Amazon SEO Strategy 101: How to Create a Lightning Deal

December 25, 2020
Written by Jayce Broda
amazon seo strategy

Now you see it; now you don't. This is how severe the "FOMO" vibes of Amazon Lightning Deals are. Amazon Lightning Deals are one of the most sought-after deals in the marketplace because buyers can get great discounts. On the other hand,  sellers consider it an effective Amazon SEO strategy to improve product rankings and increase conversions. You can find Lightning Deals when you click the Today's Deals link, as shown below:

Source: Screengrab from Amazon.com

This page is also called the Gold Box Deals, where you can find different types of deals like Deal of the Day, Savings & Sales, Coupons, Prime Early Access Deals, and Lightning Deals. If you want to view Lightning Deals only, click the link under  Deal Type on the left side of the web page.

Source: Screengrab from Amazon.com

Do you want to grab a spot on this page? Read this article to learn how.

What are Amazon Lightning Deals?

It is a time-sensitive and limited-stock promotional discount program. This type of promotion lasts between 4-6 hours, and is run and managed by Amazon. Lightning Deals are available to all Amazon buyers, except on Prime Week/Day when only Prime members can see them.

Here's the anatomy of a product with a Lightning Deal:

Source: Screengrab from Amazon.com

1. A label which affirms that it is indeed a Lightning Deal.

2. The countdown indicates how much time you have to claim the deal.

3. The actual price (Price), the current price after the discount is applied (With Deal), and how much you can save (You Save).

4. The percentage of how many products have been claimed.

Benefits of Lightning Deals

Besides being eye-candy for most buyers in the marketplace, here are the advantages when your products are under Lightning Deals:

  • It provides you a perfect opportunity to wipe out your excess or stagnant inventory.
  • Traffic will follow you for those buyers who missed out on your deal.
  • If you're selling a new product, this is a great product launch idea and Amazon SEO strategy to help you measure  sales value.
  • If you're a new Amazon seller, it offers you six-hours of fame and exposure.
  • It can increase the organic ranking of your listings because of improved clicks, reviews, and sales.

What are the qualifications?

You may visit the Lightning Deals Dashboard first (go to Advertising > Lightning Deals) to check if your products are eligible. 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 criteria:

  • Your product should have at least a 3-star rating.
  • You must be Prime-eligible.
  • Your product isn't included in the FBA restricted categories.
  • You must set a minimum 20% discount.
  • Your product should have variations.
  • You must be a Professional seller with a good sales history.
  • Your product is in new condition.
  • Your inventory must be well-stocked.

Amazon SEO strategy tips to be Lightning Deal-eligible

The goal of every great Amazon SEO strategy is to increase sales velocity, maximize conversion rates, and offer attractive product pricing. In addition to the Lightning Deal requirements that you must fulfill. You can achieve these by applying the Amazon SEO tips below:

Improve Amazon ratings and reviews

First and foremost, keep in mind that Amazon wants to be "Earth's most customer-centric company." This means that you must provide excellent customer service at all times.

How you treat your customers affects your ratings and reviews. You can ask for reviews, BUT they should be given freely, without incentives. Addressing customer reviews is one of the Amazon SEO tips that you should be extra careful to execute because your account can be suspended if you dare try review manipulation

Moreover, you should regularly monitor customer messages and respond to them within 24 hours. If a customer gives you a positive review, thank them. You may ask Amazon to remove negative reviews if they have violated Amazon’s  guidelines. You can also resolve negative reviews promptly so the customer may consider reverting the low rating given.

Become Prime-eligible

You have two options to get the blue badge: Seller Fulfilled Prime (SFP) or Fulfillment by Amazon (FBA).

We're going to cut to the chase here and outright recommend that you should choose the latter. SFP has rigid requirements that even seasoned sellers find hard to fulfill. One of the requirements is you should 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 personally pick, pack, and ship your items. Plus, your returns and customer service are taken care of.

Perform Amazon SEO optimization

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

You must use relevant keywords in your title and product features. Enhancing product images is one of the Amazon SEO tips that can help attract more customers. Remember that your product must stand out from the millions of products that also offer irresistible discounts. In addition, don't take for granted the importance of backend keywords where you can add long-tail search terms and keyword variations.

Replenish your inventory before setting up a Lightning Deal

If Amazon notices that your stock is depleted, they will automatically take down your listing. Thus, making your product disqualified for a Lightning Deal.

You can improve your inventory management by tracking it via your Seller Central dashboard. You may start checking  Selling Coach Reports, and from there, you can check your current inventory and restock with a click of a button.  

Rules and restrictions of Lightning Deals

These are the downsides of this type of deal:

  • Only Amazon can set a maximum price for your deal.
  • You can specify the week when it will run, but Amazon will be the one to give the time and day.
  • You are charged for every deal you submit. This fee is non-refundable.
  • A lightning deal can only run once every seven days.
  • Remember that you must pay a higher fee during Prime Day, Black Friday, and Cyber Monday.

Creating a Lightning Deal 

Once you have completed all the requirements, you can now create a Lightning Deal.

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

Lightning Deals are subject to approval by Amazon. Hence, you should closely monitor the status of your submission. Don't worry because 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”.  

You can cancel a Lightning Deal, but...

As always, Amazon sets rules and guidelines to prevent sellers from abusing their selling privileges. Here are the cancellation rules you must observe:

  • Amazon will charge you when you cancel a Lightning Deal less than 25 hours prior to the start of the schedule.
  • You could be blacklisted from future deal creations if you make last-minute cancellations.
  • Amazon can blacklist you from making deals if you frequently cancel them.

To cancel a deal, go to the Lightning Deals Dashboard. On the left side, select the All tab and then View. Click Cancel Deal.

In closing

Lightning Deals are a smart Amazon SEO strategy, but remember that you must meet Amazon's prerequisites first to become qualified. Your listings should undergo Amazon SEO optimization to ensure its retail-readiness. The products you have must be Prime-eligible and your inventory should always be stocked. More importantly, you must maintain exceptional seller history and customer service. In this way, you will stay competitive in the Amazon marketplace and have a profitable business. Do you have any questions about Amazon SEO strategy and promotions? Seller Interactive has a team of experienced Amazon consultants who are willing to help you. Email us at [email protected] or [email protected] today.

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