How to Create Lightning Deals on Amazon

Amazon SEO strategy

Last updated on June 19th, 2023

Written by Himanshi Raj

Amazon sellers are constantly searching for innovative ways to boost their sales and elevate their brands in the eyes of consumers. Within this competitive landscape, a recurring challenge arises: how can you entice your customers without blending into the crowd?

Enter Amazon Lightning Deals. This promotional offer is one of the most sought-after tools for buyers and sellers. Buyers view them as exceptional opportunities to secure great products at reduced prices. Sellers consider it an effective Amazon SEO strategy to improve product rankings and increase conversions.

Running a Lightning Deal on Amazon has been proven to be a game changer for businesses, and it can be for you too. In this definitive guide, we’ll sift through strategies and best practices to help you effectively create Lightning Deals on Amazon. Let’s get started!

The Anatomy of Amazon Lightning Deals

a lightning symbol inside a conversation cloud illustrating lightning deals

Amazon Lightning Deal is a promotional discount program that operates on a time-sensitive and limited-stock basis. Unlike other promotions that may last for days or weeks, this deal lasts 4 to 6 hours on the Amazon Deals page, creating a sense of urgency among shoppers.

Amazon directly manages and runs Lightning Deals. They carefully curate and oversee these promotional campaigns to deliver exceptional value not only for buyers but also sellers. By leveraging Amazon's infrastructure and reach, sellers can tap into a vast customer base, maximizing their products' visibility and potential sales.

Lightning Deals are available to all Amazon buyers, except on Prime Day or Week when only Prime members can see them. This targeted approach allows sellers to tap into the Prime member demographic known for their high engagement and purchasing power.

In creating Lightning Deals, sellers must first understand the structure and components of these limited promotions. Here's the anatomy of a product with a Lightning Deal:

Amazon Lightning Deal
  1. Deal Label: A label affirming it is a Lightning Deal.
  2. Countdown: The countdown indicates how much time you have to claim the deal.
  3. Price Details: The actual price (Price), the current price after the discount is applied (With Deal), and how much you can save (You Save).
  4. Claim Percentage: The percentage of how many products have been claimed.

What Are the Qualifications for Amazon Lightning Deals?

Sellers must meet certain criteria before running a lightning deal on Amazon. You may visit the Lightning Deal dashboard first to determine eligibility for your products. This is under the Recommendations section of the dashboard. 

But if the result is "There are no recommendations at this time," make sure you pass the following benchmarks:

  • Product Rating: Your product should have at least a 3-star rating to feature a satisfactory level of customers.
  • Product Safety: Certain categories, such as hazardous materials, are not eligible for Lightning Deals due to safety and logistical considerations.
  • Product Discount: You must set a minimum 15% discount.
  • Product Variations: Include as many variations as possible to avoid being rejected.
  • Seller Status: You must be a Professional seller with a good Amazon sales history.
  • Product Condition: Your product is in new condition.
  • Inventory Storage: Your inventory must be well-stocked.

Rules and Restrictions of Lightning Deals

Even if you have the best intentions in using deals and promos, it’s still critical that you consider Amazon’s rules and restrictions. Knowing the potential challenges, you can set realistic expectations and make informed decisions. 

Here are the limitations to keep in mind:

  • Maximum deal price: Amazon has the final say in setting the maximum price for Lightning Deals.
  • Timing allocation: You can specify the week when it will run, but Amazon will be the one to give the time and day.
  • Non-refundable lightning deal fees: Each submission incurs a fee, which is non-refundable. Sellers should be aware of this cost and factor it into their budget when planning promotional activities.
  • Selling distribution: A lightning deal can only run once every seven days.
  • Higher fees during peak periods: Pay a higher Lightning Deal fee during Prime Day, Black Friday, and Cyber Monday.

How to Create and Run a Lightning Deal

Amazon Lightning Deals page
Source: Screengrab from

If you’re still reading this, chances are you’re eager to learn how to create and run a Lightning Deal on Amazon. Here’s a step-by-step guide to help you get started:

  1. Log into Amazon Seller Central.
  2. Go to Advertising > Lightning Deals
  3. In the Lightning Deals Dashboard, click Create a new deal.
  4. Choose a product and press Edit.
  5. Set the minimum deal quantity, price, date range, and product variations.
  6. Hit the Submit Deal button.


