The orders did not explode, but the ACOs exploded first? This year's Prime Day is full of crises

We just reported on the initial battle yesterday. Some sellers tasted the sweetness, but there are still many sellers whose orders are not ideal. Now the entire Primeday has passed a full day. What is the current situation?

I collected everyone's information. After a full day of activity, the number of sellers complaining about 0 orders has obviously decreased. A small number of sellers can maintain a slightly higher number of orders than usual. There are still many sellers who have made a small explosion, about 1-2 times.

Overall, the number of sellers whose orders increased many times during Prime Day is decreasing, but the number of sellers whose orders increased slightly is increasing . After killing several top sellers, Amazon's traffic diversion strategy has also changed. On the event day, it will also push some traffic to new products, giving new sellers more opportunities.

At the same time, the influx of new sales and new products has also brought about a very serious problem. The newly settled Taobao and Pinyin sellers have brought about a very serious price war. We mentioned this problem yesterday. Today, more "cross-border philanthropists" have been exposed, and the discounts are astonishing.

The prices that are almost equivalent to giving away are everywhere on this year's Prime Day. I almost wonder if there is some misunderstanding about Prime Day, and they use the big promotion to sell off redundant inventory. Think about it, when Amazon was very popular in March and April last year, because the epidemic caused a surge in online shopping, there must have been a lot of outsiders who chose to join Amazon during that time. It is now almost a full year after Prime Day, and it is time to pay long-term storage fees. . .

Several cabinets sent to FBA warehouses could not be sold and became redundant. This is the result of not understanding the platform rules, not adapting to the platform's gameplay, and rushing into Amazon. You can take this opportunity to observe the category environment at the end of the year. If the number of "philanthropists" decreases, it means that these sellers who rushed in are indeed clearing out their goods and exiting the market.

This group of Taobao sellers not only brought about a vicious cycle of low-price competition, but also an even more crazy bidding war.

In the past two days, apart from orders, the thing that sellers complained about the most was the bidding for advertisements this year, which was really too exaggerated!

Most sellers’ ACOs can easily reach 200%, and the bidding for various keywords has also skyrocketed, with some selling for tens or even hundreds of dollars per click.

Although Prime Day in previous years has always seen advertising bids double, this year is still the most exaggerated. Almost all sellers’ advertising fees have skyrocketed during this period. It has to be said that Taobao’s determination to spend money on direct delivery is still very scary.

Unfortunately, Amazon is not Taobao. Even if the advertisement is set with the highest suggested bidding price, there will still be few orders. Taobao sellers cannot follow the logic of Amazon and will end up in a mess. As we analyzed yesterday, Amazon's adherence to the Day One principle is doomed to be unfriendly to such sellers who sell low prices and advertise crazily. The market that has been hard-earned with huge investments will be gone in an instant, and the initial investment will be wasted.

This year's Prime Day exposed too many flaws in existing gameplay. After it's over, we will analyze it in detail with you based on the data.