Prime Day in the US was a big hit! Sellers received over 10,000 orders a day

Primeday has officially come to an end. Yesterday we reported on the preliminary battle situation in Japan, Europe and the United States. Today’s main venue is the United States, and we will summarize the current situation for everyone again.

The US site is really booming this year, and it is booming completely. Basically, you can't see any sellers who don't have many orders. The orders have at least doubled or tripled compared to usual. The orders of mid-level sellers and above have exploded more than in previous years, and it is normal for them to have thousands of orders a day.

There is a side situation that proves that everyone's sales are pretty good this year. Many sellers reported that although the number of orders has increased, several times better than usual, the ranking has not changed much, and has even declined a lot. This shows that the sales of the entire category are good. If your orders double but cannot keep up with the average sales growth of the category, it is very normal for the ranking to decline.

After killing several top sellers last year, Amazon's diversion strategy has also changed. The US site's Prime Day this year can be said to have swept away the decline in the first half of the year. It was really a big hit, a rare big hit in recent years. And there is a very interesting phenomenon: there are fewer "cross-border philanthropists".

Last year on Member's Day, everyone was denouncing "cross-border philanthropists" who tried to dominate the market with super low discounts. Many of them were new sellers who entered the industry in 2020 to take advantage of the cross-border dividend period. The discounts were staggeringly low.

The multiple rounds of reshuffles last year and early this year discouraged many new sellers. This year, as everyone boycotted "cross-border philanthropists", the category BSR led the category sellers to collectively raise prices on the membership day. They sold at a higher price than usual, making the entire category earn a lot of money.

This is really a good phenomenon. Without philanthropists to disrupt the market, we can maintain good profits and invest in reproduction, which is good for the entire industry. Now Amazon itself has a traffic bottleneck, and the dividends from the epidemic are also receding. Everyone needs to fight in the existing market. In the past, when the pie was getting bigger, some people were willing to fight at ultra-low prices to grab a share. Now the existing market is so big that even if there is a price war, it will not get the due return. There will definitely be fewer and fewer philanthropists.

In addition, this year's advertising costs are also sky-high. From yesterday when someone posted a photo of a product costing 700 or 800 acos, to today when a product sold well and cost tens of thousands of dollars in a single day, the advertising costs are really getting higher every year.

Last year, the advertising bidding prices during Member's Day were also astronomical. The recommended bidding for a single click even reached more than two hundred US dollars. This year is no exception. Behind the surge in orders is the surge in advertising.

In fact, this logic is quite smooth. Amazon has already announced the current situation of the company in Q1 this year. There are two main points: one is that FBA is too expensive, and the other is that there is a lack of sufficient profit growth points. Cloud computing has helped a lot in terms of profitability, and it is normal for Amazon to increase profit points in the advertising business. Those who advertise on Member Day are not ordinary people. I suggest that small sellers should not get involved during this period and spend money on advertising on Member Day within their means.

Finally, this year's Member Day will expose quite a lot of consumption trends. Many categories that were popular in the past may not have ideal sales in the post-epidemic period. After Member Day, it is also an important time for everyone to select products for the second half of the year. I have collected some practical information on product selection and used examples to give you a comprehensive analysis of the key points of product selection.