New Seller Incentives: Over $50,000 in Referral Fee Savings per MarketplaceNew Seller Incentives: Over $50,000 in Referral Fee Savings per Marketplace
With 2,000 bestselling product opportunities, if you follow Amazon’s lead, are you still worried that orders won’t come in?
March 20, 2022
Table of contents:
1. Three pieces of good news for fashion sellers
2. Year-round bestselling fashion product selections aligned with the marketing calendar
1. Three pieces of good news for fashion sellers
2. Year-round bestselling fashion product selections aligned with the marketing calendar
The mid-year deal event is coming soon, and we believe all fashion sellers are ready!Today, we’d like to take a longer-term, broader view and talk about this: at what times of year do fashion products sell better overseas?Which subcategories are more popular?
Three pieces of good news you need to know
▶ Exclusive referral fee discount for Fashion
● US marketplace: Referral Fee remains unchanged from 2021
● Europe: approximately 50% off referral fees for Apparel, Footwear, and Handbags
● Japan: Up to 5% off!The low-price portion for Clothing & Accessories, Shoes, and Luggage will go from 15% to 12%
● Europe: approximately 50% off referral fees for Apparel, Footwear, and Handbags
● Japan: Up to 5% off!The low-price portion for Clothing & Accessories, Shoes, and Luggage will go from 15% to 12%
Click the link below for more details
2022 notice of changes to Fulfillment by Amazon (FBA) fees and Referral Fee for Amazon US
5% back on sales!No storage fee!Referral Fee cut in half!20% off Fulfillment fees!14 major money-saving benefits in Amazon Europe!
price cut!Price reduced!Fulfillment by Amazon (FBA) fees/referral fees on Amazon Japan were reduced in 2022!
5% back on sales!No storage fee!Referral Fee cut in half!20% off Fulfillment fees!14 major money-saving benefits in Amazon Europe!
price cut!Price reduced!Fulfillment by Amazon (FBA) fees/referral fees on Amazon Japan were reduced in 2022!
▶ 2022 “Starter Pack” first release
Get 5% back on sales, up to $50,000!There’s also a $200 Amazon Vine discount, a $100 Transparency discount, a $100 discount on Amazon Partnered Carrier program fees, a $200 discount on Amazon Global Logistics Service, a $50 discount on Amazon coupon fees, and a $200 discount on Amazon Sponsored Products... Even more benefits—grab them, grab them, and grab them till your hands are full!
Click the link below for more details
▶ "FBA New Selection program" has been fully upgraded
Eligible new ASINs in Fulfillment by Amazon (FBA) can receive a 5% rebate on sales, free FBA Liquidations, waived storage fees, waived removal fees, and waived Returns Processing Fee!
Click the link below for more details.
Use the marketing calendar to find year-round best-selling fashion products
January
US store: New Year, back-to-work season
Europe store: New Year's Day, back-to-work season
Japan store: New Year’s Day, Coming-of-Age Day
Europe store: New Year's Day, back-to-work season
Japan store: New Year’s Day, Coming-of-Age Day
US store
New Year, start-of-work season
New Year, start-of-work season
Scenario needs: holiday parties, cold outdoor temperatures; full resumption of work, commuting attire
Buyer groups:New Year purchases are mainly made by adult men and women; back-to-work season purchases are mainly made mainly by office workers
Bestselling subcategories and customer concerns:
●Women’s thick winter coats: casual, comfortable, and warm; dark colors (such as gray and black)
●adult exotic lingerie sets: sexy; cutout; exotic
● Women’s mid-calf snow boots: flat, fleece-lined, and warm; cowhide; dark colors (such as black and brown)
●Men’s belts and waist belts: dark colors; leather; with buckles
● Men’s knit sweaters: casual; pullover; black
●Small leather goods: portable card holders, coin purses, and postcard holders; black; leather
●adult exotic lingerie sets: sexy; cutout; exotic
● Women’s mid-calf snow boots: flat, fleece-lined, and warm; cowhide; dark colors (such as black and brown)
●Men’s belts and waist belts: dark colors; leather; with buckles
● Men’s knit sweaters: casual; pullover; black
●Small leather goods: portable card holders, coin purses, and postcard holders; black; leather
Advice for sellers:
● About product selection: January is the coldest time of winter in the Northern Hemisphere, so we recommend selecting warm outerwear, shoes, and boots; you can also list trendy warm hats, gloves, and other items in advance; in addition, for the back-to-work season, product selection should be work-related, with a focus on men’s belts, tops, and small leather goods, as these items have steady demand among male consumers
● About promotions: January promotions fall right after Black Friday, so you can keep the momentum going by submitting deals to further boost sales while also reducing fall and winter inventory during the peak season; at the same time, for back-to-work season product selections, you can stack cross-category Coupon promotions to increase the number of items purchased and drive more cross-selling
● Regarding logistics: because January includes holidays or is close to Chinese New Year, the logistics industry may suspend operations, or there may be fewer ships and flights, which can drive up logistics costs, so we recommend that sellers arrange logistics in advance, preferably before November. According to logistics industry reports, logistics prices are generally lower in the second half of October and the first half of November than they are before National Day, so we recommend using this timing as a reference to contact logistics providers and arrange stock in advance
● About promotions: January promotions fall right after Black Friday, so you can keep the momentum going by submitting deals to further boost sales while also reducing fall and winter inventory during the peak season; at the same time, for back-to-work season product selections, you can stack cross-category Coupon promotions to increase the number of items purchased and drive more cross-selling
● Regarding logistics: because January includes holidays or is close to Chinese New Year, the logistics industry may suspend operations, or there may be fewer ships and flights, which can drive up logistics costs, so we recommend that sellers arrange logistics in advance, preferably before November. According to logistics industry reports, logistics prices are generally lower in the second half of October and the first half of November than they are before National Day, so we recommend using this timing as a reference to contact logistics providers and arrange stock in advance
Europe store
New Year’s Day, back-to-work season
New Year’s Day, back-to-work season
Use cases: winter outdoor outfits, indoor home wear, and back-to-work outfits
Buyer group:Among buyer age groups, the 18–24 age group accounts for the highest proportion
Best-selling subcategories and consumer focus points:
●Women’s winter boots: warm, casual, and comfortable; mid- and tall-calf styles; leather and fleece materials; dark colors
●Men’s/women’s outerwear: warm and comfortable; made of cotton with some stretch; suitable for everyday outfits when going out
●Men’s cotton slippers: warm and comfortable, plush material; mainly solid colors; for wearing at home
●Men’s cotton hats: warm and comfortable, cotton fleece material; dark colors (such as gray and black); warm outfits for going out
●Men’s/Women’s business apparel accessories: neckties, belts, and other business-season outfits
●Men’s/women’s outerwear: warm and comfortable; made of cotton with some stretch; suitable for everyday outfits when going out
●Men’s cotton slippers: warm and comfortable, plush material; mainly solid colors; for wearing at home
●Men’s cotton hats: warm and comfortable, cotton fleece material; dark colors (such as gray and black); warm outfits for going out
●Men’s/Women’s business apparel accessories: neckties, belts, and other business-season outfits
Suggestions for sellers:
● January is the month with the lowest average temperature, so for January best-selling products, in addition to considering the product’s appearance and design, you should also test its heat-retention performance before it leaves the factory to meet customers’ functional needs.
