With the 2024 Amazon Prime membership promotion launching globally on October 8, sellers should have ushered in a wave of explosive orders.

However, this promotion seems to be a little "wrong"! The seller circle, which used to be very lively, seems particularly deserted this year. Not many people are discussing the explosion of orders during the promotion, and even the discussion of how to play the promotion is much less.

When the Membership Day event was just scheduled, three voices were heard in many big seller groups: some sellers continued to prepare normally, some sellers clearly did not intend to participate, and some sellers directly complained that the promotion started too early.

Some sellers even joked: "Members' Day is like the stock market. It's all about luck. Whether you can make money depends on fate!"

Hot sales or cold sales? Sellers are polarized

Judging from the feedback from sellers on major sites, this autumn promotion showed a clear polarization phenomenon.

Some sellers successfully welcomed a wave of explosive orders, and their sales easily increased tenfold.

Especially those big sellers who offer big discounts have achieved quite good results. A seller shared:

"With the added coupons, we sold more than 1,000 orders in one night!"

"The performance of the European site is so impressive. The order volume at 3pm on the 8th was almost the same as the orders on a normal day!"

"The normal order volume of 10,000 euros soared to 8,000 euros in a few hours."

But not all sellers are so lucky. Many sellers reported that this year's autumn promotion was far from their expectations.

Sales volume has not increased significantly compared to usual, and some sellers even said:

"This autumn sale is a bit cold. I'm extremely disappointed."

"The old store's sales today are probably only 2.5 times the usual amount, but the advertising expenses have skyrocketed, so it's just a runner-up."

"This autumn promotion was too quiet. I felt like it didn't even make a splash."

"I haven't received any orders yet. I don't know who is taking the orders."

Unlike previous years, the "cold reception" of sales during this autumn sale is not an isolated case.

Judging from the overall feedback from sellers, the autumn promotion is indeed not as popular as the summer membership day.

The reasons are as follows:

① The frequency of big promotions is too high : Consumers’ shopping desire is dispersed. Many people are waiting for Black Friday and Cyber ​​Monday at the end of the year, hoping to get bigger discounts at that time.

② Multiple platforms share traffic : Walmart, Target, Temu and other competitors are also holding promotional activities, and a lot of traffic is intercepted by these platforms.

③ The registration threshold for the big promotion is high : This autumn promotion requires a Prime exclusive discount fee of US$50. This "registration fee" has discouraged many small and medium-sized sellers, as everyone feels that the cost pressure is too great.

④ Fierce price competition : Amazon’s price restrictions on autumn promotions forced many sellers to lower their prices in advance, and the early price cuts disrupted the rhythm of the promotion.

⑤ Inventory and account issues : Some sellers are unable to participate in the event due to issues such as lost shopping carts, FBA warehouse explosions, and account review.

The product’s “uncompetitively priced” label is launched?

However, Amazon has not yet made a clear response to this label.

Sellers don’t need to be too anxious, just continue to pay attention.

How to turn the tide within the remaining promotion period?

Although the autumn sales promotion was not as popular as expected, it is not over yet and there are still opportunities in the next few days. The following suggestions may help sellers seize the remaining opportunities for sales:

a. Adjust advertising strategy : If the performance on the first day is not good, you can first reduce the advertising budget and focus on keywords with higher conversion rates, and then gradually increase investment to avoid wasting budget.

b. Price stability is the key : avoid frequent price adjustments, especially for popular products, and rationally plan pricing strategies for subsequent promotions such as Black Friday and Cyber ​​Monday.

c. Utilize off-site traffic : In addition to relying on traffic within Amazon, sellers can also increase exposure by using off-site traffic, such as cooperating with KOLs, publishing deals, etc.

Sellers just need to do what they should do. The next few months will be a critical period for competing for market share. Remember to pay attention to platform trends, optimize promotion strategies, and seize every opportunity for explosive sales! 🎯