![]() ![]() The “orange bar” shows the percentage of the deal claimed. The countdown timer associated with Lightning Deals creates this necessary sense of urgency. Thus, if your deal is performing incredibly well, you get pushed to the front-even more visibility and sales!Ĭreating a sense of urgency helps to incite decisive customers, leading to quicker purchases and a higher conversion rate. This position changes in real time in accordance with how well the deal is performing. It is important to note that Lightning Deals can change position on the Today’s Deals page, sometimes listed on the first page and sometimes on the twentieth. Amazon pushes top sellers with deep discounts, helping your product and brand to perform more effectively than your competitors. Lightning Deals put you above your competition because Amazon will favor you during the deal time. You are setting yourself up to gain a repeat consumer. ![]() ![]() If someone purchases one of your Lightning Deal units, they will continue to come back to you if you offer a great product with great service (at a great price). Similarly, the Lightning Deal is your time to wow consumers. This is why Amazon includes the “yellow button,” which is an options bar to show the variations of a product. When a customer sees one of your brand’s products listed in the Lightning Deals, they will more likely buy similar products from your company during and after the deal. The halo effect is the bias that a consumer has towards a person, company, or brand as influenced by an opinion in another area. This means that you have an even better chance of converting consumers already looking to buy your products! If they don’t buy from your deal today, you will be top of mind for their future purchases, as they have already seen your product listed as recommended by Amazon.įurthermore, if a consumer is not on the “Today’s Deal” page but using the search bar to find a product similar to yours, your listing will be flagged in results as a lightning deal. If they buy today, that means more sales, more reviews, and a higher Seller rating and ranking in the future. This means even participating in one Lightning Deal can get your brand seen by millions of potential consumers. “Today’s Deals” is one of the most visited pages, with millions of views per day. You are sacrificing the profit margins today for future benefits. However, it is important to think of Lightning Deals, not as a short-term moneymaking strategy but a long-term marketing objective. Instead, you lower your margins by offering a discount on the items you sell. Unlike pay per click ads or other promotional marketing, running a Lightning Deal will not force you to pay any money out of pocket. What is the purpose of “Today’s Deals” for sellers? There is a limited number of promotional discounts, so oftentimes there are even wait-lists for the most popular items participating in a Lightning Deal. ![]() A countdown timer on the listing indicates how long the promotion is in effect.
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