● Mid-to-late January generally falls close to the traditional Chinese Lunar New Year, so in addition to routine operations management, we recommend that sellers also learn the supply chain and logistics holiday schedules in advance and prepare inventory for spring and summer products ahead of time
● Mid-to-late January generally falls close to the traditional Chinese Lunar New Year, so in addition to routine operations management, we recommend that sellers also learn the supply chain and logistics holiday schedules in advance and prepare inventory for spring and summer products ahead of time
Japan
New Year's Day, Coming-of-Age Day
New Year's Day, Coming-of-Age Day
Scenario needs:New Year promotions, coming-of-age ceremonies, cold-weather warmth, and winter sports
Target buyers:during New Year, purchases are mainly made by adult men and women; during the back-to-work season, purchases are mainly made by office workers
Bestselling subcategories and consumer concerns:
●Fashion category lucky bags, heated vests, scarves, gloves, hats, down jackets, down coats, hoodies, winter underwear, sportswear, fitness apparel, and business-related items (ties, belts)
Advice for sellers:
● During the New Year period, lucky bags and New Year promotions are the main focus, and sellers can increase sales by actively participating in lucky bag and New Year promotion events
● January is generally the season for clearance sales of winter products, and promotional pricing is a key factor; until mid-January, targeted purchases are more common, after which inventory is gradually adjusted
● Generally, presales of spring products in the Shoes, Handbags & Sunglasses category begin in December, the related selection starts to increase after mid-January, and demand continues to grow
● After the New Year, demand for sports and fitness starts to grow, and demand for fashion products related to sports and exercise gradually rises
● January is generally the season for clearance sales of winter products, and promotional pricing is a key factor; until mid-January, targeted purchases are more common, after which inventory is gradually adjusted
● Generally, presales of spring products in the Shoes, Handbags & Sunglasses category begin in December, the related selection starts to increase after mid-January, and demand continues to grow
● After the New Year, demand for sports and fitness starts to grow, and demand for fashion products related to sports and exercise gradually rises
February
US store: Valentine's Day
Europe: Valentine’s Day
Japan store: Valentine’s Day and graduation season
Europe: Valentine’s Day
Japan store: Valentine’s Day and graduation season
US store
Valentine's Day
Valentine's Day
Scenario: men and women exchange gifts to express their love
Target audience: couples, married couples
Bestselling subcategories and consumer concerns:
●Sexy lingerie sets: sizes from S-XXL; colors are mainly black, red, white, pink, and blue
● Women’s boots: the main styles are rain boots, Martin boots, Chelsea boots, and hiking boots; the main sizes are 7–10; the main colors are black, brown, white, chestnut, and gray;
●Rings: the main themes are holidays and hearts; the main colors are blue, white, silver, gold, and green
● pajama sets and nightgowns: black lace
● Women’s boots: the main styles are rain boots, Martin boots, Chelsea boots, and hiking boots; the main sizes are 7–10; the main colors are black, brown, white, chestnut, and gray;
●Rings: the main themes are holidays and hearts; the main colors are blue, white, silver, gold, and green
● pajama sets and nightgowns: black lace
Recommendations for sellers:
● Images and text must meet applicable compliance requirements
● This is highly seasonal, so prepare your inventory in advance and submit promotions for the relevant holiday period to capture this major opportunity
● This is highly seasonal, so prepare your inventory in advance and submit promotions for the relevant holiday period to capture this major opportunity
Europe marketplace
Valentine's Day
Valentine's Day
Occasion need: exchanging Valentine’s Day gifts
Buyer group:Among the age distribution of the buyer group, ages 18–24 account for the highest share
Best-selling subcategories and consumer concerns:
● Women’s jewelry: necklaces, bracelets, earrings, rings, etc. as Valentine’s Day gifts
●Women’s outerwear: warm and comfortable; cotton with some stretch; suitable for everyday outings
●Women’s/Men’s pajamas: loose and comfortable; knitted cotton and linen; suitable for wearing at home
●Women’s cotton slippers: warm and comfortable; plush cotton material; mainly in solid bright colors; for wear at home
●Women’s outerwear: warm and comfortable; cotton with some stretch; suitable for everyday outings
●Women’s/Men’s pajamas: loose and comfortable; knitted cotton and linen; suitable for wearing at home
●Women’s cotton slippers: warm and comfortable; plush cotton material; mainly in solid bright colors; for wear at home
Suggestions for sellers:
● With Valentine’s Day in February, sales of giftable products, such as eye-catching jewelry and comfortable, cozy pajamas and sleep pants, tend to increase significantly during this period, so you can focus on promoting related products with these attributes
Japan
Valentine's Day, graduation season
Valentine's Day, graduation season
Occasion needs: Valentine’s Day gifts, thank-you parties, and graduation trips
Best-selling subcategories and consumer focus:
●Jewelry, leather wallets, hoodies and sweatshirts, heated vests, down jackets, down outerwear, loungewear, pajamas, scarves, gloves, hats, winter underwear, formalwear for parents and children, banquet formalwear and accessories, windbreakers, windbreaker jackets
Recommendations for sellers:
● In early February, Valentine’s Day gift promotions drove an increase in searches for jewelry accessories, leather wallets, and similar products
● After mid-February, demand for spring basics such as sweatshirts starts to gradually increase
● In mid-February, as demand for appreciation parties increases, sales of women’s dresses and floral accessories increase; at the same time, demand also rises for women’s and children’s dresses for graduation and school or preschool enrollment
● Starting in late February, demand for graduation trips increases, and searches for off-season products such as swimsuits rise. Brick-and-mortar stores have not yet started selling related off-season products, so sellers may be able to increase sales if they seize the opportunity
● After mid-February, demand for spring basics such as sweatshirts starts to gradually increase
● In mid-February, as demand for appreciation parties increases, sales of women’s dresses and floral accessories increase; at the same time, demand also rises for women’s and children’s dresses for graduation and school or preschool enrollment
● Starting in late February, demand for graduation trips increases, and searches for off-season products such as swimsuits rise. Brick-and-mortar stores have not yet started selling related off-season products, so sellers may be able to increase sales if they seize the opportunity
March
US store: International Women’s Day, St. Patrick’s Day
Europe: International Women’s Day
Japan store: back-to-school season, cherry blossom season, White Day
Europe: International Women’s Day
Japan store: back-to-school season, cherry blossom season, White Day
United States
Women's Day, St. Patrick's Day
Women's Day, St. Patrick's Day
Occasion needs: gifts; parties and parades
Buyer group: most Women’s Day shoppers are women, but people from other groups also buy gifts for women
Best-selling subcategories and consumer focus areas:
● Women’s accessories (such as bags/handbags and belts): mostly multicolored; reusable handbags that are environmentally friendly
●Women’s shapewear: shapewear briefs sets with waist cinchers; mainly black and beige; mainly plus sizes
●Women’s sandals: open-toe, block heels; mostly sizes 8-10
●Jewelry: earrings, rings, etc.
●Apparel: parade apparel, green products
●Women’s shapewear: shapewear briefs sets with waist cinchers; mainly black and beige; mainly plus sizes
●Women’s sandals: open-toe, block heels; mostly sizes 8-10
●Jewelry: earrings, rings, etc.
