Amazon Lightning Deals: Everything You Need to Know


Selling on Amazon can be tough with so many others doing the same in your category. That’s why it’s super important to get noticed and make sales. Amazon Lightning Deals are a cool way to stand out, sell more, and catch the eye of potential buyers. This guide will walk you through what Lightning Deals are, why they matter, how to use them, tricks for success, and things to avoid.

What are Amazon Lightning Deals?

Amazon Lightning Deals are special limited time promotions on Amazon where products are heavily discounted for a short time, usually just a few hours. These deals are available in limited quantities and can be found on the “Today’s Deals” page and product detail pages. They’re a great way to catch the eye of shoppers looking for big discounts on Amazon.

today's deals

Advantages of Amazon Lightening Deals

Improved Conversion Rate: Amazon Lightning Deals create a sense of urgency, as they offer discounts prompting shoppers to make quicker purchasing decisions, thereby enhancing the conversion rate.

Boost Sales: By offering discounts, Amazon Lightning Deals attract more shoppers, leading to increased sales within a short period.

Quickly Liquidate Inventory: Lowered deal prices help clear excess or older inventory fast, preventing stockpiling and ensuring fresher stock turnover.

Collect Reviews Faster: Higher sales volumes during Lightning Deals often lead to a surge in product reviews, allowing for quicker feedback collection from customers.

Increased Brand Awareness: Promoting Amazon Lightning Deals can bring attention to the brand, attracting new customers who might not have considered the products or services before. This helps increase brand visibility and awareness in the market.

Amazon 7-Day Deals vs. Lightning Deals

Amazon offers different types of promotional deals to attract customers and boost sales. Here’s a comparison between Amazon’s 7-Day deals and Lightning Deals:

Amazon 7-Day Deals

  • Duration: These run for a longer period, typically lasting for seven days.
  • Availability: They offer a more extended window of time for customers to take advantage of discounted prices.
  • Variety: Amazon 7-Day Deals may cover a broader range of products, including both popular and niche items.
  • Visibility: They tend to have less urgency than Lightning Deals but are more prominently featured and visible for a longer duration on Amazon’s website.

Lightening Deals

  • Duration: Short-term deals that usually last for a few hours or until the limited stock runs out.
  • Urgency: Upcoming Lightning Deals create a sense of urgency, encouraging shoppers to make quick purchasing decisions due to the limited time frame and limited quantity available.
  • Inventory: These are limited in quantity, and often used to clear out specific stock or promote selected items.
  • Visibility: They are showcased in a special section on Amazon’s website and have a countdown timer to highlight the time remaining, driving a sense of urgency among shoppers.

Both types of deals serve different purposes in Amazon’s promotional strategy. Lightning Deals aim to create a buzz and drive immediate sales, whereas 7-day ones offer a more relaxed shopping experience with discounts available for a more extended period, both capitalizing on shoppers’ desire to save money.

Note that Amazon Prime members get early access to these deals on specific events like Prime Big Deal Days.

amazon lightning deal

Lightening Deals Eligibility

There are several criteria you need to meet to be eligible for Amazon Lightning Deals as a seller:

Seller requirements

  • Professional Seller account: Individual seller accounts are not eligible for Lightning Deals.
  • Minimum seller rating: Your overall seller rating must be at least 3.5 stars.
  • Minimum seller feedback: You must receive at least five seller feedback per month.

Product requirements

  • Sales history: The product must have some existing sales history and a rating of at least 3 stars.
  • Prime eligibility: The product must be Prime-eligible in all regions where you want to run the deal.
  • Pricing policies: The product’s price must comply with Amazon’s pricing policies, including minimum advertised price (MAP) restrictions.
  • Product restrictions: The product cannot be restricted or considered offensive, inappropriate, or used.
  • Condition: The product must be in “New” condition.
  • Variations: Include as many variations of the product as possible to increase buyer options.
  • Product reviews: The product must be compliant with customer product review policies.
  • Deal frequency: Amazon restricts how often the same product can participate in Lightning Deals.

Additional factors

  • Competition: Amazon considers competition when selecting deals, so popular products with high demand may have a higher chance of being accepted.
  • Inventory: You must have enough inventory to cover the estimated demand during the Lightning Deal.

To run a Lightning Deal on Amazon, sellers are required to pay a non-refundable deal fee. The cost for a Lightning Deal typically ranges around $150 per deal.

However, during peak sales events or significant holidays like Prime Day, the deal fee might escalate significantly, reaching anywhere between $300 to $500 per deal.

It’s important to note that these costs can vary based on factors such as the product category, the day of the week when the deal is scheduled, seasonal demand, and the specific terms outlined by Amazon during special events.

These fees cover the cost of participating in the Lightning Deal program and securing a spot to feature a product with discounted pricing for a limited time on Amazon’s platform, which can potentially increase visibility, drive sales, and generate interest from shoppers.

How to Create a Lightning Deal?

Here’s a guide to creating a Lightning Deal:

1. Access Seller Central: Log in to your Amazon Seller Central account.

2. Check Eligibility: Ensure your products meet Amazon’s Lightning Deal eligibility criteria.

3. Navigate to Lightning Deals: Go to “Advertising” > “Deals”

Advertising deal

4. Create Deal: Click on the “Create a new deal” button appearing in the top right corner.

create a new deal in Amazon

5. Add Products: Select eligible products for which you want to set up a deal.

select deals

6. Select Date: Select when you want to run your deal.

amazon lightning deal date

7. Set Deal Details: Specify discounted price, quantity, and necessary information.

8. Review and Submit: Check all details and submit the deal for Amazon’s review.

Amazon lightning deal

Once done, Amazon will review your deal and approve it if everything is aligned with their requirement.

