Black Friday 2025: What’s different this year and how brands can win

Black Friday has always been a highly competitive event and 2025 raises the stakes. Shoppers are moving quicker and expect more instant gratification, AI is shaping more search results, and pricing pressure is fiercer than ever. What worked in 2023 or even 2024 won’t be enough this year. Brands need to understand what’s changed and how to adapt in order to win in 2025.

Here are the three biggest shifts shaping Black Friday 2025:

1. Search is more dynamic than ever

In previous Black Fridays, search rankings on Amazon and other marketplaces were sticky. Optimize early and you could hold visibility through the holiday season. In 2025, AI-driven recommendations and daily algorithm updates mean product rankings shift constantly based on consumer behavior, reviews, and availability.

What this means for brands:

• Continuous optimization is critical and no longer optional; a one-time content refresh is not going to cut it.
• Retail media spend now directly influences search more aggressively than in previous years.
• AI-powered monitoring tools are essential to track how your products move in and out of visibility each day.

Here’s a snapshot of what search results are trending on Amazon right now:

• Sneakers: Puma, Nike, Adidas, New Balance, Reebok
• Durable Sneakers: Cariuma, Allbirds, VEJA, Native Shoes, Nike
• Laptops: Apple MacBook Air (M4), Acer Aspire 5, Dell XPS 13, Acer Nitro V15, Lenovo V15 Business
• Budget Laptops: HP 255 G10, Dell 15 Business & Student, HP Pavilion 15.6″ Touchscreen, Acer Aspire Go 15, Lenovo IdeaPad 1
• Tablets: Amazon Fire HD 10, Amazon Fire HD 8, Amazon Fire Max 11, Apple iPad 11″, Amazon Fire HD 8 Plus

In contrast, here are the top results from ChatGPT:

• Sneakers: Nike, New Balance, VEJA, Vans
• Durable Sneakers: New Balance, Nike, Adidas, On Cloudnova
• Laptops: Apple MacBook Air (M4), HP 14” Laptop, ASUS ZenBook 14 OLED, Samsung Galaxy Book 4 Ultra, Lenovo Idea Pad Slim 3
• Budget Laptops: Lenovo Idea Pad Slim 3, Lenovo Idea Pad 15.6”, Acer Aspire Go 15, HP 14”, ASUS Chromebook CX15
• Tablets: Apple iPad 10.9 (2022), Samsung Galaxy Tab S11 Ultra, Visual Land Prestige Elite 10QH, Lenovo Nook 9”, Linsay 10.1” Octa Core,

Amazon best-sellers often skew mass volume and broad appeal, whereas non-Amazon top performers may emphasize brand positioning, premium niche, or lifestyle differentiation.

In 2024, holding a spot in the top five might last weeks. Now it may last just hours.

2. Protecting margins has become harder

Discounting drives traffic but margin protection is the balance you want to strike. Shoppers are deal-hunting, but so are competitor and the speed of competitor repricing is increasing. Automated pricing engines and minimum advertised pricing (MAP) enforcement tools mean price changes cascade across retailers faster than ever. Brands that don’t keep up risk margin erosion within hours.

What’s different this year:

• MAP violations spike earlier often starting in late October, not just during Thanksgiving week.
• AI-driven repricing tools are widespread, meaning you’re competing against machines, not just manual adjustments.
• Shoppers are savvier as they now compare across multiple retailers before committing.

How to win in 2025:

• Use real-time pricing triggers to avoid falling behind.
• Focus discounts on high-traffic SKUs, while protecting profitability elsewhere.
• Layer in margin intelligence to make sure winning the buy box doesn’t mean losing money.

3. Stockouts carry bigger consequences

Being out of stock kills momentum fast and has always been a risk, but in 2025 the penalty is far higher. Algorithms now deprioritize unavailable SKUs, making it harder to regain visibility even after restocking.