●Apparel: parade apparel, green products
Suggestions for sellers:
● St. Patrick’s Day: the holiday’s theme colors are green and shamrocks, and there are strong opportunities for related themed products
● International Women’s Day: there are greater opportunities for premium products for women
● International Women’s Day: there are greater opportunities for premium products for women
Europe store
Women's Day
Women's Day
Scenario needs: spring outing outfits, and gifts for mothers, wives, girlfriends, and female colleagues
Buyer demographic: Among buyer age groups, ages 18–24 account for the largest share
Best-selling subcategories and consumer focus points:
●Men’s jackets: lightweight casual jackets for spring; cotton; suitable for everyday outings
● Women’s wallets/handbags: with the boost from International Women’s Day in March, sales of women’s portable wallets and handbags will increase quickly; materials: leather/nylon/canvas; colors: dark shades (such as black, gray, and brown), light shades (such as Tiffany blue and off-white); for spring outings or as gifts
●Women’s shirts: spring women’s long-sleeve shirts; cotton, cashmere blends, and washed denim; suitable for work and casual outings
● Women’s wallets/handbags: with the boost from International Women’s Day in March, sales of women’s portable wallets and handbags will increase quickly; materials: leather/nylon/canvas; colors: dark shades (such as black, gray, and brown), light shades (such as Tiffany blue and off-white); for spring outings or as gifts
●Women’s shirts: spring women’s long-sleeve shirts; cotton, cashmere blends, and washed denim; suitable for work and casual outings
Suggestions for sellers:
● As spring arrives in March, product categories related to men’s and women’s spring tops become hot-selling categories. In addition to clothing material and thickness, color choices should also be considered for how well they match various spring usage scenarios, so they can better meet consumer needs
Japan
Back-to-school season, cherry blossom season, White Day
Back-to-school season, cherry blossom season, White Day
Occasion needs: kindergarten/school entrance ceremonies, graduation ceremonies/kindergarten graduation ceremonies, graduation trips, White Day
Bestselling subcategories and customer concerns:
●Hoodies, sweatshirts, spring jackets, spring apparel (tops, dresses, etc.), graduation ceremony needs (formal suits, etc.), travel needs (swimsuits, sunglasses, suitcases, etc.), graduation/entrance ceremonies (formal wear, etc.), business accessories (belts, ties)
Recommendations for sellers:
● After mid-March, demand for spring jackets and similar items, mainly for business use, gradually increases, but temperatures in the morning and evening are still relatively low and may even fall below 10°C, so demand for winter jackets remains strong
● Purchases of spring apparel, such as basic casual tops like hoodies and sweatshirts, will steadily increase
● As college and middle school graduation ceremonies, kindergarten and elementary school graduation ceremonies, and school and kindergarten entrance ceremonies approach, searches for products for women attending important occasions are increasing (formal dresses, women’s business attire, outerwear, etc.)
● kimono products related to graduation ceremony needs for children and students
● Products related to graduation trips and spring break trips are selling well
● Purchases of spring apparel, such as basic casual tops like hoodies and sweatshirts, will steadily increase
● As college and middle school graduation ceremonies, kindergarten and elementary school graduation ceremonies, and school and kindergarten entrance ceremonies approach, searches for products for women attending important occasions are increasing (formal dresses, women’s business attire, outerwear, etc.)
● kimono products related to graduation ceremony needs for children and students
● Products related to graduation trips and spring break trips are selling well
April
United States: Easter
EU: Easter
Japan marketplace: new life, Mother’s Day, and travel (Golden Week)
EU: Easter
Japan marketplace: new life, Mother’s Day, and travel (Golden Week)
United States
Easter
Easter
Scenario need: Easter holiday travel
Target audience:All
Bestselling subcategories and consumer focus areas:
●Headwear (such as baseball caps, fishing hats, sun hats, etc.): colors are mainly black, blue, and gray; sizes are mainly one size
●Men’s/Women’s Shorts (such as athletic shorts, running shorts, etc.): colors are mainly black, blue, and gray
●Swimwear (such as bikini sets, one-pieces, and cover-ups): the main colors are black, blue, and patterns; the main styles are tie-front and pullover
●Men’s/Women’s Shorts (such as athletic shorts, running shorts, etc.): colors are mainly black, blue, and gray
●Swimwear (such as bikini sets, one-pieces, and cover-ups): the main colors are black, blue, and patterns; the main styles are tie-front and pullover
Suggestions for sellers:
● During the warmer travel season, increase support for niche categories related to outdoor sports, sun-protection accessories, and similar items
Europe store
Easter
Easter
Scenario: Easter travel
Buyers:Among buyer age groups, ages 18–24 account for the highest proportion
Best-selling subcategories and consumer focus points:
● Sunglasses (such as tinted sunglasses and polarized sunglasses): lens colors are mainly black, brown, and blue; frame materials are mainly resin and metal
●Sun hats (such as baseball caps and bucket hats): colors are mainly black, dark blue, and gray; materials are mainly cotton and blends.
● Women’s briefs: solid colors (light or dark); materials are mainly cotton, lace, and seamless
●Sun hats (such as baseball caps and bucket hats): colors are mainly black, dark blue, and gray; materials are mainly cotton and blends.
● Women’s briefs: solid colors (light or dark); materials are mainly cotton, lace, and seamless
Suggestions for sellers:
● The spring promotion runs from April 1–April 13, and we recommend planning ahead to increase visibility.
● Focus on niche products related to Easter travel, and use spring promotions to drive better conversion
● Focus on niche products related to Easter travel, and use spring promotions to drive better conversion
Japan
New life, Mother’s Day, travel (Golden Week)
New life, Mother’s Day, travel (Golden Week)
Scenario needs: business-related, outdoor activities, and holiday gifts
Hot-selling subcategories and consumer focus points:
●Underwear (sports bras, athletic shorts, socks), T-shirts, baseball caps, business attire (ties, belts, shirts), hoodies, sweatshirts, dresses
Suggestions for sellers:
● Throughout April, demand is very high for products related to “new life” for new members of the workforce: basic business essentials, business shoes, and bags.
