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Lightning Deals FAQs

Why should I run a Lightning Deal?

The benefits of a Lightning Deal are:

  • Marketing - We often feature Lightning Deals on the Amazon’s Deals page, one of the most visited pages on Amazon, in addition to the deal product being flagged within search results.
  • Halo effect – Lightning Deals may help drive additional customer discovery and sales both during and after the deal has run.
  • Overstock or end of the season - A limited time flash deal is a good tool to sell down on current FBA inventory.

Which deals are prominently featured on Amazon’s Deals page?

The most appealing deals (top selling items at deepest discount) for customers are often featured on or closer to the first page. Amazon deals compete with each other and change positions on a continuous basis. The deals are ranked based on deal and product attributes, such as price, discount, product star rating, and among others.

How can my Lightning Deal have the best positioning on the Amazon Deals page?

To give your deal the best chance of prominent positioning, consider the following when creating a deal:

  • Customers love deals with high product availability. Include as many variations (for example, size, color, style, and so on) as possible.
  • Customers love low prices. Offer the lowest price possible.

What is the difference between a Promotion and a Lightning Deal?

Compare Promotion Lightning Deal
Deal duration Usually less than 5 weeks Varies by marketplace and category (usually 4 – 6 hours). Start and end times will be displayed in your Lightning Deals Dashboard at least 2 weeks in advance.
Deal submission At least 24 hours in advance Varies by marketplace and category (usually 3+ weeks in advance). You will see the upcoming available weeks when creating the Lightning Deal.
Number of products Multiple products allowed One product allowed (you can include different styles, sizes, and colors that appear as variations on the product's detail page)
Merchandising Optionally merchandised by site merchandisers Featured on the Amazon's Deals page, subject to the quality criteria mentioned below
Minimum percentage off the Amazon Buy Box selling price Any discount

Varies by marketplace and category

Deal quality requirements No Yes
Can I provide a maximum number of units? No Yes

How do I know if a product is eligible to run a Lightning Deal?

To give customers the best possible shopping experience, only products that meet certain criteria will be eligible for Lightning Deals. These criteria may change over time and vary by marketplace and category.

Lightning Deal eligibility is determined on a number of factors, including, but not limited to:

  • Product star rating
  • Variation availability
  • Product eligibility
  • Fulfillment
  • Condition of items

Amazon reserves the right in its sole discretion to determine Lightning Deal eligibility. To understand more about the above factors or to learn more, see ourLightning Deals Overview Help page

How can I check the status of my Lightning Deals submission?

Select the All tab on the left side of the Lightning Deals Dashboard to check the status. Below is a summary of the various deal statuses:

Status Status Description
Draft The deal has been saved but has not yet been submitted for review or has failed to successfully submit.
Under review The deal has been submitted for review and is pending Amazon approval.
Needs edits The deal requires action prior to approval.
Pending The deal is eligible to run and is pending scheduling. The schedule will be provided prior to the deal start day (generally within 7 days).
Upcoming The deal is eligible to run and a scheduled date/time has been assigned. Note that the schedule date and time is automatically generated and is not alterable.
Active The deal is currently running.
Ended The deal has completed.
Suppressed The deal does not currently meet the eligibility criteria required to run. Action may be required in order to run the deal and prevent potential cancellation. Examples of items that are addressable include ensuring that the available inventory satisfies the minimum quantity required for the deal, that the deal price falls below the maximum deal price, and that the quantity meets the minimum required quantity for the deal, and so on. Not all eligibility criteria may be addressable. 
Canceled The deal is canceled and will not run. This may have been due to a manual cancellation or the deal not meeting eligibility criteria prior to running.

Can I cancel my Lightning Deal?

You can cancel a deal at any time. However, if you cancel a deal within 24 hours of start time, you should receive the below warning:

Warning: If you cancel a deal within 24 hours of the start time, more than once in a 12 month period, the privilege to create new Lightning Deals may be revoked.

My Lightning Deal is in one of the following statuses (Suppressed, Canceled, Needs Edits, Draft) or is greyed out. What do I do?

