As competition in the global e-commerce market becomes increasingly fierce, many e-commerce platforms are actively launching major promotional campaigns in an effort to stand out in the battle for market share.

Recently, according to the latest industry news: cross-border e-commerce platform Temu has confirmed that it will officially kick off its "Temu Week" series of marketing activities on June 28, directly targeting Amazon's Prime Day.

This move not only demonstrates Temu's ambition, but also brings new opportunities and challenges for global sellers.

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Head-to-Head: Temu Week vs. Prime Day

Temu's "Temu Week" event adopts a three-tier discount model: 15% off, 20% off, and 30% off, covering all product categories, but the event duration and inventory requirements differ for each discount tier.

Among them, the 15% and 20% off activities run from June 29 to July 19, while the 30% off event is concentrated between July 5 and July 12. Notably, only the 30% off event can obtain resource slots in the Deals section, while the other two tiers can only gain traffic through regular exposure channels.

This strategy is clearly designed to seize the initiative before Amazon Prime Day (July 8 to July 11), diverting consumers in advance. As a benchmark promotional event in the global e-commerce industry, Amazon Prime Day has been extended to 96 hours for the first time this year, covering more than 20 countries and regions, providing sellers with a huge traffic gateway. However, Temu, with its longer event period and lower participation threshold, is trying to carve out a share in the fierce market competition.  

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Opportunities and Challenges Coexist  

For sellers, Temu Week is not only a rare opportunity for sales growth, but also means higher operational requirements.  

First, the different discount tiers allow sellers to flexibly choose according to their own situation. For example, new products are suitable for the 15% off event to increase exposure, products that have not sold for 7 days can be activated through the 20% off event, and products with high inventory can be quickly cleared through the 30% off event. This tiered strategy helps sellers optimize inventory turnover and improve cash flow.  

However, the event's inventory requirements also increase sellers' stocking pressure. The 30% off event requires inventory of no less than 20 units, which means sellers need to manage their supply chains in advance to avoid missing out on traffic dividends due to insufficient stock. In addition, Temu's pricing mechanism is relatively transparent, and sellers must ensure that their declared prices are competitive when applying, otherwise they may face the risk of profit compression.  

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A Key Step in Seizing Market Share

The launch of Temu Week is not just a short-term promotional tactic, but an important part of Temu's long-term strategy.  

On the one hand, this event helps Temu further consolidate its position among price-sensitive consumers. Compared with Amazon Prime Day's member-exclusive discounts, Temu's discounts are open to all users, lowering the shopping threshold and attracting a broader user base.  

On the other hand, by extending the event period, Temu attempts to lock in consumer demand ahead of Amazon Prime Day. This diversion strategy is not uncommon in the e-commerce industry, but the key lies in whether users can truly be retained. If Temu can improve user experience and repurchase rates through this event, it will have a profound impact on its global expansion plans.  

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Conclusion: A New Variable in the Global E-commerce Landscape

The sudden emergence of Temu Week has added an important variable to the summer promotion season of the global e-commerce market in 2025.

For the global e-commerce ecosystem, the appearance of Temu Week provides sellers with more diverse choices and creates richer shopping scenarios for consumers. This healthy competition will ultimately drive the entire industry to achieve new breakthroughs in logistics efficiency, service quality, and technological innovation.

As the global e-commerce market continues to expand, competition between platforms will go beyond simple price wars and shift to comprehensive competition in supply chain efficiency, user experience, and brand value. Whether Temu Week can become a fulcrum to leverage the industry landscape depends on whether it can turn short-term traffic into long-term competitive advantage, which will be an important window for observing global e-commerce development trends.