If you sell on Amazon, then you probably already know what a Lightning Deal is. If not, then you need to get your priorities straight!
But seriously though, a Lightning Deal is basically a limited-time promotional offer that shows up on the Amazon Deals page, aka the “Goldbox”. And by “limited-time” I mean a VERY limited time, like 4-6 hours on average. So these are flash-in-the-pan offers that make the FOMO real for your customers.
By including your own products in a lightning deal (and doing it right), you can create a MASSIVE boost in your sales.
And who wouldn’t want that?!
There is one caveat though: you do need to have a Professional Selling Plan in order for your products to be eligible for a Lightning Deal. And after that, Amazon has a series of criteria that your products will have to meet in order to make it into the Goldbox.
The Price Of Admission
First and foremost, it’s about product reviews. Amazon’s current rule with that is your product needs to have a 3-star minimum rating in order to qualify for a Lightning Deal.
The product also needs to be available in “Prime” which means is part of Amazon’s fulfillment system (FBA) or Merchant-fulfilled Prime. And if your products have multiple variants like different shapes, sizes, colors, etc, Amazon might want you to create a product bundle for your Lightning Deal.
Lastly, products that could be considered inappropriate or offensive (aka the fun stuff, haha just kidding!) are not qualified for the good ol’ Goldbox. Stuff like the adult, alcohol, medical, baby formula and e-cigarette niches would not be approved for Lightning Deals.
Pro Tip: Always check on Amazon’s terms for Lightning Deal eligibility, because they are updated weekly.
It’s important to stay informed with that because you never know what could change!
Let’s Talk Fees
Once your product, or products, get submitted for a Lightning Deal, there is a fee involved. The baseline fee is $150, but there are a number of different factors that could make adjustments to the price, so only consider submitting your products to the Goldbox if you are ready to pay it.
Thankfully, the actual nature of your product has no effect on the fee. The fee adjustments are determined by the time slot you wish to hold your Lightning Deal, because certain times get much higher customer visibility than others. The other factor includes the type of marketplace you are selling your product in.
The Lightning Deal fee is charged automatically only after the deal runs and it is non-refundable.
Lightning In A Bottle
If your product is considered eligible for a Lightning Deal it will appear in the Lightning Deal Dashboard. If you’d like to take the last step and submit your product officially for a Lightning Deal, there are two ways you can do that:
One way is by clicking the “Create” tab inside the Dashboard and select the product you want to run on the Deal. Then, you can make edits to set the sale price, quantity, deal schedule, and whatever other adjustments you’d like to make.
The other way is to go through Amazon’s “Recommendations” feature. It will basically walk you through the whole process for creating the deal, and offer you prompts as you go through it. If that’s the way you choose to go, you’ll need to keep in mind a few factors…
Price: Amazon likes it when you give your customers a super sweet deal. They typically look for discounts of at least 20% off.
Product Variation: Amazon recommends that sellers include as many variations as possible in their deals in order so you can maximize the odds of customers wanting to take advantage of it. It helps to put lots of thought in what kind of variations and bundles you’d want to include.
Quantity: You can specify a quantity of products you want in your deal. A week before the deal starts, Amazon will check in with you to make sure you have enough inventory to fulfill your orders during the Lightning Deal. If you don’t, Amazon will cancel your deal. You don’t want that.
Schedule: You get to choose the week in which your Deal will run. Once Amazon choses your products for a deal, they will schedule what day and time it happens.
Frequency: You can’t run a Lightning Deal on the same ASIN more than once within a 7 day period. Be sure to keep that in mind when selecting your products.
Fee: Like we already talked about, there is a fee involved for doing this and it varies depending on parameters you set your Deal on.
Check Your Deal Before You Wreck Your Deal
There are multiple statuses that will determine where you Deal is at, and you can see them in the Lightning Deal Dashboard. Here’s what they are:
Draft: This status means you’ve made an error or two. Be sure to go back and make the necessary changes before re-submitting.
Under Review: This just means your Deal is awaiting approval from Amazon. It can also take a few minutes for a deal to be reviewed, although some can be accepted immediately. If you see this status on your product, periodically check on it until you see what’s been confirmed.
Needs Edits: Amazon will point out which of your deal needs some tweaking. Once you make those edits, you can re-submit for approval.
Pending: This means your deal has been approved and is just waiting to be scheduled. Amazon will notify you on the exact date and time of your Deal once it’s been determined.
Upcoming, or Approved: Your deal has been scheduled for the date and time that they’ve decided on.
Suppressed: If you’ve submitted a product and it doesn’t meet Amazon’s eligibility requirements, then your Deal would get this status. Luckily, you can click the info button next to the ASIN in question to get an explanation on why the deal was suppressed. Then you’ll need to make the necessary changes at least 25 hours prior to the scheduled deal date in order to remove the suppressed status.
Cancelling The Deal
You can cancel a Lightning Deal at any time you want, whether it actually started or not. But you have to give 25 hours notice before making a cancellation or else…you guessed it… you get charged a fee.
Also, you have to be careful about cancelling in the last minute because Amazon has the power to prevent you from creating any future Lightning Deals. The same goes with if you continue to regularly cancel Lightning Deals, even if it’s with more than 25 hours notice.
You can finalize your cancellation inside the Lightning Deals Dashboard.
Now that you know the mechanics of how the Lightning Deals work, you’re ready to give it a shot in a big way. But, knowing what it takes to get your product in that Goldbox is just the beginning. There are all kinds of loopholes that you can find with Lightning Deals that could exponentially increase your chances for success.
Get yourself on the Lightning Deal pages and move some product!
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