● Temperatures are lower in early April, and slightly heavier jackets still sell
● From mid-April, products related to early summer OL commuting become popular, and purchases of spring casual apparel increase due to promotional pricing
● Since mid-April, temperatures have risen, and as people go out and take part in more outdoor activities, purchases of casual and outdoor products have increased
● In late April, demand for women’s gift-related products increases because of Mother’s Day on May 8
● In late April, demand for travel and leisure related items such as suitcases increased due to preparations for Golden Week trips
● Temperatures are lower in early April, and slightly heavier jackets still sell
● From mid-April, products related to early summer OL commuting become popular, and purchases of spring casual apparel increase due to promotional pricing
● Since mid-April, temperatures have risen, and as people go out and take part in more outdoor activities, purchases of casual and outdoor products have increased
● In late April, demand for women’s gift-related products increases because of Mother’s Day on May 8
● In late April, demand for travel and leisure related items such as suitcases increased due to preparations for Golden Week trips
May
United States: Mother’s Day, Memorial Day, Teacher Appreciation Week
Europe: Mother’s Day, Teacher Appreciation Week, Gaming Week
Japan store: Mother’s Day, travel (Golden Week)
Europe: Mother’s Day, Teacher Appreciation Week, Gaming Week
Japan store: Mother’s Day, travel (Golden Week)
US store
Mother's Day, Memorial Day, Teacher Appreciation Week
Mother's Day, Memorial Day, Teacher Appreciation Week
Occasions: family gatherings, romantic dinners, and outdoor outings; parades, community memorial ceremonies, and memorial races; parties
Target audience:
● Mother's Day: anyone who plays a "mother" role in their life
●Memorial Day: family-oriented people
●Teacher Appreciation Week: students, teachers
●Memorial Day: family-oriented people
●Teacher Appreciation Week: students, teachers
Bestselling subcategories and consumer concerns:
●Mother’s Day: blue short-sleeved maternity dresses, heart-shaped initial necklaces, mother-daughter necklaces, women’s flat slide sandals
● Memorial Day: fashion oversized sunglasses, solid-color plus-size men’s/women’s athletic shorts, breathable unisex running shoes
●Teacher Appreciation Week: solid V-neck sleeveless maxi dress, women’s pendant earrings, plus-size black waist cincher, high-waisted shapewear shorts
● Memorial Day: fashion oversized sunglasses, solid-color plus-size men’s/women’s athletic shorts, breathable unisex running shoes
●Teacher Appreciation Week: solid V-neck sleeveless maxi dress, women’s pendant earrings, plus-size black waist cincher, high-waisted shapewear shorts
Suggestions for sellers:
● During the holiday season, sellers can set gift-wrap options in Seller Central to provide consumers with wrapping services that save time and effort, while also increasing holiday conversion rates for products
● Self-fulfilled sellers can join the Amazon Custom Program to provide personalized services to customers who need customization (such as jewelry engraving, clothing text/pattern printing, etc.). Click this link to view the Amazon Custom program
● After Memorial Day in the United States, it marks the start of summer. Consumers in areas where the pandemic is under good control will gradually begin preparing for summer parties. At that time, party dresses, swimwear, and similar products will see a boost in sales, so you can market and stock up in advance based on this expectation
● As the COVID-19 situation gradually comes under control and consumers resume social activities, demand in the skirt market is strong. Elements such as lace, prints, and body-hugging styles are popular with consumers, but competition in the basic skirt market is intense, so new products need to be differentiated
● Self-fulfilled sellers can join the Amazon Custom Program to provide personalized services to customers who need customization (such as jewelry engraving, clothing text/pattern printing, etc.). Click this link to view the Amazon Custom program
● After Memorial Day in the United States, it marks the start of summer. Consumers in areas where the pandemic is under good control will gradually begin preparing for summer parties. At that time, party dresses, swimwear, and similar products will see a boost in sales, so you can market and stock up in advance based on this expectation
● As the COVID-19 situation gradually comes under control and consumers resume social activities, demand in the skirt market is strong. Elements such as lace, prints, and body-hugging styles are popular with consumers, but competition in the basic skirt market is intense, so new products need to be differentiated
Europe store
Mother's Day, Teacher Appreciation Week, Gaming Week
Mother's Day, Teacher Appreciation Week, Gaming Week
Occasion needs: gift giving, gatherings, and parties
Buyer demographics:Among buyers by age, those ages 35–44 account for the highest share
Bestselling subcategories and consumer focus areas:
●Women's wallets and handbags: mainly leather; mainly dark colors (black, gray, brown); mostly given as Mother's Day gifts
●Blue light glasses
●Blue light glasses
Suggestions for sellers:
● Gaming Week is May 16–May 22. In recent years, with advances in virtual reality technology and the rise of the metaverse concept, before Gaming Week arrives, it is recommended to plan and promote related peripheral-themed categories in advance, for example, blue-light-blocking glasses have become standard gear for many gamers in recent years
● As Mother's Day approaches, sales of women's wallets and handbags as gift products will increase significantly. We recommend selecting suitable products that align with the Mother's Day theme and planning ahead.
● As Mother's Day approaches, sales of women's wallets and handbags as gift products will increase significantly. We recommend selecting suitable products that align with the Mother's Day theme and planning ahead.
Japan
Mother's Day, travel (Golden Week)
Mother's Day, travel (Golden Week)
Scenario needs: outdoor activities, holiday gifts
Best-selling subcategories and customer interests:
●Lingerie (sports bras, athletic shorts, socks), short-sleeve T-shirts, shirts, polo shirts, baseball caps, business wear (neckties, belts, shirts), hoodies, sweatshirts, Mother’s Day (Jewelry, bags), air-conditioned clothing, rainy season needs (umbrellas, raincoats, rain boots), dresses
Recommendations for sellers:
● In May, customer purchasing patterns change dramatically between the early-month Golden Week period, mid-month, and late month. Throughout May, going out and outdoor activities were frequent, and sports and outdoor goods were active. In early May, spring apparel is the main focus, and promotional prices are the main factor influencing purchases. Mid-May focuses on early summer apparel, and late May focuses on early summer apparel as well as midsummer vacation and casual wear. After temperatures exceed 20°C, the purchasing trend for short-sleeved items (early summer products) increases: T-shirts, polo shirts, sandals, and more
● In early May, demand for gifts for women, such as Jewelry and handbags, increases due to Mother’s Day
● Starting in mid-May, many people will buy June's rainy season supplies in advance, so umbrellas, folding umbrellas, rain boots, etc. will peak in the middle of the month
● In late May, because of Golden Week, demand for travel-related products such as suitcases increased
● In early May, demand for gifts for women, such as Jewelry and handbags, increases due to Mother’s Day
● Starting in mid-May, many people will buy June's rainy season supplies in advance, so umbrellas, folding umbrellas, rain boots, etc. will peak in the middle of the month
● In late May, because of Golden Week, demand for travel-related products such as suitcases increased
June
US store: Children's Day, Father's Day, summer vacation
EU marketplace: Children's Day, summer vacation, and Father's Day
Japan: Father’s Day, rainy season
EU marketplace: Children's Day, summer vacation, and Father's Day
Japan: Father’s Day, rainy season
United States
Children's Day, Father's Day, summer vacation
Children's Day, Father's Day, summer vacation
Scenario needs: parties, vacations
