Amazon’s Today’s Deals page is the second-most visited page on Amazon. With hundreds of deals, this page is filled with discounted products in every category imaginable. Between the Deal of the Day, Lightning Deals and Savings & Sales, it becomes every shopper’s dream to have a variety of discounted products to purchase right at their fingertips. Not only that, but as a seller, it also makes for a great opportunity to feature products in front of those hungry bargain shoppers.
Each Amazon deal type has a specific list of requirements and undergoes an approval process by Amazon before being featured on the Today’s Deals page. Deals need to run at certain discounts and depending on the deal, the potential revenue threshold can be hundreds of thousands of dollars.
Say you’re a seller on Amazon and today is your day. You jumped through all the hoops to submit one of your top products for a Lightning Deal and it finally got approved by Amazon. You cannot wait to watch the percentage claimed graph on your listing skyrocket as shoppers scoop up your product. You only have four hours to reach thousands of shoppers on the Lightning Deals page and you couldn’t be more excited to see the results.
As you cozy up to the computer screen to watch the show, you notice something is not quite right. The deal isn’t running and you are no longer in the buy box. You scroll over and see that it is the same pesky unauthorized seller in the listing priced below you, and due to Amazon’s guidelines for deals, the deal has shut off because their price is now lower than the deal price you had submitted.
Pricing violators and unauthorized sellers interrupt listings every day on Amazon. They are a force to be reckoned with in the wild west of Amazon and can negatively impact your sales on the marketplace. The worst part is that they can hurt promotions like Lightning Deals that take a lot of work to set up. The best way to prevent issues like this is to be proactive with your listings and know who else is selling your product on Amazon. Set yourself up for success before running marketing on Amazon and know what the landscape looks like for your brand.