As global attention focused on the World Cup farewell performances of soccer stars Messi and Ronaldo, cross-border e-commerce sellers were preparing for their own major event — the annual Black Friday and Cyber Monday shopping frenzy. However, at this crucial moment, Amazon appears to have dealt sellers an unexpected blow with frequent advertising system bugs, leaving many merchants feeling exploited.
Black Friday Ad Nightmare: Budget Confusion and Plummeting Exposure
As Black Friday concluded and Cyber Monday approached, numerous sellers reported anomalies in Amazon's advertising backend. Advertising expenditures showed severe discrepancies with budget allocations, with some accounts displaying reduced spending after data refreshes and even "over budget" warnings despite low actual spending. More concerning was the simultaneous sharp decline in ad exposure, creating a disproportionate input-output ratio that led sellers to suspect manipulation of advertising data to induce higher budgets.
"Amazon advertising has completely backfired! Before Black Friday, delays typically affected order processing. This time, Amazon made budgets disappear! The money spent doesn't match the exposure received, and some sellers found they couldn't even spend their budgets these past two days while exposure dropped by more than half," one frustrated seller commented on a forum.
System Glitch or Platform Strategy?
While server outages during high-traffic periods aren't uncommon for tech giants like Amazon, the specific nature of these advertising anomalies — particularly the budget-expenditure mismatches — has raised suspicions. Some sellers speculate this might be a deliberate tactic to pressure merchants into increasing their advertising budgets.
"The more I refreshed, the smaller my budget appeared, while simultaneously receiving 'over budget' warnings. Without clear spending visibility, sellers kept adding funds, only to face the same warnings shortly after — despite displayed expenditures decreasing. It feels like Amazon is tricking us into raising budgets," another seller explained.
The issue appears widespread. As early as November 20, European marketplace sellers reported advertising system bugs showing an average 0.77% reduction in ACOS (Advertising Cost of Sales). While some jokingly referred to this as "fleecing Amazon," concerns grew that actual costs might far exceed expectations once data corrected.
A Recurring Pattern?
Some sellers noted similar occurrences in previous years, suggesting Amazon might have conducted comparable "tests" on other regional marketplaces. This historical pattern has intensified suspicions that the issues represent more than temporary technical failures.
Seller Self-Protection: Calm Response and Verification
Faced with abnormal backend data, sellers are advised against optimistic assumptions or knee-jerk reactions. Recommended approaches include:
1. Contact Amazon Support: File official cases to confirm potential system bugs and seek resolutions.
2. Participate in Seller Communities: Compare experiences with peers to identify patterns and collective solutions.
3. Document Evidence: Preserve screenshots and recordings of anomalies for potential disputes.
4. Budget Caution: Avoid impulsive budget increases until issues resolve to prevent unnecessary losses.
5. Monitor Official Communications: Watch for Amazon announcements regarding system status.
Platform-Seller Dynamics: Mutual Benefit Over Zero-Sum Game
While Amazon maintains rule-setting authority, the platform-seller relationship should ideally be symbiotic rather than adversarial. A fair, transparent operating environment ultimately serves both parties better than short-term tactics that erode seller trust.
For sellers, the focus should remain on strengthening core competencies — product quality, operational efficiency, and brand development — to better withstand marketplace fluctuations and policy changes.
Moving Forward: Focus on Execution
With Black Friday passed and Cyber Monday underway, sellers are advised to concentrate on sales execution while maintaining vigilance about system irregularities. Regardless of Amazon's intentions, merchant success ultimately depends on adaptable business fundamentals within the platform's framework.
The e-commerce community will watch whether Amazon addresses these technical concerns to provide the stable environment sellers require during peak seasons — an alignment critical for sustainable marketplace growth.