Maximizing Sales with Amazon Lightning Deals: A Quick Guide for FBA Sellers

Amazon FBA Seller Guide

Introduction to Amazon Lightning Deals

Amazon Lightning Deals are limited-time, promotional offers that feature a limited quantity of products for sale on the Amazon platform. These deals are highly anticipated by consumers as they usually offer a significant discount on the product’s original price.

The deals are displayed on the Amazon Deal page, which is one of the most visited sections of the website. Lightning Deals typically run for a few hours or until the allocated inventory is sold out, whichever comes first.

These deals are beneficial for both buyers and sellers. Buyers are attracted to the lucrative discounts, while sellers can leverage the increased visibility to boost sales, rank higher in search results, and garner more customer reviews. Participation in Lightning Deals is open to all sellers who use the Fulfillment by Amazon (FBA) service and meet specific eligibility criteria.

Benefits of Lightning Deals for FBA Sellers

There are several benefits of utilizing Lightning Deals for FBA sellers, which include:

  • Increased Exposure: Participating in Lightning Deals increases the visibility of your product listing by displaying it on the Amazon Deal page. This added exposure can often result in a spike in sales and draw potential customers to your other product offerings.
  • Inventory Clearance: Lightning Deals can be an effective tool for moving excess inventory quickly, especially when you are discontinuing a product or need to make room for new stock. By offering a limited-time discount, you can encourage buyers to make a quick purchase decision.
  • Improved Product Ranking: The surge in sales from a successful Lightning Deal can positively impact your product’s best seller rank (BSR) on Amazon. A higher BSR can further increase your product’s visibility in search results, leading to sustained organic sales even after the deal has ended.
  • Boost Customer Reviews: Since Lightning Deals attract more buyers, you have a higher chance of receiving customer reviews and ratings for your product. Positive reviews can help build trust with potential buyers and improve your chances of future sales.

How to Participate in Amazon Lightning Deals

To participate in Amazon Lightning Deals, you need to meet specific eligibility criteria. These include:

  • FBA Seller Status: You must be an FBA seller, as Lightning Deals are only available for products that are fulfilled by Amazon.
  • Performance Metrics: Your seller account must be in good standing, with a positive feedback rating and a low order defect rate.
  • Product Eligibility: The product you want to offer in a Lightning Deal must have a minimum star rating of 3.5 and a specific number of customer reviews. Additionally, the product must not have been featured in a Lightning Deal within the past 28 days.
  • Discount and Quantity: To create a compelling deal, you must offer a significant discount on the product’s original price and provide a minimum number of units for the promotion.

Once you meet these requirements, you can create a Lightning Deal in Seller Central. You will need to select a time slot, specify the discount and quantity, and submit the deal for Amazon’s approval.

If your deal is approved, it will be scheduled, and you will be notified of the start and end times. Remember to monitor the performance of your Lightning Deal to understand its impact on your sales and use this information to optimize your future deals.

Criteria and Costs of Participating in Lightning Deals

Before diving into strategies for boosting sales with Lightning Deals, it is vital to understand the criteria and costs involved in participating. Amazon has specific requirements that sellers must meet for eligibility.

Eligibility Criteria

  • Professional Seller Account: You must have a Professional Seller account in good standing, with a history of successful sales and high customer feedback ratings.
  • Product Rating: The products featured in Lightning Deals must have a rating of 3.5 stars or higher.
  • Product Quantity: You must have a sufficient quantity of the product available to meet the potential demand of a Lightning Deal.
  • Product Variation: It’s encouraged to offer various colors, sizes, and styles of the same product to attract more customers.
  • Competitive Pricing: Your deal price should be lower than the lowest price on Amazon in the past 30 days.


The cost of participating in Lightning Deals includes a fee, which differs depending on the time of year and the product category. Additionally, Amazon may charge extra fees during peak sales seasons like Prime Day or Black Friday.

Strategies for Boosting Sales with Lightning Deals

  • Optimal Timing: Scheduling your Lightning Deals during periods of high traffic, such as weekends or holidays, can increase your chances of attracting more customers and boosting sales.
  • Product Selection: Choose products with a strong sales history, high ratings, and competitive pricing to increase the likelihood of your deal being featured and attracting customers.
  • Pricing Strategy: Offer a significant discount to create a sense of urgency and attract more buyers. Generally, successful Lightning Deals offer at least 15-20% off the regular price.
  • Deal Duration: Schedule your deal to run for a limited time, typically 4-6 hours, to encourage customers to act quickly.
  • Marketing and Promotion: Promote your Lightning Deals on social media, your website, and through email marketing to drive additional traffic and increase visibility.

Alternatives to Lightning Deals and Final Thoughts

While Lightning Deals can be an effective way to boost sales, there are other alternatives to consider:

  • Sponsored Product Ads: These are pay-per-click ads that allow you to promote your products on Amazon search result pages and product detail pages.
  • Coupons: Offer coupons to provide customers with discounts on your products, encouraging them to make a purchase.
  • Bundle Deals: Combine multiple products into a single package to create a more attractive offer for customers.
  • Early Reviewer Program: Enroll in this program to obtain more product reviews, which can lead to increased sales and better rankings on Amazon.

In conclusion, Amazon’s Lightning Deals can provide an excellent opportunity for sellers to boost sales and increase product visibility.

However, it’s essential to understand the criteria and costs involved and implement effective strategies to maximize your returns. Additionally, consider leveraging other promotional tools available on Amazon to further enhance your online sales success.

Did anything in this article spark your curiosity or bring up a question? Comment below or email us at We love talking about PPC!

Written by
Carly M.

Carly is an eCommerce expert and founder of PPC Farm, an agency that specializes in elevating Amazon sellers through strategic PPC management. With over 11 years in the industry, her and her team have successfully managed thousands of ASINs, boosting visibility, sales, and performance for their clients.

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