Imagine preparing merchandise for an entire year, eagerly anticipating Black Friday, only to witness sales plummet below off-season levels. This isn't hypothetical—it's the harsh reality some Amazon sellers are facing as Europe's Black Friday sales event unfolds.
A Tale of Two Outcomes
The annual holiday shopping season typically represents a golden opportunity for cross-border e-commerce sellers, when year-long efforts culminate in explosive sales. However, this year's Black Friday presents an unprecedented dichotomy.
On one side, success stories abound. Some sellers report extraordinary metrics—click-to-sale conversion rates exceeding 90%, advertising cost of sales (ACOS) as low as 5.41%, and daily orders surpassing 1,000 units. These exceptional performers demonstrate what's possible during peak shopping periods.
Conversely, many established sellers face alarming declines. November sales have "nosedived" for some, performing worse than October and significantly below previous year's levels. Most strikingly, sellers who traditionally generated eight-figure annual revenues during Q4 now report order volumes matching their slowest January-February periods.
Mounting Operational Pressures
Compounding these challenges, Amazon announced increased FBA (Fulfillment by Amazon) fees coinciding with Europe's Black Friday launch. Effective January 17, 2023, the changes impact multiple cost components:
• Outbound logistics fees
• Off-peak monthly storage
• Storage utilization surcharges
• Aged inventory fees
• Removal and disposal costs
These adjustments will further squeeze already narrow profit margins, forcing sellers to optimize every operational aspect—from traffic acquisition costs to supply chain management and quality control.
The New Competitive Reality
The extreme polarization of this year's Black Friday results signals a market transformation. Sellers can no longer rely solely on seasonal spikes for profitability. Building sustainable competitive advantages requires:
• Comprehensive product planning from inception
• Robust quality management systems
• Strategic traffic acquisition approaches
• Operational efficiency at every stage
With rising costs and intensifying competition, sellers must develop deeper market positioning to withstand unpredictable fluctuations. This year's "feast or famine" outcomes serve as a stark reminder—only those who continuously strengthen their competitive foundations will thrive in Amazon's evolving marketplace.