Amazon's detail page changed drastically, and Black Friday orders were cold

The Black Friday that Amazon sellers have been looking forward to is finally here. Have you guys placed a huge order?

After the Black Friday promotion started, sellers on the European site were the first to send feedback, saying that Amazon may not have notified buyers, and that the ads were popular but no orders were received. The situation on the US site was similar, with most sellers having less orders than usual, and some even only one-fifth of the usual number.

During the promotion, sellers on the US site waited for traffic and orders to increase, but what they waited for was indeed the disappearance of category rankings, changes to Amazon's detail pages, and the inexplicable disappearance of sales rankings. The overall situation of Amazon's Black Friday promotion this year does not seem optimistic.

Black Friday was a cold reception, with many sellers receiving fewer orders than usual

The annual Black Friday showdown has begun, and posting orders has become a must-do every year. This year's Black Friday was a cold reception, with many sellers saying that there was no activity.

After the Black Friday promotion started, the European site was the first to get feedback. One seller said that Black Friday is just someone else's Black Friday and has nothing to do with me. Except for the explosion of acos, there were no other waves . Another seller had a similar situation: "I opened the order management and saw that 600 orders were placed, a small explosion. I saw that the date was the last 365 days, and when I switched to the most recent day, there was only one order." More sellers sent the same feedback:

“——There is no movement at the European site. Is it possible that the buyers have not been notified?

——When I opened the computer, there were three orders. I thought the computer was broken, so I cancelled them all by pressing F5;

——Black Friday is on the 24th. Amazon has launched the Black Friday promotion in advance. I guess they won’t forget to inform buyers.

——The warehouse is full, the advertisement is full, but my order is not full;

——The European site does not have as many orders as usual.”

After Europe, the overall situation of the promotion activities on the US site was also bleak . Some sellers began to arrange member discounts on the 17th, waiting for traffic from the peak season, but the order volume was not as good as usual. Some sellers did not do any activities, and the order volume was only one-fifth of the usual.

However, the situations of sellers are different. Some sellers are really happy to receive a surge in orders. One seller usually has 20-30 orders per link, and 20 orders were placed two hours after Black Friday started. There are also sellers whose orders hovered around 200 a few days before Black Friday, and around 400 orders at the beginning of Black Friday, and have reached 400 orders in the past two days. However, they said that most of the products are for rush sales, and both flash sales and coupons are turned on.

A colleague sent me good news: " The UK site has been booming with orders, at least ten times the usual amount at this time . " Another colleague also said, "My European site has started, it feels good, and some products are going to be a hit."

There are also a few sellers in the US site that have good sales performance. Some peers say that the situation is much better than last year, and it is booming . Overall, it depends on the category. Some categories have soared, while others have fallen.

Most sellers did not see a surge in orders during the Black Friday promotion. Their peers consoled themselves by saying that Black Friday is the last week of November, which is the 24th. Now that Amazon has moved the event forward, perhaps the previous traffic did not keep up.

It is understood that this year Amazon's Black Friday and Cyber ​​Monday event will be held from the 17th to the 27th, which is extended to 11 days. Since Black Friday starts early, the traffic is naturally distributed, and it is not ruled out that some customers may wait until Black Friday to place an order.

During Black Friday, sellers were waiting for a surge in orders, but what they got was not an increase in traffic and orders, but a disappearance of category rankings. Amazon's detail pages also saw changes during the promotion, with sales rankings no longer available for many categories, and more product attributes displayed in the categories.

Category rankings disappear, Amazon details page undergoes another change

Some sellers found that Amazon's detail page has been revised again. The category ranking of the product cannot be found on the computer side of the US site. After changing several products, the category ranking cannot be found. Manually scrolling through the detail page from beginning to end still cannot find the ranking. However, the category ranking can be seen under the additional information column on the mobile page.

The seller also checked other sites outside the US site and found that there was no such change on the details page.

This phenomenon was discovered by sellers of headphones, and then sellers of other categories on the US site also discovered this change. According to relevant feedback: as early as a week ago, the category rankings of many categories of Home & Kitchen had begun to disappear one after another, and were replaced by product details that can be expanded and folded.

Later, sellers in more categories such as watches, furniture, video, games, etc. also noticed this change , which shows that the detail pages of many categories have quietly changed. People don’t know whether it will have any impact, and question: “ Why cancel the ranking function ? ”

One colleague lamented: " The ranking is not displayed on the front end, and the ranking data in the back end is updated slowly, which is difficult to deal with ! " Another colleague said that such a change is not user-friendly: "With the ranking, I can roughly know how much was sold today at a glance, otherwise I have to check and calculate one by one, which is very troublesome."

At present, the disappearance of category rankings on the detail page is displayed differently on different sellers. Some sellers can still see the rankings through the mobile terminal, while some cannot. Industry insiders believe that the disappearance of sales rankings should be a system bug. If it is a test, Amazon does not need to have so many variables, modify the parameter module, and remove the rankings. The results are difficult to distinguish and attribute.

In addition to not displaying rankings, sellers have found other major changes to Amazon's detail pages. It has begun to display more product attributes by category, and can view and download information such as manuals and parameter tables.

Everyone speculates that Amazon requires operators to pay attention to filling in each parameter when creating links, so that they can display all aspects of their products in detail, improve conversion rates, and reduce product return rates to a certain extent.

During the Black Friday promotion, Amazon's pages changed frequently. A few days ago, the Amazon list changed. When sellers viewed the top 100 products on the list, they could not view products after the second page. After modifying the numbers, the page would become unresponsive. Refreshing or changing the browser multiple times could not solve this problem.

Black Friday sales to come

Amazon's Black Friday promotion is in progress. So far, the update of the detail page has limited impact on sellers. The unfavorable situation in the early stage of Black Friday may not represent the overall market situation. After all, Amazon and several other e-commerce platforms have greatly extended the promotion period, and subsequent Black Friday sales are still expected.

Some sellers said that they issued coupons for 17th to 19th. The market was extremely quiet on 17th, but suddenly became better than usual on 18th. It has been back to normal level since 19th, with no major fluctuation in traffic.

Amazon has added three new features to Alexa to facilitate shopping and increase traffic and orders, including converting handwritten shopping lists into digital shopping lists, finding discounts, and centralizing buyers' shopping lists. According to Amazon, these three new features can help buyers save time and money when shopping.

In addition, there are also data showing that the overall situation of the Black Friday promotion is promising. According to a statistic , 31% of American Internet users will shop on this Black Friday.

According to Deloitte, shoppers will spend an average of $ 1,652 this year, up from $1,455 last year. Late November will be the busiest time for holiday spending, with 78% of active shoppers participating in the spending.

During this extended Black Friday online promotion, cross-border sellers may see a surge in orders in the second half.

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