Market observation shows that well-known electronics brand Anker has quietly closed its official store on Temu's US platform. Searching for "Anker" on Temu now only reveals some third-party merchants' product listings. The two original official blue-label stores, "ANKER Certified Refurbished Official Shop" and "ANKER Official Shop," are currently on hold, with all products in the stores removed.
These two stores were Anker's official sales channels on Temu's US platform, mainly selling certified refurbished second-hand products and new products. Historical sales data from the store homepages indicate that they sold over 19,000 items, accumulating more than 3,700 followers. Anker's sudden closure has sparked heated discussions in the cross-border e-commerce industry about Amazon's "one or two" strategy.
A cross-border e-commerce operator revealed that recently, several brands have opened brand stores on Temu and have been urgently removing products after receiving warning letters. Anker is one of them, with its store almost completely removing all products on the night it received the warning letter. This action is seen as Amazon exerting pressure on sellers to make a choice. Although this pressure has not yet affected small sellers, nearly all of the top 20 brands have received warnings.
Analysts believe that Amazon may be launching a new round of targeted actions against Temu to maintain its market share. However, this phenomenon currently seems limited to the US site. For example, in Europe, the "Anker EU" store on Temu's German site is still operating normally.
Since its launch, Temu has rapidly attracted a large number of consumers with its explosive traffic growth and low-price strategy. According to multiple data, Temu has become one of the most popular free apps in the US and the second most visited globally, just behind Amazon. Its sales grew by 840% from 2023 to 2024, contributing significantly to Pinduoduo Group's revenue.
Faced with Temu's rise, top Amazon sellers have entered the market. As Amazon's "biggest guy," Anker has also chosen to join Temu. However, its sales performance under the semi-hosted model, as well as its price benchmarking strategy with Amazon, have made Anker's pricing power on Temu a focal point of the two parties' game. With the closure of Anker's store, this game seems to have become more intense.
For Temu, low prices are the key to its rapid growth. However, if it only offers the same prices as Amazon, Temu will lose its unique competitive advantage. Compared to Amazon, Temu still has deficiencies in trust and logistics infrastructure. Therefore, Temu needs more brands to join in order to enhance its market position, but Amazon obviously does not want to see this situation.
In fact, Amazon has implemented a de facto "one or two" strategy of "price limitation" globally, requiring merchants to ensure that their product prices on the platform are the lowest nationwide. This strategy has kept the prices consumers see on Amazon at the lowest level. However, with the rise of Temu, this strategy has been challenged.
To counter Temu's competition, Amazon is actively adjusting its strategy. A month ago, Amazon's low-price mall officially launched on mobile, covering multiple product categories, with prices generally below $10 and even $7. This move is seen as Amazon's comprehensive attack on Temu.
Amazon is also strengthening its logistics infrastructure and trust-building to enhance the shopping experience of consumers. Temu, while maintaining its low-price advantage, needs to seek more brand entries and cooperation to consolidate its market position.
With the increasingly intense competition between Amazon and Temu, the e-commerce market in 2024 may see a more intense battle.
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