{"id":26881,"date":"2023-07-24T11:17:18","date_gmt":"2023-07-24T19:17:18","guid":{"rendered":"https:\/\/www.intentwise.com\/blog\/?p=26881"},"modified":"2024-02-06T04:57:26","modified_gmt":"2024-02-06T12:57:26","slug":"a-data-driven-approach-to-choosing-lightning-deals-on-amazon","status":"publish","type":"post","link":"https:\/\/www.intentwise.com\/blog\/tips\/a-data-driven-approach-to-choosing-lightning-deals-on-amazon\/","title":{"rendered":"A data-driven approach to choosing Lightning Deals on Amazon","gt_translate_keys":[{"key":"rendered","format":"text"}]},"content":{"rendered":"\n<p class=\"has-black-color has-text-color wp-block-paragraph\">The post-Prime Day glow is still fresh, so it might sound strange to point out that it\u2019s time to start finalizing your Q4 deals.&nbsp;<\/p>\n\n\n\n<p class=\"has-black-color has-text-color wp-block-paragraph\">If you are planning to submit Lightning Deals for any of Amazon\u2019s big sales events this fall, the deadlines are creeping up. The deadlines for Lightning Deal submissions are as follows:&nbsp;<\/p>\n\n\n\n<p class=\"has-black-color has-text-color wp-block-paragraph\"><strong>Fall Prime Event<\/strong>: August 11<\/p>\n\n\n\n<p class=\"has-black-color has-text-color wp-block-paragraph\"><strong>Black Friday and Cyber Monday<\/strong>: September 1&nbsp;<\/p>\n\n\n\n<p class=\"has-black-color has-text-color wp-block-paragraph\"><a href=\"https:\/\/www.junglescout.com\/blog\/amazon-lightning-deals\/\">Only certain products<\/a> are eligible for Lightning Deals. But if you do have a bunch of eligible products, the upcoming deadlines create a thorny question. Which products should you prioritize for Lightning Deals? Which will bring the most value to your company?<\/p>\n\n\n\n<p class=\"has-black-color has-text-color wp-block-paragraph\">The answer is complicated, but one thing that helps you sort through it is good data.&nbsp;<\/p>\n\n\n\n<p class=\"has-black-color has-text-color wp-block-paragraph\">Having an organized approach to data management lets you quickly narrow down products based on stats like share of New-To-Brand conversions, item-level profitability, and more.&nbsp;<\/p>\n\n\n\n<p class=\"has-black-color has-text-color wp-block-paragraph\">Here\u2019s how we at Intentwise think about Lightning Deals.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading has-black-color has-text-color\" id=\"h-which-of-my-products-are-most-worthy-of-lightning-deals\"><strong>Which of my products are most worthy of Lightning Deals?&nbsp;<\/strong><\/h3>\n\n\n\n<p class=\"has-black-color has-text-color wp-block-paragraph\">As you decide which products to submit for deals, here are some key factors to consider:&nbsp;<\/p>\n\n\n\n<p class=\"has-black-color has-text-color wp-block-paragraph\"><strong>Long-tail thinking.<\/strong> Generally, Lightning Deals should focus on your top-selling ASINs. These are your proven moneymakers. Giving them a discount can lure in a bunch of customers, quickly.&nbsp;<\/p>\n\n\n\n<p class=\"has-black-color has-text-color wp-block-paragraph\">It can also keep those top sellers from being eclipsed. Think about it: Q4 is the biggest sales quarter for many brands. If your competitors put their top products on Lightning Deals but you don\u2019t, there\u2019s a chance they could overtake yours in Amazon\u2019s organic sales ranking or get more visibility on Amazon.&nbsp;<\/p>\n\n\n\n<p class=\"has-black-color has-text-color wp-block-paragraph\">That will hurt you throughout the rest of Q4. Not leveraging deals, in other words, can set you back at a critical time.&nbsp;<\/p>\n\n\n\n<p class=\"has-black-color has-text-color wp-block-paragraph\">It\u2019s also important to consider the long-term impact of a Lightning Deal. The deals you run aren\u2019t about the sales you get that day. They\u2019re about the sales you get six months later.&nbsp;<\/p>\n\n\n\n<p class=\"has-black-color has-text-color wp-block-paragraph\">By increasing your revenue and conversion rate during a sales event, you can boost your organic ranking\u2014and drive incremental conversions\u2014for the long term.