Black Friday ended perfectly! Amazon's latest update

The traditional Black Friday promotion officially ended this afternoon! Although the Black Friday special will continue for two days until Sunday, the orders will stabilize before Cyber ​​Monday.

The sellers in our communication group have different opinions on the effect of this year's Black Friday. Some saw their orders increase four or five times, while others saw their orders not as good as usual.

So how is the sales volume of Amazon Black Friday this year? I have just finished collecting the situation of the three major sites in the United States, Japan and Europe and will tell you about it.

This year's European site should be the best performing one in recent promotions. Many sellers on the European site said that the number of orders in Europe this time was a bit unexpected, and some were even better than those on the US site.

Last night, I observed a wave of German LDs. Most of the flash sales progress increased very quickly. Apart from the pitfalls of the Prime special, European sellers still benefited from this wave. In previous years, when we analyzed the battle situation, European sellers were often at the bottom. This time, they finally got some relief.

However, due to local government reasons, the French site was unable to launch the Black Friday event at the same time as other European sites this year. Sellers on the French site may have to wait until around December 4th to carry out the Black Friday promotion.

After asking the sellers in the group about Japan, the performance of Japan this year is a bit tepid, not particularly cold nor particularly good. The most common response I got is that it is slightly worse than Prime Day. However, this result is basically the same as we expected, because the performance of Japan during Prime Day this year was really outstanding , and the progress of the flash sale was almost at the bottom within half a day.

Combined with the siphoning effect of Prime Day on Black Friday that we analyzed last time, it is already a good result that Black Friday can now reach a level similar to that of Member Day.

Finally, it is our grand finale, the US site. This year, the US site is severely polarized. Many small and medium-sized sellers said that they did not feel the Black Friday atmosphere, while another group of sellers made a lot of money.

Overall, Black Friday sales this year are definitely higher than in previous years. Many foreign media reported that offline supermarkets experienced the lowest traffic on Black Friday, with a large number of parking spaces vacant and the stores crowded with people. Even the supermarkets themselves did not pay attention to offline Black Friday activities. Walmart did not even have holiday decorations and music. Coupled with the sparse crowds, it is difficult to associate these scenes with Black Friday.

However, demand did not decrease. Instead, a large number of consumers took their Black Friday shopping online. The latest data from Adobe Analytics showed that on Thanksgiving Day, the day before Black Friday, the amount of online shopping orders increased by 21.5% year-on-year to more than 5.1 billion US dollars. Nearly half of the orders were purchased via smartphones.

This strong data shows that more and more consumers are avoiding offline supermarkets and buying holiday gifts from their sofas. Therefore, the online traffic and order amount of this Black Friday will far exceed the historical records of previous years. Adobe also combined the latest data after the end of Black Friday and believed that the online sales of Black Friday will be between 8.9 billion and 10.6 billion US dollars , and the sales on the Amazon platform will account for more than 60% of it.

Since the overall situation is improving, why do many sellers still feel that it is the same as before Black Friday? In the final analysis, there are two reasons. The free event Prime exclusive discounts used by small and medium-sized sellers to attract traffic have been a rip-off, and non-members can't see the discount display at all. The small gray text has a poor presence and it is difficult to achieve the same traffic-attracting effect as Prime Day.

Recall that before the exclusive discounts were added, that is, Black Friday Cyber ​​Monday Prime Day 2019, there was almost a serious polarization, with big sellers having huge orders and small sellers having zero orders. It can be said that the stronger the exclusive discounts, the better the sales of small sellers.

Another reason we mentioned before is that Prime Day is too close. At least 10% of the traffic and sales of Black Friday and Cyber ​​Monday are taken away by Prime Day. These buyers who have fully consumed on Prime Day will most likely not shop again on Black Friday and Cyber ​​Monday.

In summary, the US site is still growing rapidly overall, but it is showing an extreme polarization state similar to that of a few years ago. Small sellers may need to consider looking for other ideas to boost sales during Cyber ​​Monday and Black Friday, rather than just relying on special discounts.