The latest data on fall Prime is out! Will there be no consumption during the year-end peak season?

Amazon's first fall Prime sale officially ended yesterday, and a third-party data agency has released a report showing that nearly one-third of the Black Friday and Cyber ​​Monday demand was diverted!

Data reports show that during this Early Bird Festival, the average order amount was $46.68, which was $13 less than the Member Day in July this year. More than half (56%) of household accounts placed orders more than twice, and the average household expenditure was about $110.45.

The average unit price of the promotional products participating in the Early Enjoyment Festival this time was US$30.06. The products that consumers bought the most were household goods and necessities, followed by health and personal care products, and third was clothing and shoes. (For detailed data reports, you can scan the QR code at the end of the article to find me)

Then the data report conducted a comprehensive questionnaire survey of consumers, and the results showed that 29% of consumers moved up their shopping needs for Black Friday and Cyber ​​Monday , placing orders for year-end holiday gifts during the Early Enjoyment Festival. This will undoubtedly seriously affect the traffic and order volume of the following Black Friday and Cyber ​​Monday. Consumers who have sold their year-end gifts now will buy less or even no gifts during Black Friday and Cyber ​​Monday.

However, there is a silver lining in this unfortunate situation: most (69%) consumers believe that their year-end shopping needs have been less than half met . Because they are taking a wait-and-see attitude towards the strength of new promotions, most consumers do not go on a crazy shopping spree, but only try a few items at a time, and 79% of them believe that they will place orders again during the upcoming Black Friday Cyber ​​Monday.

Then this report also confirms our prediction in the last Early Bird Express report. This Early Bird Express is seriously biased, and Amazon's own products have become the most popular. The survey shows that nearly half of the Early Bird Express shoppers (48%) only consider Amazon products. This proportion is still quite scary, especially in the smart home products, this proportion is as high as 60%.

We mentioned last time that it feels like this Prime Day is a new promotion for Amazon’s self-operated products, which is to regain the original intention of Prime Day and complete the internal circulation of platform traffic and self-operated brands. It can be seen that in the increasingly tense economic situation, Amazon has no time to care about its appearance.

As you can imagine, self-operated products will inevitably be pressed forward step by step. How can we adapt to the ever-changing situation? Our core sales group also had a lot of discussions about the Early Enjoyment Festival and the trends it brought.