What’s different this year:

• AI ranking systems push OOS products further down than in previous years.
• Consumer tolerance is lower with endless alternatives, shoppers don’t wait for restocks.
• Retailer SLAs are tighter as late shipments risk compliance penalties and lost shelf space.

How to prepare:

• Run gap scans weekly, not monthly, to confirm hero SKUs are live.
• Balance inventory across channels by not over-indexing on one retailer at the expense of another.
• Lock down faster SLA commitments with fulfillment partners to keep up with demand spikes.

The takeaway

Black Friday 2025 is a visibility game. Shoppers will be searching, comparing, and buying faster than ever. Brands that show up in search results, maintain consistent pricing strategies, and keep SKUs in stock will capture the lion’s share of sales.

The winners won’t just be those who discount the deepest; they’ll be the ones who stay visible in shifting search results, protect margins against automation, and keep shelves stocked in real time.

Now is the time to get your Black Friday strategy set and executed.

Ready to win this Black Friday?

eClerx’s Market Intelligence is an AI-powered solution suite that reveals your holistic digital market landscape and proactively turns insights into growth strategies.

Watch our eClerx Talk series to learn more about Black Friday 2025 winning strategies.

Get in touch with our experts to learn how we can help your brand outperform the competition this Black Friday.

eClerx Market360 named Summer 2024 Leader in Asia by G2

GenAI360 wins for AI Innovation in B2B Marketing at Globee® Awards

Enabling KYC transformation for a large asset manager with eClerx Compliance Manager

Client

The client is a large asset manager based in the United States, with investments spanning real estate, credit, renewable energy, and secondary strategies.

Challenge

The client was leveraging a vendor platform to onboard new customers and maintain existing records for over 25,000 investors and related parties, but faced issues with the manual and static nature of the platform, including:

• Manual, labor-intensive processes: The onboarding process was time-consuming as forms and KYC details had to be filled in manually
• Record duplication: The system had multiple records for the same investor, leading to errors in account and asset management
• Risk assessment gaps: Deficiencies in KYC processes undermined the ability to maintain reliable customer risk profiles
• Periodic review limitations: System limitations meant periodic reviews aligned with risk parameters could not be scheduled for all customers
• Outdated technology: Platform gaps prevented the firm from meeting industry standards and competing effectively with other investment houses

Solution

After analyzing our client’s existing processes and challenges, we implemented Compliance Manager, eClerx’s proprietary CLM platform, which combines robotic process automation (RPA), artificial intelligence (AI), and machine learning to reduce manual effort, eliminate iterative communication with clients, and accelerate time-to-market.

First, we migrated existing data from the legacy system into Compliance Manager, scrubbing, mapping, and ingesting as needed to avoid duplication and partial records. Then, we implemented processes for accurate risk rating and the scheduling of periodic reviews to help make more informed decisions, reduce operational errors, and enhance risk profiling. Highly customizable and equipped with a framework covering over 200 jurisdictions, Compliance Manager enabled the client to manage regulatory complexity and operational burden across KYC onboarding, refresh, and remediation processes.

To further improve efficiency, we implemented dynamic subscription forms through our Investor Portal solution. This reduced manual intervention and back-and-forth communication and consolidated customers with multiple accounts under a single technology ecosystem to minimize repetitive data capture and entry-related activities, allowing resources with deep domain expertise to focus on value-add work.

For long-term success, we established a global 16×5 delivery team to support tech and BAU processes and deployed reporting and analytics to monitor and improve operations continually.

Impact

These initiatives resulted in substantial efficiency gains and increased transparency in the client’s KYC operations, including:

• 80% increase in throughput

  Enhanced data quality & risk-based configuration improved data aggregation and screening automation rules for straight-through processing.

• 30%+ improvement in CSAT

  Streamlined onboarding processes enabled faster client conversion with fewer redundancies and boosted the client experience.

• 100% real-time monitoring coverage

  Strengthened transaction monitoring system integrated seamlessly with existing data management systems enabled improved monitoring and validation.

