Understanding Amazon Deals: How Sellers Can Use Lightning Deals and Best Deals to Boost Sales
Amazon's deals program lets sellers run Lightning Deals and Best Deals to boost product visibility and sales through the high-traffic Amazon Deals page. Understanding deal types, eligibility requirements, and fee structures is essential for running profitable promotions.
Overview
Amazon offers sellers the ability to run promotional deals that appear on the Amazon Deals page, one of the most heavily trafficked sections of the marketplace. These time-limited promotions can significantly increase product visibility and drive a surge in sales volume, making them a valuable tool for sellers looking to move inventory, launch products, or capitalize on peak shopping periods.
Key Points / What Sellers Need to Know
- Two main deal types - Amazon provides sellers with two primary promotional deal formats: Lightning Deals, which run for a limited window of hours, and Best Deals (also known as 7-Day Deals), which offer extended promotional pricing over a longer period.
- Deals carry fees - Running a deal on Amazon is not free. Sellers pay a merchandising fee that varies based on the deal type, timing, and whether it coincides with a major shopping event like Prime Day or Black Friday.
- Eligibility requirements apply - Not every product or seller qualifies to run deals. Amazon evaluates factors such as seller rating, product reviews, pricing history, and inventory levels before approving deal submissions.
- Deals appear on a dedicated page - Approved deals are featured on Amazon's Deals page, which attracts millions of shoppers actively looking for discounted products, providing substantial exposure beyond organic search results.
- Scheduling matters - Deals must be submitted in advance and are subject to Amazon's approval process. Sellers can select preferred dates, but Amazon ultimately assigns the final deal window.
How Amazon Deals Work
Sellers can create deals through the Deals Dashboard in Seller Central. The process involves selecting eligible products, setting a deal price that meets Amazon's minimum discount requirements, ensuring sufficient inventory is available, and submitting the deal for review. Amazon requires that the deal price represent a meaningful discount compared to the product's recent selling price — typically at least 15% to 20% off the reference price displayed to customers. Once submitted, Amazon reviews the deal and either approves it, requests modifications, or rejects it based on eligibility criteria. Approved deals are then scheduled and will appear on the Amazon Deals page during the assigned time window.
Analysis & Recommendations
Why This Matters
Deals are one of the most impactful promotional tools available to Amazon sellers, directly affecting sales velocity, product visibility, and inventory turnover. Understanding how to use them effectively — and when the costs outweigh the benefits — is critical for profitable selling.
Key Takeaways
- Amazon offers two main deal types: Lightning Deals (short-duration, urgency-driven) and Best Deals (up to 7 days of sustained visibility)
- All deals carry merchandising fees that increase significantly during major shopping events like Prime Day and Black Friday
- Products must meet eligibility criteria including minimum star rating, review count, inventory levels, and genuine pricing discounts
- Deals should be evaluated for profitability after accounting for fees, discounts, and fulfillment costs — not just sales volume
Recommended Actions
- →Check your Deals Dashboard in Seller Central regularly to identify eligible products and review Amazon's recommended deal candidates
- →Calculate total deal costs (merchandising fee plus margin reduction) before submitting to ensure profitability
- →Time your deals strategically around high-traffic periods while being mindful of the increased fees during tentpole events
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