Amazon has grown into the world's largest online marketplace, with millions of shoppers browsing its extensive inventory every day. For sellers, the competition is quite intense, however, Amazon provides various tools to help gain an edge, one of the most effective being Amazon Deals. These promotional offers, including Lightning Deals, 7-Day Deals, and Coupons, can help drive more traffic, boost conversions, and improve your product rankings.
If you are a new seller or someone who has just started getting hold of the Amazon ads, then this guide is for you. Whether you are a beginner or a seasonal seller, understanding the nuances of Amazon's promotional tools can make a significant difference in your success on the platform.
Why Do Amazon Deals Matter?
Before starting with deal creation, it is important to understand why Amazon Deals are worth your time:
Increased Visibility: These deals are featured on Amazon's "Today's Deals" page, which is one of the most visited pages. This eventually leads to increased visibility, bringing your product into the limelight.
Higher Conversion Rates: Limited-time offers create urgency, encouraging shoppers to make quick purchase decisions.
Better Search Ranking: More sales can improve your Best Seller Rank (BSR), which helps your product rank higher in search results.
Inventory Clearance: If the inventory is taking a long time to get cleared, deals can help move slow-selling or seasonal items faster.
Keeping these benefits in mind, let's go through the process of creating Amazon Deals and unlock a new path for your product's success.
Understanding the Types of Amazon Deals
1. Lightning Deals
These deals are time-sensitive promotional offers featured on Amazon's "Today's Deals" page. As for the duration, Amazon now often sets it automatically, especially during peak events like Prime Day. Sellers are not allowed to choose the duration.
Key Features:
Limited-time offer
High visibility through Amazon's deals section
Limited quantity (this is set by the seller)
Countdown timer (this creates urgency)
Eligibility Requirements:
Good sales history
Fulfilled by Amazon (FBA)
High product rating (at least 3.5 stars)
Enough inventory to support the promotion
Must meet Amazon's minimum discount threshold (usually around 15%)
Benefits:
Fast sales boost
Increased exposure on Amazon
Builds momentum for ranking
Great for seasonal product selling or product launches
Drawbacks:
Lightning deal follows a strict eligibility and approval process
A flat fee is charged by Amazon (usually $150-$500 per deal)
A high risk of stockouts is involved if the inventory isn't managed carefully.
Apt For:
Overstocked inventory that you want to move quickly
Seasonal products or holiday promotions
High-volume sellers with a solid sales history
2. 7-Day Deals
7-Day Deals offers promotional pricing on a product for an entire week and is also featured on the "Today's Deals" page. Unlike Lightning Deals, they allow for longer exposure and sustained sales over time.
Key Features:
Featured in Amazon's deals section
Allows for more extended promotional planning
Runs for 7 consecutive days
Eligibility Requirements:
Good performance metrics (ratings, return rate, etc.)
FBA is typically required, however, some categories may allow FBM participation
At least a 3-star rating
Must meet a certain discount level (typically 10-15%+)
Benefits:
Less competitive than flash deals
Consistent traffic for the week
Extended visibility compared to Lightning Deals
Can improve BSR (Best Seller Rank) steadily
Drawbacks:
Limited to select products
Must maintain inventory for the entire week
Similar fees like Lightning Deals
Apt For:
Sellers looking for long-term visibility instead of a quick spike
Building credibility for mid-range products
Products with consistent demand
3. Amazon Coupons
Amazon Coupons are clickable discount offers that appear as bright green tags on search results and product listings. These are popular with customers and very flexible for sellers.
Key Features:
A discount can be a percentage or a dollar amount
The discount is shown clearly on the product listing
Runs until manually ended or the budget runs out
The budget is controlled by the seller
Eligibility Requirements:
The product must have at least a 3-star rating
Available for both FBA and FBM sellers
Inventory must be sufficient to support the campaign
Coupons must meet Amazon's minimum discount threshold ($0.50 or 5%)
Benefits:
Boost click-through and conversion rates
No fixed scheduling; run them any time
Budget-friendly, you can control the daily & total budget)
Easy to create and modify
Drawbacks:
Smaller discounts may not generate a significant impact
Amazon charges a $0.60 per redemption fee
These deals may not be featured in "Today's Deals". However, some high-performing coupons may appear in deals-related pages (like, Deals for You).
Apt For:
A/B testing new product offers
Generating extra revenue during slow sales periods
Every day savings and conversion boosts
4. Prime Exclusive Discounts
These are special discounts that are only visible to Amazon Prime members. They are a great way to target Amazon's most loyal and high-intent shoppers, especially during high-traffic events like Prime Day. Note that the prices must adhere to the “Reference Price Policy,” meaning the current offer should be the lowest within the past 30 days and must be lower than the listed price.
Key Features:
The discounted prices are highlighted in the search and product pages
Only visible to Prime customers
Great for peak-season exposure (Prime Day, Black Friday, etc.)
