As Black Friday approaches in the U.S., European marketplace sellers find themselves in an unexpected predicament. What should have been a peak sales period has turned into a disappointing slump, with many reporting lower-than-expected sales and widespread issues including malicious complaints from local competitors and sudden listing removals.
Unusually Quiet Black Friday for European Sellers
Unlike previous years' bustling activity, this year's Black Friday season in Europe has been remarkably subdued. Numerous sellers have taken to social media to express frustration over stagnant sales, with some noting their performance during the Prime Day event was weaker than regular business days.
One seller lamented: "It feels like Amazon only informed customers that Black Friday starts on the 25th - our store hasn't seen any improvement." Others described repeatedly refreshing their dashboards with no orders coming through, questioning whether Europe still experiences traditional peak seasons.
Malicious Complaints Disrupt Holiday Sales
Beyond disappointing sales figures, sellers face another challenge: coordinated complaints from local competitors. Several reports indicate listings being removed just before Black Friday, often citing violations of product safety regulations like Germany's ProdSG, which requires manufacturer or importer contact information on packaging.
One affected seller explained their non-CE product wasn't previously required to display European representative information, but acknowledged packaging lacked address details. This seller suspects targeted attacks from competitors aiming to eliminate competition during the crucial shopping period.
Investigations revealed websites offering complaint services to local sellers, charging fees to have competing ASINs removed. "Facing this during peak season is devastating," shared one impacted merchant.
Compliance Emerges as Critical Defense
The complaints have exposed vulnerabilities in many sellers' compliance strategies. Multiple sellers reported similar listing removals with slow response times from platform support, resulting in significant inventory losses.
"We had to relocate inventory as a last resort," one seller noted. "Amazon's support system seems overwhelmed and ineffective right now."
Industry observers emphasize that regulatory compliance provides the best protection against such attacks. "European representative requirements have been in place for years," commented one veteran seller. "Without proper labeling, products essentially appear as unregulated items - making them easy targets for complaints."
Understanding European Compliance Requirements
Amazon's regulations mandate European representatives (EU reps) for all CE-marked products, implemented to enhance consumer protection and product traceability. The requirement took effect in June 2021.
Products requiring CE certification include toys, electronics, personal protective equipment, machinery, construction materials, gas appliances, recreational watercraft, pressure vessels, and measuring devices. Most CE-marked products fall under these regulations, except certain medical devices and specialized equipment.
Strategic Shifts for Future Success
This year's challenges highlight necessary adjustments for marketplace sellers. Compliance forms the essential foundation, while product innovation and differentiation emerge as key competitive advantages.
Sellers must prioritize:
- Strict adherence to regional regulations and safety standards
- Continuous product improvement and unique value propositions
- Diversification across sales channels to reduce platform dependence
For sellers currently facing complaints, immediate corrective action remains critical. Others should focus on strengthening their compliance frameworks while preparing for upcoming sales opportunities.
Underlying Factors Behind the Sales Decline
Beyond malicious complaints, broader economic conditions contribute to the disappointing performance:
- Global economic uncertainty and reduced consumer purchasing power
- Persistent supply chain disruptions increasing costs and delays
- Intensified marketplace competition driving price pressures
- Evolving platform policies requiring operational adjustments
Rebuilding European Market Presence
To regain competitiveness, sellers should consider:
- Specializing in niche market segments rather than competing broadly
- Developing strong brand identities beyond price-based competition
- Adapting products and marketing to local preferences
- Expanding beyond single-platform reliance through multichannel strategies
- Collaborating with industry partners to navigate regulatory environments
While this year's Black Friday presents significant challenges, it also offers sellers an opportunity to reassess strategies and build more sustainable European market positions.