Amazon’s new feature is launched, and Christmas products are in great demand!

After the big online promotion ended, traffic on Amazon gradually increased. Now is the hot selling period for Christmas products, sales are rising rapidly and there is no pressure to raise prices, and sellers who bet on the right products are overjoyed.

In addition to maintaining platform traffic, Amazon is also improving the business environment for sellers. Recently, it has relaxed the requirements for new store entry, and sellers can abandon the more difficult video verification and use facial photos instead; at the same time, Amazon is using AI to simplify the work of sellers. There are new functions in the background to assist sellers in automatically generating product pictures and listing copy, which will greatly reduce the pressure on sellers.

Christmas products are in great demand, and sellers are raising prices sharply

Compared with Amazon's sluggish performance in other stages of the peak season this year, the performance of Christmas-related products is surprising. " On the first day of December , Amazon's traffic officially entered the rhythm of the Christmas season, and the pace of orders seemed to be heading towards the speed of Black Friday, " said a seller.

Unlike the late traffic and low order volume before Halloween, the demand for Christmas products is very strong. Currently, search terms such as christmas tree, christmas movies, christmas decorations, and christmas lights have ranked among the top search lists, and even made it into the top 10. Traffic soared, and many sellers experienced the long-lost joy of explosive orders:

"The Christmas products are so popular that they are sold out just as the peak season begins."

"It's much better than expected, and it's already sold out."

"The traffic during the Christmas season is really huge. After a year of booming, everyone started to raise prices at the same time."

" This year's Christmas products can be described as a flourishing market, and many links have already seen sharp price increases. "

One seller said that the price of his product increased from US$7.99 to US$28.99 in 4 days, and he was able to seize this opportunity by reducing shipments and raising prices sharply.

Unlike other holiday items, the return rate of Christmas gift products is low, so there is no need to worry about a wave of returns after the holiday. As the holiday approaches, after the timeliness of cross-border parcels cannot catch up with the Christmas season, FBA products will become more popular, and sellers with goods in hand will have the opportunity to continue to raise prices.

However, even if they are all Christmas products, the growth rate of orders for products with different attributes is different. For example, a seller's products are more toy-oriented, and the current order volume has doubled, but it has not yet reached expectations. The reason is that the Matthew effect in the toy category is more obvious this year, and the order volume is mainly concentrated in the top players. "Each link of the TOP30 in the category has more than 100,000 orders per month, and the TOP3 is estimated to have 150,000 orders per month, which is not so much in previous years."

Christmas holiday retail sales in the United States have been growing steadily since the recession in 2008. In 2022, Christmas retail sales reached $929.5 billion. Statista conservatively predicts that this year's retail sales will increase by about 3% over last year, and more than half of American consumers tend to buy gifts for their loved ones online.

In this overall bleak peak season, the Christmas season has become a precious opportunity for cross-border sellers. As the popularity of Christmas products heats up, this year's peak season has also begun to count down.

Amazon launches new features to help promote new products

The fourth quarter is not only a period of strong growth, but also the starting point of a new round of operations. Industry sellers analyzed that the fourth quarter has a large amount of traffic, and good products are easier to detect. This traffic advantage also makes it easier to promote new products. Recently, Amazon has launched some new features in the backend that can automatically generate listing copy and product pictures, which is beneficial for sellers to launch new products.

1. Listing copy generation

A seller shared his usage path. In the Amazon backend, select Catalog → Add Product → I want to add new products that are not sold on Amazon - generate product information content → Experience Now → Fill in product selling points/upload product pictures → Select product type , and the next step is to view the automatically generated product title and selling points .

After ChatGPT appeared, sellers in the industry began to try to use AI to automatically generate listing titles and five-point descriptions, but the usage rate is still limited. Now Amazon has moved "automatic listing writing" to the backend, which greatly speeds up listing editing. I believe that AI based on Amazon's database can also provide more accurate generated content, and sellers can use it for their own benefit with a little debugging.

2. Automatically generate product images

Taking product pictures is a considerable expense, but with the automatic picture generation function, sellers can reduce this part of the expenditure and greatly improve the efficiency of mapping.

Seller @敏哥跨交记 shared his experience: open the advertising module in the background, enter the advertising campaign management, select brand advertising, select the product set below, select the delivery target, and then pull down to see the custom image in the advertising material.

After clicking, select Add Picture - AI-generated Picture , and then enter the corresponding text in the Picture Description column to describe the product's usage scenario . For example, the seller can describe the location of the product , the background of the product , the surrounding environment and lighting , the overall color tone , etc. The more detailed the description, the closer the generated picture result will be to the actual needs. You can enter up to 300 characters here .

Judging from the results, the quality of the generated images is good. " We can directly download and save the AI-generated images. These high-quality images can also be used as application scenario images or inserted into the A+ module. Smart sellers can use these generated images to post. With such high traffic costs, wouldn't it be great if we could get some free traffic every day by posting? "

Amazon relaxes entry requirements and makes multiple efforts to improve operations

Judging from the automatic writing of listings and generation of product images, Amazon’s exploration of AI has yielded results and has begun to use it to improve operations on its platform.

Recently, Amazon officially released the Titan series of AI models, including the AI ​​model text generation models Amazon Titan Text Express and Titan Text Lite, and the image generation model Titan Image Generator. In addition to being able to generate images based on text, Titan Image Generator also has image editing and watermark hiding functions . These actions are beneficial to sellers in terms of specific functions.

Amazon is working hard on both ends, not only to simplify the sellers' operations, but also to improve the buyers' shopping experience. Starting from December 14, Amazon will no longer accept requests to upload 360° images to product detail pages. Sellers can add 3D models of products, but the 360° images on the current product detail pages will continue to be displayed until they are replaced. Amazon explained that the reason for this requirement is that 3D models are suitable for a wider range of listings, which can increase buyers' participation and purchasing confidence.

Amazon is trying to improve the experience of sellers on its platform. In addition to the above actions, a more friendly signal is that Amazon has relaxed its investment policy in 2024 and introduced the "take a facial photo" review method. After that, sellers can use facial photos instead of video verification when opening a new store. The new policy improves the efficiency of identity verification for store opening and can also increase the chances of successful store opening.

What aspects do you think Amazon can optimize next?