亚马逊单量集体跳水！卖家：心态崩了

Summary: This article focuses on the June volume divergence phenomenon among Amazon sellers, sorts out the core reasons for sales declines, and collects practical insights from veteran sellers for the upcoming Prime Day promotion.\n1. Core current industry landscape: In June, sales performance diverged sharply across Amazon sellers. According to data from an authoritative industry report, only 44% of sellers saw revenue growth, while 24% experienced revenue drops, with many small and medium-sized sellers (SMBs) cutting their monthly volume in half. Some sellers, meanwhile, recorded explosive order growth. The main drivers of sales declines include tightening global consumer purchasing power, shrinking overall platform traffic, diversion from TEMU and TikTok Shop, pre-Prime Day consumer wait-and-see behavior that further suppressed early-June volume, and an ongoing shift of overall traffic toward top-tier large sellers.\n2. Practical takeaways for Prime Day: Sellers of different sizes can adopt tailored strategies aligned with their core goals of either protecting margins or boosting search rankings. Mature, actionable advertising tactics are also laid out for direct reference, showing that with proper preparation, sellers can still achieve growth through the big promotion.

Summary: This article outlines the latest consumer trends, industry landscape, and promotional operation strategies for cross-border brands selling on Amazon. Key takeaways are as follows: \n1. Current industry and consumer trends: Overseas consumers' purchasing power is falling, driving sharp increases in price sensitivity. Low-price platforms are diverting traffic away from Amazon, leading to shrinking overall platform traffic, and Amazon’s algorithm is increasingly directing traffic to established head brands. SMBs without strong brand equity are seeing severe traffic losses, making brand building the core factor to retain consistent traffic.\n2. Operational guidance for Prime Day: As Amazon’s biggest annual traffic peak, Prime Day requires targeted planning. Top-tier brands should prioritize protecting existing search rankings and market share, by preparing sufficient inventory and promotional assets in advance, securing organic positions and ad impression share for core keywords, and sacrificing short-term margins if necessary to hold Best Seller positions. Growth-focused emerging brands, by contrast, can maximize discounts and ad budgets to leverage the Prime Day traffic surge and climb search rankings, opening up long-term growth space for their brand.

Summary: This article sorts out current platform risks, opportunities, and clear response strategies for Amazon sellers of all sizes. Key takeaways are as follows: \n1. Current status and risk warnings: Overall Amazon platform traffic is shrinking, as consumer purchasing power declines and TEMU and TikTok Shop divert significant traffic away from the platform. Sales performance has diverged sharply, with only 44% of sellers achieving revenue growth. SMBs face very high risk of traffic loss, while pre-prime day ad costs have risen, pushing up average ACoS and increasing uncertainty about return on ad spend.\n2. Tiered response strategies: Micro sellers with daily profits below $100 should prioritize survival: avoid forced participation in promotions requiring a 20% minimum discount, and only offer regular store coupons. Standard sellers with daily profits between $100 and $1,000 should select a small number of ASINs to join low-discount promotions to capture incremental traffic while protecting margins. Sellers targeting ranking growth should go all-in with maximum budgets and discounts. Top large sellers should focus on protecting existing rankings and market share with advanced inventory preparation. For ad operations, secure core keyword positions in advance; sellers targeting volume growth can use Sponsored Brands + Sponsored Display vCPM to expand reach, and leverage Sponsored Display retargeting during the promotion to reach users who have browsed or added items to cart.

Summary: This article provides market trend insights and operational adjustment references for factories that either supply sellers or operate their own Amazon cross-border business. Key takeaways are as follows: \n1. Reference for product development and production: As overseas consumer purchasing power falls, price sensitivity has risen significantly, and low-cost, high-value products now have stronger market competitiveness. During the R&D and production stage, factories should prioritize controlling production costs and launch affordable, high-value product lines aligned with current consumer trends to improve market competitiveness.\n2. Business opportunities and transformation insights: Amazon traffic continues to concentrate on head brand sellers, squeezing the survival space of SMBs. For factories looking to deepen their footprint in cross-border e-commerce, transitioning to build an owned brand, accumulating listing weight, and making consistent ad investments to secure stable traffic is a viable path, and factories can leverage annual peak events like Prime Day to boost volume and climb rankings. Factories should also expand multi-channel distribution via platforms like TEMU and TikTok Shop to offset the risk of traffic decline on a single platform and capture growth opportunities from emerging channels.

