Amazon offers a variety of deals and promotions that can help sellers increase visibility, drive sales, and improve organic ranking. Understanding the different types of Amazon deals and how to use them strategically is essential for maximizing your success on the platform.

Why use Amazon deals and promotions?

Amazon’s promotional tools are designed to boost conversion rates, attract new customers, and help sellers move inventory efficiently. Some key benefits include:

• Increased visibility on high-traffic pages like Amazon’s Deals Page.
• Higher conversion rates due to limited-time offers and discounts.
• Improved organic ranking as promotions drive more sales velocity.
• Inventory management by helping move slow-moving or excess stock.

Types of Amazon deals and promotions

1. Deal of the day

This is one of the highest-visibility promotions on Amazon, appearing at the top of the Deals Page for 24 hours.

• Where it appears: Amazon Deals Page (www.Amazon.com/deals)
• Pros: High visibility, badge on product listing, boosts brand awareness.
• Cons: Requires a large inventory commitment ($100K+ in deal value), competitive selection process.
• How to submit: Work through an Amazon Seller Representative, ideally 30+ days in advance.

2. Lightning deals

Lightning Deals are time-bound offers that run for a few hours, creating urgency for shoppers.

• Where it appears: Amazon Deals Page, homepage placements, email promotions.
• Pros: Creates urgency, strikethrough pricing, automatic price adjustments.
• Cons: Fees range from $150-$500 per deal, Amazon determines eligibility and scheduling.
• How to submit: Sellers can apply through the Lightning Deals Dashboard in Seller Central.

3. 7-day deals

7-Day Deals offer extended exposure on the Amazon Deals Page with strikethrough pricing.

• Where it appears: Amazon Deals Page, search results, and product listings.
• Pros: Longer duration than Lightning Deals, badges improve visibility.
• Cons: No guaranteed placement on the Deals Page, $300 per ASIN to run.
• How to submit: Available through the “Deals” dashboard in Seller Central.

4. Best deals

A less competitive deal type with extended timeframes, available to vendors and some sellers.

• Where it appears: Amazon Deals Page and product pages.
• Pros: Longer duration, allows discounts without price wars.
• Cons: Limited access (primarily for Amazon Vendors), lower visibility than Lightning or 7-Day Deals.
• How to submit: Managed through Amazon Vendor Central.

5. Coupons

Amazon Coupons provide discounts directly on product listings, giving customers an incentive to purchase.

• Where it appears: Product detail pages, search results, Amazon Coupons Page.
• Pros: No strict eligibility requirements, cost-effective way to drive conversions.
• Cons: Small additional cost per redemption, may not drive the same urgency as time-limited deals.
• How to submit: Created through the “Coupons” tab in Seller Central.

6. Prime exclusive discounts

Discounts available only to Prime members, often used during peak shopping events like Prime Day.

• Where it appears: Product listings, search results, Prime Day promotions.
• Pros: Attracts high-intent Prime shoppers, often featured on major sales events.
• Cons: Must meet Amazon’s pricing and discounting criteria, only available to FBA sellers.
• How to submit: Available through the “Prime Exclusive Discounts” tab in Seller Central.

7. Promotions (percentage off, BOGO, social media promo codes)

Amazon sellers can create custom promotions to drive traffic and conversions.

• Types:
  • Percentage-off discounts: Discounts applied when purchasing multiple items.
  • Buy one get one (BOGO): Encourages bulk purchases.
  • Social media promo codes: Custom discount links for external traffic.
• Where it appears: Product detail pages, external marketing efforts.
• Pros: Flexible customization, can target specific customer behaviors.
• Cons: Requires external marketing efforts to maximize visibility.
• How to submit: Available under “Promotions” in Seller Central.

When to use each deal type

Key takeaways

• Choosing the right Amazon deal depends on your sales goals, inventory levels, and budget.
• Lightning Deals and 7-Day Deals are great for fast sales, while Coupons and Promotions offer flexibility.
• Prime Exclusive Discounts are excellent for tapping into high-spending Prime members.
• Always track your deal performance to optimize future promotions.

By leveraging Amazon’s deals and promotions strategically, sellers can boost visibility, conversions, and long-term profitability.