Amazon Prime Day Performance: Seller Sales Polarization
This year's Amazon Prime Day saw lackluster performance, with most sellers reporting traffic and sales below expectations. Consumer decision-making has become more rational, favoring essential items at lower price points, which led to a slowdown in sales of high-priced items, putting sellers under significant inventory and profit pressure.
What are the key facts?
- 1Over 50% of sellers saw no sales growth during Prime Day
- 2Low-price, high-repurchase categories were bestsellers
- 3Average spending per item was $23.63
What happened?
Surveys revealed that over 50% of sellers did not see an increase in sales during Prime Day, with only a few achieving significant sales. Influenced by inflation, consumers are more focused on value for money, resulting in better performance for low-priced essentials like clothing, health products, and home supplies compared to high-priced items, with the average order value declining year-on-year.
What does this mean for cross-border sellers?
Sellers should adjust their product selection strategies towards high-frequency, low-price essentials and utilize subscription discounts to lock in customers, avoiding blind overstocking.