Below mentioned are the action items based on the status of your deal:

Suppressed status

If a Lightning Deal is in a Suppressed status, the deal does not currently meet the eligibility criteria required to run. Note that Suppressed deals will be canceled if not remedied within 24 hours before scheduled deal start time, and you may not have the ability to address all eligibility criteria.

Other than Schedule, the only editable fields in the Lightning Deals Dashboard and the Create a Lightning Deal page are Deal Price and Quantity for deal. Please try adjusting the values in the RED outlined boxes to fall within the guidelines indicated in grey (on the left of the box on the Lightning Deals Dashboard or underneath the box on the Create a Lightning Deal page).

Not having sufficient inventory will also cause your deal to be in a Suppressed status. You can address this by ensuring that inventory levels meet or exceed the quantity that you set.

If Price, Quantity, and Inventory are addressed and the deal is still in a Suppressed state, the deal does not conform to Amazon standards and will be canceled.

Cancelled status

A Lightning Deal in Canceled status may be due to a manual cancellation or the deal's failure to meet the eligibility criteria prior to running. After you submit a deal, you have the opportunity to change the deal parameters up to 24 hours before the deal runs. However, if your deal has at least one deal parameter that is ineligible and it hasn’t been changed before 24 hours of the deal, then the deal will be cancelled. Once a deal is cancelled, there is nothing that can be done to reopen the deal and there is no action that you can take to remedy this. If you feel that eligibility requirements are now addressed, please feel free to create a new deal.

Needs Edits status

If a Lightning Deal is in a Needs edits status, the deal requires action prior to approval. This pertains to a deal that was submitted, but not approved and moved to the Upcoming status. Please also see Suppressed status section above for additional information, including editable fields. In some situations, you may be required to change the Schedule.

Draft status

If a Lightning Deal is in a Draft status, the deal has been saved but has not yet been submitted for review or has failed to successfully submit. Please feel free to submit this deal when you are ready.

ASIN greyed out

If an ASIN is greyed out, it does not meet eligibility requirements. There is no action you can take to remedy this.

Please also refer to the FAQ above How do I know if a product is eligible to run a Lightning Deal? and visit the Lightning Deals Overview Help page.

Why don't I have any recommendations on the Lightning Deals Dashboard?

The Lightning Deals Dashboard will only display recommendations that meet eligibility requirements. It's possible to have a dashboard with no recommendations. Please check back to see if any recommendations become available.

Please refer to FAQ above How do I know if a product is eligible to run a Lightning Deal? and visit the Lightning Deals Overview Help page.

Why do I have recommendations for some products but not others?

The Lightning Deals Dashboard will only display recommendations that meet eligibility requirements. Products that don't meet the eligibility criteria will not be displayed here.

Please also refer to FAQ above How do I know if a product is eligible to run a Lightning Deal? and visit the Lightning Deals Overview Help page.

Why am I unable to create a valid Lightning Deal after receiving a recommendation for a product?

This may be due to a number of reasons, including, but not limited to:

  • If the item is a variation ASIN (i.e., an ASIN with multiple variations), the item may have too many ineligible variations. You can create a Lightning Deal only for ASIN(s) with eligible variations.
  • You may not have enough available inventory to fulfill the minimum deal quantity.
  • There was a change in eligibility criteria from the initial recommendation to the time when you tried to create the deal.
Refer to the FAQ above How do I know if a product is eligible to run a Lightning Deal? and also visit the Lightning Deals Overview Help page.

I received the message: “The Lightning Deal in its current state does not conform to Amazon standards.” What should I do?

Every ASIN must be uniquely matched with a SKU, and vice versa, such that there is a 1:1 relationship between ASIN and SKU. If you submit a deal with duplicate ASINs (meaning more than one SKU sharing the same ASIN), you will see this message. If this occurs, please remove additional SKUs so that there is only SKU per shared ASIN.