Eligibility Requirements:
Minimum 3-star product rating
Must be FBA
No deal fee
Compliant pricing (must be lower than or equal to the lowest price in the last 30 days)
Benefits:
No deal fees involved
Access to a high-converting shopper segment
Automatic listing boost during promotional events
Drawbacks:
Limited to Prime customers
Requires competitive pricing compliance
Lower total audience reach compared to other deal types
Apt For:
Exclusive promotions to the loyal customer base
Prime Day deals
Building brand trust among high-value customers
Step-by-Step Guide to Creating Amazon Deals
1. Setting Up Lightning Deals
Step 1: Check Eligibility
Not all products qualify for Lightning Deals. Start by checking the eligibility:
Go to Seller Central > Advertising > Coupons
Click on the "Eligible" tab to see which products are available.
The eligibility criteria typically include:
Good sales history
Positive customer reviews
Competitive pricing
Fulfillment by Amazon (FBA)
Step 2: Create the Deal
In the "Deals" dashboard, click Create a new deal
Choose the product you want to promote
Select a week for the deal to run
Finalize the deal price and set the minimum quantity
Submit for Amazon's approval
Step 3: Submit the Fee
The fee amount varies depending on the specific marketplace and the timing of the event—such as increased costs during Prime Day or the Q4 holiday season. Typically, the fee starts at $150, however, the fees may fluctuate based on seasonal demands and promotional events.
Step 4: Monitor Performance
Once the deal goes live, monitor it under the Manage Deals tab to track performance.
2. Setting Up 7-Day Deals
7-Day Deals follow a similar process to Lightning Deals but with a few differences.
Step 1: Eligibility Check
Go to Seller Central> Advertising> Deals to view eligible products. Requirements are typically stricter and may include:
Competitive pricing
3+ star ratings
Good account health
Step 2: Deal Creation
Pick a product and schedule the week
Set a discount that meets Amazon's minimum deal discount percentage (usually 15 %+)
Submit the deal
7-Day Deals provide more time to generate consistent sales and visibility.
3. Creating Amazon Coupons
Step 1: Navigate to Coupons
Go to Seller Central> Advertising> Coupons
Step 2: Create a Coupon
Click "create a new coupon"
Select one or more ASINs
Set a discount amount
Define budget and duration
Write a short title for the coupon (which will be seen by customers)
Step 3: Submit and Track
Once live, coupons are displayed with a green tag on your product listing and the Amazon Coupons page. You can track redemptions and generated revenue in the Coupons dashboard.
4. Prime Exclusive Discounts
These deals are only for Prime members.
Step 1: Go to the Discounts Tool
From Seller Central, navigate to Advertising> Prime Exclusive Discounts
Step 2: Submit Your Discount
Select ASINs
Set discount percentage (typically 10%-20%)
Choose date range (align the dates with Prime Day)
Submit for approval
Best Practices for Amazon Deals
Here are some key strategies to make your promotions successful:
Plan Around Major Events: Time your deals with shopping events like Prime Day or Black Friday for maximum traffic and conversions.
Ensure Sufficient Inventory: Running out of stock during a deal not only ends your promotion early but can hurt customer satisfaction.
Optimize Product Listings: Before promoting a product, ensure your listings are fully optimized. Use high-quality images, clear bullet points, and strong keywords.
Use Competitive Pricing: Deals should offer genuine value. Compare your thought pricing with competitors and ensure your discount is meaningful.
Leverage Reviews and Ratings: Products with better reviews and ratings perform significantly better in deals. Invest in post-purchase follow-ups and customer satisfaction.
Analyze the Performance of Deals
Once the deal runs out, it's time to study the analytics in order to understand what worked for you and what did not.
Units Sold: How many were sold during the promotion.
Conversion Rate: Percentage of shoppers who made a purchase.
Page Views: How much traffic the deal generated.
Return on Investment (ROI): Total profit compared to the investment, which also includes Amazon fees.
Leverage these insights to optimize future campaigns and test different deal formats.
Mistakes to Avoid
Ignoring eligibility criteria: Wasting time trying to submit ineligible products.
Poor timing: Running a deal when your category is not in demand.
Setting too low of a discount: Not meeting minimum discount requirements leads to rejection.
Not tracking results: Failing to analyze ROI and conversion data to refine future strategies.
Summing Up
Creating Amazon Deals is a strategic way to drive visibility, increase sales, and improve your product's ranking on the platform. Whether you are using Lightning Deals or Coupons, the key is to plan strategically and monitor the performance constantly.
Thoughtful execution is a must in order to make Amazon Deals a cornerstone of your sales strategy. This helps you stand out in an increasingly crowded marketplace.
Don't delay! Start today by identifying eligible products and experimenting with different types of deals and promotions. Remember, the right deal at the right time could be the boost your business needs.