout, or check this option by default at the time of checkout, to subtly imply that shoppers choose “non urgent delivery.”. Amazon has put up banner ads on its checkout page to tell consumers that they can get a $3 discount if they are willing to wait a few more days for their orders. A spokesman for Amazon did not answer specific questions about whether non expedited delivery would benefit the company’s logistics network or whether Amazon day would reduce transportation costs. < / P > < p > it is not clear whether consumers will really choose “non urgent delivery” when checking out. Juozas kaziukenas, head of marketplace pulse, an e-commerce research firm, believes that even if there is a discount, consumers “don’t necessarily buy it.”. < / P > < p > “Amazon can’t get people to accept a week-long delivery because there are already a lot of people complaining about prime and not receiving the package within two days,” kazukonas said. “If we extend the delivery time, people will only complain more and more.” < / P > < p > if consumers are not willing to wait for extra time, at least Amazon can transfer part of their demand to third-party sellers. According to reports, some businesses said that Amazon is already deploying this strategy. < / P > < p > a merchant who asked for anonymity said they had seen a surge in orders for goods delivered by merchants. The so-called merchant distribution of goods, that is, the seller manages the inventory and delivers goods directly to the buyer. An Amazon spokesman denied that the company had moved orders outside its distribution network. < / P > < p > “rumors of patchwork are not necessarily true,” the spokesman said. “Amazon has invested heavily in our distribution and logistics capabilities to deliver orders quickly this holiday season, and we have not changed the way we provide services to consumers, nor have we passed on orders from Amazon to sellers.” < / P > < p > as the holiday season draws to a close, Amazon can also use the tools it used during the outbreak to control demand. Between March and may, Amazon made a series of adjustments, including removing “daily deals” from its home page and suspending coupons and product recommendations. < / P > < p > “at the end of the fourth quarter, Amazon is likely to do the same thing again, because it is an effective way for Amazon to manage the sales of its website.” Kazukonas said. < / P > < p > but for Amazon, the real challenge is in mid December. At that time, major carriers UPS, FedEx and postal services will begin to implement holiday shopping deadlines. After December 15, these carriers will no longer guarantee that ground delivery orders will arrive before Christmas. < / P > < p > this is likely to lead to a large number of buyers who don’t buy gifts in time to Amazon. Com, thanks to the company’s strong distribution team, is one of the few companies that can ensure that orders are delivered on time within 11 hours. < / P > < p > “for Amazon, December 16 is the real Black Friday,” said James Thomson, a third-party seller consultant and former head of Amazon services. “This will be an unprecedented situation, not only because Christmas is coming, but also because of the epidemic. This year is a big year for online shopping, but also because everyone else is relying on the carrier to deliver goods, and the carrier is obvious But the pressure is huge. ” < / P > < p > Amazon still uses USPS, ups and FedEx to deliver some packages. But the company’s internal logistics network, involving trucks, airplanes, distribution trucks and contracted distribution drivers, has taken on an increasing share of delivery. < p > < p > Amazon said that in the United States and around the world, Amazon’s logistics network delivers more than 50% of the total goods. The company’s distribution team will play an important role in the holiday season as in previous years. Global Tech