What are Amazon Lightning Deals & How to Run Them

If you’ve ever spotted a product on Amazon with a ticking countdown and a fast-disappearing stock bar, you’ve seen an Amazon Lightning Deal in action. It’s Amazon’s way of turning casual browsing into split-second decision-making… and it works.

From the seller’s side, Lightning Deals can spark a surge in traffic, generate quick conversions, and help with everything from ranking to offloading seasonal stock. They’re especially useful during shopping peaks like Prime Day or Black Friday, but when timed right, they can be a game-changer any day of the week.

In this post, we’ll break down what Lightning Deals actually are, how to qualify, and what it takes to run one that gets results, without wasting your promo budget.

What are Amazon Lightning Deals?

Imagine your product gets a front-row seat on one of the most high-traffic pages on Amazon, complete with a countdown clock and a little bar showing just how fast it’s selling out. That’s a Lightning Deal. Short, intense, and designed to make shoppers click “Add to Cart” before they even finish their coffee.

They usually run for 4 to 12 hours and come with a limited quantity, which creates a sense of urgency.They’re not just sprinkled randomly across Amazon either – they’re featured on the Today’s Deals page, which shoppers actually bookmark (yes, some people really do that).

And when big events roll around (think Prime Day or Cyber Monday) Lightning Deals get even more attention. For sellers, it’s a chance to get a flood of eyeballs on your product, boost sales in a short window, and possibly even climb the organic rankings a bit while you’re at it.

You can set one up through Seller Central, and once approved, Amazon takes care of the scheduling and promo placement. It’s fast-paced, high-stakes, and oddly satisfying when done right.

Why Should Amazon Sellers Run Lightning Deals?

Running a Lightning Deal is like hitting the fast-forward button on your sales. Here’s why it’s such a game-changer:

1. Increased Visibility – Lightning Deals place your product front and center on Amazon’s Today’s Deals page, giving it exposure to millions of shoppers, much greater traffic, clicks, and a higher likelihood of turning browsers into buyers.More attention on your product means a greater chance of turning that interest into sales.

2. Fast-Paced Sales – Add some irresistible discounts and a countdown clock, and you have a signal of urgency; shoppers find it very hard to resist. Sellers have noted a significant increase in sales during the Lightning Deals: some even noting a surge that tripled or quadrupled their sales within a few hours. Who wouldn’t love that?

3. Better Organic Rankings – Here’s the bonus: More sales lead to a boost in Amazon’s rankings. The Amazon A9 algorithm loves fast-moving products, so when your Lightning Deal takes off, your product’s organic ranking gets a solid lift. Even after the deal ends, that bump in rankings can keep the traffic rolling in for a long time.
4. Clearing Out Inventory (Bye-Bye, Backstock!) – Stuck with surplus stock or those seasonal items that are just taking up space? Lightning Deals are an excellent way to clear them out quickly, freeing up space in your warehouse and helping you avoid those annoying long-term storage fees. Think of it as a profitable inventory clean-up.

5. Works Perfectly with PPC – Running PPC campaigns already? Lightning Deals are the ideal companion. The added exposure from the deal can give your ads a nice boost, which could lower your Advertising Cost of Sale (ACoS) by driving more traffic to your product without increasing your ad spend. Click this link if you want to know what is a good ACoS on Amazon.

Where to Find Lightning Deals on Amazon?

For shoppers, finding Amazon Lightning Deals is pretty simple. Just head to Amazon’s Today’s Deals page, which you’ll find in the main navigation menu. This is where all the limited-time deals appear, and also, it has the option of filtering deals according to the category, discount percentage, time remaining, and how many units have already been claimed. Since it’s constantly updated, it’s the perfect place to check the latest offers. 

On top of that, Amazon’s mobile app keeps customers informed via push notifications of the available Lightning Deals, making it easy for them to snag those hot offers before they are gone.

Sellers have it simple as far as managing Lightning Deals is concerned, because everything is done through Seller Central. By going to the advertising tab, and selecting deals, you’ll have a nice overview of all your upcoming, active, and past Lightning Deals. This is where you can track how each deal is performing, view important metrics, and figure out what’s working (and what’s not). 

What are the Eligibility Requirements for Lightning Deals?

With all that being said, not just any product or seller can jump into a Lightning Deal. Amazon has a few rules in place to make sure only the most deal-worthy offers get featured.

First off, you’ll need to be a Professional Seller with an account in good standing. A decent seller rating which is usually 3.5 stars or higher is also part of the deal.

As for your product, it needs to tick a few boxes:

• It should be Prime-eligible (so using Fulfillment by Amazon is usually a must).
  
• You’ll need to have enough inventory on hand to meet the deal demand.
  
