A temporary bug?! What happened to the Black Friday exclusive discount?

Today I saw many sellers in the group discussing whether today was Black Friday. I was wondering since today is just Thursday in the United States.

Then I found out that because the Black Friday Prime exclusive that everyone signed up for showed the start time as the 28th, many people thought that the 28th was Black Friday. I want to tell you that this exclusive discount started one day earlier. Black Friday starts on the fourth Friday of November every year, which is tomorrow, the 29th.

However, when the Prime exclusive discount started at 4pm today (00:00 on the 28th, US time), many sellers discovered another big problem: there was no Deal icon at all for the Prime exclusive discount! Is Amazon backend out of control again?

What Happened to Black Friday Prime Exclusive Discounts?

During the last Prime Day, the exclusive discounts were so effective that all sellers who participated in the event for free could get a share of the benefits because of the blue discount mark that was the same as LD’s.

Thanks to this conspicuous sign, sellers who participated in Prime exclusive discounts generally achieved good sales results.

Before signing up for the exclusive discounts on Black Friday this year, Amazon said that the exclusive discounts on Black Friday and Cyber ​​Monday would be the same as those on Prime Day, with a Deal logo.

But in fact, when the seller excitedly opened the front desk at 4 o'clock today, he found that there was no Deal sign for his product. There was only a line of small words left : "Join Prime membership to save xx US dollars"

The discount logo can only be seen when the seller logs in using a Prime membership account.

That is to say, non-members can only see the words "join and save $xx" and cannot see the obvious yellow deal logo. This means that the effect of the exclusive discount will definitely be greatly reduced compared to Prime Day.

Just like the PD Coupon we complained about at the time, it was actually a promotion only available to members. So I guess the performance of this exclusive discount is likely to be as useless as the PD Coupon at the time.

This change made by Amazon is very deceptive. The changes one after another have deceived those sellers who usually refuse to sign up for LD activities into opening exclusive discounts, allowing buyers to access more discounts and grab more market share. The only ones who suffer are us sellers.

I had predicted that this exclusive discount would not be as good as Prime Day, but I didn't expect my brother-in-law to be so ruthless this time. Now that things have come to this, I hope that the Black Friday online sale will bring us more traffic and make up for the shortcomings in conversions and clicks.

Remedial work

Since exclusive discounts are like this, we have to do a good job of optimizing conversions and clicks in other areas, so that we won't have to watch others place orders on Black Friday. I'll mention a few points and sort out these preparations, so that everyone can see what work they can do better.

Have you made the event posters and corner labels?

Adding a black five-corner mark on the main image is one of the important conversion methods. It was also the main method for us small sellers to get traffic when there were no free activities. Whether you participate in the event or not, if you don't want to be left behind by competitors in the big promotion, you still have to do this work. Friends on the US site should pay attention to the corner mark issue in the past two days. It is recommended that the US site still use posters. In case the event is cancelled due to the corner mark, it will be a small loss. Other sites do not have this concern for the time being, so I put it here.

Active overlay check

This year, Amazon still launched a lot of free activities on Black Friday, including Prime exclusive discounts and Black Friday Coupons, etc., plus the promotions and LDs set by sellers themselves, etc., it is easy for discounts to be stacked without paying attention, which may result in making a profit at best, or losing all the money at worst.

I suggest that everyone record in detail what activities each product applied for and when in a table at the last minute tomorrow, so that everyone can clearly see whether each activity has any overlap.

Of course, if you intentionally stack orders in order to make a loss, you don’t need to do that. However, I would like to remind sellers who have this plan that the orders brought by large discounts have a very low weight on the product ranking, and the ranking will return to its original state after the discount activity ends. It is difficult to maintain the order volume during the large discount, so please choose carefully.

There are a few more points to note. Due to space constraints, I have compiled them into a skill package. Please scan the QR code below to get it from me~