Target audience:All
Bestselling subcategories and consumer focus areas:
●Children’s formalwear (such as girls’ dresses and boys’ suits): sizes are mainly 2–3T; multiple colors are acceptable
●Boys’ casual T-shirts: styles are mainly crew neck; colors are mainly blue; patterns are mainly solid colors or printed patterns
●Girls’ dresses: styles are mainly crew neck and sailor collar; colors are mainly blue and pink; patterns are mainly floral patterns
● Men’s casual T-shirts: humorous themes; colors are mainly blue, solid, or patterned
●Men’s athletic shorts: color is mainly black; sizes are mainly medium or special sizes (big and tall); patterns are mainly solid colors or prints
●Men’s belts: sizes are mainly one size or medium; colors are mainly black and brown
●Men’s wallets: the main material is leather; the main style is minimalist; the main color is black
●Women’s casual dresses: styles are mainly V-neck sleeveless; colors are mainly black
●Women’s bikini swimwear: styles are mainly halter tops and skirt bottoms; colors are mainly black
●Men's swim trunks: styles are mainly drawstring-waist or special styles (big and tall); patterns are mainly solid colors or prints
●Sun hats: sizes are mainly one size; colors are mainly black, cream, and yellow
●Boys’ casual T-shirts: styles are mainly crew neck; colors are mainly blue; patterns are mainly solid colors or printed patterns
●Girls’ dresses: styles are mainly crew neck and sailor collar; colors are mainly blue and pink; patterns are mainly floral patterns
● Men’s casual T-shirts: humorous themes; colors are mainly blue, solid, or patterned
●Men’s athletic shorts: color is mainly black; sizes are mainly medium or special sizes (big and tall); patterns are mainly solid colors or prints
●Men’s belts: sizes are mainly one size or medium; colors are mainly black and brown
●Men’s wallets: the main material is leather; the main style is minimalist; the main color is black
●Women’s casual dresses: styles are mainly V-neck sleeveless; colors are mainly black
●Women’s bikini swimwear: styles are mainly halter tops and skirt bottoms; colors are mainly black
●Men's swim trunks: styles are mainly drawstring-waist or special styles (big and tall); patterns are mainly solid colors or prints
●Sun hats: sizes are mainly one size; colors are mainly black, cream, and yellow
Suggestions for sellers:
● Pay attention to compliance requirements for children’s clothing with drawstrings
Europe store
Children's Day, summer vacation, Father's Day
Children's Day, summer vacation, Father's Day
Scenario needs: parent-child outings, holiday parties
Buyer demographics: Among buyer age groups, ages 35–44 account for the highest share
Bestselling subcategories and consumer concerns:
●Men’s shorts, swim trunks: casual and comfortable; lightweight, quick-drying fabrics; mainly bright colors
●Men’s slides: casual and comfortable; lightweight materials, rubber, synthetic fibers, and water-friendly; mainly dark colors
● Women’s athletic leggings: soft, close-fitting cut; colors are mainly black and gray
●Men’s slides: casual and comfortable; lightweight materials, rubber, synthetic fibers, and water-friendly; mainly dark colors
● Women’s athletic leggings: soft, close-fitting cut; colors are mainly black and gray
Suggestions for sellers:
● In June, as summer begins, we recommend planning ahead and making arrangements for related visibility and conversion for key summer products
● In June, with the boost from Children’s Day, Father’s Day, and summer vacation, we recommend managing sales, inventory, and restocking for children’s clothing, men’s and women’s casual outing apparel, and sports apparel
● In June, with the boost from Children’s Day, Father’s Day, and summer vacation, we recommend managing sales, inventory, and restocking for children’s clothing, men’s and women’s casual outing apparel, and sports apparel
Japan store
Father's Day, rainy season
Father's Day, rainy season
Scenario demand: holiday gifts, rainy season demand, summer promotions
Best-selling subcategories and customer interests:
● Underwear (sports bras, athletic shorts, socks), short-sleeve T-shirts, shirts, polo shirts, novelty T-shirts (Funny), air-conditioned clothing, rainy season needs (umbrellas, raincoats, rain boots), parasols, dresses, swimsuits
Recommendations for sellers:
● June is the actual sales period for summer products. Summer promotions begin in late June and enter the peak promotional season in mid-July:
● Purchases of summer apparel in June are heavily affected by weather and temperature, especially the timing of the rainy season. After the rainy season begins, demand for basic lightweight knitwear, jackets, and folding umbrellas remains stable
● In recent years, the purchase trend for rain boots has increased (according to the Japan Meteorological Agency, the 2022 rainy season is expected to be 06/08/2022–07/21/2022)
● From late May to late June, demand for Father’s Day-related gifts increases: polo shirts, wallets, ties, etc.
● Search frequency for air-conditioned clothing will start increasing in mid-May, accelerate in June, and peak in July
● Purchases of summer apparel in June are heavily affected by weather and temperature, especially the timing of the rainy season. After the rainy season begins, demand for basic lightweight knitwear, jackets, and folding umbrellas remains stable
● In recent years, the purchase trend for rain boots has increased (according to the Japan Meteorological Agency, the 2022 rainy season is expected to be 06/08/2022–07/21/2022)
● From late May to late June, demand for Father’s Day-related gifts increases: polo shirts, wallets, ties, etc.
● Search frequency for air-conditioned clothing will start increasing in mid-May, accelerate in June, and peak in July
July
United States: Independence Day
Europe: summer vacation
Japan: Tanabata, summer vacation, and fireworks festivals
Europe: summer vacation
Japan: Tanabata, summer vacation, and fireworks festivals
US store
Independence Day of the United States
Independence Day of the United States
Scenario: Independence Day holiday travel and beach vacations
Target audience:All
Bestselling subcategories and customer concerns:
●Men’s swim trunks: solid-color drawstring styles, loose fit, and longer length
●Women’s shorts/bodysuits: mainly solid colors, denim, and black; plus sizes
●Women’s bikini bottoms: colors are mainly black, blue, and solid-color patterns; paired with skirted swim bottoms
●Women’s shorts/bodysuits: mainly solid colors, denim, and black; plus sizes
●Women’s bikini bottoms: colors are mainly black, blue, and solid-color patterns; paired with skirted swim bottoms
Suggestions for sellers:
● Independence Day is a one-day holiday in the United States, making it a great time for summer beach trips. Men’s and women’s swimwear, swim trunks, and summer casual outfits sell especially well. Recommended styles include roomy men’s styles with drawstrings, women’s swim bottoms with skirted designs, and simple solid-color denim and black styles that never go out of style
EU marketplace
summer vacation
summer vacation
Scenario needs: Beach, swimwear, party
Buyer group:Among the buyer age distribution, ages 35-44 account for the highest proportion
Best-selling subcategories and consumer concerns:
●Men’s swim trunks: soft, comfortable fabric with some stretch and flexibility; mainly short styles
●Women’s swimsuits/bikinis: soft, comfortable fabric and a close-fitting cut
●Women’s underwear: skin-friendly, elastic fabric; styles are mainly lace, seamless, athletic, and close-fitting; solid colors
●Men’s/women’s slide sandals: lightweight and comfortable, wear-resistant and slip-resistant, and moderately soft; the main styles are flip-flops, one-band slides, and clogs
●Sunglasses (such as tinted sunglasses and polarized glasses): lens colors are mainly black, brown, and blue; frame materials are mainly resin and metal
●Women’s swimsuits/bikinis: soft, comfortable fabric and a close-fitting cut
●Women’s underwear: skin-friendly, elastic fabric; styles are mainly lace, seamless, athletic, and close-fitting; solid colors
●Men’s/women’s slide sandals: lightweight and comfortable, wear-resistant and slip-resistant, and moderately soft; the main styles are flip-flops, one-band slides, and clogs