• The product should have a competitive price, a solid sales track record, and at least 3 stars in customer reviews.
  

Amazon doesn’t just let you apply for any product you feel like promoting. Instead, it uses its own internal system to decide which SKUs are eligible. They take into account past performance, pricing consistency, and customer satisfaction.

Since eligibility can change over time, it’s a smart move to regularly check your Seller Central dashboard for any new Lightning Deal opportunities that pop up.

How to Run a Lightning Deal on Amazon

Step 1: Head to Seller Central

Access your Seller Central account, simply go to the Advertising tab, and click on Deals. It will show all the products that Amazon has flagged as eligible for Lightning Deals.

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Step 2: Choose a Product to Promote

From the list of eligible SKUs, choose the product you want to run the deal for. Pro tip: Go with something that already performs well or aligns with your sales goals (like clearing out seasonal stock or boosting visibility).

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Step 3: Choose Your Deal Window

Amazon gives you a few scheduling options to pick from. While you can’t select the exact hour your deal runs, you’ll get to choose the general window (like a specific week). Amazon then optimizes the exact timing to give your deal the most visibility.

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Step 4: Set the Discount and Deal Quantity

This is the moment to input your deal price (make sure it’s competitive), and also set the minimum quantity you will be offering at that price. This helps Amazon make sure there’s enough stock to meet shopper demand.

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Step 5: Submit for Review

Once everything’s filled out, hit submit and wait for Amazon to approve it. As long as your product and listing meet the requirements, you should be good to go.

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Step 6: Monitor the Deal in Real Time

Once your deal is live, you can track its progress right in Seller Central. You’ll see live data like how many units have sold, how much inventory has been claimed, and how the deal is performing overall.

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Bonus Tips:

• Plan ahead. Submit your deals weeks before big events like Prime Day or Black Friday to secure a good spot.
  
• Watch your stock levels. If inventory dips too low, Amazon might cancel or reschedule your deal.
  
• Double-check your listing. If your title, images, or price don’t meet Amazon’s standards, they can pull your deal, even last minute.
  

Best Practices for Using Lightning Deals

1. Choose the Right Product

Don’t just throw any listing into a deal and hope for the best. Pick items that are already strong performers, customer favorites, or have high potential. Bonus points if your product has a solid star rating and a healthy sales history.

2. Keep Inventory Levels High

There’s nothing worse than a Lightning Deal fizzling out early because you ran out of stock. Make sure you’ve got enough inventory to ride out the full promotion. A sudden “Out of Stock” message is a surefire momentum killer.

3. Offer a Real, Eye-Catching Discount

A weak 5% off won’t cut it. Lightning Deal shoppers are looking for real savings—so make the offer worth their click. The steeper the discount (within reason), the more likely people are to bite.

4. Optimize Your Listing Ahead of Time

Before your deal goes live, give your product page some love. Clean up your title and bullet points, refresh your images, make sure your Amazon A+ Premium Content looks sharp, and respond to any unresolved reviews or questions. A polished listing helps convert deal traffic into actual purchases.

5. Combine With PPC & External Marketing

Don’t let Amazon do all the heavy lifting. If you’re running PPC ads or have a following on social media or email, hype up your deal outside of Amazon too. The extra visibility can really help drive traffic during that short promo window.

6. Time It Strategically

Big shopping events like Prime Day, Black Friday, or Cyber Monday are obvious winners—but don’t sleep on using Lightning Deals during slower months too. They can help lift traffic during lulls and keep your sales flowing year-round.

7. Follow Up After the Deal

The deal may be over, but your momentum doesn’t have to be. Use remarketing tactics, like sponsored display ads or email follow-ups, to stay on customers’ radar. You already got them interested; now’s the time to turn that into repeat business.

Is There a Fee for Amazon Lightning Deals?

Unfortunately, setting up a Lightning Deal is not free and it does come with a fee, that is usually around $150 per deal, but it can still vary.In cases of heavy sale events such as Prime Day or Black Friday, the charge can sometimes go higher. Another thing to remember is that this fee is non-refundable, no matter how the deal performs.

So before jumping in, make sure to weigh the potential return on investment (ROI). Take a good look at your product margins, your goals, and what you hope to achieve. The success of your deal really comes down to a solid mix of product quality, pricing, timing, and getting the word out.

Wrapping It Up

Amazon Lightning Deals are a game-changer for sellers looking to increase visibility, ramp up sales, and manage inventory smartly. By understanding the eligibility requirements, mastering the process, and following best practices, you’ll be set to make the most out of these limited-time offers. Now’s the perfect time to check if you’re eligible and start incorporating Lightning Deals into your Amazon strategy. If you’re looking for some expert help to make your Lightning Deals as profitable as possible, our agency is here to support you every step of the way.