If this doesn't resolve your issue, please refer to FAQ above How do I know if a product is eligible to run a Lightning Deal? and visit the Lightning Deals Overview Help page.

I received the following message: "You must include at least "xx%" of all product variations (e.g., size, color, etc.) in your proposed deal." What should I do?

This is only displayed for a variation ASIN. The percentage of variations selected to successfully submit a Lightning Deal can vary by marketplace and category and is subject to change at any time. While Amazon doesn't offer any guarantees, increasing the number of variation ASINs in the deal may increase your chances of meeting this particular eligibility requirement.

If the above doesn't resolve your issue, please refer to FAQ above How do I know if a product is eligible to run a Lightning Deal? and visit the Lightning Deals Overview Help page.

Can I edit my image?

You can select the image of your choice for your Lightning Deal to have on the Deals page if you have multiple images to choose from.

Note: While creating the deal, an image with a white background is ideal; any other kind of image may cause the deal to be cancelled. This image will be the image for your Lightning Deal on the Deals page – it will not change the image on the product’s Amazon detail page. However, once the deal is submitted, the image can't be edited.

Why am I unable to see a valid Schedule option when looking at the “Choose a week” drop-down option?

Scheduling options are dynamic due to limited availability for a particular week. As deals are created, certain weeks are filled to capacity and are not available for new Lightning Deals. If this occurs, there is no immediate action you can take to address this. However, as time progresses, scheduling timeframes may be made available.

This will also happen if you attempt to create more than one deal on an ASIN, within a given time period. The minimum time period between two deals for the same ASIN varies by marketplace and category and is subject to change at any time.

Please also refer to FAQ above How do I know if my product is eligible to run a Lightning Deal? and visit the Lightning Deals Overview Help page.

I had a Lightning Deal created in IPM, but now I can't find it in the Lightning Deals Dashboard.

Deals created in the Internal Promotion Manager (IPM) do not reflect in the Lightning Deals Dashboard and vice-versa. If there are issues with an IPM-created Lightning Deal, please contact your Account Manager.

After I create a Lightning Deal, when will I find out if it's been accepted or rejected?

While deal submissions results will generally show right away, please allow up to 15 minutes.

Why do I need to pay a fee to submit a Lightning Deal?

We initially launched self-service Lightning Deals for free for a limited time only. Beginning November 21, 2016, we will be charging a fee because Lightning Deals create incremental value and new points of discovery for customers, which may lead to a halo effect of more customers and sales after the deal has run.

How is the fee calculated?

For each Lightning Deal that you create, you can see the fee for the deal next to the Submit button. Please review the fee before submitting the deal. The fee is charged for each and every Lightning Deal that you create as a whole. The fee will not change depending on how many variations are included in the deal, how much quantity you offer, or what price you charge your products – you are able to customize your deal within the Amazon requirements of Lightning Deals and the fee will stay the same. Furthermore, the fee is the same for every seller in your respective marketplace. If applicable, the fee may be taxed based on the tax rules of the respective marketplace.

When will I be charged a fee?

Fees will be charged after a deal runs on its assigned day. The fee will be recorded as a new “revenue account” in your seller statement. The fee will be deducted from your Seller Central account, similar to FBA fees. You will see the fee within your statement view as a new fee line item.

Can I get a refund on the deal fee that I paid if my deal did not perform the way I wanted it to perform?

If your deal has started and completed its run, Amazon is unable to provide a refund on the fee to submit the Lightning Deal. If your deal has started its run and is canceled by you, you will still be charged a fee.

If your deal is canceled by you at least 24 hours before the deal runs, or is canceled by Amazon before or while the deal runs, you will not be charged a fee.

How can I schedule a deal on a specific day?

As a seller, you are able to choose which week to run you deal. Unfortunately, you will be unable to guarantee that your deal will run on a specific date. Your deal will be assigned a date and time that ensures that the deals submitted for the week are spread out judiciously across the days of the week and provide the best variety of deals for the customer. Once you select the week that you wish to run your deal, you will be notified at least 7 days prior to the date the deal is scheduled to run.

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