Amazon sellers should not adjust their ads easily during this period!

Can you handle the recent order volume?

As soon as the Christmas holidays arrived in Europe and the United States, there was a cry of grief among sellers: sales were like riding on a slide. Starting from last week (December 20), the order volume of many sellers has plummeted. The drop of more than 50% is simply "suffocating."

The miserable situation of some sellers:

“Orders started to decline on the 19th, and dropped to zero on the 24th.”

"On Christmas Eve, sales dropped by half. It's better not to look at the data."

"The lowest temperature of the year is on Christmas Day, and my mood is even colder than the temperature."

Not to mention Amazon, even other cross-border e-commerce platforms are in a cold state.

So why did sales collectively "dive"? Zhaodanmao cross-border analyzes several key reasons:

Christmas holiday mode is fully activated

Every year, starting from December 20, European and American countries gradually enter the Christmas holiday state. Many people will combine the Christmas and New Year holidays to form a two-week holiday, and some even start their vacation in mid-December.

During the holidays, European and American consumers prefer family gatherings and travel, so online shopping demand naturally decreases. Therefore, a sharp drop in orders has almost become a "cross-border standard" at this time.

Frequent logistics timeliness issues

During the holidays, the phenomenon of "slow logistics" also caused headaches for many sellers. For example:

**Warehouse congestion: **Some Amazon warehouses frequently refuse to accept goods, and pallets in popular warehouses such as LGB8 and ONT8 are even more popular.

**Severe Weather:** Snowstorms hit the Midwest and Northeastern United States, making roads slippery and further delaying delivery times.

**Label update:** The delivery time of some Christmas products has been shown as "can only be delivered after the holiday", affecting consumers' ordering decisions.

Even if sellers expedite orders, they cannot escape the fate of logistics delays, which makes sales even worse.

Advertising effectiveness is greatly reduced

During the holidays, traffic is reduced and consumers’ desire to buy is also reduced. Ad conversion rates are not as good as before, and advertising costs are painfully high.

Experienced sellers remind you: Off-season advertising strategies must be conservative!

**Pay attention to ranking fluctuations: ** Subcategory ranking and keyword ranking are the key points. If the ranking drops, you can try promotional tools to stimulate sales.

**Adjust advertising budget: **Try to maintain the budget for the main advertising, appropriately reduce the budget for high ACoS advertising, and temporarily pause low-conversion advertising.

**New product promotion: **Use small coupons + automatic advertising word collection to avoid over-expanding the budget.

In short, don’t think about “breaking out” during this period. The best way is to maintain the status quo.

The recovery of order volume may have to wait until after New Year's Day

Based on past experience, order volumes generally have to wait until January 5th to gradually return to normal levels.

Before that, I suggest that you calm down and use this time to plan your operations for 2025, such as:

Sort out the annual operation data to find out the growth points and shortcomings;

Optimize inventory management and reduce capital occupation during off-season;

Plan for new products in advance, including keyword strategies and advertising plans.

Write to the end

Every Christmas holiday is a "hurdle" for cross-border sellers. But things will change, and the "cold winter" of the holiday will eventually pass. Instead of worrying, it is better to take advantage of this time to make full preparations for next year's peak season.

How many sellers are still struggling in the quagmire of the "plunge"? See you in the comments section to see whose orders can still hold up!

A complete summary of the negative logic of Amazon advertising