Amazon.com's latest news! Is the era of big promotions over?

This year's Cyber ​​Monday has ended this afternoon. Can this online shopping event bring some reversal to this year's bleak Black Friday and Cyber ​​Monday shopping season? There are indeed a lot of good news this morning, and there are more positive news!

The feedback from most sellers is that it is “better than Black Friday”, and some sellers are starting to see huge sales, with daily sales of 180,000 or 230,000 US dollars, which is truly encouraging.

According to foreign media surveys, sales on major US e-commerce platforms slowed down severely on Cyber ​​Monday, as global supply chain disruptions led to fewer discounts and limited choices, causing consumers to be more cautious in their selective shopping. Sales throughout the year-end shopping season then became very smooth, and overall sales remained respectable, but the proportion of Black Friday and Cyber ​​Monday sales in these sales fell significantly compared to previous years.

At the same time, the data also shows that the total online sales of Cyber ​​Monday this year was around 10.3 billion, which is far from the 11.3 billion originally predicted by Adobe and about 5% lower than last year's 10.8 billion. Although the sales volume does not seem to be much different, sellers feel that this year's sales are very flat and not as hot as in the past. What causes this difference?

In fact, American consumers no longer concentrate their shopping on Black Friday and Cyber ​​Monday, but instead divide their spending equally across various time points during the year-end peak season. Retailers and e-commerce sellers are also extending the duration of their events, and offering discounts of equal magnitude on Black Friday and Cyber ​​Monday at an earlier stage, extending the discount period throughout the year-end peak season.

This means that our inherent impression of Black Friday and Cyber ​​Monday needs to change. In the past, sellers’ orders could double several times or even dozens of times during these two days, but now this situation has completely reversed sellers’ understanding of Black Friday and Cyber ​​Monday. What’s more serious is that this situation is likely to become the norm with the epidemic, and the Black Friday and Cyber ​​Monday routines and gameplay we are familiar with will have to be completely rewritten.

Traffic and orders are divided and no longer concentrated on Black Friday and Cyber ​​Monday, which means that the sales and discounts on that day will be somewhat reduced. In the past, we always said that the effect of LD flash sales is best on that day, and it is recommended to cancel the schedules other than that day. Now that traffic is dispersed throughout the shopping season, it means that we have to adapt and explore the value of event scheduling again.

In the past, only Black Friday and Cyber ​​Monday events were held. Now, during the entire event, the effect of non-prime time LD may be comparable to that of non-prime time LD on the day of the event. In addition, since the cost of non-prime time LD is also lower, the ROI will be quite good. Now, non-prime time LD is also something that everyone needs to consider when submitting an event.

Then there is the work before and after the peak season. In the past, we would do our best to achieve better results on Black Friday and Cyber ​​Monday, and we would do our best to sprint before the event. However, after Black Friday and Cyber ​​Monday, the ranking and traffic would easily plummet, and the orders brought by the big promotion would come and go quickly. Now that the effect of the day is diluted throughout the entire event week, the long-term operation method can be put on the table, using more stable optimization and promotion strategies to maintain a relatively good level during the entire event week (rather than using too much effort and rushing too high at once). In this way, after the event, there will be no cliff-like drop in ranking and traffic, and it can return to normal traffic and orders at a relatively gentle trend.

There are too many things revealed in the latest peak season data this year. In the future, many routines and methods of Amazon industry will have to be completely changed, and the changes will be large-scale. We will give you an in-depth analysis of the detailed Black Friday and Cyber ​​Monday data later, and then we will bring you some new methods of playing during the peak season and content on stabilizing orders after the peak season.