How to monitor Lighting Deal submissions?

Monitoring Lightning Deal submissions and their performance involves tracking various metrics and insights within your Amazon Seller Central account. Here’s how you can monitor your Lightning Deals:

  1. Access Seller Central: Log in to your Amazon Seller Central account.

  2. Go to Lightning Deals Dashboard: Navigate to “Advertising” > “Lightning Deals” to access the Lightning Deals dashboard.

  3. View Deal Status: Check the status of your submitted Lightning Deals. Amazon provides information on whether the deal is approved, pending review, live, or ended.

  4. Monitor Performance Metrics: Once a Lightning Deal is live, track its performance metrics during the deal period. This includes:

    • Sales: Keep an eye on the number of units sold during the deal.

    • Traffic: Check if the deal generated increased traffic to your product pages.

    • Conversion Rate: Monitor the rate at which shoppers are making purchases.

    • Customer Engagement: Review customer reviews, feedback, and any increase in brand visibility.

  5. Analyze Post-Deal Performance: After the Lightning Deal ends, assess the overall impact on your product’s sales, visibility, and customer interactions. Monitor any long-term effects, such as improved sales ranks or increased reviews.

  6. Evaluate ROI (Return on Investment): Calculate the return on investment by comparing the costs incurred for running the Lightning Deal against the increase in sales or other benefits generated by the deal.

  7. Adjust Strategy for Future Deals: Use the insights gained from monitoring Lightning Deal performance to refine your future strategies. Analyze what worked well and what could be improved upon for better results.

How Pre Approved Amazon lightning deals work?

Amazon often tailors pre-approved deals specifically for sellers based on their product categories and specifications.

These exclusive deals aim to maximize value upon activation. It’s crucial to monitor upcoming and active deals as they can be canceled up to 24 hours before the scheduled run.

To engage in a pre-approved lightning deal, follow these steps:

  1. Seller Central Account Access: Log in using your credentials.

  2. Locate Lightning Deals: Access this section under the Advertising tab in Seller Central.

  3. Review recommended offers in the recommendations section.

  4. Select the desired deal.

  5. Adjust product quantity and pricing.

  6. Choose the week for the deal’s activation.

Upon accurately filling in all necessary details, your deal will be scheduled to run on a single day within the specified week.

Alternatively, seeking guidance from the Seller Support team or referring to instructional materials can offer deeper insights into this process.

Frequently Asked Questions about Amazon Lightning Deals

1. What can I do to maximize the success of my Lightning Deals?

  • Promote the deal: Share it on social media, your website, and email newsletters.

  • Prepare for increased traffic: Ensure your product listing is optimized with high-quality images, detailed descriptions, and positive reviews.

  • Monitor your inventory: Be ready to replenish quickly if you sell out fast.

  • Track your results: Analyze post-deal performance to understand its impact and improve future strategies.

2. Can I control how long my Lightning Deals run?

  • Typically, Amazon determines the deal duration based on various factors like product category and demand. However, you can specify a preferred time window when submitting your proposal.

  • Once the deal starts, it will run for the predetermined duration or until all units sell out, whichever comes first.

3. Can I run Lightning Deals for multiple products at once?

  • Amazon typically limits sellers to one active lightning deal at a time. However, you can submit proposals for different lightning deal item and wait for approval.

  • Consider spacing out your deals to avoid overcommitting inventory or overwhelming your customer base.

4. Are there alternative discount options besides Lightning Deals on Amazon?

Yes, Amazon offers various promotional tools like Coupons, Price Promotions, and Subscribe & Save. Each has its unique terms and benefits.

Choose the promotion that best aligns with your product, target audience, and marketing goals.

5. What happens if my inventory runs out during a Lightning Deal?

Your deal will automatically end when all units sell out, even if the scheduled duration hasn’t finished. While this can be a positive sign of high demand, it can also lead to missed sales and potentially disgruntled customers. To avoid this, ensure you have enough inventory to comfortably cover the expected deal duration and consider setting a higher quantity than you initially anticipate selling.

4. Can I change the deal price after submitting my proposal?

No, once submitted, your proposed price is locked in. Make sure you’re confident in your pricing before submitting.

5. What are some common reasons my Lightning Deal proposal might be rejected?

Several factors can contribute to a rejected Amazon lightning deals proposal:

  • Ineligibility: Check your product meets all the criteria mentioned in the first FAQ.

  • Pricing: Discount might not be competitive enough or violate Amazon’s pricing policies.

  • Inventory: Insufficient inventory to support the deal duration.

  • Demand: Product category might not be suitable for Lightning Deals or low demand for the item.

  • Listing quality: Poor product listing optimization or negative reviews can hurt your chances.

Ready to get started with Adbrew?

Unlock the true potential of Amazon advertising with Adbrew’s state-of-the-art PPC software.

Final Thoughts: Are Amazon Lightning Deals worth it?

Amazon Lightning Deals offer a great way for you to increase sales and visibility. You achieve this by providing significant discounts that attract shoppers to purchase from your store.

By understanding how Lightning Deals work, employing practical strategies, and observing successful practices from others, you can use these deals to effectively boost your products’ success.

Grow your business on Amazon with Adbrew

Adbrew's Amazon PPC Optimisation Platform is being leveraged by 1000+ brands, sellers and agencies to optimise millions of ad-spend every month.

All Marketplaces Supported

24x7 Support

Expert Consultation