Amazon is secretly preparing for something big! ? New activities will be launched in October

In the past two days, foreign media broke the news that they had intercepted a batch of review documents submitted by Amazon to relevant departments. The documents showed that Amazon is preparing for a large-scale promotion event, which will be scheduled in October!

Could this be the "Second Member Day" that has been rumored before? It happens to be one month before Black Friday and Cyber ​​Monday, so it will grab all the traffic, right?

In fact, according to the exposed documents, the event date range declared by Amazon is from October 4 to October 25. The theme is called "Holiday Beauty Haul". The event will mainly focus on beauty and personal care products. Obviously, it is a smaller-scale vertical category promotion event.

This is also consistent with our previous prediction about the "Second Member Day". Due to the preparation time, it is impossible to have a large-scale event like Member Day. Even if there is one, it can only be a small-scale or vertical category event.

Amazon has officially announced the existence of this event, and when asked whether it would conflict with Black Friday Cyber ​​Monday, an official spokesperson also said that they hope to attract customers to Amazon during Black Friday week, but also hope to attract customers in the long term through this additional marketing method. This beauty event is an invitation-only event, which is a unique opportunity for participating brands to attract more shoppers and customers.

In fact, the official has been contacting major beauty and personal care brands and consulting companies since mid-August to disclose this plan in order to assess the participation and expectations of each company. Amazon has asked the other party to remain anonymous in all its investigations and contacts, and to ensure that this news will not be leaked.

Amazon has been preparing for this event for a long time, but why did it choose the beauty and personal care category? Will this category be the next explosion point?

In the past period of this year, beauty and personal care categories have been the fastest growing and most dynamic categories on Amazon. In the second quarter, Amazon's online cosmetics sales increased by 40% year-on-year, while the growth rate of personal care was even more exaggerated, reaching 59%!

Looking at the global market, beauty and personal care products are a category with great potential. In the first half of this year, global online beauty sales increased by 27%, especially in Europe, where the traffic of beauty content on social media increased by 164%! One-fifth of it was converted to third-party e-commerce platforms!

Amazon also discovered the potential of beauty and cosmetics early on and began to make early arrangements. It expanded more subcategories of "beauty and personal care" for third-party sellers, allowing sellers to develop and upload more high-end and segmented beauty and personal care products. At the same time, it also opened a number of beauty and skin care self-operated brands to operate independently, and spent a lot of money on promotion to strive to seize the market share of beauty and personal care categories as soon as possible.

In general, this is a large category with high potential and ceiling, which is no worse than traditional home furnishing, electronics, and clothing categories. For these three hot and popular red ocean categories, there is relatively less competition here, which is the best choice for medium and large-scale sellers to transform. Small sellers can appropriately develop some vertical subcategories of beauty and personal care, which can achieve better sales performance than simply exploring unpopular small categories. The beauty category is definitely a hot opportunity. Even Walmart, which has a very high threshold for investment, will give priority to beauty sellers. The two giants are vying for this territory, which shows how high its potential is.