This year's Black Friday battle, which was described as "long and boring", has finally come to an end!

Consumers’ performance seems good, but from the sellers’ perspective, the reality is much more bleak.

Although sales have increased, the profit situation has caused many sellers a headache.

Sales doubled, but profits were a mess!

The sellers' complaints are varied:

"Sales have doubled or tripled, but I'm still losing money. If I don't participate in the event, no one will see it."

"The Japanese site is booming! Orders have increased 10 times, but the profit is ridiculously low."

"My category is ranked outside the top 400. The number of orders on Black Friday has not changed, but the prices of competing products have all dropped, so there is basically no profit."

"Sales volume is twice as high as usual, but profits are discounted. The only time of year when profits are still acceptable is during Member Day in July."

What’s even more outrageous is that some sellers have discovered that the order volume of the low-price mall is far higher than that of the main site!

Many sellers who run both the main site and the low-price mall said that the performance of the low-price mall on this year's Black Friday was incredibly outstanding!

Not only is the order volume 7 to 8 times that of the main site, but Amazon is also vigorously promoting traffic and even directly subsidizing 50% discounts. These operations have made the prices of low-price malls simply "crazy":

Shoes at $3.9, raincoats at $1.9, belts at $2.9...how can consumers not be tempted by such prices?

The product page is also equipped with eye-catching labels such as "Best Seller" and "Selling Fast", coupled with a simple waterfall flow layout. Who wouldn't place an order for such a "volume" shopping experience?

Now, the products of the low-price mall have not only made it onto the new product list of the major category, but also occupied the front row of the BSR list.

Many sellers expressed frustration:

"The link to the low-price mall was directly squeezed into my BSR list."

"Even the top five categories have low-price shopping malls. I feel like I'm about to be 'squeezed' to death."

Low-price mall advertisements are online, and sellers’ operational ideas need to change!

Amazon's series of actions are obviously intended to further imitate the full hosting model of a certain platform.

Whether from the perspective of market trends or Amazon’s strategic adjustments, the bonus period of low-price malls is likely to last for a long time, but this also means that sellers on the main site will face greater challenges.

“Roll” price is not the way out, sellers need to change their mindset!

Blindly competing on price will only drive you to a dead end. For sellers, instead of continuing to roll back, it is better to adjust their strategies:

Optimize daily operations: Stop relying solely on major promotional events and focus more on acquiring and converting daily traffic.

Multi-platform layout: In addition to Amazon, you can consider trying cross-platform sales to diversify risks.

Improve product competitiveness: focus on the unique selling points and quality of the product rather than blindly pursuing low prices.

Black Friday is just a microcosm of Amazon’s “involution”. The real competition is never just about price, but about who has a more efficient operating strategy and who can see the future market direction better!

Final Thoughts

The end of every big promotion is the beginning of reflection and adjustment.

The competition in 2024 will only become more intense. Instead of responding in a panic, it is better to plan ahead and find your own way of survival.

Are you satisfied with this year's Black Friday performance? Or have you already planned a strategy for next year? Welcome to leave a message to share your experience and ideas👇

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