• Reduction in operational errors

  Centralized client data & document repositories eliminated duplicate records and reduced manual touch points and error rates.

• Enhanced reporting & controls

  Deployed reporting portal enabled real-time dashboards and reports, and established a continuous improvement loop to review and update rules based on feedback, emerging risk patterns, and regulatory changes.

Conclusion

The client was impressed with the considerable improvements and increased transparency in their KYC operations and continues to leverage Compliance Manager to enhance their services and meet their growth strategy goals.

Additionally, we are strengthening the platform’s AI and automation capabilities to address evolving client needs across compliance, regulatory requirements, and the KYC lifecycle more effectively.

Executive briefing: Australia’s Tranche 2 AML/CTF reforms

Thousands of new businesses are about to face AML rules for the first time

Beginning on July 1^st, 2026, new Anti-Money Laundering and Counter-Terrorism Financing (AML/CTF) obligations will take effect in Australia—expanding regulations to additional professions under what is known as Tranche 2. Those affected will include lawyers, conveyancers, real estate professionals, accountants, trust and company service providers, and dealers in precious metals and stones. These businesses, which were not previously regulated, will now be designated reporting entities under AUSTRAC’s oversight and need to adopt compliance measures similar to banks and financial institutions.

Essential compliance obligations for firms

Firms subject to the expanded set of regulations will need to prepare by developing frameworks and systems to guarantee compliance. The key obligations outlined in the new regulations are focused on robust protections against risk, and ensuring thorough monitoring to prevent illicit activities.

Enroll with AUSTRAC

Businesses must enroll with AUSTRAC within 28 days of offering a regulated service with a deadline of July 29^th, 2026. Virtual Asset Service Providers (VASPs) must also register by March 31^st, 2026 and cannot provide services until AUSTRAC confirms their registration.

AML/CTF program

Entities must establish an AML/CTF program tailored to their risks, including policies, procedures, and controls. In addition, they must appoint a compliance officer and conduct reviews every three years.  

Customer Due Diligence (CDD)

Before providing services, firms must verify customer identities and monitor transaction activity on an ongoing basis. Enhanced checks are required for high-risk clients, such as politically exposed persons or those linked to high-risk jurisdictions.

Reporting

Firms must submit timely reports to AUSTRAC, including Suspicious Matter Reports (SMRs), Threshold Transaction Reports (TTRs), and Cross-Border movement Reports (CBMCRs).

Record-keeping

Businesses must keep AML/CTF records, CDD files, and transaction histories for at least seven years, ensuring they are accurate and accessible for regulatory review.

Operational implications of the expansion

These reforms will require businesses to adapt their operations, with processes such as real estate transactions, client trust accounts, and high-value services now subject to customer checks and reporting. As firms adjust, they will face new costs for compliance staff, technology, and training. While compliance may seem burdensome, those that implement strong frameworks early can gain an advantage, building client trust, streamlining processes, and reducing the risk of AUSTRAC scrutiny.

Preparing for the compliance shift

To help keep you on track and guarantee that you meet needed compliance requirements, here is a list of the key actions you must take:

• Confirm if your services fall under regulated “designated services.”
• Prepare for AUSTRAC enrollment by July 2026.
• Develop a risk-based AML/CTF program and appoint a compliance officer
• Set up customer due diligence processes for onboarding and monitoring
• Build systems for reporting suspicious and large transactions
• Invest in RegTech solutions for digital onboarding, automated screening, and transaction monitoring
• Train staff and ensure records are retained for seven years
• Plan independent reviews at least every three years

Turning regulatory change into opportunity

While the natural first reaction to additional regulations can be one of dismay, they will create numerous opportunities post their implementation. Below, we share a few key considerations.

