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On October 8, Amazon Prime members' autumn promotion kicked off, officially firing the first shot of the Q4 peak season in 2024. [Unveiling the cutting-edge traffic logic and facilitating precise delivery, all at the 2024 Amazon New Marketing Conference. Click here to register] It is learned that the 2024 Amazon Prime Member Autumn Promotion time is as follows (Beijing time):- October 8-9 (17 countries including the United States, the United Kingdom, and Canada);
- October 8-13 (Australia).
Currently, except for the Japanese site which has not yet been opened, the Amazon Prime members' autumn promotion on other sites is in full swing. Looking at the first day's battle situation of sellers on various sites, some are happy while others are sad: Some sellers on the US and European sites have posted excellent results with thousands of orders and increased sales : "The effect of adding coupons was so obvious that we sold thousands of orders in one night." "As of 3 p.m. on the 8th, the number of orders on the European station has been the same as the number of orders on previous full days." ▲ The picture comes from the seller’s disclosure At the same time, some sellers said that although the number of orders for autumn promotions has increased compared to normal days, the promotion effect is obviously not as good as the mid-year promotion: "My growth has doubled, which is much worse than the mid-year promotion." “If you want to see explosive sales, you still have to wait for Prime Day in July.” In addition, more sellers were once again possessed by "Lin Dan" and felt the powerlessness of "pressing F5 frantically": "Has Amazon promoted its Fall Prime Day well? I've used my F5 till it's worn out but still haven't placed any orders." “Who is the one who is causing the surge in orders? It’s also the US site, but why haven’t I received any orders?” ▲ The picture comes from Zhiwubuyan Based on the feedback from sellers, similar to last year's autumn promotion, as a "transition promotion" from the off-season to the peak season, the overall traffic of the 2024 Prime Member Autumn Promotion is not as good as the strong sales of Prime Day in July. Analyzing the reasons, on the one hand, during the same period, Walmart, Wayfair and other platforms held promotional activities , which took away some of the traffic: On the other hand, consumers are not aware enough of Amazon’s autumn sale and are more inclined to shop during the upcoming Black Friday and Cyber Monday in the hope of getting higher discounts. According to Bain's latest research report, US retail sales are expected to grow 5% year-on-year to $75 billion from Black Friday to Cyber Monday this year, breaking the US holiday season sales record. [Uncover the cutting-edge traffic logic and help with precise delivery at the 2024 Amazon New Marketing Conference. Click here to register] Influenced by this, many sellers believe that improving rankings during the autumn promotion period and preparing for the real year-end peak season is the best operation strategy. This has also led to "involution" becoming the keyword of this year's autumn promotion again to a certain extent. Survey data shows that more than 50% of sellers surveyed said they would not participate in the Prime Autumn Promotion in October this year, and 40% of them were not optimistic about the traffic of the Autumn Promotion . At the same time, only 21% of sellers who planned to participate in the Autumn Promotion expected a surge in orders. The data clearly shows that Amazon sellers generally have low expectations for the 2024 Fall Promotion. If we look into the reasons, from an external perspective, in 2024, the purchasing power of overseas consumers has declined , and the overall economic environment facing e-commerce sales is not optimistic; from an internal perspective, Amazon has added a number of new changes , which has exacerbated the internal competition trend of sellers who are unable to adapt. First of all, the advertising ACOS that explodes during every big promotion . A seller said that during this year's autumn promotion, Amazon's front-end traffic entrance only had one "prime big deal day" and it could only reach the second-level category. In order to grab traffic, many sellers were rolling up CPC . ▲ The picture comes from Zhiwubuyan The second is the Prime exclusive discount fee that Amazon started to charge during the autumn promotion . According to Amazon's announcement, during the autumn promotion, all products added to the same promotion will only be charged once ( US$50 ), and there will be no charge for unsold products. In simple terms, the Prime exclusive discount fee is equivalent to the "registration fee" for Amazon sellers, further increasing operating costs. It is also worth mentioning that according to sellers’ observations, during this year’s autumn promotion, Amazon also launched a price tag called “Not competitively priced” . ▲ The picture comes from the seller’s disclosure It is reported that the label is displayed on the product details page, and the words literally translate as "the price is not competitive" , intuitively telling consumers that the price of this product will be higher than other similar products . In this regard, many sellers believe that this label is a measure taken by Amazon to increase traffic and deal with low-price competitors. This is likely to promote price involution among sellers on the platform. However, despite this, the industry is still generally optimistic about the upcoming Black Friday Cyber Monday holiday shopping season. According to a Bain research report, the shopping period from Black Friday to Cyber Monday in 2024 is crucial to overall consumption, and will generate about 8% of holiday season US retail sales, the highest proportion ever recorded for this shopping season. At present, many sellers have entered the preparation stage early to avoid missing the key nodes of this peak season. Judging from the previous and even autumn promotions, for Amazon sellers, the most important preparation idea for the peak season is advertising. In the fierce competition, how to deal with high exposure, high clicks and low conversions on Amazon? What is the correct idea of advertising in peak season? The "2024 Amazon New Marketing Conference" to be held on October 21 will present sellers with the most cutting-edge matrix advertising traffic logic and the most comprehensive advertising combination strategies through the delivery of a series of practical knowledge , helping sellers to accurately invest in traffic, improve rankings, and achieve more significant performance breakthroughs during the peak season. Click on the picture below to register for the "2024 Amazon New Marketing Conference"!
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