Prime Day sales are skyrocketing! Are there more opportunities for small and medium-sized sellers?

Two days after Prime Day ended, a third-party data analysis agency has revealed the performance of this year's Prime Day! Adobe said that this year's membership day set a record! The total sales of the two days have exceeded 11 billion US dollars!

This achievement is 6.1% higher than last year's Prime Day transaction volume, and even surpassed last year's Black Friday Cyber ​​Monday, becoming the online shopping holiday with the highest sales in U.S. history. In addition, on Monday and Tuesday, 5.6 billion and 5.4 billion U.S. dollars were generated respectively , and these two days also took the first and second place in the single-day online shopping sales volume, directly dethroning last year's Cyber ​​Monday.

However, after Prime Day, Amazon was unusually low-key, with no publicity before or after the event, even though it had just hit a record high in sales, breaking the record set by all e-commerce companies on Cyber ​​Monday last year. This low profile was reflected in many places, such as the slogans often mentioned in previous years' pre-event publicity, such as "the biggest day (of discounts) ever" or "the biggest shopping event in Amazon's history", and it did not announce the specific sales of third-party sellers immediately after the event, as it did last year. Everything seemed very dull.

According to Adobe data, the average discount level has dropped significantly this year. The overall discounted unit price of toys has dropped by 12% year-on-year, and the electronics category has dropped by 5% . The middle number is even smaller, and the proportion of sellers offering high discounts and low discounts has increased. At first glance, I think it is because of logistics problems that sellers with low inventory have chosen to reduce discounts in order to maintain inventory levels. As for products with large discounts, they are all "cross-border philanthropists"

So the perception that there are more "cross-border philanthropists" this year is not an illusion, but many people are really selling at a loss. However, Adobe's data also has good news, the overall growth rate of small and medium-sized sellers and the growth rate of top sellers have narrowed.

During this year's Membership Day, the sales growth rate of small and medium-sized sellers (annual sales of less than 10 million US dollars) reached 21%, which is quite close to the 29% of top sellers (annual sales of more than 1 billion US dollars). In previous years, this figure was often several times higher.

We analyzed it last time. Because of Amazon's heavy-handed crackdown before the big promotion, many big sellers such as Mpow were eliminated, and the entire market was disrupted. Although most of the market share will be eaten up by other big sellers, the time difference in between can allow small sellers to get a share of the market. This is also one of the reasons for the high growth rate of small and medium-sized sellers this time. In addition, this wave of traffic is very even. Although there are fewer sellers who have exploded this year in our seller communication group, almost everyone can have a small explosion, and the number of orders will be slightly more than usual. You must know that in previous years, when it was too much, small and medium-sized sellers who did not register for the event could not place orders in the past two days. This year's situation is the result of eating the oil and water.

Moreover, after Prime Day, Amazon's heavy blow to the top-selling products seems to have not stopped. Recently, it was reported that a large number of products of other sub-brands of Aokky were removed from the shelves, and they have not yet been restored.

In this tense period, big sellers have to operate cautiously and dare not touch Amazon's bottom line. Due to the lack of white hat operation skills, many people have to participate in the price war within the category, leading to a vicious cycle in the entire category.

This wave of price cuts was brought about by domestic Taobao sellers. Although veteran Amazon sellers know that Taobao’s gameplay is not suitable for Amazon, they will still be affected by price wars. I believe that if they can make money, normal sellers are still unwilling to do business at a loss. The high-profit gameplay is more difficult, but at least it is an upward path, rather than a dead end where the price war continues to drop.