●Sunglasses (such as tinted sunglasses and polarized glasses): lens colors are mainly black, brown, and blue; frame materials are mainly resin and metal
Recommendations for sellers:
● July is midsummer in Europe, and we recommend planning ahead based on different scenarios to stock products related to men’s and women’s beach outing swimwear outfits
● Europeans place a high value on summer vacations, and July–August is the peak vacation season, with mid-to-late August being the busiest vacation period. The two peak seasons each year for bags and luggage are summer and Black Friday/Cyber Monday. Summer travel by Europeans drives growth in bags and luggage (travel organizers and suitcases), and sunglasses, bikinis, and beach sandals are also travel essentials
● Europeans place a high value on summer vacations, and July–August is the peak vacation season, with mid-to-late August being the busiest vacation period. The two peak seasons each year for bags and luggage are summer and Black Friday/Cyber Monday. Summer travel by Europeans drives growth in bags and luggage (travel organizers and suitcases), and sunglasses, bikinis, and beach sandals are also travel essentials
Japan
Tanabata, summer break, and fireworks festivals
Tanabata, summer break, and fireworks festivals
Occasion demand: mid-year major sales event; vacation
Best-selling subcategories and key customer considerations:
●Sports bras, athletic shorts, socks, women’s seamless underwear, women’s sports bras, stockings, short-sleeve T-shirts, shirts, polo shirts, men’s shorts, women’s blouses, UV protection cardigans, graphic T-shirts (Funny), air-conditioned clothing, air-conditioned vests, rainy season demand (umbrellas, raincoats, rain boots), parasols (lightweight for women), sunglasses, dresses, women’s summer tops, swimsuits (women’s)
Suggestions for sellers:
● The rainy season continues in early July, and there is still some demand for products related to the rainy season
● Starting in the second week of July, as summer clearance traffic increases, purchases of late-summer products increase later in the month
● In late July, the rainy season ends, outdoor leisure activities increase, and with events such as fireworks festivals, vacation and leisure products enter peak demand
● Starting in the second week of July, as summer clearance traffic increases, purchases of late-summer products increase later in the month
● In late July, the rainy season ends, outdoor leisure activities increase, and with events such as fireworks festivals, vacation and leisure products enter peak demand
August
United States: back-to-school season (June–September)
Europe marketplace: late summer promotions, back-to-school season (June–September)
Japan marketplace: Midyear Gift-Giving Festival, Fireworks Festival, Obon
Europe marketplace: late summer promotions, back-to-school season (June–September)
Japan marketplace: Midyear Gift-Giving Festival, Fireworks Festival, Obon
United States
Back-to-school season (June-September)
Back-to-school season (June-September)
Scenario needs: school
Target audience: students
Best-selling subcategories and consumer focus areas:
●Backpacks: the main material is nylon; the main colors are black and gray
● Girls’ school uniform skirts: styles are mainly plaid, V-neck, or crewneck; colors are mainly blue
● Men’s button-down shirts: styles are mainly plaid collared; colors are mainly blue
● Girls’ school uniform skirts: styles are mainly plaid, V-neck, or crewneck; colors are mainly blue
● Men’s button-down shirts: styles are mainly plaid collared; colors are mainly blue
Recommendations for sellers:
● Be sure to pay attention to product compliance for Children’s upper clothing with drawstrings
Europe marketplace
Late summer deals, back-to-school season (June–September)
Late summer deals, back-to-school season (June–September)
Scenario demand: products related to the back-to-school season
Buyer demographics:Among buyers by age group, 18–24-year-olds account for the highest proportion
Best-selling subcategories and consumer concerns:
●Backpacks: Backpack sales will continue to grow before the back-to-school season; the main materials are leather, nylon, and canvas; the main colors are dark tones (black, gray, and brown); purchased for back-to-school use
●Men’s underwear: skin-friendly, elastic fabric; close-fitting cut; solid color
●Men’s underwear: skin-friendly, elastic fabric; close-fitting cut; solid color
Suggestions for sellers:
● We recommend planning ahead and preparing back-to-school-related products, such as backpacks, before the back-to-school season begins
● In August, as summer comes to an end, we recommend planning ahead for fall and winter products
● In August, as summer comes to an end, we recommend planning ahead for fall and winter products
Japan
Ghost Festival, fireworks displays, and Obon
Ghost Festival, fireworks displays, and Obon
Scenario need: summer clearance
Hot-selling subcategories and consumer interests:
●Sports bras, athletic shorts, socks, women’s seamless underwear, women’s sports bras, stockings, short-sleeved T-shirts, shirts, polo shirts, men’s shorts, women’s tops (blouse), cooling cardigans, cooling apparel, cooling vests, umbrellas, raincoats, rain boots, hats, parasols, sunglasses, dresses, swimsuits, women’s swimsuits, figure-flattering swimsuits
Advice for sellers:
● Through August 20, midsummer products for vacations and leisure will see the last wave of purchasing, with price being an important factor
● Starting on August 20, purchases of early fall clothing for office workers begin
● Starting on August 20, purchases of early fall clothing for office workers begin
September
US: Labor Day
Europe marketplace: back-to-school, back-to-work season
Japan: Respect for the Aged Day
Europe marketplace: back-to-school, back-to-work season
Japan: Respect for the Aged Day
United States
Labor Day
Labor Day
Occasions: parties, casual everyday wear, and gardening
Target audience:All
Best-selling subcategories and consumer concerns:
●Party dresses: sexy, pretty, and cute styles with sequins, lace, bodycon silhouettes, adjustable necklines, and fitted cuts; colors are mainly black and red
●Women’s skirts: geometric patterns, knee-length
●Jeans: low-rise, straight-leg; the main color is light-wash denim
●Women’s skirts: geometric patterns, knee-length
●Jeans: low-rise, straight-leg; the main color is light-wash denim
Recommendations for sellers:
● Labor Day in the US is the first Monday in September every year, with 1 day off, so you may want to consider party dresses, casual denim, and other items suitable for holiday parties and everyday gardening
Europe
Back-to-school, back-to-work season
Back-to-school, back-to-work season
Scenario need: back-to-school and back-to-work outfits
Buyer demographics:Among buyer age groups, ages 35–44 account for the highest proportion
Best-selling subcategories and consumer focus points:
●Men’s and women’s business clothing accessories: ties and belts; back-to-work season outfits
●Women’s shirts (such as women’s long-sleeve fall shirts): cotton, washed denim; suitable for work and casual outings
●Backpacks: Backpack sales will continue to grow before the back-to-school season, and the main materials are leather, nylon, and canvas; the main colors are mainly dark shades (black, gray, and brown); purchased for back-to-school use
●Women’s shirts (such as women’s long-sleeve fall shirts): cotton, washed denim; suitable for work and casual outings
●Backpacks: Backpack sales will continue to grow before the back-to-school season, and the main materials are leather, nylon, and canvas; the main colors are mainly dark shades (black, gray, and brown); purchased for back-to-school use
Suggestions for selling partners:
● Plan ahead for products related to back-to-school and back-to-work
● Starting in September, it enters fall, so be ready for popular fall products and plan winter products in advance
● Starting in September, it enters fall, so be ready for popular fall products and plan winter products in advance
Japan
Respect for the Elderly Day
Respect for the Elderly Day
Scenario: outdoor sports
Best-selling subcategories and consumer focus:
●Sports bras, sports shorts, socks, women’s seamless underwear, women’s sports bras, stockings, short-sleeved T-shirts, shirts, polo shirts, long-sleeved T-shirts, women’s tops (blouses, knitwear), hoodies, sweatshirts, cooling jackets, cooling vests, hats, umbrellas, raincoats, parasols, athletic wear (top-and-bottom sets), yoga wear, swimsuits, women’s swimsuits, and figure-flattering swimsuits
