Wangyi Chronicles: ACOS is getting smaller and smaller with each refresh, and the recommended price for flash sales is suddenly lowered?

Wangyi Chronicles: ACOS is getting smaller and smaller with each refresh, and the recommended price for flash sales is suddenly lowered?

It is learned that according to data from Adobe Analytics, on this year's Black Friday (November 25), American consumers' online shopping spending reached US$9.12 billion , a year-on-year increase of 2.3% , setting a record high.

 

Judging from the above data, this year's Black Friday consumption enthusiasm does not seem to have subsided due to inflation, and according to Adobe's forecast, this year's US Cyber ​​Monday online sales will also set a new record high.

 

Adobe data shows that Cyber ​​Monday is expected to drive U.S. e-commerce sales to $11.2 billion , a year-on-year increase of 5.1%, surpassing Black Friday to become the largest online shopping day in the United States this year.

 

However, amidst these impressive statistics, Amazon sellers’ sales have shown a polarized situation: some sellers report a surge in orders, while others report that sales are much lower than before.

 

Just when the sellers were discussing the order data enthusiastically, a bug seemed to have appeared in the Amazon system again.

 



The recommended price for online flash sales was suddenly lowered?

 

It is learned that some sellers recently reported that the recommended price for online flash sales on the first day of the online shopping season was suddenly lowered.


▲ The picture comes from the seller communication group


The seller mentioned that his flash sale discount price was reduced by 18% from the original flash sale price, and the minimum inventory requirements had been raised . He opened a case to inquire with customer service about the reason, but the only answer he got was "The price is captured by the Amazon system, and seller support cannot modify it. We can only wait for the system to be refreshed . "
 
After the seller raised the question, other sellers said they encountered the same situation: the recommended price for online flash sales on the first day of the online shopping season was reduced by another $10 based on the original flash sale price.
 
Some sellers speculated that this might be a bug in the Amazon system , but others believed that it was affected by the Black Friday flash sale prices .
 
It is learned that Amazon has changed its promotion policy since May this year: all promotions will refer to the lowest price within 30 days, including the promotion price. Discounts will be calculated based on the reference price, and promotions that do not show at least 2.5% discounts (5% in France, Sweden and Poland, and 2% in Turkey) on the European site will be prohibited from being displayed. At the same time, Prime exclusive discounts also require that the discount must be lower than the lowest price of the ASIN in the past 30 days.
 
Judging from the above situation, it seems that there is a traceable trend that the Black Friday flash sale prices speculated by sellers will affect the recommended prices for the first flash sale on the Internet.
 
However, as of now, the reason for the reduction in the online flash sale price has not been fully determined , and we will continue to pay attention to the subsequent developments of the situation.
 
The most troubling issue for most sellers during the recent big sales is the data delay in the advertising system.
 


The update of promotional advertising data is delayed again

 
It is learned that last Saturday, a major online promotion was launched on some Amazon sites.
 
Unlike the previous cases where people shouted “ACOS exploded” as soon as the big promotion started, during this online promotion, many sellers reported that their ACOS was surprisingly low:
"It shows here that 8 orders were placed after 3 clicks. This is definitely not normal."
"It's probably a lot different today, because the advertising budget of more than 40 has been spent, and the cost shown on the ad is 14."
"The ads were not updated in real time. My ad cost 30 dollars, but by the afternoon it was definitely over 100 dollars."


▲ The picture comes from the seller communication group

Some sellers even pointed out that not only have the ads not been updated at all, but they are displayed less and less.


▲ The picture comes from the seller communication group

The reason for this is undoubtedly that, just like on Member Day in July, Amazon’s system data was delayed again.
 
As we all know, for Amazon sellers, only through effective data analysis can they effectively understand the market potential of the product on that day and adjust the advertising strategy in a timely manner.
 
Therefore, at critical moments such as Black Friday and Cyber ​​Monday, data shows that the delay time has increased, and the speed at which sellers check advertising effects and adjust advertising expenditures has slowed down, which will inevitably affect the calculation of sales and profits. Some sellers even said: Because the advertising data was not updated in real time, I kept increasing the budget, and almost all the profits this month have been burned.
 
▲ The picture comes from the seller communication group

So far, Amazon has not responded to the delay in order data. We hope that Amazon can fix the loophole as soon as possible to reduce the inconvenience for sellers to adjust their advertising strategies.
 
Sellers are also reminded that when viewing advertising data, they can click on the Amazon advertising page to view the actual advertising expenditure to avoid having their profits swallowed up by excessively increasing the advertising budget.
 
I wonder how the online shopping season is going for all sellers this year? Feel free to vote or leave a comment to discuss~

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