亚马逊黑五强制再降价， 卖家陷入“折上折”困局

Core Insights - The 2025 Black Friday presents a contradictory scenario for the cross-border e-commerce industry, with intense price competition among platforms and a prevailing sense of anxiety among sellers regarding low profits and a lackluster peak season [1] Group 1: Pricing Issues - Starting November 21, many sellers reported significant pricing errors on Amazon's Black Friday Prime exclusive discounts, with links disappearing and reference prices being incorrect [2] - Amazon's system identified certain ASINs that had over 90% of their sales days priced above the net promotional price, leading to a forced additional 5% price reduction for sellers [2] - Sellers expressed frustration over the lack of recourse for these pricing errors, as they were compelled to adjust prices without any appeal process [2] Group 2: Market Reactions - Some sellers believe that Amazon's initial sales volume for Black Friday may fall short of expectations, prompting the platform to pressure sellers into lowering prices to meet KPIs [3] - Conversely, other sellers noted that Amazon had already tightened compliance checks on coupon policies, leaving little room for temporary price adjustments [5] - The historical pricing strategy of raising prices before discounts has become ineffective, forcing sellers to offer discounts based on already reduced historical prices, leading to a "discount on discount" scenario [5] Group 3: Price Trends - According to DataWeave, prices on Amazon, Walmart, and Target have increased in 2025, with Amazon showing the highest price increase among the three [6] - As of September, Amazon's average product price rose by 12.8% since the beginning of the year, surpassing Target's 5.5% and Walmart's 5.3% increases [7] - Price increases varied by category, with clothing up 14.2%, home goods up 15.3%, pet and daily necessities up 11.3%, health and beauty up 13.2%, and durable goods up 11.9% [7] Group 4: Seller Strategies - The higher proportion of third-party sellers on Amazon makes them more susceptible to rising costs, leading them to increase prices as a response [10] - Many sellers have opted out of participating in Black Friday, choosing to raise prices instead of engaging in aggressive discounting to cover compliance costs [10] - A seasoned seller noted that price increases are necessary to maintain profitability, especially in light of compliance pressures, while cautioning that indiscriminate price hikes could lead to loss of market share [11] Group 5: Industry Evolution - The 2025 wave of tax compliance represents a significant transformation for the cross-border e-commerce industry, with stricter platform rules likely to eliminate sellers reliant on low prices and inefficient operations [12] - Companies that can quickly adapt to compliance requirements and build core value are expected to thrive amid industry consolidation [12]