Suggestions for selling partners:
● Starting in mid-September, when the high temperature drops below 27°C, demand enters the peak season for early fall apparel, and shoppers are still influenced by price when buying late-summer promotional products
● As outdoor activities increase, demand for related products begins in early to mid-September
● In late September, as temperatures drop, purchases of early fall commuting items become more active
● The popular main color tones for clothing in September are basic black, white, and gray, along with relatively subdued colors
● As outdoor activities increase, demand for related products begins in early to mid-September
● In late September, as temperatures drop, purchases of early fall commuting items become more active
● The popular main color tones for clothing in September are basic black, white, and gray, along with relatively subdued colors
October
United States: Halloween
Europe: fall and winter
Japan: maple viewing season, Halloween
Europe: fall and winter
Japan: maple viewing season, Halloween
United States
Halloween
Halloween
Occasion:party gatherings
Target audience:All
Best-selling subcategories and consumer focus points:
●Men’s and women’s sets: role-play costumes, with a wider range of colors
●Children’s dresses: mostly princess dresses
●Children’s dresses: mostly princess dresses
Recommendations for sellers:
● Stock up early, as people generally prepare holiday props and costumes in advance
● We also recommend that you start preparing this month for the upcoming Black Friday, Cyber Monday, and Christmas season in advance, and pay attention to submitting major promotional events
● We also recommend that you start preparing this month for the upcoming Black Friday, Cyber Monday, and Christmas season in advance, and pay attention to submitting major promotional events
Europe
Fall/Winter
Fall/Winter
Buyer demographics: The 45–55 age group accounts for the highest proportion of buyers
Best-selling subcategories and consumer focus points:
●Men’s/women’s outerwear: warm and comfortable; cotton with some stretch; suitable for everyday outings
●Men’s sneakers: casual and sporty; comfortable and lightweight; mainly made of leather and mesh fabric; suitable for everyday outings
●Women’s shoes: for everyday wear and going out; comfortable and lightweight
●Men’s sneakers: casual and sporty; comfortable and lightweight; mainly made of leather and mesh fabric; suitable for everyday outings
●Women’s shoes: for everyday wear and going out; comfortable and lightweight
Suggestions for sellers:
● We recommend that sellers plan their product selection early for the winter peak season, prepare related products early for the November Halloween event, and also use this month to incubate new product selections for next fall and winter.
● The World Cup will take place in November 2022, and we recommend that you take advantage of this major event, when soccer fans around the world celebrate, and plan related products in advance
● Prepare in advance to build momentum for your selection for Early Black Friday, BFCM (Black Friday and Cyber Monday), and the Christmas season
● The World Cup will take place in November 2022, and we recommend that you take advantage of this major event, when soccer fans around the world celebrate, and plan related products in advance
● Prepare in advance to build momentum for your selection for Early Black Friday, BFCM (Black Friday and Cyber Monday), and the Christmas season
Japan
Autumn Leaves Season, Halloween
Autumn Leaves Season, Halloween
Scenario demand: fall products, outdoor camping and recreation
Best-selling subcategories and consumer focus:
● (hooded) sweatshirts, training sweatshirts, loungewear, pajamas, dresses, business attire, outdoor apparel, coats, jackets, heated vests, holiday-themed apparel
Recommendations for sellers:
● In early October, purchases mainly focus on regular products such as sweatshirts and pullovers, gradually shifting to products such as cardigan sweaters
● Sales of tops continued to accelerate in mid-October, and demand also increased for practical products such as business apparel, underwear, socks, loungewear, and pajamas.
● With lows around 15°, demand for outerwear emerges
● Late October is the peak sales season for fall products, with sales gradually increasing from early to late October and reaching a peak.
● Sales of tops continued to accelerate in mid-October, and demand also increased for practical products such as business apparel, underwear, socks, loungewear, and pajamas.
● With lows around 15°, demand for outerwear emerges
● Late October is the peak sales season for fall products, with sales gradually increasing from early to late October and reaching a peak.
November
US store: Thanksgiving, the start of winter in the Northern Hemisphere, Black Friday, and Cyber Monday
EU marketplace: Halloween, World Cup, Early Black Friday, Black Friday and Cyber Monday
Japan: Black Friday and Cyber Monday
EU marketplace: Halloween, World Cup, Early Black Friday, Black Friday and Cyber Monday
Japan: Black Friday and Cyber Monday
United States
Thanksgiving, the start of winter in the Northern Hemisphere, and Black Friday/Cyber Monday
Thanksgiving, the start of winter in the Northern Hemisphere, and Black Friday/Cyber Monday
Use cases: gift giving, party outfits; families buy winter clothing to stay warm; major promotional events
Target audience:All
Best-selling subcategories and consumer concerns:
●Formal dresses: styles are mainly V-neck, round-neck, and long-sleeve; colors are mainly solid
●Necklaces and pendants: styles are mainly heart-shaped; colors are mainly silver
●Down jackets and parkas: solid-color outerwear, mainly in black, blue, gray, and red
●Winter pajama sets: colors are mainly black, red, blue, and gray; patterned and fleece-lined
●Headwear: mostly black sporty styles
●Women’s boots: styles are mainly Chelsea boots, motorcycle lace-up boots, round toes, and block heels; the main color is black
●Sweaters: styles are mainly solid-color crewnecks; colors are mainly black and blue
●Necklaces and pendants: styles are mainly heart-shaped; colors are mainly silver
●Down jackets and parkas: solid-color outerwear, mainly in black, blue, gray, and red
●Winter pajama sets: colors are mainly black, red, blue, and gray; patterned and fleece-lined
●Headwear: mostly black sporty styles
●Women’s boots: styles are mainly Chelsea boots, motorcycle lace-up boots, round toes, and block heels; the main color is black
●Sweaters: styles are mainly solid-color crewnecks; colors are mainly black and blue
Suggestions to sellers:
● Thanksgiving is a peak season for gift sales and is also well suited for apparel and jewelry for parties and gatherings
● Black Friday is Amazon’s biggest sales season of the year, and sales across categories will increase significantly; you can prepare your fall and winter selection early, and because these items are bulkier, you can ship them by ocean freight in advance to reduce costs
● Black Friday is Amazon’s biggest sales season of the year, and sales across categories will increase significantly; you can prepare your fall and winter selection early, and because these items are bulkier, you can ship them by ocean freight in advance to reduce costs
Europe store
Halloween, World Cup, Early Black Friday,
Black Friday and Cyber Monday
Halloween, World Cup, Early Black Friday,
Black Friday and Cyber Monday
Scenario needs: party gatherings, fan celebrations, and major promotional events
Buyer demographics:The 35–44 age group accounts for the highest proportion among buyer age groups
Bestselling subcategories and consumer concerns:
● Halloween-themed party sets: various styles
●Soccer- and World Cup-themed apparel/soccer shoes
●Men’s/Women’s outerwear: warm and comfortable; cotton with some stretch; suitable for everyday wear
●Soccer- and World Cup-themed apparel/soccer shoes
●Men’s/Women’s outerwear: warm and comfortable; cotton with some stretch; suitable for everyday wear
Suggestions for sellers:
● Europe is about to enter winter in November, and major promotional events are packed into the month, so we recommend planning ahead and preparing winter-related warming products.
