Amazon Sellers’ Guide to Conquering Traffic Slumps, Outage Aftermath, and Peak Season Opportunities

As an Amazon seller based in the U.S., you’ve likely felt the ripple effects of recent disruptions—from the large-scale outage to lingering traffic slumps, skyrocketing ACOS, and the ever-changing landscape of consumer behavior. In this guide, we’ll break down the challenges and equip you with actionable strategies to not just survive but thrive, especially as Black Friday, Cyber Monday, and new initiatives like Amazon Haul approach.

Unpacking the Aftermath of Amazon’s Outage: From Shopping Cart Woes to Persistent Traffic Drops

The recent Amazon outage sent shockwaves through the seller community. “Shopping carts vanished, ACOS spiked, and orders dried up overnight”—this wasn’t just a nightmare for many sellers; it was a stark reality. Even after the system was deemed “restored,” sellers reported ongoing anomalies: advertising campaigns ran amok, traffic remained elusive, and shopping carts disappeared without explanation.

One seller lamented, “My entire store’s shopping cart functionality went dark post-outage. I waited half an hour for support, and there was still no clarity.” Another shared, “ACOS hit 400% because I forgot to adjust budgets after the system crash—losses were devastating.” These stories highlight a harsh truth: system recovery doesn’t always translate to business recovery immediately.

Beyond the technical glitches, the outage exacerbated a pre-existing trend. Since this year’s Prime Day, Amazon’s overall traffic growth has slowed. For sellers, this meant rising advertising costs (ACOS) and declining conversion rates—issues that predated the outage but were amplified by it.

Decoding ACOS, Shopping Cart Mysteries, and Advertising Efficiency in a Volatile Market

ACOS (Advertising Cost of Sale) has become a dreaded metric for many sellers lately. When the outage disrupted ad campaigns, sellers saw ACOS soar to unsustainable levels. But even in stable times, optimizing ACOS requires a nuanced approach.

  • Audit Your Campaigns Regularly: Post-outage, review which ads ran unchecked and adjust bids and budgets. Use Amazon’s advertising analytics to identify underperforming keywords and products.
  • Leverage Shopping Cart Insights: The disappearance of shopping carts isn’t just a technical hiccup—it’s a conversion killer. Ensure your product pages are optimized for quick, frictionless checkouts once functionality is restored. Highlight clear CTAs, streamlined product descriptions, and trust signals (like reviews and ratings).
  • Diversify Advertising Tactics: Don’t rely solely on Sponsored Products. Experiment with Sponsored Brands and Sponsored Display ads to reach audiences at different stages of the buyer journey.

Consumer Confidence Shifts: How U.S. Shoppers’ Spending Habits Are Impacting Amazon Sellers

Deloitte’s latest holiday spending survey paints a cautious picture: 57% of U.S. consumers expect the economy to weaken in the next year—the most pessimistic outlook since 1997. On average, shoppers plan to reduce holiday spending by 10%, prioritizing discounts and promotional channels.

For Amazon sellers, this means:

  • Emphasizing Value Propositions: Highlight discounts, bundles, and cost-saving benefits in your product listings and ad copy.
  • Targeting Budget-Conscious Audiences: Use Amazon’s audience targeting tools to reach shoppers interested in deals, coupons, and affordable alternatives.
  • Optimizing for Impulse Buys: With consumers more price-sensitive, make your products stand out as “must-have” deals, especially heading into Black Friday and Cyber Monday.

Peak Season Prep: Black Friday, Cyber Monday, and Amazon Haul’s Role in Your Strategy

As we approach Black Friday (November 20) and Cyber Monday (December 1, 2025), Amazon sellers are in a unique position—recovering from an outage while gearing up for the busiest shopping period of the year. Here’s how to align your strategy:

Black Friday/Cyber Monday: Stand Out in a Crowded Marketplace

  • Early Promotions: Launch pre-Black Friday deals to capture shoppers who start their holiday shopping early.
  • Inventory Planning: Given the cautious inventory planning post-outage, work closely with suppliers to ensure stock levels meet expected demand without overcommitting.
  • Ad Budget Allocation: Ramp up advertising budgets in the weeks leading up to Black Friday, but monitor ACOS closely. Use bid adjustments to target high-intent keywords during peak hours.

Amazon Haul: Capitalizing on Japan’s New Low-Cost Shopping Portal

While Amazon Haul is currently live in Japan, it signals Amazon’s continued focus on budget-friendly shopping experiences. For U.S. sellers, this is a reminder to prioritize value and affordability in your offerings. Consider how you can position your products as “haul-worthy” deals—items that offer significant value for their price—even in the U.S. market.

Proactive Strategies for Amazon Sellers: From Crisis Management to Long-Term Growth

To navigate these challenges, adopt a multi-pronged approach:

  1. Outage Contingency Planning: Create a step-by-step plan for future outages, including how to pause ads, communicate with customers, and audit post-outage performance.
  2. ACOS Optimization: Regularly test different bidding strategies, ad formats, and keyword sets. Use negative keywords to eliminate irrelevant traffic.
  3. Consumer Confidence Alignment: Monitor economic trends and adjust your pricing, promotions, and product messaging accordingly. Lean into user-generated content (like reviews and unboxing videos) to build trust.
  4. Peak Season Agility: Stay flexible with your Black Friday and Cyber Monday plans. Be ready to adjust promotions or inventory based on real-time performance and market shifts.

Call to Action

If you’re an Amazon seller struggling with traffic slumps, ACOS management, or peak season prep, don’t navigate these challenges alone. Our team of eCommerce experts specializes in Amazon advertising, outage recovery strategies, and peak season optimization. Contact us today for a free consultation to create a tailored plan that boosts your visibility, conversions, and profitability—even in the most turbulent markets.

FAQs

Q1: How long does it typically take for Amazon seller traffic to recover after an outage?

A1: Recovery timelines vary, but most sellers see gradual improvement within 1–2 weeks. However, proactive steps like ad optimization and product page refreshes can speed up this process.

Q2: What’s a “healthy” ACOS for Amazon sellers, and how can I lower mine?

A2: A healthy ACOS depends on your profit margins and industry, but most sellers aim for 20–30%. To lower ACOS, refine keyword targeting, optimize product listings for conversions, and test different ad placements.

Q3: How should I adjust my Black Friday/Cyber Monday strategy in light of reduced consumer spending?

A3: Focus on offering clear, compelling discounts, bundle products for added value, and emphasize affordability in your marketing. Also, consider extending promotional periods to capture shoppers over multiple days.