Core Insights - The Amazon Prime Big Deal Days promotion from October 7 to 8, 2025, has not generated the expected sales boost for sellers, leading to widespread disappointment in the seller community [1][2][3] Group 1: Advertising and Traffic Dynamics - Sellers are facing increased advertising costs with low profit margins, leading to a sentiment of despair among many [2][3] - The auction mechanism for Amazon's internal advertising has become more competitive, with top brands dominating traffic, leaving smaller sellers struggling for visibility and conversion [5][6] - Amazon has resumed limited collaboration with Google Ads in non-U.S. markets, but the overall impact on sales has been minimal, indicating a shift in traffic dynamics [5][6] Group 2: Promotional Timing and Consumer Behavior - The overlap of multiple promotional events, including Prime Day and Back to School, has led to consumer fatigue, making it difficult for the fall promotion to generate significant new purchases [7][8] - Competing promotions from other platforms, such as Temu and Walmart, have further diluted consumer attention during the Amazon fall promotion [7][8] Group 3: Economic Factors and Consumer Sentiment - Economic pressures, including inflation and rising living costs, have led to a decrease in consumer spending expectations, with a projected 5% decline in holiday spending compared to 2024 [10][11] - A significant portion of consumers (84%) plan to reduce overall spending in the coming months, impacting the effectiveness of price promotions during the fall event [10][11] Group 4: Supply and Competition - Chinese sellers now represent over 50% of active sellers on Amazon globally, leading to increased competition and price wars that further compress profit margins [12][14] - The structural competition has transformed the fall promotion into a defensive strategy for many small and medium-sized sellers, focusing on maintaining sales rather than achieving significant growth [14]