• For firms
  Opportunity: Strong compliance systems can double as risk insights, helping firms offer advisory services like risk consulting or secure investment support.
• For compliance and outsourcing providers
  Opportunity: Rising demand for KYC/CDD support, compliance setup, and reporting—especially from smaller firms lacking in-house teams.
• For tech and regtech providers
  Opportunity: New market for AML tools, ID verification, and reporting automation. Real estate, legal, and accounting firms are now key targets.
• For industry groups
  Opportunity: Law, accounting, and real estate associations can offer shared compliance tools and training, opening doors for consulting services.

Positioning your business for success under AML/CTF rules

The Tranche 2 reforms bring new AML/CTF obligations to professions previously outside Australia’s regulatory framework. Firms that act now—by designing robust compliance systems, training staff, and embedding risk-based processes—can not only reduce regulatory exposure but also streamline operations and maintain business continuity. Beyond meeting legal requirements, early preparation creates a strategic advantage: firms can leverage compliance to build trust with clients, explore new service opportunities, and position themselves as leaders in a more transparent, accountable market.

For more information, click to read the full guidance and factsheet.

Gold ratings at CII National Six Sigma competition 2025

eClerx recognized in  ‘Marketing Measurement & Optimization Services Landscape, Q3 2025’ report by Independent Research Firm

NEW YORK, October 08, 2025: eClerx Services Ltd (ECLERX.NS), a leading productized services company, has been recognized as a “Notable Provider” in Forrester’s report on ‘The Marketing Measurement & Optimization Services Landscape, Q3 2025’.

With marketing teams today facing increased pressure to deliver business value from their campaigns and promotions, measurement and optimization service providers are able to analyze their work and deliver insights into the returns from these initiatives. The report provides an overview of a diverse set of 16 marketing measurement providers within the increasingly complex world of campaigns.

In the report, Forrester identified eClerx as a “Notable Provider”, serving as a consultant within the entertainment, leisure and hospitality, High Tech, BFSI and retail industries for its paid media and ad campaign analysis services, as well as for the insights provided by its award-winning Generative AI platform, GenAI360.

“We could not be any prouder to be included in Forrester’s latest report on marketing measurement and optimization services,” said Nikesh Prasad, Head of Marketing Services Practice, eClerx. At eClerx, we have always committed ourselves to pushing the boundaries of what brands and customers think are possible from marketing through the domain experience of our team and AI solutions. Being recognized by an organization like Forrester reinforces our mission to help clients measure marketing performance with greater accuracy, optimize their marketing budgets more effectively, and unlock data-driven strategies to maximize impact across today’s complex digital channels”

As per the report, “Marketing measurement and optimization service providers offer brands the insights they need to optimize marketing budgets and maximize business impact from marketing activity.” It goes on to say, “Marketing professionals should use this report to understand the value they can expect from a marketing measurement and optimization service provider, learn how providers differ, and investigate options based on size and market focus.”

With over 25 years of experience in helping brands create, launch, and optimize their approach to marketing campaigns for many of the world’s largest Fortune 500 companies, eClerx’s comprehensive and technology-based digital marketing solutions allow brand teams to focus on high-impact customer and revenue growth.

Beyond consultations, eClerx’s award-winning Generative AI suite provides clients access to a comprehensive marketing platform that offers:

• Channel and customer specific content creation
• Cross-platform and channel campaign deployment
• Real-time KPI dashboards
• Compliance monitoring
• Smart forecasting and dynamic insights

Forrester does not endorse any company, product, brand, or service included in its research publications and does not advise any person to select the products or services of any company or brand based on the ratings included in such publications. Information is based on the best available resources. Opinions reflect judgment at the time and are subject to change. For more information, read about Forrester’s objectivity here .

About eClerx

eClerx provides business process management, automation, and analytics services to a number of Fortune 2000 enterprises, including some of the world’s leading financial services, communications, retail, fashion, media & entertainment, manufacturing, travel & leisure, and technology companies. eClerx is today traded on both the Bombay and National Stock Exchanges of India. The firm employs more than 20,000 people across Australia, Canada, France, Egypt, Switzerland, Germany, India, Italy, Netherlands, Peru, Philippines, Singapore, Thailand, UAE, UK and the USA.

