Understanding Amazon Lightning Deals vs. Best Deals: What Every Seller Needs to Know
Are you trying to increase product visibility or clear out excess inventory on Amazon? Amazon’s Lightning Deals and Best Deals are powerful promotional tools that can help sellers achieve these goals. But which one is right for your needs? Let’s break down the differences, costs, and benefits of these two deal types so you can make an informed decision for your Amazon business.
Amazon shoppers love a good deal—they’re drawn to the big red badges on the “Today’s Deals” page. But as a seller, you need to know what separates one deal type from another and how to use them effectively. Here’s a full guide to help you navigate these promotional options.
What Are Amazon Lightning Deals?
Lightning Deals are short-term promotions designed to create urgency and drive quick sales. They run for 4 to 12 hours or until your inventory sells out, whichever comes first. These deals often feature impressive discounts of at least 20-30%, making them attractive to bargain hunters.
Amazon highlights Lightning Deals on the “Today’s Deals” page with a countdown timer and percentage-claimed indicator. This visibility can generate a surge in sales during the promotional period. However, not every product is eligible. To qualify, Amazon evaluates factors like:
- Inventory levels
- Previous sales history
- Competitive pricing
- Product demand
Lightning Deals are perfect for sellers looking to clear out excess inventory quickly or boost sales rankings. They cost $150 to enroll, so it’s essential to weigh the potential results against this fee.
Lightning Deal Pros:
- Short bursts of high visibility on the deals page
- Creates urgency for buyers
- Boosts Best Sellers Rank (BSR) temporarily
- Ideal for liquidating stock or making room for new inventory
Lightning Deal Cons:
- Limited timeframe of 4-12 hours
- Short-lived sales momentum
- $150 enrollment fee can add up over time
What Are Amazon Best Deals?
Best Deals are like Lightning Deals but with a longer duration and less urgency. These promotions can run for up to two weeks, offering sustained exposure on the “Today’s Deals” page. While Best Deals still require a product discount, they don’t have the same countdown timer or urgency indicators as Lightning Deals.
The enrollment fee for a Best Deal is higher—a flat $300—making it a more significant commitment. However, the extended timeframe makes it a better option for consistent, steady sales and long-term product visibility.
Best Deals also have slightly less strict requirements for inventory levels and sales history compared to Lightning Deals. This makes them a great choice if you’re launching a new product or trying to establish a steady sales flow over an extended period.
Best Deal Pros:
- Long-lasting exposure (up to two weeks)
- Targets consistent sales over time
- Great for product launches or sustained visibility
- Relaxed inventory and qualification criteria compared to Lightning Deals
Best Deal Cons:
- Higher enrollment fee of $300
- Less urgency for shoppers compared to Lightning Deals
Key Differences Between Lightning Deals and Best Deals
Both deal types can bring more eyes to your products, but they serve different purposes. Here’s a quick comparison to help you choose the right one:
| Feature | Lightning Deal | Best Deal |
|---|---|---|
| Duration | 4-12 hours | Up to two weeks |
| Cost | $150 enrollment fee | $300 enrollment fee |
| Visibility | High short-term visibility | Moderate long-term visibility |
| Purpose | Quick sales and inventory clear-out | Sustained sales and exposure |
| Urgency Indicators | Countdown timer; % claimed | None |
How to Create a Deal on Amazon
If you’re ready to try Amazon’s promotional tools, here’s a step-by-step guide to creating a deal through Seller Central:
- Log in to your Amazon Seller Central account.
- Navigate to the Advertising tab in the main menu.
- Select Deals from the dropdown menu.
- Click on Create a New Deal to view eligible products.
- Choose the type of deal (Lightning Deal or Best Deal) and follow Amazon’s suggestions for qualifying items.
- Schedule your promotion and pay the enrollment fee.
Amazon pre-qualifies products for both Lightning Deals and Best Deals based on their guidelines. If you don’t see an option for a specific type of deal, your product may not meet the criteria.
What If You Don’t Qualify for Lightning Deals or Best Deals?
If your product isn’t eligible for these paid deal events, don’t worry—you can still run a sale to attract buyers. Here’s how:
- Go to your product listing in the Manage Inventory section.
- Edit the listing and add a Sale Price.
- Set a start and end date for the sale.
- Save your changes.
While these sales won’t appear in the “Today’s Deals” section, they’ll still display as discounted items with strikethrough pricing, which can boost conversions.
Which Deal Type Do Sellers Prefer?
Among experienced Amazon sellers, Best Deals are often the preferred choice. According to feedback from premium eCommerce communities like Million Dollar Sellers (MDS) and eCommerceFuel (ECF), sellers overwhelmingly vote for Best Deals due to their extended exposure and consistent results. Many feel that Lightning Deals have lost their effectiveness over the years.
However, your choice depends on your business goals. Lightning Deals are still excellent for clearing out stock or driving a quick boost in traffic, while Best Deals are better for longer-term strategies like product launches.
Final Thoughts
Both Amazon Lightning Deals and Best Deals offer unique opportunities for sellers to showcase their products and drive sales. Choosing the right option depends on your goals—quick bursts of visibility versus sustained exposure. Remember to monitor your performance to ensure that the enrollment fees yield a strong return on investment.
Have you tried running Amazon deals? Share your experiences in the comments—your insights could help others in the seller community.
If you’re looking for expert eCommerce advice or Amazon account support, feel free to reach out at ecomcatalyst.com. With over 20 years of experience and $100M+ revenue managed, we’re here to help you succeed. Don’t forget to subscribe for more actionable tips and insights!
