Fall Prime officially opens! New opportunities for sellers or a one-man show for Amazon?

Amazon's US autumn Prime, which has been a hot topic for Amazon sellers, officially opens today! How is the performance of Amazon's new "Second Prime Day"?

Let’s first look at the display of this event. Like Prime Day, this Early Access Festival also prepared a blue label display for the products participating in the event. All products participating in LD and Prime exclusive will display the “Prime Early Access” blue label on the search page.

In addition, the exclusive discount price guide policy that Amazon updated last time also took effect during the Early Bird Festival. This new policy allows sellers to directly set a strike-through price for Prime exclusive discounts. However, there are some problems with the strike-through price displayed on the front desk this time. Some sellers are normally displayed according to the preset guide price, and many sellers can get a discount that looks like 50%, while some products are displayed as the normal selling price in the past, which suddenly makes the discount look much smaller.

This may also be the first time that the new function is adapted for a big promotion. There are some bugs in the display, which have actually affected the conversion of many sellers.

Back to the overall situation of this event, from 3 pm onwards, sellers in our core Damai group have been flooded with orders. Basically, the orders for LD and exclusive discounts are good, but the most unexpected thing this year is the performance of DOTD. According to the information we collected from the group, the traffic on Amazon's homepage this year is quite good, and sellers who participated in DOTD can basically achieve 8 to 10 times the average daily sales.

This is due to the fact that sellers are not very enthusiastic about signing up for activities this year, and are more inclined to return to rationality, participating in free exclusive discounts instead of spending money on LD. In addition, because exclusive discounts have crossed-out prices, many sellers can double or triple their sales by only giving discounts that meet the conditions. From this point of view, as long as everyone stops being so greedy, order profits can be improved.

There is also a new phenomenon that appeared during the Early Bird Festival. Amazon exposed its own products and brands more during this Early Bird Festival. Some sellers in some categories even lamented that it seemed like Amazon had organized an event for its own stores. This phenomenon is quite abnormal. After Amazon’s sales surge in 2020 caused antitrust investigations and sanctions, its support for its own products began to gradually converge. It even stopped mentioning its own sales after the big promotion festival, and the sales growth of third-party sellers. However, the Early Bird Festival was particularly biased towards its own products. I speculate that this is mainly because this Early Bird Festival is only for Prime members. Amazon wants to make the Early Bird Festival a big promotion to promote internal circulation transactions among members. Especially after the deficit in the first half of the year, Amazon urgently needs profit growth, and it is also expected to provide large-scale support for its own products.

As a brand-new event, there are still too many unknown data and impacts of the Early Bird Festival. As for its impact on Cyber ​​Monday and Black Friday, we have to wait for the data summary after the Early Bird Festival ends to analyze. Our core seller group is also discussing more possibilities of this new event.