Prime Day expected to explode in sales? Amazon bets on QVC live streaming to break the growth bottleneck!

Affected by the ongoing epidemic at home and abroad and the escalation of the conflict between Russia and Ukraine, the cross-border industry is facing difficulties such as a sharp drop in market demand, obstruction of overseas logistics, and interruption of trade. At the same time, the high inflation rate has also impacted the purchasing habits of overseas consumers, and consumer confidence has fallen sharply as a whole, and there is a clear trend of consumption downgrade. All of the above factors have caused Amazon sellers to have lower expectations for Prime Day this year.

It is learned that compared with 2021, 55% of sellers have reduced their Prime Day inventory this year, and even more than 50% of sellers said they would not participate in this Member Day promotion.

Amazon is working hard to boost its sluggish online sales. It is understood that Amazon is stepping up its plans to enter the QVC-style live shopping market , attempting to copy the online live streaming model of social media and use the celebrity effect to bring goods to attract Prime Day traffic.

So as the big sale day approaches, can Amazon’s bet on QVC e-commerce live streaming break the sales anxiety of Prime Day and boost confidence in the cross-border market?

2021 Live Shopping Helps Prime Day Achieve Great Success

Amazon Live was launched in 2019 with the goal of becoming the leading destination for online live shopping ahead of YouTube, Instagram and TikTok. As TikTok abandons its expansion plans for live e-commerce business in Europe and the United States, Amazon's e-commerce live broadcast is gaining momentum.

Wayne Purboo, an executive at Amazon's live streaming business, once said that he believes "live shopping is the future of retail." This is true. Live streaming on Amazon can indeed drive sales and product discovery. Prime Day 2021 is a good example.

During the 2021 promotion, Amazon achieved impressive results through the Amazon Live Prime Day live broadcast: tens of millions of customers watched the live broadcast on Amazon Live and interacted with creators more than 100,000 times through the live chat function .

Market research firm DigitalCommerce360 reported that Amazon sold $ 11.2 billion worth of goods on last year's Prime Day, up 7.7% from $10.4 billion in 2020.

Last year’s promising results allowed Amazon to once again see the growth potential of live streaming e-commerce, which also explains why Amazon is working so hard to develop the QVC live streaming track this year.

Leveraging the influence of influencers to gain traffic from Generation Z

A study conducted by creator marketing platform LTK shows that a large number of Gen Z shoppers trust the influencers they follow, and Gen Z accounts for 40% of influencer-driven shoppers . At the same time, 92% of Gen Z (18-25 years old) will buy products recommended by influencers.

Therefore, Amazon plans to use the influencer effect to develop its video shopping business and believes that Amazon Live is a solution to its current predicament. After all, celebrity endorsements and KOL bonuses are enough to attract a large amount of attention from Generation Z on Prime Day.

It is learned that on June 21, Amazon began offering early Prime Day discounts on Amazon Live, and invited influencers and celebrities to participate during the live broadcast , such as Porsha Williams from "The Real Housewives of Atlanta", "Vanderpump Rules" star Lala Kent, actress Hilary Duff, and TikTok creators Joe and Frank McLeod.

It is predicted that with the support of the internet celebrity effect and Amazon's QVC e-commerce live broadcast, this year's Prime Day may bring about a wave of consumption craze, and the order volume of Amazon sellers will also rebound.

At the same time, in preparation for next week’s Prime Day, we would like to recommend several methods to capture high traffic and help boost sales.

1. Increase the number of positive reviews and improve click-through rate and conversion rate

Buyers will pay special attention to discount emails during big sales, fearing that they will miss out and lose a billion. If sellers use the Vine program and the "Request a Review" button, which are officially allowed by Amazon, to get reviews, the open rate will soar and the number of positive reviews will increase exponentially.

2. Pre-promotion and exclusive services for Prime members

As the Prime Day with the most coverage of sites, Amazon has also launched some new features to help sellers preheat promotions in advance.

For example, Prime members can receive discount reminders for recent searches and browsing through the subscription function, making the shopping experience simpler than ever. In addition, Prime members can also add their favorite products to their wish list, shopping cart or save them temporarily. Alexa can send reminders when discounts are available and even place orders on their behalf.

Therefore, sellers must follow up on Prime membership services in a timely manner to avoid losing opportunities for explosive sales during the peak traffic period of major promotions.

3. Maintain a good sales record and grab the Buy Box

Sellers should make the most of product features, create differentiated selling points, and increase product visibility. At the same time, the more product sales and the more positive reviews, the higher the product ranking. During Prime Day, sellers' product searches and clicks on the Buy Box will be affected by the seller's sales history.

In summary, the competition for Prime Day this year is still fierce and the demand is still strong. As a live broadcast track that Amazon is betting on, QVC is expected to boost consumer activities during the big promotion next week and help sellers to increase their orders!!