<\/p>\n\n\n\n<p class=\"has-black-color has-text-color wp-block-paragraph\"><strong>Profit margins. <\/strong>The above tip is not to say you should just submit <em>every<\/em> top product for a Lightning Deal without thought. One big factor to keep in mind before you submit a Lightning Deal is your profit margins.&nbsp;<\/p>\n\n\n\n<p class=\"has-black-color has-text-color wp-block-paragraph\">Putting products on a Lightning Deal will inevitably eat into your margins. Lightning Deals cost upfront cash (typically between $300-$750 per deal). Plus, you are making less per product with each sale.&nbsp;<\/p>\n\n\n\n<p class=\"has-black-color has-text-color wp-block-paragraph\">The solution is to be realistic about what kinds of margins you can afford.&nbsp;<\/p>\n\n\n\n<p class=\"has-black-color has-text-color wp-block-paragraph\">Plenty of brands don\u2019t mind breaking even on their Lightning Deals, in exchange for the promise of long-tail organic sales. But in this period of increased focus on profitability, lots of brands are leery of taking a big hit in their margins.&nbsp;<\/p>\n\n\n\n<p class=\"has-black-color has-text-color wp-block-paragraph\">Instead, prioritizing products with healthy profit margins for Lightning Deals makes the most sense.&nbsp;<\/p>\n\n\n\n<p class=\"has-black-color has-text-color wp-block-paragraph\">This is another place where data comes in handy. When you have an organized approach to your data infrastructure through tools like Intentwise, you can see, for example, your profitability from past Prime Days.&nbsp;<\/p>\n\n\n\n<p class=\"has-black-color has-text-color wp-block-paragraph\">That lets you quickly identify which products are the most profitable, and therefore which might make sense for a Lightning Deal.&nbsp;<\/p>\n\n\n\n<p class=\"has-black-color has-text-color wp-block-paragraph\"><strong>New-To-Brand (NTB) metrics. <\/strong>Beyond just your top-selling products, you might scrutinize metrics like New-To-Brand when deciding what to submit for a deal.&nbsp;<\/p>\n\n\n\n<p class=\"has-black-color has-text-color wp-block-paragraph\">Which of your products tend to be the major gateways for new shoppers? These aren\u2019t always your top sellers. Sometimes, a mid-tier product can have a disproportionately high NTB share. Those are potentially the products you want to put front and center on big deal days.&nbsp;<\/p>\n\n\n\n<p class=\"has-black-color has-text-color wp-block-paragraph\"><strong>Seasonality.<\/strong> You should prioritize products that have a high degree of seasonality.<\/p>\n\n\n\n<p class=\"has-black-color has-text-color wp-block-paragraph\">On one hand: By placing deals on products that lend themselves well to holiday gifts, or that have a specific winter tie-in (blankets, for example), you can build up your organic sales rank going into your most important shopping period.&nbsp;<\/p>\n\n\n\n<p class=\"has-black-color has-text-color wp-block-paragraph\">But fall deals are also the last time you can sell outstanding merchandise from your summer season products. Have excess inventory of beach towels or bathing suits that you need to sell through? A deal could be a great way to clear it out.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading has-black-color has-text-color\"><strong>There are other cases to consider<\/strong><\/h3>\n\n\n\n<p class=\"has-black-color has-text-color wp-block-paragraph\"><strong>Product launches. <\/strong>Have a new product you\u2019re excited about that needs some traction? A well-timed deal could be a good way to jumpstart sales and, hopefully, up your review count and your sales rank.&nbsp;<\/p>\n\n\n\n<p class=\"has-black-color has-text-color wp-block-paragraph\"><strong>Slow-moving ASIN. <\/strong>If you have a product that has yet to find its core audience, a sale could be a way to draw extra eyeballs to it.&nbsp;<\/p>\n\n\n\n<p class=\"has-black-color has-text-color wp-block-paragraph\"><strong>Liquidation: <\/strong>Once in a while, a brand has a bunch of discontinued products it wants to sell through at any given cost. Offering a discount slot could be a good way to get rid of excess inventory.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading has-black-color has-text-color\"><strong>Lightning vs. Coupons vs. Prime Exclusive?&nbsp;<\/strong><\/h3>\n\n\n\n<p class=\"has-black-color has-text-color wp-block-paragraph\">Not all of the deal deadlines for the fall are coming up in the next few weeks. The August 11 and September 1 deadlines are specifically for Lightning Deals.