Media Contacts

Prathibha Das
Head – Brand & Corporate Marketing
prathibha.das@eclerx.com

Aditya Modi
Head – Influencer Relations & Partnerships
aditya.modi@eclerx.com

Why search visibility is a must-have for eCommerce success

In today’s competitive eCommerce landscape, the digital shelf has become the ultimate battleground for brands vying for consumer attention. As global eCommerce sales surged by 10% in 2024, and with Forrester predicting that over 70% of total US retail sales will be digitally influenced by 2027, having a strong presence on platforms like Amazon, Walmart, and others isn’t just an advantage—it’s a necessity.

What is your digital shelf strategy, and why does it matter?

Think of the digital shelf as the virtual equivalent of physical store aisles. It’s where your products live online, and their presentation, accessibility, and discoverability determine whether they attract consumer clicks or fade into obscurity. On the digital shelf, search visibility reigns supreme:

• 95% of traffic originates from the first page of search results, with the top three spots capturing the lion’s share of clicks.
• Shoppers now expect seamless experiences, from engaging product visuals to easy purchasing options.

This underscores the need for eCommerce managers to focus on three core pillars for their digital shelf strategy:

1. Search results: Mastering algorithms through keyword optimization and performance metrics to achieve higher rankings.
2. Product listings: Creating rich, engaging content with detailed descriptions, high-quality visuals, and authentic user-generated reviews.
3. Digital touchpoints: Leveraging retail media ads, social commerce, and influencers to extend reach and build credibility.

Why search visibility is non-negotiable

Search visibility is the engine that powers eCommerce growth. Here’s why it’s such a crucial part of your digital shelf strategy:

• It drives conversions: Higher rankings mean more traffic and sales. Shoppers trust the products they see first.
• It builds credibility: Consumers associate top-ranked products with quality and reliability.
• It delivers a competitive edge: In crowded categories, visibility helps brands stand out and capture market share.
• It creates a growth loop: Success begets success. Better visibility drives sales, which boosts rankings, leading to even greater visibility and brand loyalty.

Understanding and optimizing your Share of Search (SOS)

To dominate the digital shelf, brands must monitor their Share of Search (SOS)—a metric that reflects their visibility across organic and paid channels.

Key components of SOS include:

• Organic visibility: Achieved through content optimization, high ratings, and consistent availability—ideal for long-term growth.
• Sponsored visibility: Paid ads for immediate impact—effective for launches or highly competitive categories.
• Keyword strategy: Balancing branded (e.g., “Nike running shoes”) and generic (e.g., “running shoes”) keywords to capture both loyal customers and new audiences.
• Search positioning: Securing top spots on the first page, where the vast majority of clicks occur.

Monitoring visibility across platforms

To stay competitive, brands must implement digital shelf monitoring across key platforms. This includes tracking keyword rankings, availability, content accuracy, and competitor positioning in real time. Major platforms like Amazon, Walmart, and regional giants such as MercadoLibre and Tmall have their unique algorithms and ranking priorities. For instance:

• Amazon’s A10 algorithm emphasizes organic sales, external traffic, and genuine reviews.
• Walmart prioritizes content and operational excellence, including fast shipping and competitive pricing.
• Localized platforms demand tailored approaches to meet specific consumer behaviors and preferences.

Why brands must monitor and optimize search visibility for accurate digital shelf insights:

Failing to track and refine your visibility strategy can lead to:

• Lost sales: Poor rankings result in fewer clicks and conversions.
• Missed opportunities: Low visibility means lagging in trending categories and emerging consumer needs.
• Weakened brand equity: Being invisible online erodes trust and brand recognition.

Conversely, brands that actively monitor SOS gain a strong sense of their retail shelf analytics, including:

• Discoverability: Higher visibility translates to more traffic and conversions.
• Competitive digital shelf insights: Learn where competitors excel and adapt to outpace them.
• Performance optimization: Maximize ROI by focusing on impactful strategies.
• Market awareness: Stay ahead of consumer trends, ensuring agility and relevance.

