There are two ways to boost sales on Amazon: Lightning Deals, and Prime Exclusive Deals. You’ve certainly heard about these tools. If not, here’s a quick rundown:
Both are great marketing features for Amazon sellers. Running Prime Exclusives or Lightning Deals will improve conversions and drive revenue. Yet, some brands may wonder which fits better with their stores. Don’t fret, we’re here to put your mind at ease. Today, we’ll review the ins and outs of Amazon Lightning Deals and Prime Exclusive Deals. Read on, if you want to know how to entice your customers!
Amazon Lighting Deals are unique, but time-limited product discounts. They usually run for 4-6 hours in the marketplace. You can find Amazon Lighting Deals on the ‘Today’s deals’ page. This is where users can find unique discounts on almost every product category. Amazon offers Lighting Deals on a daily basis, and by the thousands. But they are limited to one deal per customer (and per seller), until every item gets claimed.
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As with many Amazon features, brands must earn the use of Lightning Deals. First off, only Professional Sellers with a 3.5 rating are eligible to use Lightning Deals. Plus, Amazon also expects great ASIN offers from Lightning Deals. Here are the product requirements you must follow:
If you meet all the requirements, now it’s time to create your first Lightning Deal. And don’t worry, the process is quite simple. Let’s take a look:
Regarding costs, Amazon does request a fee to run lightning deals. They calculate the rate based on item demand, seasonality or holiday sales.
Amazon Prime is the retail giant’s flagship program. The concept is simple: customers pay an annual fee. This gives them free two-day delivery on their purchases for a whole year. This perk alone encourages Prime subscribers to search for the best offers on Amazon.
This is what makes Prime Exclusive Deals so appealing to sellers. Prime Exclusive Deals are unique offers for Amazon Prime Subscribers. Eligible sellers can set a minimum discount for their product. This cut-off is then displayed in Amazon search, and also in the Buy Box. Plus, Prime Exclusive Deals also get a special badge during Prime Day.
Only FBA sellers are eligible for Prime Exclusive Discounts. Plus, items should also meet the following criteria:
The process to create Prime Exclusive Deals is a bit manual, but easy to complete. Here are the steps that sellers must complete:
Include the following:
Now, you’ll go to the “Review” page. Here, take the time to validate each deal carefully. Amazon will flag any product deemed invalid for a Prime Exclusive Discount. In such cases, you can edit Discount Type, Minimum Price, and Discount Amount to solve the issue. Once all set up, you can submit the discount. Amazon will then approve and schedule the deal to go live.
Amazon Lighting Deals can become Prime Exclusive Deals during Prime Day. But merchants should meet the following requisites to offer Prime Day lightning deals:
In a word, yes. Both Prime Exclusive Deals and Amazon Lightning Deals are great tools to convert new buyers. You get the opportunity to drive sales and boost visibility. But those are only two of the benefits sellers can reap from such offers. Let’s look at some of the great perks around Amazon Lightning Deals and Prime Exclusive Deals:
Lightning Deals only appear on Amazon’s “Today’s Deals” page. It’s an exclusive section where customers can find the best offers in the marketplace. Users are always on the lookout for special deals. That’s why Amazon created a unique place to find the best discounts at hand. That means more potential buyers will see your products. Besides, some may want to go deeper into your product catalog.
Sellers can use Amazon deals to plan for a new product launch. It’s a cost-effective way to boost visibility and generate feedback. For example, you can take advantage of Prime Day to launch a new item. Then, flag it as a Prime Exclusive Discount. This way, more customers will see the offer in a short time frame. If the product is appealing to users, some will return with positive reviews. This strategy will boost the product’s rank in the long-term.
Excess stock translates to profit losses and long-term storage fees. Why not use Lightning Deals to ease the load? This is a good strategy to remove unsold stock from the warehouse. At the same time, you can still make a profit from the discounted sales.
At its heart, Amazon Prime is a loyalty program. And Prime Exclusive Deals are a great example of loyalty to customers. During Prime Day, subscribes can enjoy Prime Early Access Deals. This means Prime users get to review Prime Exclusive Deals half an hour before they go live. Plus, many Prime members only buy products featuring the Prime badge. So, sellers get a unique opportunity to stay ahead of the competition and to secure more sales.
Customers expect great product offers from Amazon. Prime Exclusive and Lighting Deals rank amongst the best bargains in the marketplace. So, the more you can do to appeal to Amazon users, the better. Each tool in its own right could be the turning point you need to jumpstart conversions on Amazon. The trick is to include such Deals in your marketing strategy; 74% of item searches start off on Amazon US, after all. (source) In the end, it doesn't matter which one you choose, or if you go with both options. When used properly, Prime Exclusive Deals and Lightning Deals can be a seller’s best allies.
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