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This article applies to selling in: United States

Create a Deal

Eligible ASINs display automatically in the Deals Dashboard.

There are four ways to create and submit a Deal after selecting the Create a new deal in the Deals Dashboard:

  1. Select Products
  2. Schedule Deal
  3. Configure Deal
  4. Review & Submit

As you follow the prompts to create a Deal, pay attention to the following:

  • Selection of eligible Products: You can filter eligible products on the basis of Deal start dates and Deal types. You can also search your eligible products by ASIN and SKU.
  • Product variation: You can select any eligible variations that you want to include in your Deal that’s being recommended. However, we recommend that you include as many product variations (for example, size, color, style) as possible to avoid rejection. For some products, such as clothing and shoes, at least 65% of variations should be included in the deal, although this can change by locale and time of year.
    • Once the Deal is submitted, avoid assigning new variations to the parent listing that were not originally recommended when the deal was created. Doing so might result in your Deal being suppressed or cancelled. For some products, such as clothing and shoes, a minimum percentage of variations will be specified as a requirement.
  • Deal schedule: Lightning Deals can run for 4 to 12 hours; this can change per locale. 7-day Deals will run for 7 consecutive days You can select the week for your Deal to run; however, you will not be able to select the date or time. If approved, you can see the scheduled Deal date and time in the Deal Dashboard one week before the Deal is scheduled to run.
  • Deal Price: The Maximum Deal price that is suggested when creating a Deal takes into consideration the lowest price from a Seller offering the product in New condition. The Deal price may fluctuate if any changes are made to the current price and you cannot raise the price while the Lightning Deal is running.
    Note: Deals discounts will be combined with discounts from other promotions that are running at the same time, including Coupons, Promotions, Sale Price, Business Price, and Giveaway. For example, if a Lightning Deal offers a 20% discount on a $100 ASIN and that same ASIN also has a 5% off Promotion running at the same time, the 5% off discount from the Promotion will combine with the 20% discount from the Deal. This will result in a total discount of $25.

    Standard Price: $100

    Deal Discount: 20%

    Promotion Discount: 5%

    Total Discount: (100 * 0.2) + (100 * 0.05) = $25

  • Deal Title: The title for a Deal comes from the product name of the ASIN participating in the deal or parent ASIN if the deal includes variations. If you want to change the deal title, you’ll need to update the product name of the ASIN or parent ASIN before creating the Lightning Deal.
  • Deal quantity: Make sure that you have the proposed quantity at least 7 days before the scheduled date.
  • Deal Image: The image for a Deal comes from the images present on the Amazon detail page. Deal images must be on an all-white background and cannot include any text, logos, or watermarks that are not a part of the product itself. Any deal with a deal image that violates Amazon’s Product image requirements is subject to cancellation and may result in your account being suspended. If the available deal images when creating a Lightning Deal are incorrect or do not match the images found on the detail page, you will need to confirm that the correct images have been uploaded to the ASIN or parent ASIN (if the product has variations). You can contact Seller Support for image related issues on product detail pages.
  • Deal frequency: We strive to offer customers new Deals every day. In order to achieve this, Lightning Deals cannot run on the same ASIN within a 7 day period while 7-day Deals cannot run on the same ASIN within 28 days. Amazon is subject to cancel any Deal without notification if there are Deals violating this policy.
  • Fee: Make sure you review the applicable fee before you submit the deal. For more information, see Deals Fees.
  • Deal status: Some Deals may be immediately approved, while others may be suppressed at any time if they don’t meet the eligibility criteria. We encourage you to monitor the status of your deal on the Deals Dashboard to reduce the risk of your Deal being suppressed or canceled, which could lead to an increase in FBA inventory and fees. See Understanding Suppressed Deals for more information.
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