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Amazon announces Lightning Deal deadline for holiday events

Are you ready for the 2019 holiday shopping season? Amazon vendors should be aware of upcoming deadlines and be planning for Black Friday, Cyber Monday, and the peak weeks that follow. Black Friday is now less than 90 days away. Amazon alerted vendors last week that Lightning Deal submissions must be in no later than October 4, 2019. 

This deadline is for both vendors in the United States and in the United Kingdom.

What’s a Lightning Deal?

A Lightning Deal is a price discount on a product for a short period of time that can help drive traffic and sales. Lightning Deals can be found across products throughout Amazon and are available on the Today’s Deals or subcategory pages. Lightning Deals are available, one per customer, until either the promotion period for the deal expires or all the available inventory is claimed. Customers can also see upcoming deals 24 hours in advance and can sign up to be notified when the deal begins. 

When the allotted promotional discounts for a particular Lightning Deal are held by other customers, they’ll see a “Join Waitlist” button and the status bar will show that 100% of the promotional discounts are currently held in other customers’ carts or have already been used to purchase the deal.

Why should your brand participate?

“This year, deals will be featured for the two weeks around Black Friday and Cyber Monday. To be considered for Black Friday or Cyber Monday, Lightning Deal recommendations must be submitted by October 4,” Amazon stated in an email to vendors.

Though these deals spotlight a particular product, they often serve to lift traffic and sales across a whole brand or range. Customers looking for particularly good deals and sales over the holiday period frequent Amazon’s deal and event pages, meaning it’s a great time to capitalize on incoming traffic. 

The emails sent out to individual vendors last week also helped calculate the approximate lift each could expect to generate from running such deals. Amazon also sent products for recommended Lightning Deals.

How to sign up

Visit your Vendor Central account to sign up. Under the “Merchandising” tab, you can find “Marketing recommendations.” Pre-approved recommendations are more likely to be accepted for inclusion in the two weeks surrounding Black Friday and Cyber Monday. As usual, Lightning Deals last for a maximum of 6 hours and must reflect at least a 20% discount on the Amazon website price.


Do your homework and get your deals in now. Read up on preparing for Q4 for sellers and vendors. For help with scheduling deals or your account, contact us.


Katy Luxem

Katy Luxem is a Salt Lake City-based writer and editor who specializes in online marketing. As a former Amazonian in both the U.S. and U.K. locales, she worked in marketing for several different teams and product lines. Prior to that, she worked at Microsoft and was a journalist. She now enjoys helping businesses succeed and grow with next-level content.

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