The annual Black Friday battle has begun, but this year's shot seems to have been somewhat lackluster.

During the big promotion, sellers in the US and Europe eagerly awaited an increase in traffic and orders, but reality dealt a fatal blow to retailers. 

The overall situation of Amazon's five major black promotions this year seems not optimistic.

Recently, many retail companies have announced their fourth quarter performance, which generally shows poor performance, casting a shadow over the holiday season consumption in the United States.

During the  Black Friday promotion periods in the United States, most sellers had dismal orders. 

Compared to the European station, the situation at the US station is relatively more severe, with only a few sellers experiencing an increase in orders.

Triple storage fee+several thousand USD BD+high stocking+discounted price+dismal order volume=sustained loss.

A seller reluctantly stated that storage fees have increased by 2.8 times, resulting in direct losses and even account closures.

In response, Wal Mart CEO Mike Millan said that shoppers have shifted their consumption to necessities and groceries instead of buying at will. 

He predicts that in the United States, we may experience a period of deflation in the coming months.

Similarly, the shopping activities of Black Friday in European countries are not very optimistic.

According to the latest September Eurozone Consumer Expectations Survey released by the European Central Bank, Eurozone consumers have raised their short-term inflation expectations.

The survey also shows that the expected increase in income for Eurozone consumers is lower than the growth rate of inflation, which may lead to a sustained consumption downgrade in Europe in the coming months.

One possible reason for the sudden drop in popularity of the Black Friday may be that this year's "front line time" is longer. The extension of promotional time means that it disperses the purchasing time of buyers and is not conducive to concentrated outbreaks.

In terms of mentality, buyers may also feel tired and insensitive to shopping activities. However, the seller also needs to continuously consume advertising and storage fees during this period, resulting in increased costs and doubled pressure.

Another reason is that the overseas e-commerce landscape has undergone significant changes this year, with a rapid momentum of new entrants. Many Amazon merchants believe that these platforms have taken away Amazon's traffic.

Taking Temu as an example, the front line is longer than Amazon, and it started a major promotion as early as late October, already gaining a batch of orders and traffic. A Temu seller stated that the store's traffic reached a historical peak during the Black Friday period.

In addition, TikTok Shop has officially entered the US market, and as the king of social e-commerce, it will share another wave of traffic. Shein, who has been deeply rooted in the United States for many years, has also started a platform model to grab more traffic.

The arrival and development of these e-commerce platforms are bound to have a serious impact on Amazon.