Before the dust of Prime Day had fully settled, Amazon dropped a “sobering” new policy—the “cooling-off period”—on cross-border e-commerce sellers. This sudden rule adjustment not only restructures promotional rhythms but also forces the entire industry to undergo in-depth iterations, from operational logic to supply chain models. For sellers, understanding the rules and adapting flexibly has become the key to navigating through the policy fog.

Cooling-Off Period Rules: Boundaries and Opportunities Coexist

The core logic behind Amazon’s mandatory cooling-off period policy is to regulate promotional rhythms: products participating in Lightning Deals (LD) must suspend promotions for 7 days after the event, while those in Best Deals (BD) face an extended cooling-off period of 7 to 21 days. This means the once-popular strategy of “serial promotions” to boost sales is now obsolete. Violators risk having their ASINs disqualified from future promotions, and severe offenders may even be blacklisted.

However, opportunities lie within the rules: compliant sellers can apply for Re-run deals between July 19th and 21st, essentially providing a “green channel” for rule-abiding merchants to make a second push. Notably, the platform’s compliance assessment now extends to details—during the 7-day monitoring period after an LD event, all coupons and discount settings must be manually canceled by 24:00 on Prime Day itself. Even minor violations could cost sellers their Re-run eligibility.

Sellers’ Breakthrough: From Passive Response to Active Layout

The traffic gaps and market positioning pressures brought by the cooling-off period have left many sellers struggling. In particular, top products in red ocean categories must maintain original prices for 7 days, giving competitors a chance to overtake. In response, savvy sellers have begun to adopt a “combination strategy”:

For traffic retention, off-platform channels have become crucial supplements. Launching topic-based marketing on social platforms like TikTok and Reddit, paired with unboxing reviews by overseas influencers, not only fills traffic gaps but also accumulates authentic user feedback. Meanwhile, optimizing Listing pages and adding buyer FAQ sections can effectively improve natural conversion rates, reducing reliance on promotional traffic.

In terms of user operations, consumer data accumulated during Prime Day has become a treasure trove. Conducting secondary marketing to existing customers based on user profiles, combined with exclusive benefits via EDM email campaigns, can convert public domain traffic into private domain assets. Some brands are also seizing the opportunity to build independent websites, cultivating user loyalty through membership systems and gradually breaking free from platform traffic constraints.

In product strategy, “adaptability” is key. Bundling individual products into sets not only avoids ASIN pricing restrictions but also increases average order value. Developing subscription services such as quarterly renewal plans enhances user stickiness. Brand sellers can also leverage exclusive Amazon account managers to gain priority access to Re-run applications, gaining an edge in the compliant race.

Supply Chain and Services: Flexible Transformation Becomes Inevitable

Policy-driven changes are pushing cross-border e-commerce supply chains to shift from “heavy” to “light” models. The small-batch, quick-turnaround approach is replacing mass stocking—limiting single orders to two weeks of sales volume. Combined with modular product designs, overseas warehouses can easily modify products to qualify as “new,” indirectly bypassing cooling-off period restrictions. Packaging is also innovating: flexible packaging with multi-tier pricing labels can quickly adapt to promotional needs at different stages.

Meanwhile, the efficiency of collaboration between factories and platforms has become a decisive factor. By connecting ERP systems to Amazon’s inventory API, sellers can monitor FBA inventory in real-time and plan restocking cycles based on cooling-off schedules. The popularity of general-purpose packaging for multi-category products enables more flexible inventory allocation across accounts, significantly improving turnover efficiency.

New rules have also spawned specialized service sectors: cooling-off period monitoring systems track ASIN promotion status in real-time to avoid violations; inventory allocation platforms enable cross-account resource scheduling; and services like Re-run application assistance and violation appeal template libraries have emerged. These services not only solve immediate problems but also drive industry specialization.

Industry Shifts: Compliance Becomes a Core Competitiveness

Policy signals indicate that Amazon’s promotional resources are increasingly tilting toward “rule-abiding sellers.” The platform has quietly launched a promotional integrity scoring system—starting at 100 points, with 20 points deducted per violation—directly affecting future promotion eligibility. Members of the Brand Accelerator program enjoy cooling-off period exemptions, while new sellers must sign promotional compliance commitments, with permanent Deal disqualification for violations within 12 months. This “tiered management” clearly signals that compliance is no longer optional but a survival necessity.

A deeper shift lies in the evolution of platform governance—from simple price control to refined regulation of promotional rhythms. This has intensified the game between sellers and platform algorithms, pushing the industry from “traffic wars” to “value wars.” In the future, sellers who balance compliance with operational flexibility, build flexible supply chains, and cultivate private domain assets will gain a stronger foothold under the new rules.

For the cross-border e-commerce industry, the post-Prime Day cooling-off period is more than a policy adjustment—it marks the start of an industry reshuffle. Within the boundaries of compliance, those who adapt quickly, respond flexibly, and deeply understand user needs will not only survive but also open up new growth opportunities. After all, true competitiveness has always been built on adapting to change and creating value.