Amazon Lightning Deals are a popular promotional strategy that can significantly boost visibility and sales for Amazon sellers. These time-limited promotional offers are available on Amazon's Today's Deals or Prime Day page, both one of the most trafficked areas of the site. This blog post will explore what Lightning Deals are, how they work, the benefits they offer, and tips for maximizing their potential.
What are Amazon Lightning Deals?
Amazon Lightning deals are offered with a limit of one per customer and are available until the end of the promotional period or until all the deals have been claimed by buyers. They are designed to offer a significant discount on a specific item and are intended to quickly drive a large volume of sales. These deals are available to both Prime and non-Prime members, though Prime members may be allowed to access certain deals earlier.
Why to Set Up Amazon Lightning Deals?
1. Increased Exposure: Lightning Deals are prominently displayed on Amazon's Deals page and attract a high volume of traffic from bargain hunters and deal-seekers. Such exposure is especially beneficial for new products that haven't yet gained a strong foothold in the marketplace or for older products that need a boost in visibility.
2. Efficient Inventory Management: These deals can help sellers quickly move excess inventory, facilitating the clearance of older or overstocked items and meanwhile, making room for new products or seasonal products.
3. Boost in Sales: Due to the time-sensitive nature of Lightning Deals, buyers are often more inclined to make a purchase decision quickly, leading to a rapid increase in sales volume. This can be particularly useful for meeting Amazon sellers' specific sales targets during slow periods.
4. Improved Organic Ranking: The surge in sales during a Lightning Deal can improve a product's BSR, which will usually indirectly affect its organic ranking on Amazon.
A higher sales velocity improves a product's rank, which makes it more likely to appear in top search results and recommendations, thereby sustaining increased sales over time.
5. Customer Acquisition: Lightning Deals can attract new customers who might not have otherwise considered your product. First-time buyers attracted by a deal might convert into repeat customers if they are satisfied with the quality and service. This is a great way to expand your customer base and build long-term relationships.
6. Generated Reviews: An influx of new customers from Lightning Deals can also lead to more product reviews and feedback. Since the number and quality of reviews can significantly impact a product’s visibility and attractiveness, these deals can help improve your product's reputation and appeal.
7. Market Testing: Amazon sellers can use Lightning Deals to test the market response to a new product or a change in price. The feedback and sales data gathered can provide valuable insights that help in adjusting your marketing strategies and product offerings.
How Do Lightning Deals Work?
1. Eligibility and Submission
Sellers must be eligible to participate in Lightning Deals, which means you must have a Professional seller account that meets performance-based requirements (like the Order Defect Rate, Cancellation Rate, and Late Shipment Rate), and offer products that are Prime-eligible in all regions. Products must also have a sales history on Amazon with at least a 3-star rating, unless they are new products without sufficient reviews.
Sellers can submit their products for Lightning Deals through their Amazon Seller Central account. This involves navigating to the "Deals" dashboard and selecting "Create a new deal". Sellers then choose the product they wish to promote, after which they can set the deal price and quantity.
2. Scheduling
Amazon reviews the submission and schedules the deal for a specific time range. The scheduling of the deal typically aligns with high-traffic periods on the platform to maximize visibility, such as during holiday seasons or major sale events like Prime Day or Black Friday. Once your deal receives approval, the scheduled date and time will become visible on the Deals dashboard one week prior to the deal's activation.
3. Fees
There is a fee associated with running a Lightning Deal, which varies depending on factors like the product category and the scheduled time (peak seasons might have higher fees). The fee is charged once the deal goes live.
4. Running Your Deal
Lightning Deals typically last for several hours, often around 4 to 12 hours(depended by Amazon), or until the available promotional stock is sold out, whichever comes first. These deals appear on the Amazon Deals page, which is a dedicated space for discounted products and attracts significant buyer traffic.
During the deal, a countdown timer shows how much time is left until the deal expires, and a claim bar shows what percentage of available deals have been claimed. This creates a sense of urgency among buyers, prompting quick purchasing decisions.
5. Inventory and Fulfillment
Sellers need to ensure they have adequate inventory to cover the Lightning Deal. For those using Fulfillment by Amazon (FBA), the inventory must be in Amazon's fulfillment centers well ahead of the deal date to ensure availability. Sellers managing their own fulfillment should prepare for a potential surge in orders.
6. Post-Deal Analysis
After the deal, Amazon provides performance metrics such as units sold, revenue generated, and customer reach. These insights can help sellers understand the impact of their Lightning Deals and refine their strategies for future promotions.
Limitations of Lightning Deals
It's important to note that customers are usually limited to purchasing one unit of the product per Lightning Deal, preventing bulk buying and ensuring more customers can benefit from the big discount offer. Besides, not all submitted products are guaranteed to be selected for a Lightning Deal as Amazon curates these deals to ensure a diverse and attractive selection for its customers. Moreover, the popularity of Lightning Deals means high competition among sellers to secure a spot, especially during key sales events. The high visibility of these deals also means that your discounted products are directly competing against potentially hundreds of other discounted offers.
Conclusion
Amazon Lightning Deals offer a unique opportunity for sellers to enhance their visibility, clear inventory, and boost sales. By understanding how to effectively use and manage these deals, sellers can significantly improve their performance and growth on Amazon. Whether you're a seasoned seller or a new seller on Amazon, integrating Lightning Deals into your marketing strategy sometimes can lead to remarkable results. Nonetheless, it's essential to carefully consider the advantages and potential downsides of a Lightning Deal before deciding to proceed with one. Hope you have a nice journey on Amazon!
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