● The World Cup will take place in November 2022. We recommend taking advantage of this major event for soccer fans around the world and planning ahead for related product categories such as apparel, footwear, luggage, and more
● The World Cup will take place in November 2022. We recommend taking advantage of this major event for soccer fans around the world and planning ahead for related product categories such as apparel, footwear, luggage, and more
Japan
Black Friday and Cyber Monday
Black Friday and Cyber Monday
Scenario needs: outdoor camping and recreation, fall leaf-viewing activities
Best-selling subcategories and consumer concerns:
●Outerwear, jackets, hoodies, heated vests, business apparel, golf apparel, scarves, gloves, hats, sweaters, knit cardigans, down outerwear, down coats
Suggestions for sellers:
● Continuing the trend from October, early November is mainly the sales period for fall tops, and outerwear other than down jackets also begins to sell
● Starting in mid-November, searches for winter accessories such as gloves, scarves, hats, and other cold-weather items begin to rise, and after the low temperature drops below 10°C, down outerwear and down coats begin to sell.
● After entering late November, sales of winter products such as down outerwear and cold-weather products continue to increase
● Black Friday is one of Amazon’s biggest events, customer traffic will increase, and winter products such as coats are expected to see a significant increase in sales by participating in Black Friday.
● Starting in mid-November, searches for winter accessories such as gloves, scarves, hats, and other cold-weather items begin to rise, and after the low temperature drops below 10°C, down outerwear and down coats begin to sell.
● After entering late November, sales of winter products such as down outerwear and cold-weather products continue to increase
● Black Friday is one of Amazon’s biggest events, customer traffic will increase, and winter products such as coats are expected to see a significant increase in sales by participating in Black Friday.
December
US store: Christmas, New Year's Eve
Europe: Christmas
Japan store: Christmas and New Year’s Eve
Europe: Christmas
Japan store: Christmas and New Year’s Eve
US store
Christmas, New Year's Eve
Christmas, New Year's Eve
Scenario needs: family gatherings, outdoor activities
Target audience: men and women of all ages, with a broad age range
Bestselling subcategories and consumer concerns:
● Christmas-colored pajama sets/pajama pants: styles are mainly wide plaid; colors are mainly red and black; materials are polyester/fleece: there is a wide range of sizes, with up to 24 options, so men, women, and children of all ages can find their size, and review photos include all kinds of people, and even styles for children and pets
● Women’s winter Christmas color-block T-shirts and tops: colors are mainly white, green, red, black, with color-block designs; featuring Christmas greetings and patterns
●Men’s sweaters: styles mainly include fun Christmas-themed sweaters or ugly Christmas sweaters, light-colored cardigan sweaters, and black fitted turtleneck sweaters; colors are mainly black, red, and green. A sweater that lets you play a ball-toss game on it is selling very well
● Gift socks: warm, thick, soft wool socks in bold, exaggerated colors and intricate patterns, made of polyester, cotton, and wool, used as festive outfit pieces and as New Year’s/Christmas gifts
● Wallets (such as large leather/faux leather/nylon wallets): styles are mainly simple and elegant; they should have large storage capacity and be able to hold more than 8 bank cards, cash, and more at the same time; colors are mainly black, brown, and color-blocked
●Long winter bathrobes: colors are mainly black, gray, and light gray; the material is mainly polyester; they have a plush look, provide good overall warmth, include pockets, have a tie closure, and are easy to clean and machine washable
● Women’s winter Christmas color-block T-shirts and tops: colors are mainly white, green, red, black, with color-block designs; featuring Christmas greetings and patterns
●Men’s sweaters: styles mainly include fun Christmas-themed sweaters or ugly Christmas sweaters, light-colored cardigan sweaters, and black fitted turtleneck sweaters; colors are mainly black, red, and green. A sweater that lets you play a ball-toss game on it is selling very well
● Gift socks: warm, thick, soft wool socks in bold, exaggerated colors and intricate patterns, made of polyester, cotton, and wool, used as festive outfit pieces and as New Year’s/Christmas gifts
● Wallets (such as large leather/faux leather/nylon wallets): styles are mainly simple and elegant; they should have large storage capacity and be able to hold more than 8 bank cards, cash, and more at the same time; colors are mainly black, brown, and color-blocked
●Long winter bathrobes: colors are mainly black, gray, and light gray; the material is mainly polyester; they have a plush look, provide good overall warmth, include pockets, have a tie closure, and are easy to clean and machine washable
Suggestions for sellers:
● Christmas: choose colors with Christmas elements, such as red, black, green, and white; if you’re targeting Christmas, you can develop products in the fun Christmas and ugly Christmas sweater categories; we recommend offering a wide size range, as demand for Christmas-themed apparel often spans multiple age groups and genders
● Fashion items intended as New Year’s gifts can be bolder in color choice. If the category is socks, you can focus on gift socks at this stage. We recommend offering gift packaging for the product and adding keywords such as “gift”
● Fashion items intended as New Year’s gifts can be bolder in color choice. If the category is socks, you can focus on gift socks at this stage. We recommend offering gift packaging for the product and adding keywords such as “gift”
EU store
Christmas
Christmas
Use case:Christmas parties, holiday gift giving
Buyer demographics:Among buyer age groups, ages 45–55 account for the largest share
Best-selling subcategories and consumer focus:
●Men’s and women’s down jackets: everyday warm outerwear; materials are mainly goose down, duck down, cotton, and coated fabrics
●Sweaters, scarves, gloves, and cotton socks: everyday warm clothing and holiday gifts; materials are mainly cotton and wool
●Sweaters, scarves, gloves, and cotton socks: everyday warm clothing and holiday gifts; materials are mainly cotton and wool
Recommendations for sellers:
● Monitor next spring and summer trends early, and be fully prepared to launch new products next year
Japan
Christmas and New Year's Eve
Christmas and New Year's Eve
Scenario needs: winter products, party supplies, holiday gifting, year-end clearance
Bestselling subcategories and consumer interests:
●Coats, jackets, hoodies, heated vests, scarves, gloves, hats, jewelry, watches, sweaters, knit cardigans, down outerwear, down jackets, and fashion lucky bags
Suggestions for sellers:
● From early to mid-December, demand for down jackets, sweaters, scarves, gloves, and similar items continues to rise
● After mid-December, start promotions based on temperature changes in December. Products that can be used right away sell well, searches for lucky bags continue to rise, and sales of watches, jewelry, scarves, and similar items increase during the Christmas season
● In late December, brick-and-mortar stores and other e-commerce websites also enter the Christmas promotion period. Along with New Year and other events, you need to monitor inventory at all times and replenish accordingly; at the same time, closely watch product prices and adjust them at any time to maximize your sales
● After mid-December, start promotions based on temperature changes in December. Products that can be used right away sell well, searches for lucky bags continue to rise, and sales of watches, jewelry, scarves, and similar items increase during the Christmas season
● In late December, brick-and-mortar stores and other e-commerce websites also enter the Christmas promotion period. Along with New Year and other events, you need to monitor inventory at all times and replenish accordingly; at the same time, closely watch product prices and adjust them at any time to maximize your sales
Finally, a reminder to all sellers: choose products at least 3–6 months in advance, and prepare inventory even earlier during major sales events!
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