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Yesterday, the annual Prime Day officially kicked off, and the promotion period on some sites is already halfway through. I wonder how the big sellers are doing? During Prime Day, the hidden identities of many cross-border sellers as joke tellers were revealed, once again creating one “cross-border story” after another. Just saw a familiar Amazon seller on the road Picking up mineral water bottles I feel bad. I never thought that my former friends would become my competitors now. The picture below fully expresses the sadness and helplessness of cross-border sellers. One cabinet gives one cabinet brush free, one cabinet does flash sale, referred to as "Wu Sangui" The life of an Amazonian is full of ups and downs For cross-border sellers, Prime Day is not just a big promotion festival, it is more like a mirror. While it shows the sellers' operating results at a glance, it also exposes their problems and shortcomings. What new things have happened to sellers during this year's Prime Day? Let's take a look~ Sales volume drops despite discounts on top of discounts?This year's Prime Day seems to be very different from previous years. There is no news of hot sales in the past. Instead, there are wailings everywhere. Orders have not increased, and there is even a downward trend. It is learned that during this year's Prime Day, many sellers adopted large price cuts and super high discounts to process orders in order to alleviate inventory pressure. Some sellers even said that cross-border sellers offering a 50% discount plus Prime Day exclusive discounts are like doing charity. ▲ The picture comes from Zhiwubuyan "This year's Member Day was really full of charitable sellers, with discounts like free gifts, and not only did the orders not explode, but they actually declined." "It seems like many people are relying on events to clear out their inventory, don't they want to make money?" ▲ The picture comes from Zhiwubuyan Another seller complained: I finished QA and reviewed and rated my new product half a month in advance, thinking that I could get a spot directly with a 40% discount on PD. I was given a budget of 230 Euros for advertising at midnight yesterday. I got 3 orders today. I opened the product front desk and saw that several charity ambassadors’ ads were displayed on my details page. The customer price was reduced from 30 to 20 and then a 50% discount on PD was given. I admit defeat. What industry would be better to switch to if I don’t work for Amazon? (The authenticity of this picture is questionable) However, despite such a large discount, the sellers' products have not shown any signs of explosive sales. Some sellers said that the product has been reduced by 20%, but it is still not selling well, and the advertising budget has been exceeded, but the order volume is still not satisfactory. As the saying goes, “an unexpected success leads to a great success.” The situation for some sellers who did not participate in the Prime Day discount event was just the opposite, with an increase in orders and a decrease in rankings. ▲ The picture comes from the seller communication group In addition to the disproportionate relationship between orders and discounts, the monetization of advertising data during Prime Day is also very worrying for sellers. ACOS skyrocketed, conversion rate was extremely poorThis morning, some sellers reported that the Amazon backend advertising page crashed and the advertising data could not be refreshed, which brought the sellers' already bad mood to a freezing point. ▲ The picture comes from the seller communication group Fortunately, this should be just a small bug in Amazon. As of press time, the advertising data page has been restored. When it comes to advertising performance, we have to mention ACOS, which sellers have always been concerned about. Recently, many sellers reported that the advertising fees for Member Day were very inefficient. After increasing the advertising budget, the orders did not explode, but the ACOS did. ▲ The picture comes from the seller communication group It has been observed that during the Membership Day, there are many sellers whose ACOS exceeds 100%. In this case, the advertising fees are rising rapidly, but the conversion rate is extremely poor, and the number of orders brought in is also very small. ▲ The picture comes from the seller communication group Some sellers shared their advertising data. Under the premise of a 100% purchase win rate, the number of buyer visits was 37 and the conversion rate of the number of order items was 5.41%. ▲ The picture comes from the seller communication group Some sellers also joked: This year's Prime Day ACOS has skyrocketed, the big guys are offering 50% off and discounts on top of discounts. Although there are many complaints, the budget will be increased by 5 times tonight. I can only say that the big guys are playing games~ ▲ The picture comes from Zhiwubuyan With sluggish orders and soaring ACOS, this year's Prime Day is truly difficult. Are sellers really providing benefits to consumers from all over the world for free? Recently, a seven-year Amazon seller posted on a forum, describing the seven Prime Days he had participated in during his career. The many years of experience of this veteran seller may be a true reflection of many cross-border sellers. Amazon sellers tell their story of participating in Prime Day seven timesThe following content is compiled from posts by users who know nothing:
Sellers’ participation in Member Day In 2015, I experienced Amazon Prime Day for the first time. One summer morning, I found that the orders had increased several times. I couldn’t find the reason, so I asked around and found out that it was because of the explosion of orders on Prime Day . In 2016, the second Member's Day, perhaps because there were fewer sellers and deals, it was easy to report deals, and it was another Member's Day with a huge number of orders . In 2017, the third Member Day, copycat sales were particularly rampant that year, so we arranged overnight shifts. As long as copycat sales appeared, we would buy out their inventory and cause another surge in orders . In 2018, on the fourth Member's Day, I happily refreshed my sales at home. I even sold out an extra cabinet of goods for the Member's Day. I was very happy because of the huge demand . In 2019, the fifth Member Day, the company encountered a bottleneck this year. A large number of competitor sellers poured into the same category, but the sales on Member Day still exploded . In 2020, the sixth Membership Day was postponed from summer to autumn. There was no time to prepare the goods. The new colleagues were eager to refresh the sales, but the result was only doubled than usual , which was a bit disappointing. In 2021, I experienced Amazon Prime Day for the seventh time. This morning, the office was no longer noisy as usual, but as quiet as a chicken...
After reading the above content, many sellers said: The content is too real, this year is really too quiet, and the self-operated discounts have been eliminated. There are also a lot of big guys who simply and crudely use money to exchange for traffic. They can't win. ▲ The picture comes from Zhiwubuyan Amid the cries of pessimism about Member Day, this year's Prime Day is destined to impress sellers. Last year, news broke on Member Day that all the houses in Shenzhen Bay One were bought by Amazon News broke on this year’s Membership Day: All the bottles at Shenzhen Bay One were picked up by people working for Amazon! Although the prosperous scene of the past is no longer there, Prime Day is just a midterm exam for Amazon sellers. I hope sellers will not be discouraged and continue to do a good job in operations and optimize the parts that can be optimized. I believe that good results will definitely occur.
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