Do you sell on Amazon’s marketplace? If so, here is an opportunity to leverage their Black Friday and Cyber Monday traffic.
Amazon is accepting recommendations for Black Friday and Cyber Monday Lightning Deals now. Sellers need to go to the Promotions Homepage in Vendor Central and follow these steps.
SUBMIT A LIGHTNING DEAL TO BE CONSIDERED FOR BLACK FRIDAY OR CYBER MONDAY
- Sign in to Vendor Central
- Go to Merchandising > Promotions
- Select Create a promotion
- Choose Lightning Deal, and then select I want Amazon to consider my deal for Black Friday or Cyber Monday
ACCEPT A LIGHTNING DEAL RECOMMENDATION FOR BLACK FRIDAY OR CYBER MONDAY
- Sign in to Vendor Central
- Go to Merchandising > Marketing Recommendations
- Review and accept recommendations. It takes just two clicks. (Not all vendors receive recommendations.)
The company does not guarantee your deal will run on Black Friday or Cyber Monday.
If you want your Best Deal to run between November 20 and December 3, you cannot select a start date or end date before or after these dates.
RULES FOR OTHER HOLIDAY LIGHTNING DEALS AND BEST DEALS
- Lightning Deals must have a per-unit funding amount that supports a deal price lower than the lowest price since January 1, 2017 and is at least 5% lower than the lowest price in the last 30 days and a discount of at least 15% off the current Amazon retail website price on the date of submission.
- Best deals must have a per-unit funding amount that supports a deal price that is the lowest price in the last 90 days and a discount of at least 15% off the current Amazon retail website price on the date of submission.
- The product is projected to sell more than Amazon’s minimum customer demand as determined by Amazon’s proprietary forecasting model.
- The product has a rating of 3 stars or higher on the date of submission.
- The selected start date is at least 4 weeks ahead of the date that you submit the promotion.
- You cannot select a start date for your Lightning Deal between November 20 and December 3. Amazon will choose the deals submitted for Black Friday or Cyber Monday for these dates.
KEEP THESE BEST PRACTICES IN MIND
- Deals on the same product cannot repeat within a 7-day period.
- For each product included in your Lightning Deal, provide the maximum unit quantity. This is the maximum number of units that you will fund for each product. Do not enter more units than you have ready to immediately ship to Amazon.
- To allow Amazon to consider placing purchase orders (POs) at a lower product cost instead of paying per unit sold, select I want Amazon to evaluate my deal and consider placing purchase orders at a reduced promotional cost when you enter your promotion details. Do not select the box if you prefer to pay per unit sold.
- Amazon retains the right to reschedule or cancel the promotion at any time. If your promotion is not approved within 7 days, it will be cancelled by Amazon.
- Starting 14 days prior to the start date of your Lightning Deal and up until 24 hours before the deal goes live, Amazon will notify you if the per-unit funding for your Lightning Deal does not support a low enough price. You can edit and resubmit your promotion with the required funding amount by selecting ‘Edit’ on the promotion’s detail page. If you do not provide the necessary funding, your Lightning Deal will not run. You could receive a notification 24-hours before the start date, so please check your email to ensure that your deal runs.
- If your best deal does not support a low enough price, Amazon will run the promotion as a price discount on the product’s detail page. You will still be responsible for the discount amount on each unit sold.
LOTS OF RULES, BUT IT IS AN EXCELLENT OPPORTUNITY
If you have never tried using Lightning Deals for big sales days, this is the time. Deloitte just released a forecast for 2017 U.S. holiday sales, and it is very encouraging for online retail.
The company estimates a sales increase of 18 to 21 percent on eCommerce sales during the 2017 holiday season. Deloitte forecasts eCommerce turnover to reach $111 to $114 billion this year.
The retail sector should see a 4 to 4.5 percent increase in holiday sales for 2017.
With Amazon driving much of the eCommerce sales, being part of the Black Friday and Cyber Monday time can only mean significant sales increases for marketplace sellers.
Will you participate in Amazon Deals for this holiday season? If you have previously participated in Amazon deals, did they work for you? Let us know in the comments section below.