Autumn Prime sales are out! Already 70% of Prime Day sales

Last week's Amazon Autumn Prime event allowed sellers to experience the year-end peak season in advance. In the past two days, third-party data agencies have released data on this new event. The estimated sales of this Autumn Prime event reached 5.7 billion US dollars, which is about 76% of the July Member Day!

Although the total sales volume is not as high as that of Prime Day, it is actually quite impressive. First of all, this is the first time that Amazon has held two independent promotional festivals in one year. In the past, Amazon’s promotional festivals were only Prime Day and Black Friday Cyber ​​Monday, the latter being a unified promotional festival for the entire retail industry. For Amazon, this event fully tested the consumption trends of Prime members facing two Prime Days a year.

Secondly, this is an event that is close to Black Friday Cyber ​​Monday in terms of timing. As the first major promotion festival held this year, it is still difficult to compete with the traditional shopping festival Black Friday Cyber ​​Monday for traffic. Last time, we also used the data provided by Numerator to analyze that at least 29% of consumer demand on Black Friday Cyber ​​Monday was intercepted by the Autumn Prime, but most of these people (79%) believed that they would place orders again on the next Black Friday Cyber ​​Monday. Under such a premise, it can be said that the Autumn Prime can achieve 70% of Prime Day sales, which is quite good. Even if the sales of Black Friday Cyber ​​Monday are diverted, Amazon’s sales during the entire peak season will definitely exceed last year’s.

In other words, the data shows that this autumn Prime is relatively successful. In addition, the logistics delays have been rapidly alleviated recently, and the shipping prices have dropped. Previously delayed shipping ships have arrived at the port one after another, resulting in serious overstocking of retailers such as Amazon and Walmart. Another purpose of the autumn Prime is to clear the inventory in advance to make room for the holiday products of the upcoming Black Friday and Cyber ​​Monday, and to reduce the pressure of logistics processing.

In addition, Adobe predicted two days ago that the retail industry is likely to experience a cold snap during the year-end peak season, with sales growth dropping to around 2.5%, the slowest growth rate since Adobe began recording data. Officials even warned that there is a small probability of a sales decline. The reason why the autumn Prime and other retailers started peak season promotions early is also to maintain peak season sales and prevent this black swan event.

Now that the Fall Prime Day is over, we will have Black Friday Cyber ​​Monday in a month. With the diversion of new activities, this year's Black Friday Cyber ​​Monday will be the most special one. We still need to form an organization so that we can discuss countermeasures and analyze the situation together.