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1、Beyond Prime Day:Insights and Strategies for the Rest of 2023A Report Based on a Survey of 1,000+U.S.Brands and Private Labels2 FEEDVISORIn the world of e-commerce,where trends evolve at a rapid pace,holiday shopping is beginning earlier than ever before.Amidst this shifting landscape,Amazon brands,

2、private labels,and retailers find themselves standing at the threshold of a unique opportunity.The concept of holiday shopping has transcended its traditional boundaries in recent years,and the advent of online marketplaces has only accelerated this transformation.As we gather insights and analyze t

3、he market dynamics,it becomes evident that the holiday rush,once confined to the final months of the year,has started to peek around the corner as early as summer,with 12%of consumers using Prime Day as the kick off to holiday shopping.1 Consumer behavior is evolving,and the modern shopper is embrac

4、ing a more extended and deliberate shopping spree,making it essential for brands and retailers to realign their strategies.Holiday Planning Starts Now1 Nielsen 2023The key to unlocking success lies in foresight and preparation.In the following piece,we delve into past holiday performance,the reasons

5、 behind this early holiday phenomenon,as well as provide effective strategies to seize the early holiday advantage.Whether youre a seasoned Amazon brand or private label,or are new to marketplace selling,these strategies can benefit you.This survey was commissioned by Feedvisor and conducted by Zogb

6、y Analytics,a nationally and internationally respected opinion research firm,on behalf of Feedvisor.It was distributed online from January 2023 to March 2023,among a national sample of 1,000+retail business decision-makers.Results from the full survey are based on a confidence interval of 95%and hav

7、e a margin of error of plus or minus 3.1 percentage points.All numbers have been rounded to the nearest percent.3 FEEDVISORThe Evolution of E-CommerceMarking an unprecedented milestone in the evolution of e-commerce,total online retail sales hit$1.07 trillion in 2022,showcasing a remarkable 22%incre

8、ase compared to 2021s total online retail sales.1 This substantial rise not only signifies a more accelerated growth rate when compared to the pandemic period,but also surpasses the 18%uptick observed in 2020.However,this meteoric rise in online retail sales has recently reached a critical juncture,

9、where its sustainability is being questioned.Marketplaces,arguably the largest protagonist drivers of growth,are starting to see the limitations of a fractured economy.Compared with the previous year,Amazon did not see double-digit sales growth for the first time in a decade,but now anticipates sing

10、le-digit sales growth between 4-8%instead of 20-40%as in recent years.2 Other marketplaces are shifting their 2023 outlooks as well,including Walmart whose growth compared to Amazon has been much slower.49%of brands see marketplaces as the greatest e-commerce opportunity12Growth is settling back to

11、the pre-pandemic trajectory.E-commerce is morphing to just“commerce”as the lines for attribution are becoming murkier.Graph source:Marketplace Pulse 2023While normally showing a growth rate of 6-7%year-over-year,Walmart is now forecasting a lower increase for 2023,ranging from 2.5 to 3%.Despite the

12、downward trend,49%of brands still see marketplaces as the greatest e-commerce opportunity,with Amazon continuing to be the go-to marketplace for many.In the coming months experts are seeing a new e-commerce growth pattern emerge;one where slower sales growth will become the norm.3 Currently,e-commer

13、ce as a whole is predicted to grow 8.9%this year,4 and will maintain that growth rate through 2026.The slower growth rate is attributed to 2 factors:U.S.E-Commerce Growth Rate60%40%20%0%-20%1 Retail Dive 20232 Forbes 20233 Insider Intelligence 20234 Insider Intelligence 20234 FEEDVISORCurrent Market

14、place LandscapeThe current marketplace landscape is experiencing prominent shifts among the leading platforms,with Amazon still holding the largest market share at 37%1.Amazon continues to strengthen its position as a preferred destination for brands,with more than half(60%)of brands choosing to sel

15、l here in addition to their own channels.This is a notable increase from its 30%share in 2022,proving the power of Amazon to attract and retain a substantial portion of the e-commerce market.In fact,of those not currently selling on Amazon,18%said they are considering it for 2024.In a closely contes

16、ted competition,Google and Walmart consistently swap positions as they actively adjust their algorithms,enhance their e-commerce capabilities,and pursue strategic initiatives.Google,which is now the second most preferred marketplace brands sell on,has experienced a slight uptick,with 22%of brands op

17、ting to sell on its platform.This represents a 1%growth compared to the previous year.60%of brands now sell on Amazon,up from 14%from previous year US E-Commerce Market Share for 202338%11%6%4%AmazonEveryone ElseWalmarteBayTargetHome Depot vs.Title:E-Commerce Market Share for 20232%38%11%6%4%AmazonE

18、veryone ElseWalmarteBayTargetHome Depot2%Walmart is now the third preferred marketplace,as share of brands selling on their platform has declined to 20%from 25%in 2022.This could be a result of their recent declining sales and warning of a tough year ahead with inflation continuing to eat into their