Summary: This article outlines current development trends of the Amazon cross-border e-commerce industry and common pain points among sellers, providing a reference for cross-border service providers to adjust their business strategies. Key takeaways are as follows: \n1. Industry development trends: Overall Amazon traffic is shrinking, sales divergence is worsening, and traffic is increasingly concentrated on top large sellers, bringing growing survival pressure to SMBs. Even so, annual events like Prime Day remain the biggest traffic peaks of the year, and sellers of all sizes have strong demand for professional services related to promotional operations and ad optimization. Demand for multi-channel expansion support among sellers is also growing.\n2. Core pain points of clients: SMBs generally struggle with customer acquisition, rising ad costs, and compressed margins, and have clear demand for operational strategy adjustments ahead of major promotions. Demand varies substantially by seller size: top sellers need services focused on protecting rankings and stabilizing market share, while SMBs need solutions to protect margins and cut costs.\n3. Direction for business adjustment: Service providers can launch tiered operation services tailored to sellers of different sizes, and expand new service lines supporting sales on TEMU and TikTok Shop to capture the industry growth opportunity driven by sellers’ multi-channel expansion.

Summary: This article lays out current operating pain points and demands of Amazon sellers, providing a reference for Amazon and comparable cross-border e-commerce platforms to adjust their operation and seller acquisition strategies. Key takeaways are as follows: \n1. Core problems facing platform sellers: Overall platform traffic is being diverted by new low-price platforms and content e-commerce, leading to shrinking overall traffic and over-concentration of traffic distribution to top sellers. This has made customer acquisition far harder for SMBs and compressed their survival space. In addition, forced high-discount requirements for major promotions further squeeze SMB margins and reduce their willingness to participate in platform events.\n2. Direction for platform operation optimization: Platforms can offer multi-tier discount options for major promotions to meet the differentiated needs of sellers of different sizes, launch targeted traffic support programs for SMBs, balance traffic distribution to avoid head player monopoly that dampens SMB enthusiasm, and onboard more high-value affordable sellers to compete with low-price platforms and stabilize overall platform market share.\n3. Direction for seller acquisition: Platforms can prioritize onboarding branded top-tier sellers to stabilize platform revenue, while increasing support for high-quality SMBs to enrich the platform’s seller ecosystem.

Summary: This article presents the latest industry developments and challenges in the global cross-border e-commerce sector, providing first-hand industry insights for industrial research. Core reference content is as follows: \n1. New industrial developments: The winner-take-all effect on Amazon is becoming more pronounced, with growing divergence in order volume and revenue across the seller base. New low-price platform TEMU and content e-commerce TikTok Shop are diverting traffic from traditional cross-border platforms, delivering a clear shock to Amazon’s market share and reshaping the competitive landscape of global cross-border e-commerce.\n2. New industry challenges: Against the backdrop of global economic slowdown, overseas consumers’ purchasing power has fallen and price sensitivity has risen, continuously squeezing the survival space of small and medium-sized cross-border sellers. The traffic dividend of traditional major promotions is fading, sellers’ return on promotional investment continues to decline, and the overall industry profit level is moving downward.\n3. Suggested future research directions: Further research can be conducted on the formation and impact of the winner-take-all effect on cross-border e-commerce platforms, the competitive impact pathways of emerging platforms on traditional platforms, and the differentiated survival strategies of sellers of different sizes responding to industry changes, to enrich research outcomes in the cross-border e-commerce field.