Example of Amazon Lightning Deal for Robot Vacuum
Audrey Ward

What is an Amazon Lightning Deal?

Tess Reynolds, Senior Manager, Marketplaces at Tinuiti Hot tip: Best-selling products that offer a high discount tend to perform better and may get a better time slot during optimal shopping hours. While many brands see an increase in sales during their Lightning Deal, conversions are never guaranteed. Look into testing additional products, adjusting your discount percentages in the future, or running ads to increase deal visibility. 

  • The item featured in the deal.
  • Any available variations of the item (for example: different sizes or colors).
  • The promotional discount amount and final price.
  • A status bar indicating the percentage of deals currently in customers’ carts or purchased.
  • A timer showing how long you have to add the item to your Cart and claim the promotional discount.
  • An “Add to Cart” button if there are available promotional discounts.

Amazon offers sellers a variety of promotional offerings including Lightning Deals and 7-Day Deals. But what are the differences between them? Let’s dive into each.
If you’re currently utilizing Amazon’s individual seller plan, you’ll need to upgrade to a professional seller account where you’ll have more access to deal creation, additional reporting tools, and access to Amazon Marketplace Web Service.
“Sellers are able to feature Lightning Deals in responsive ecommerce ads on DSP, which is great when retargeting those who have visited our page, but have yet to purchase or even retargeting those prior purchasers that may be in need of a refill.”

The Benefits of Amazon Lightning Deals

Each of these promotions can be found on the ‘Today’s Deals’ page, but Lightning Deals typically get the prime real estate on the page and perform better due to their highly time-sensitive nature. If you’re unsure of which promotion to offer, try testing out both options (on different schedules) and evaluate performance. Although the seller sacrifices profit in the form of a discount, offering Lightning Deals is a great marketing tool for raising awareness around a product and/or brand. As an added bonus, this promotional tactic can also increase your organic search ranking on Amazon due to an influx of purchases, page traffic, and customer reviews. This can be especially helpful for recently launched or new products

Quickly Increase Sales

Amazon charges sellers after the Lightning Deal has run its course and you will see the deal fee appear as you work through each step of the deal creation/scheduling process so there are no surprises. 

Improve Your Visibility and Rankings

From there, deals are either immediately approved or rejected (but allow 15 minutes for processing). Amazon will notify you of your Lightning Deal’s time and day as your time slot approaches. 

Clear Excess Inventory

7-Day Deals – These deals are also time-sensitive as they last for seven consecutive days, giving shoppers additional time to see your discounted product(s). To participate in 7-Day Deals, you must have a professional seller account much like Lightning Deals.

Promote Your Entire Store 

The first step in the Lightning Deal process is making sure your brand meets the seller requirements. To be eligible for Lightning Deals, a seller “must be a professional seller with at least five seller Feedback Ratings per month and an overall rating of at least 3.5-stars.” (Source)

How to Apply for & Create a Lightning Deal

Lightning Deals are a powerful tool for promoting your entire Amazon storefront and brand. These deals bring your brand name to the forefront and even if a user doesn’t cash in on your Lightning Deal, you are still building brand awareness and increasing overall product discoverability.

Meet the Seller Requirements

Lightning Deals – As we covered, Lightning Deals are limited-time promotions (think: flash sale) that are restricted to one per customer and last for only a matter of hours. You can select the week you’d like your deal to run but Amazon has control over the date and time.
According to Amazon, When a Lightning Deal is available, shoppers will see the following:

Ensure Products Meet Requirements

Now that you have met the seller requirements and the product requirements, it’s time to create your Lightning Deal. The process is fairly simple and once you’ve met all of the requirements, the steps are as follows:

  • Have a sales history in Amazon stores and at least a 3-star rating.
  • Include as many variations as possible.
  • Not be a restricted product or offensive, embarrassing or inappropriate product.
  • Be Prime eligible in all regions.
  • Be in new condition.
  • Be compliant with customer product review policies. 
  • Be compliant with pricing policies and have a valid reference price. 
  • Be compliant with deal frequency policies. 

There are clear benefits for shoppers who act quickly on these deals—who doesn’t love a discount? But what are the benefits for sellers? Let’s break down a few top benefits of Amazon Lightning Deals for those selling on Amazon.

Create the Lightning Deal

Audrey Ward

  • Click ‘Create a New Deal’ in your Deals Dashboard in Seller Central
  • Select the product you’d like to create a deal for
  • Select the date range you’d like your deal to fall within (Amazon will select the exact day/time that your deal will run)
  • Enter deal price or discount per unit, and minimum deal quantity
  • Submit your deal

“Lightning Deals are a great way to bring visibility to a brand or product and capture New-to-Brand customers on Amazon. After all, who doesn’t love a good deal? It’s important though that brands are vetting the potential discount and layering in the Amazon fees ensuring this is a profitable investment for their business.”
In this article, we’ll cover how to gain more new-to-brand customers and how to get more eyes on your products by using Amazon Lightning Deals. We’ll dive into benefits, examples, if Lightning Deals are really worth it, and so much more. But what is an Amazon Lightning Deal in the first place? 

  • Enhancing your brand content and A+ content
  • Ensuring your deal is in the proper category
  • Considering the seasonality of your products
  • Checking out the competition’s pricing (on-Amazon and off-Amazon)

Are Amazon Lightning Deals Free?

If a purchase isn’t complete within 15 minutes, shoppers will be moved to the Lightning Deal Waitlist. Amazon notes that the ‘Join Waitlist’ button is only active when there are places available on the waitlist. The button is then reactivated when new spots become available on the waitlist.

Let’s hear directly from Tinuiti’s Senior Manager of Marketplaces, Tess Reynolds… 

While Lightning Deals can be a fantastic resource for marketers, it’s also important to consider any potential downsides to the promotion before diving in. Check out a few of the most common challenges that come with Amazon Lightning Deals.
There is a fee associated with running a Lightning Deal as these flash sales appear on one of Amazon’s most visited pages. The fee for a Lightning Deal starts at 0 but this fee can rise exponentially depending on the week you choose to run the discount. High-traffic weeks like Prime Day, Cyber Monday, holiday seasons, etc. come in at a higher price point due to the additional exposure your deal will receive. 
There is a fee associated with running a Lightning Deal as these flash sales appear on one of Amazon’s most visited pages. The fee for a Lightning Deal starts at 0 but this fee can rise exponentially depending on the week you choose to run the discount. High-traffic weeks like Prime Day, Cyber Monday, holiday seasons, etc. come in at a higher price point due to the additional exposure your deal will receive. 

Are Lightning Deals Worth It?

An Amazon Lightning Deal is a promotion with a limited number of discount offers on an item for a short period of time. These premium deals can be found throughout Amazon.com, located in the ‘Today’s Deals’ or Prime Day tab, and are available one per customer, until either the promotional period for the deal expires or all the available promotional discounts are claimed. These deals are time-sensitive, lasting typically between 2-6 hours, encouraging shoppers to act quickly. 

Once you have met all of the seller requirements, now you’ll need to ensure your products are eligible for Lightning Deals. According to Amazon, to be considered for Lightning Deals products must:

Screenshot of where to find Amazon Lightning Deals
Audrey Ward, Team Strategist, Marketplaces at Tinuiti 
“Lightning Deals are a great addition to any tentpole event like Prime Day or Turkey 5, however there tends to be a steeper discount required and a deadline to submit, so make sure you are reading the fine print ahead of those major events. Unsure if you want to participate ahead of the deadline? You can cancel any time before the deal is live, so I recommend submitting to keep the option open!”

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