19、 profits.1 Yet,they have taken strides to continue to update their e-commerce experience,especially with their latest redesigned website.2 These improvements could pay off as 19%of brands say they would consider selling on Walmart in the future.Top Channels Brands Sell On1 Statista,2022 2 CNN 20233

20、Verge 20235 FEEDVISORWorthy Marketplace ContendersIn the last three years,Shopify has become a true contender in the marketplace landscape,showing nearly 100%US e-commerce sales growth in 2020 and 40%growth in 2021,according to Insider Intelligence.1 Shopify has even surpassed Walmarts e-commerce sa

21、les,and is poised to continue to do so,with an estimated$108.15 billion in US e-commerce sales compared to Walmarts$73.45 billion this year.Shopify has also continued to block Amazons“Buy With Prime”program as a way to safeguard its sales.eBay is becoming a hot marketplace once again,and attracting

22、more brands to its platform,which now hosts 17%of brands,up from 15%in 2022.This could be a result of the resurgence of the popularity of “vintage”and“used”goods the platform has long been associated with.17%of brands are now selling on Shopify,up from 12%in 202219%18%20%17%16%Target is struggling a

23、s a marketplace contender despite overall sales across retail and e-commerce being up(0.5%),profit margins are down almost 5.8%which Target is blaming on three reasons:consumer purchases shifts,theft and bad PR.1 Rather than purchasing clothing and home goods,Target has seen consumers prefer to buy

24、necessities and groceries.They have also been battling shoplifting and organized retail crime with losses totaling over$500 million this year alone.Beyond the 44%already selling on Amazon,other marketplaces brands said they were interested in selling on include Target at 16%and up 3%from last year,F

25、acebook at 20%and Google,at 17%.Channels Brands Would Consider Selling on in 2023Channels Brands Would Consider Selling on in 2023FacebookWAmazonGoogle ShoppingTInstagrameBayTikTokE*Brands not already selling on Amazon1 Insider Intelligence 20232 CNN 20236 FEEDVISORCyber Five Yields Expected Results

26、 for BrandsTotal Cyber Five sales rose a modest 3.5%y-o-y”1Brands fervently anticipated the arrival of the holiday season in 2022,driven by the pressing need to counterbalance the adverse impact of inflation on their sales figures.While the overall sales totals fell much shorter than the pandemic ye

27、ars massive growth rates,there was still a modest 3.5%growth compared to 2021,which resets e-commerce sales back in line with pre-pandemic growth rates.55%of brands saw an increase in sales during PEAS,the new official start to holiday shoppingMost brands even welcomed PEAS,with 40%saying it had a p

28、ositive impact on their sales,with only a quarter saying sales were flat since they were forced to try to pivot their holiday ads to the new event.This could be because of the lack of awareness surrounding the event,as Amazon did not give much time for preparation.Customers were not spending heavily

29、 during the event,with 58%of items purchased during the early hours of the Amazon sale costing less than$20 as most consumers focused on value and convenience in their purchases.3 Categories that saw the biggest PEAS wins include:Despite the smaller spend,if another PEAS event is held,almost a third

30、(29%)of brands said they would be launching a PEAS-specific promotion on their website.ElectronicsSports&OutdoorsMovies&TV/StreamingCell Phone&AccessoriesClothing,Shoes,and Jewelry1 Adobe Analytics 20232 Numerator 20223 Digital Commerce 360 2022The success of Q4 is being attributed to Amazons new tw

31、o-day event-Prime Early Access Sale(PEAS)-which happened just a month prior to Cyber 5 on October 11th,ending on the 12th as their way to “kick off”the holiday shopping season and subsequently lengthen the shopping curve.While sales performance did not meet that of its summer counterpart,overall,PEA

32、S was considered successful,with nearly one-third(31%)of Prime Early Access shoppers purchasing holiday gifts during the sale,up from 11%of Prime Day shoppers in July.2“7 FEEDVISOREven with the inclusion of PEAS,brands saw an increase in holiday sales,with Amazon announcing a record-breaking holiday

33、 season revealing customers purchased nearly half a billion items from small businesses in the U.S.During Amazons biggest Thanksgiving-through-Cyber-Monday holiday shopping weekend ever,customers around the world purchased hundreds of millions of products,and small businesses in the U.S.generated mo

34、re than$1 billion in sales over the five-day period.E-commerce sales overall showed a respectable 4%growth.1 This years holiday shopping attracted an unprecedented 196.7 million US consumers2 who wholeheartedly embraced the holiday shopping extravaganza,undeterred by concerns of recession and inflat

35、ion.In fact,deals and promotions were the primary drivers of increased sales,as consumers sought ways to save money while still getting the products they wanted.The number of transactions overall were also higher,rather than prices,compared to the year before,proving that inflation had not yet made

36、an impact on consumer spending.34%17%13%10%7%6%5%2023HolidayBlack FridayPrime DayCyber MondayThanksgivingNew YearsPrime Early Access SaleSuper Saturday0%10%20%30%40%2023 vs.HolidayDiscounts were the strongest they had been since pre-pandemic,especially in the Electronics category,where they reached