&nbsp;<\/p>\n\n\n\n<p class=\"has-black-color has-text-color wp-block-paragraph\">If you want to run Coupons or Prime Exclusive Discounts, you can set these much closer to the sales event.<\/p>\n\n\n\n<p class=\"has-black-color has-text-color wp-block-paragraph\">How do you choose between deal types?&nbsp;<\/p>\n\n\n\n<p class=\"has-black-color has-text-color wp-block-paragraph\"><strong>Here\u2019s the difference:<\/strong>&nbsp;<\/p>\n\n\n\n<ul class=\"has-black-color has-text-color wp-block-list\">\n<li><strong>Timeliness<\/strong>: Lightning Deals run only for 4-6 hours on a single day. By contrast, coupons run according to your custom timeframes, and Prime Exclusive Discounts can run for the duration of the event.&nbsp;<\/li>\n<\/ul>\n\n\n\n<ul class=\"has-black-color has-text-color wp-block-list\">\n<li><strong>Cost<\/strong>: Lightning Deals cost the most and have the steepest discount requirements.&nbsp;<\/li>\n<\/ul>\n\n\n\n<ul class=\"has-black-color has-text-color wp-block-list\">\n<li><strong>Visibility<\/strong>: Lightning Deals seem to be the most heavily promoted by Amazon. They also stick out the most to customers among a hectic page of search results.&nbsp;<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"has-black-color has-text-color wp-block-paragraph\">In general, because of their importance, Lightning Deals are for your focus products.<\/p>\n\n\n\n<p class=\"has-black-color has-text-color wp-block-paragraph\">Meanwhile, you should reserve coupons for your non-focus products. Major sales events bring excess traffic across all of Amazon, including to your back catalog.&nbsp;<\/p>\n\n\n\n<p class=\"has-black-color has-text-color wp-block-paragraph\">While your high-margin, high-performing ASINs should be front and center with Lightning Deals, running coupons on the rest of your products can be a great way to turn those extra eyeballs into sales.&nbsp;<\/p>\n\n\n\n<p class=\"has-black-color has-text-color wp-block-paragraph\">Coupons, with their bright green banners, stand out in crowded search results.<\/p>\n\n\n\n<p class=\"has-black-color has-text-color wp-block-paragraph\">According to Acadia, coupons <a href=\"https:\/\/acadia.io\/which-amazon-promotions-work-best\/\">make sense for pretty much every brand<\/a>\u2014except possibly new brands\u2014on sales events like Prime Day.<\/p>\n\n\n\n<p class=\"has-black-color has-text-color wp-block-paragraph\">Let\u2019s say you have a good product, but you worry that, if you submit it for a Lightning Deal, you wouldn\u2019t even break even.<\/p>\n\n\n\n<p class=\"has-black-color has-text-color wp-block-paragraph\">Placing a small coupon on it during Amazon\u2019s Fall Prime event could be a way to increase conversions without sacrificing all of your profit.&nbsp;<\/p>\n\n\n\n<p class=\"has-text-align-center wp-block-paragraph\"><em>(Want more content like this? Be sure to <a href=\"https:\/\/www.intentwise.com\/newsletter\">subscribe to our newsletter<\/a>.)<\/em><\/p>\n","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"excerpt":{"rendered":"<p>The post-Prime Day glow is still fresh, so it might sound strange to point out that it\u2019s time to start finalizing your Q4 deals.&nbsp; If you are planning to submit Lightning Deals for any of Amazon\u2019s big sales events this fall, the deadlines are creeping up. The deadlines for Lightning Deal submissions are as follows:&nbsp; [&hellip;]<\/p>\n","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"author":22,"featured_media":26888,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","cybocfi_hide_featured_image":"","footnotes":""},"categories":[19,46],"tags":[96,155,154],"class_list":["post-26881","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-amazon","category-tips","tag-mobile","tag-newsletter","tag-prime-day"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.7 (Yoast SEO v27.8) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>A data-driven approach to choosing Lightning Deals<\/title>\n<meta name=\"description\" content=\"Which of your products should you submit for Amazon&#039;s Lightning Deals? 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