亚马逊秋促复盘：跨境电商卖家扭转销量下滑趋势

Core Insights - Amazon's recent autumn promotion, which spanned 16 major global sites, has left many cross-border e-commerce sellers feeling disheartened due to disappointing sales performance [1][2]. Sales Performance - During the autumn promotion, overall sales for sellers declined, with advertising costs surging while conversion rates remained low, leading to a significant reduction in profit margins [2]. Industry Factors - The poor performance of this year's autumn promotion can be attributed to multiple industry factors: - A fundamental shift in traffic dynamics, where the auction mechanism for Amazon's in-platform advertising has become increasingly competitive, allowing top brands with substantial budgets to dominate traffic resources. This has made it difficult for small and medium-sized cross-border e-commerce sellers to effectively acquire customers despite increased advertising spending [3]. - The timing of promotions has led to consumer deal fatigue, as the autumn promotion closely followed the summer Prime Day and back-to-school events, resulting in consumers exhausting their purchasing demand. Additionally, competition from platforms like Temu and Walmart during the same promotional period has increased budget and inventory pressures for sellers [3]. - A general cooling of the consumer environment, with persistent high inflation overseas leading to more rational consumer spending. A report from PwC indicates that holiday spending expectations have declined year-on-year, with gift category spending dropping by 11%. In this economic headwind, the low-price stimulus effect of the autumn promotion has diminished, prompting buyers to make more cautious decisions [3]. Supply Issues - The issue of oversupply in cross-border e-commerce has become acute, with Chinese sellers now accounting for over half of Amazon's global active sellers. This has intensified price and advertising wars due to increased competition. Even during the autumn promotion's discount efforts, sellers have had to rely on low prices to maintain volume, often resulting in losses [4]. Strategic Recommendations - For cross-border e-commerce sellers, the autumn promotion has not only tested their performance but also highlighted operational shortcomings. A timely review of promotional data, optimization of advertising strategies, and restructuring of inventory layouts are crucial. Tools like Yicang ERP can assist sellers in streamlining this process [4].