37、25%off.3 In 2021,the average deal for Electronics was around 8%.This years top category for discounts was Toys,with the highest discount reaching 34%off.Best-selling categories from Amazon included Toys among the top five sales categories,closely followed by the Home,Fashion,Beauty,and Amazon device

38、s categories.4 34%of brands saw an increase in sales year-over-year on Black FridayBest Holiday Sales Day1 Feedvisor 20222 Insider Intelligence 20223 Adobe Analytics4 Amazon 2022Black Friday Remains Biggest Holiday Sales Day 8 FEEDVISORLeveraging Amazon:Key Strategies Brands Use to Drive Revenue and

39、 Reach48%of Brands Use Amazon to Build Brand Awareness as Well as Other Channels to Drive to itBy leveraging the platforms robust marketing tools,such as sponsored product ads,sponsored brand ads,video,and brand stores,these brands aim to increase their visibility,enhance brand recognition,and foste

40、r customer loyalty.13%11%18%Social Media MarketingVideos AdsPromotions&Coupons47%of Brands Use Amazon for New Customer AcquisitionThey recognize the potential to tap into Amazons massive user base and leverage its sophisticated targeting capabilities to attract and convert new consumers.Tactics Bran

41、ds Use to Attract New Customers48%of Brands Use Amazon to Drive SalesThey capitalize on the platforms extensive customer base and optimized sales channels to generate consistent revenue and expand their customer reach.Brands have stated competitive pricing,video ads,and promotions and coupons have b

42、een the most effective strategies for driving sales on Amazon.35%of brands see 50%or more of their e-commerce revenue come from AmazonSponsored ProductsSponsored BrandsSponsored DisplayVideo AdsSocial Media PromotionsCompetitive PricingDSPAudio AdsInfluencers18%16%12%10%10%9%8%5%5%2%Brands Use Amazo

43、n to Supplement Owned Channels:In a bid to maximize sales and brand exposure,brands often adopt a multi-channel approach,leveraging both Amazon and their owned channels.Notable trends in this regard are as follows:9 FEEDVISOROther Amazon Programs Worth Their SaltIn addition to employing various busi

44、ness strategies,brands also take advantage of several Amazon programs to enhance their presence and drive revenue.Participating in Amazon programs can lead to increased reach,trust and credibility,enhanced customer experience,and a significant competitive advantage.Here are some notable Amazon progr

45、ams that brands currently participate in:This program grants Amazon the power to automatically re-price select third-party products on the Amazon Marketplace.While repricing is not new,with Amazon SBA,Amazon has the final say on what prices will be,but does pay brands for all products sold at either

46、 the sale price or the Minimum Gross Proceeds(MPG),whichever is higher.Considering the uncertain economic climate,partnering with Amazon could provide some revenue stability as Amazons marketing power is behind brand products,almost ensuring sales.37%of brands participate in Sold by Amazon(SBA)To op

47、timize your end-to-end e-commerce strategy,get in touch with us at Insider Intelligence 2023Buy With Prime Gains MomentumA year after its release,Buy with Prime is starting to resonate with brands after a rocky start and claims of violations of service agreements with platforms like Shopify.1 Approx

48、imately 31%of brands participate in this program to leverage the Prime badge and attract customers who value the convenience and benefits associated with Prime membership,and another 41%of brands are considering adding the program in 2023.10 FEEDVISORAs the holiday season approaches,the allure of Am

49、azons marketplace economy becomes even more pronounced for brands seeking to make a lasting impact.Just as the anticipation and excitement build during the festive holidays,Amazon continues to offer brands an unparalleled opportunity to reach a vast and engaged audience,use of its cutting-edge suppl

50、y chain,robust marketing features,and conversion-generating model.However,as Amazon grows in complexity and scale,operating on the platform requires a holistic approach,backed by data,deep expertise,and advanced technology.More brands are turning to technology partners to effectively compete and max

51、imize performance on the dynamic marketplace.With AI-powered technology,data-driven marketplace intelligence,and hands-on expertise,brands can bridge the gap between the“black box”of Amazon and their business to drive growth across the platform,as well as other rising e-marketplaces like Walmart.Loo

52、king AheadOnly those who embrace this new digital era of retail,commit to ongoing innovations and optimizations,and leverage Amazon and e-marketplaces as an extension of their brands footprint will be positioned for long-term growth and success in todays retail climate.Learn how Feedvisor360 can opt

53、imize your business to drive profitable growth at YoY sales growth 81%average YoY profit growth 57%average YoY ad sales growthLearn how Feedvisor360 can optimize your business to drive profitable growth at Results SpotlightTry Us For Free!A New Era of Optimization for AmazonDrive profitable growth w

54、ith the only integrated platform specifically designed to serve the ever-evolving needs of your businessADVERTISINGAI-Based AdvertisingAutomated keyword harvestingDeep-learning bid optimizationsAutonomous budget balancingTrack your share of voicePRICINGPatentedAlgo-RepricerDynamic private label pric

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