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In the last few days of the countdown to 2025, the sales situation of cross-border sellers has taken a "turnaround". Compared with the Christmas period when most sellers reported a "continuous decline" in order volumes, many sellers have said in recent days that sales have picked up. In the previous article "Christmas sales plummeted! Sellers said the peak season is over", it was mentioned that from December 24 to 25, a large number of sellers' product sales showed a clear downward trend, and some sellers even said that this year's peak season is over. However, judging from the recent feedback from sellers, the peak season of 2024 does not seem to have completely ended. Since December 27 , sellers in the industry have successively stated that sales and traffic are gradually recovering , and some sellers even mentioned that sales performance during this period is better than Black Friday: "The past week has been particularly bad. Sales have continued to rebound at a snail's pace in the past two days. I hope it can be maintained!" "It has doubled. The second half of the year is usually our off-season, but I didn't expect such an effect." "The order volume, which had been sluggish for more than a week due to Christmas, has started to rise, and sales have recovered to 70% to 80% of the pre-holiday level." "Sales are better than Black Friday, which only had 70-odd orders. On the 27th, there were more than 90 orders. In the days before Christmas, there were basically 30-40 orders." One seller who sells 3C products said: After Christmas, the sales of its products not only recovered but also doubled. Not only was the sales performance better than Black Friday, but the profit was also higher than Black Friday . The reason for this is that, on the one hand, the Christmas holiday in most parts of Europe and the United States ended on December 26 ; on the other hand, many consumers chose to shop after the holiday in 2024. According to a survey by the National Retail Federation (NRF) and Proper Insights & Analytics, about 71% of American consumers choose to shop in the week after Christmas. It is also worth mentioning that according to CNN, the US Internal Revenue Service announced that it would provide subsidies to 1 million taxpayers, with total expenditures expected to reach approximately US$2.4 billion . In most cases, the money will be received before the end of January. At the end of December, taxpayers who met the conditions of "not applying for the Recovery Tax Credit on their 2021 tax returns" have automatically received subsidies of up to $1,400 . Many American residents received the money during the Christmas period. According to most sellers, based on past experience, consumers' desire to shop is the highest during the period after the United States distributes money, so some household, daily necessities, and 3C products are likely to see a surge in orders. Judging from recent news, the subsidy issued by the U.S. Internal Revenue Service may have boosted local consumption to a certain extent, thereby causing a recovery in sales of cross-border sellers. However, while sellers are happy about the recovery in order volume, unstable factors such as changes in platform policies are also continuing to disturb sellers' minds.
It is understood that according to industry insiders, there has been another major update to Amazon's coupon policy. Recently, many sellers have received notices from their managers stating that starting from January 16, 2025, Amazon promotions (Deals) will capture the discounted price of coupons (Coupons) , that is, the promotional price cannot be higher than the discounted price of the coupon within 30 days. It is understood that Coupon is a promotional function that can be set up by Amazon's backend, while Deal is a promotional activity that can help sellers quickly increase and accumulate sales, including flash sales (LD), 7-day promotions (7DD), etc. In early March this year, Amazon US launched a new promotion rule, stating that the promotional price set by sellers should be lower than their "historical selling price" or the lowest price in the recent period (within the last 30 days), otherwise they will lose the qualification to submit the promotion. According to previous policies, the coupon discount price is essentially a discount promotion, not a direct price reduction, so it will not affect the lowest price captured by the promotion. However, once the new regulations are implemented, it means that the coupon discount price within 30 days before the promotion will affect the lowest price of the product , thereby affecting the historical lowest price captured by the promotion, among which the impact of large coupons is the most significant. This means that after the new regulations are implemented, Amazon sellers must consider the overall price and its impact on subsequent promotional prices when setting coupons , otherwise there may be errors in the promotion activity reporting. According to leaks, the new regulations may apply to all Amazon sites and have a wide impact, so it caused heated discussion as soon as it was announced. “Is Amazon going to update the lowest price fetching mechanism next year ?” "The purpose of setting up coupons is to attract customers. It would be better to just lower the price directly." According to industry sources, several sellers have received responses after consulting their payment managers that the new rule is true. At the same time, some sellers pointed out that Amazon has already piloted this new rule in some small categories and the Canadian site. However, as of press time, Amazon has not yet publicly released any notice or announcement regarding this , and sellers have not seen any relevant notices in the backend. The authenticity of this news remains to be verified. Given that Amazon has frequently changed its coupon policy over the past year, we would like to remind you to pay more attention to the latest news and adjust your corresponding operation plans in a timely manner. If you have the latest relevant news, you can also report it or discuss it in the comment area~
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