Practical steps to boost search visibility

1. Data-driven decisions: Use tools like SEMrush, Ahrefs, eClerx’s Market360, or proprietary retail shelf analytics to track performance.
2. Keyword optimization: Focus on branded and long-tail keywords, adjusting for trends and competition.
3. Enhanced content: Invest in compelling visuals, detailed descriptions, and video content to drive engagement.
4. Smart promotions: Use dynamic pricing, bundles, and seasonal discounts to attract shoppers.
5. Inventory excellence: Ensure product availability and leverage tools to forecast demand accurately.
6. Team collaboration: Empower marketing, sales, and eCommerce teams with insights for unified strategies.

The future of search visibility: Emerging trends

AI and predictive analytics are redefining digital shelf strategy. Tools like ChatGPT, Google Gemini and eClerx’s solutions are enabling actionable digital shelf insights and automating content optimization. Personalization will also play a significant role, with algorithms delivering tailored product recommendations to shoppers.

Brands that embrace these innovations while maintaining an agile, customer-centric approach will be poised for sustained success in the digital marketplace.

Conclusion

Search visibility isn’t just about being found—it’s about being chosen. By prioritizing SOS, eCommerce managers can unlock new growth opportunities, build stronger consumer trust, and establish dominance on the digital shelf. Solutions like eClerx’s Market360—an advanced digital shelf analytics software—provide detailed visibility metrics and insights that help companies improve performance.

With the right tools, strategies, and team alignment, the path to long-term success is clear: monitor, optimize, and lead.

Click here to see how eClerx’s Market360 can unlock your digital shelf potential and boost your eCommerce visibility.

Navigating new AML/CFT regulations for investment advisers

FinCEN has expanded the definition of “financial institutions” under the Bank Secrecy Act (BSA) to include Registered Investment Advisers (RIAs) and Exempt Reporting Advisers (ERAs). This significant change now requires RIAs and ERAs to implement a robust Anti-Money Laundering/Countering the Financing of Terrorism (AML/CFT) program by January 1, 2026. 

This webinar will break down the requirements, timelines, and practical steps firms can take to ensure compliance and mitigate risk. We’ll also explore how global AML/CFT frameworks—particularly in the UK and Europe—can offer valuable insights to help RIAs and ERAs develop effective compliance programs and stay ahead of regulatory challenges.

This webinar covers:

• Understanding FinCEN’s proposed regulations
• Global perspective on AML/CFT requirements
• Key compliance steps for RIAs and ERAs
• Practical insights to streamline readiness efforts
• Live Q&A with our speakers

Moderator

Sarah Koch

Global Program Head, Client Outreach Services

eClerx

Speakers

Abhineet Jain

Global Head – FCC & Client Lifecycle Practice

eClerx

Patrick Reid

Vice President – Anti-Money Laundering

Bridge Investment Group

CFO Weekly: Insights that drive finance forward

Your go-to podcast for finance leaders 

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In today’s evolving financial landscape, CFOs need more than just numbers—they need insights, strategies, and forward-thinking leadership. CFO Weekly, brings together top finance executives, industry experts, and thought leaders to explore the challenges and opportunities shaping the future of finance. 

What you’ll hear: 

• The evolution of finance leadership –How CFOs and financial leaders are expanding their influence beyond finance to drive business strategy  

• Tips on transforming finance teams –Adapting to changing talent dynamics, automation, and new workforce models 

• Lessons learned – Real-world success stories on scaling, innovating, and leading through uncertainty  

• The future of decision making – Data-driven strategies for navigating economic shifts, compliance, and financial risk 

Tune in to stay ahead—because today’s CFOs aren’t just gatekeepers of financial data; they’re strategic architects of business success. 

Listen to more episodes at Personiv.com.