New Seller Central promotion type: The 7-Day Deal

23 September, 2019
2 minute read
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As a seller, you are already making and implementing plans for Q4. Are your promotions ready? And are you taking advantage of all of Amazon’s promotion types? Amazon recently announced a new promotion type for sellers in Seller Central: the 7-Day Deal. This type of deal has several advantages for sellers. 

What is a 7-Day Deal?

Like a Lightning Deal, a 7-Day Deal is a time-bound, promotional offer. However, instead of a Lightning Deal that may go live at an odd time of day with minimal traffic, the 7-Day Deal grants an item exposure for up to 7 days on the Amazon Deals page. Aside from the Amazon homepage, the Amazon Deals page is the most visited landing page on Amazon. Exposure on such a high-traffic page can benefit sellers immensely.

As an added bonus, 7-Day Deals will also receive a “Limited time deal” badge in Amazon search results. This will potentially drive even more visibility to a deal and a brand overall. 

How to create a deal

Sellers can create both 7-Day Deals and Lightning Deals on eligible products in the Deals Dashboard in Seller Central. There is a base merchandising fee for every deal a seller chooses to run. The fees for a Lightning Deal are typically $150, while the 7-Day Deal will cost sellers $300. However, during events such as Black Friday, these costs can increase exponentially and be up to $1,000.

Performance results

For sellers wondering how a Deal has performed, details can be found in the Manage Deals page in Seller Central. The metrics available for a 7-Day Deal include:

  • Units Sold: The number of Deal units sold during the deal
  • Items Waitlisted: The number of items that the customers added to a waitlist after a deal sells out. A high number of Items Waitlisted suggests that you could have sold more Deal units than the Quantity for Deal that was entered for the SKU
  • Deal Revenue: Ordered product sales (Units Sold x Deal Price) for that SKU
  • Total Deal Revenue: Ordered product sales for all SKUs that participated in the deal

Deals for events

As a reminder, sellers can schedule deals for specific timeframes geared toward Amazon’s sitewide events. Prime Day, Black Friday, and Cyber Monday are now available. On the Deals dashboard, check Upcoming Events to see the events that are open for Deals submissions.

While this promotion type is too new to analyze results for our clients in detail, eCommerce Nurse clients have seen that Best Deals (a 2 week event) drive greater results than Lightning Deals as they run for longer capturing a wider audience. Although Best Deals are only available to sellers with an account manager and vendors. By extending the event from 7 hours to 7 days, sellers can definitely see an increase in traffic and sales.

For more information on Deals, sellers can refer to Amazon’s Deal Help Pages.

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Katy Luxem

Katy Luxem

Katy Luxem is the senior content manager for eCommerce Nurse and Vendor Society. She has worked for Amazon in both Seattle and London, delivering results for multiple different teams and product lines across the U.S. and Europe. Katy's experience is centered on making sure customers have a best-in-class experience. She enjoys helping businesses and brands succeed and grow with next-level content.

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