Amazon Black Friday 2021 breaks records again and again, with third-party sellers contributing more than half of the total sales worldwide

December 1 , 2021 , Shanghai   — Amazon’s sales during Black Friday and Cyber ​​Monday (hereinafter referred to as “Black Friday Cyber ​​Monday”) in 2021 hit a new record. Including Chinese sellers, third-party sellers around the world, mainly small and medium-sized enterprises, contributed more than half of the sales . Since the launch of the holiday shopping season in October this year, Amazon has delivered billions of packages to consumers around the world. During Black Friday Cyber ​​Monday, categories such as home furnishings, toys and clothing were the best-selling products in the world. For many Chinese sellers, Black Friday Cyber ​​Monday not only increased sales, but also increased brand awareness.

Yan Chen, director of international cross-border e-commerce at Ecovacs Robotics Co., Ltd., said that Ecovacs has formulated a comprehensive strategy for Black Friday, combining off-site marketing with on-site promotion. In addition to mature Amazon sites, Ecovacs has also laid out emerging sites such as Amazon Australia, India, and the Middle East in advance, and its overall sales have also increased significantly compared to last year. " Good products can bring good experience to users , excellent product quality, and a brand story that is deeply rooted in people's hearts can greatly improve brand awareness. " Yan Chen said.

Yijialai Technology focuses on the design, production and sales of clothing accessories and rain gear. Its brand " Anntrue" has been sold on Amazon since 2017. " This year's Black Friday Cyber ​​Monday, the Japanese site grew 248 % year-on-year, and the US site grew 125 % year-on-year . " Monk , the company's general manager , said that Amazon's Black Friday Cyber ​​Monday not only helped the brand increase sales , but also greatly increased brand awareness . "Branding is the trend of the future. When building a brand, we will start from three aspects: quality, brand culture, and service, specialize in products, and add more brand elements to product design."

Shangbai Global has been operating in the field of home textiles for many years. Its home textile brand Bedsure has seen significant business growth on Amazon Europe this year, and has exceeded expectations in the Netherlands. Speaking of this year's Black Friday, Clay, the head of Bedsure Europe , said: "This year, the sales of the Bedsure brand during Black Friday exceeded US$ 5.4756 million , a year-on-year increase of 42.5% . "Through Amazon's official tools, they have received a lot of support in consumer data analysis and brand analysis, and have made breakthroughs in product optimization and innovation. "In order to allow more creative design and concept products to land on Amazon, Bedsure will also establish an independent European brand department in 2022 on the basis of the original brand department to better operate the brand. " Clay said.

Brand building is a long-term plan of Lehang Technology Co., Ltd. The company's brand Lefant has deployed Amazon sites in Europe, the United States and Japan, and has invested in independent research and development for a long time, launching innovative products, and also set a record on Black Friday this year . "Sales increased by 200%, once again creating the best results in history! " According to Nicolas, the company's e-commerce director, since August, they have begun to fully prepare Black Friday inventory and ship it to Amazon warehouses in advance and in an orderly manner. In order to maintain the brand's growth, Amazon advertising services have also been purchased to let more users know about the Lefant brand.

Shanxi Xinhe Industrial Co., Ltd., which mainly sells yoga mats, dumbbells and other sports products, joined Amazon's European and Japanese authorized brand programs in 2019 and 2020 respectively . During last year's Black Friday, their product sales far exceeded expectations, and some products were even sold out. This year, they are well prepared for Black Friday. "During this year's Black Friday, the sales of our main products reached 8 times the usual! " said Wang Ruoyang, the company's general manager. They prepared inventory very early and submitted activities such as store treasures and flash sales. In his opinion, Europe and Japan still have great potential.

For sellers doing cross-border business, Amazon Black Friday and Cyber ​​Monday are also opportunities to boost sales. Meishuo Technology used to be an OEM manufacturer for foreign welding machine brands. Two years ago, they launched Amazon Business Purchasing and created their own brand "YesWelder" to provide standard professional welding products for corporate buyers. Eugene, head of the company's welding division, said, " On Black Friday, the North American site participated in activities such as the Black Friday 7-day promotion and member-exclusive discounts, and sales broke records again , with a year-on-year increase of 253%, of which orders from corporate buyers increased by 314% year-on-year."

In fact, before the start of this year's Black Friday, Amazon provided all-round support for sellers' preparations for the peak season. For example, Amazon has extended its ocean express service to more cities and regions in southern China, such as Shenzhen Yantian, to help sellers ship and replenish goods at a lower cost and faster speed. Because of this service, the express service from China to the West Coast of the United States is faster than the standard ocean shipping time and the cost is lower than air transportation and express delivery. At the same time, in preparation for Black Friday and Cyber ​​Monday, Amazon has also increased its storage capacity to receive 30%-40% more goods than last year , alleviating sellers' inventory pressure.

In addition, the Amazon team also uses methods familiar to Chinese sellers, such as WeChat and live streaming, to provide knowledge sharing such as preparation tips and seller experience to help sellers prepare for Black Friday and Cyber ​​Monday.

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Black Friday and Cyber ​​Monday sales