An in-depth review of Black Friday and Cyber ​​Monday! Analysis of Amazon’s future sales trends

This year's Black Friday and Cyber ​​Monday have come to an end. Although the performance of Black Friday last week was a little disappointing, this week's Cyber ​​Monday has made ordinary sellers very happy. In our Amazon discussion group, the number of sellers complaining about no orders is significantly less than that of Black Friday.

We ordinary sellers can still feel this kind of dividend, so I believe that Amazon's overall performance must be quite terrifying. Today, I will use some data to analyze with you the sales trends shown in this year's Black Friday and Cyber ​​Monday.

Amazon overall situation

According to rough data released by foreign media, the entire Cyber ​​Monday generated more than 9.4 billion US dollars in online sales, which is 26.7% higher than the 7.5 billion US dollars of Black Friday last week, and an increase of about 17.5% compared with last year's Cyber ​​Monday.

And a very important data is that the transaction volume of Cyber ​​Monday reached its peak near the end. The following transaction volume time period chart can give us some inspiration. It turns out that even during the big promotion festival, Americans are unwilling to wait until midnight to buy goods.

According to the data in the figure, the sales of the entire Cyber ​​Monday began to rise at around 7 a.m. and reached its peak at around 1 p.m., but overall the sales volume during the day did not differ much. The sales peak for the entire Cyber ​​Monday was reached between 7 and 11 p.m., accounting for about one-third of the total day sales.

As expected, there is a big difference between the way we and Americans view big promotional festivals. We are willing to wait until 1 a.m. on Double Eleven to pay the balance, setting one record after another for Tmall, such as "exceeding 100 million in x seconds"; while Americans are more independent-minded and only pay the bill slowly when the end is near.

After looking at the sales data, let me talk about some other small trends. First, the order gap between mobile and computer terminals has further widened, and more and more people are more willing to complete shopping on their mobile phones.

Although this trend is reasonable, what is unexpected is that although there are more orders on mobile phones, the average customer price is much lower than that on computers. Among the electronic categories participating in the survey, the average customer price on mobile phones is more than 21% lower than that on computers.

Mobile phone buyers are more inclined to certain categories of products, which is completely different from the search habits of desktop buyers. The most searched and ordered categories by mobile phone buyers are baby products, followed by toys.

You can find your own position according to the categories listed above. If your products are more ordered on mobile phones, you need to optimize the product page to adapt to mobile phones, and the keyword position must also be based on the display on mobile phones.

We have basically finished looking at the data of the market, and let’s summarize several trends that we can refer to at present.

1. Amazon's sales continue to grow this year, and the cake has become bigger, but it is still not easy to get a piece of it.

2. During the big promotional holidays, there are not many orders at the beginning. Americans are more accustomed to shopping at the end of Cyber ​​Monday and Black Friday (Prime Day lasts too long, so the data is not available here for the time being).

3. The proportion of mobile phones continues to grow, and low-priced products such as babies and toys need to be optimized in a targeted manner.

Next, I will talk about my experiences and opinions on this year’s Black Friday and Cyber ​​Monday, which can help everyone review their own performance.

Some thoughts

Whether it is this week's Cyber ​​Monday or last week's Black Friday, in fact, on the LD page, I can observe that many products have very good flash sales. I even see that the sales of some unpopular products are also very impressive, and the flash sales are displayed on the first page.

There is no doubt that Amazon as a whole is indeed moving forward in great strides. So why do many of our small sellers miss out on orders in wave after wave of big promotions?

Combining the exclusive discounts in the middle of this year and the changes during Black Friday, I found that if you don’t have solid operational skills and experience, you can only make up for it with large amounts of funds. If you don’t have the former two, you can only rely on policy support if you want to take advantage of the big sales.

Yes, during this year's mid-year membership day, many small sellers praised the exclusive discounts, and those who did not participate were heartbroken. This is a good example of policy support. I also think that Amazon has a rare moment of conscience and has done a good job in free activities, which really gives small and medium-sized sellers an opportunity to move up.

However, this wave of revisions at the end of the year once again exposed Amazon's nature as a profiteer. The good things in the past were just the "sugar coating" in the sugar-coated bullet . In order to offer discounts to sellers who are unwilling to participate in LD on Black Friday, Amazon did not hesitate to let sellers taste some sweetness on Member Day. When everyone flocked to sign up for the exclusive discounts, they cut off the display to non-members with a stroke of the pen. It is so overbearing and rogue.

The road ahead for small sellers on Amazon will still be difficult, but the platform will also have policy windows. If small sellers can improve their operational capabilities and seize the next window, they can also make a career of their own.

Well, the above is our data analysis and trend review of this year's Black Friday Cyber ​​Monday. This big sale also allowed us to see a lot of strange hot items in categories such as toys. I believe everyone must have a lot of ideas for future product selection that they want to try. I have collected a product selection tip for everyone . Scan the QR code below to find me to get it.

PS. Students who need to join our seller communication group can also scan and private message me to add you to the group