October 10-11 held by the Amazon fall member day promotion came to an end, sellers are most concerned about, in addition to their own sales data, and rival sellers and the platform’s overall sales performance.Numerator data show that this year’s promotion of Amazon sales of more than 150 million, higher than in 2022, about 100 million pieces. At the same time, with the increase in the number of brand sellers, in the Amazon constitute a force that can not be underestimated, the brand’s sales performance is also of great concern.
Brand promotion sales perform well, toys are the strongest category
YCD News – According to the latest data obtained by ModernRetail, many brands saw a surge in sales on Amazon’s Fall Membership Day this year compared to the same period last year.
For example, phone accessory brand VelvetCaviar data shows that its sales on Amazon through Oct. 10 were up 25 percent year-over-year. Unilever’s LiquidIV, which sells powdered electrolyte mixes, said its sales on the first day of the sale were up triple digits year-over-year.
Meanwhile, early indications are that U.S. consumers are looking ahead for holiday season deals this year and are more inclined to buy more affordable items. As a result, many retailers remain cautious about the outlook for holiday season sales. However, Amazon continued to outperform last year’s Fall Membership Day this year, demonstrating a strong willingness to spend and a high desire for lower-priced items.
In addition, sales in some categories performed more prominently on this year’s Amazon Fall Membership Day. For example, Profitero data shows that as of October 10, the toy category saw the most new products enter the top 10 Amazon bestseller list.
For the outstanding performance of the toy category, Mike Black, Chief Marketing Officer of Profitero, believes there are several reasons, firstly, the category is flooded with a large number of new products, and a few weeks ago Amazon also released a list of toys to buy; a lot of toy brands are promoted through TikTok, which has brought in a huge amount of traffic; and there has been an increase in promotions about the toy category, which is in line with the current consumer trends.
Platform, brand promotion strategy adjusted, discounts increased
YCD has learned that Amazon and brands have made some adjustments to their promotional strategies for this year’s Fall Membership Day, which have helped sellers gain more exposure and bring in more sales.
On the Amazon platform, the biggest difference between this year and last year is that Amazon has added a more prominent red label “Prime Big Deal” to the products participating in the promotion. This change makes it easier for buyers to spot the deals and increases brand exposure.
According to the vice president of healthcare brand LiquidIV, its merchandise was featured on the homepage in the Amazon Prime Top Deals position during the sale, making it one of the most visible brands on Amazon that day, and LiquidIV also ran multi-channel campaigns both on and off the Amazon platform, driving more traffic to its products.
In addition, a significant number of Amazon sellers have increased their discounts in big promotions this year. Last week, Stratically surveyed more than 80 brand sellers on Amazon about their sales strategies for big promotions, and 45% of them said they are spending more on promotions this year than last year. This means more competition among sellers.
The two-way efforts of the platform and brands have helped this year’s Big Sale sales achieve year-on-year growth. It’s worth noting that SproutSocial’s data shows that there were 7,753 mentions of Amazon’s Fall Membership Day this year, down from 7,936 last year. However, there were 1.66 billion potential displays of related posts, up from 1.32 billion last year.
After two consecutive years, Amazon’s Fall Membership Day shows strong sales potential and is set to become one of the most important sales nodes for sellers. But at the same time, learning from the experience of the promotion and continuously improving operational strategies are equally important to help sellers stand out from the increasingly competitive market.