Overview

Amazon's Deals program gives sellers the ability to offer time-limited promotional pricing that appears on the Amazon Deals page, drawing increased visibility and traffic to their listings. Understanding how to create, schedule, and manage deals is essential for sellers looking to drive sales during peak shopping periods or clear excess inventory. This guide covers the full process of setting up deals, including both bulk scheduling and individual deal creation.

Key Points / What Sellers Need to Know

• Deals are invite-only — Eligible ASINs are recommended by Amazon and appear automatically in your Deals dashboard. If you don't have active ASIN recommendations, you'll need to use alternative promotion types such as coupons or price discounts.
• Bulk scheduling is available — Sellers can create multiple deals at once using a prefilled Excel template, saving significant time when running promotions across a large catalog.
• Up to 1,500 ASIN recommendations — When downloading deal recommendations, Amazon can provide up to 1,500 eligible ASINs, which can be filtered by deal type, eligible events, and stores.
• Processing takes time — Bulk uploads can take up to 30 minutes to process for 1,500 ASINs, so plan accordingly and don't expect instant confirmation.
• Multi-store support — Deals submitted through the bulk template will be processed across all stores included in your file, making it easier for sellers operating in multiple marketplaces.

How Deals Work

Amazon's Deals program operates on a recommendation-based system. Rather than allowing sellers to create deals on any product, Amazon identifies ASINs that are eligible based on factors like sales history, customer demand, and pricing competitiveness. These recommendations appear in the Deals dashboard within Seller Central, where sellers can review them and decide which products to promote. The system supports several deal types, including Lightning Deals (short-duration, limited-quantity offers) and Best Deals (longer-running promotions), each with their own eligibility requirements and fee structures.

Creating Deals in Bulk