  • Lightning Deals are subject to approval by Amazon. You should closely monitor the status of your submission. 
  • Amazon gives you a chance to edit if they find a mistake. They will provide you with a green light. Watch out for the moment the status turns into “Upcoming or Approved.” 
  • Amazon will charge you when you cancel a Lightning Deal less than 25 hours before the start of the schedule.
  • You could be blocked from future deal creations if you make last-minute cancellations.
  • Amazon can stop you from making deals if you frequently cancel them.

The Impact of Lightning Deals On Your Product

Your desire to attract new buyers and surpass competitors has undoubtedly led you to learn to create a Lightning Deal. Allow us to further ignite your motivation by highlighting the benefits that await when you choose to leverage this promotional opportunity.

  • Good inventory management: It provides a perfect opportunity to eliminate excess or stagnant inventory.
  • Regained attention: Buyers who missed out on your deal will follow you, adding more traffic to your store.
  • Product launch amplification: If you’re selling a new product, this is a great product launch idea that will help you measure sales value.
  • Increased exposure for new sellers: It offers six hours of brand exposure and fame, which is much-needed for new Amazon sellers.
  • Enhanced organic ranking: Amazon’s lightning deal can increase the organic ranking of your listings because of improved clicks, reviews, and sales.

4 Amazon Tips for Higher Lightning Deal Potential

Your business may have checked off the eligibility box, but if you want to secure higher Lightning Deal potential on Amazon, it's time to take things up a notch.

Apply these Amazon tips below:

#1: Improve Amazon Ratings and Reviews

Amazon’s goal is to be “Earth’s most customer-centric company.” This means that you must provide excellent customer service at all times. Remember these:

  • How you treat your customers affects your overall selling ratings. You can ask for reviews, BUT they should be given freely, without incentives. Be extra careful in managing product reviews because Amazon can suspend your account if you dare try review manipulation.
  • Don’t forget to monitor customer messages and respond to them within 24 hours. If a customer gives you a positive review, thank them.
  • Ask Amazon to remove customers’ negative reviews if they have violated Amazon’s guidelines. You can also resolve negative reviews promptly so the customer may consider reverting to the low rating given.

#2: Become Prime-Eligible

As mentioned earlier, prime eligibility helps you position your products for greater visibility and appeal to a broader customer base.

You have two options to get the blue badge: Seller Fulfilled Prime (SFP) or Fulfillment by Amazon (FBA). Let's get straight to the point: we strongly recommend choosing the latter option. SFP has rigid requirements that even seasoned sellers need help to fulfill. One condition is that you have a timely shipment rate of 99%.

On the other hand, when you sign up for FBA, you're automatically Prime-eligible. Besides, you don't have to worry about order fulfillment because Amazon will pick, pack, and ship your items personally. Your returns and customer service are also taken care of.

#3: Perform Amazon SEO Optimization

Ensure your product listings are optimized. Check your title, descriptions, bullets, and images. Each element must pass the A9 algorithm parameters. The listing itself should entice the customer to purchase.

Use relevant keywords in your title and product features. Enhance your product images. Don’t overlook the importance of backend keywords, where you can add long-tail search terms and variations. Prioritizing Amazon SEO helps you stand out from the millions of products offering irresistible discounts.

#4: Replenish Inventory Before Setting up a Lightning Deal

If Amazon detects depleted stock from your inventory, they will automatically remove your listing and disqualify your product from participating in a Lightning Deal. Improve your inventory management by tracking it via your Seller Central dashboard. Start checking Selling Coach Reports, and from there, track your current inventory and restock with just one click.

Final Thoughts

Are Lightning Deals worth it? Absolutely yes! But remember that you must meet Amazon's prerequisites first to become qualified. You can only unlock the benefits of running a lighting deal and stand above your competitors by fulfilling the requirements.

And if you think it’s not enough to be eligible, there are additional ways to explore and refine your strategy. From optimizing your Amazon SEO to mastering inventory management, implementing these techniques will pave the way for a thriving and profitable business.
Do you have any questions about Amazon deals and promotions? Seller Interactive has a team of experienced Amazon consultants willing to help you. Email us at [email protected] today.

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