Amazon’s flash sales are limited-time special sales that last for 4 hours in the US and 6 hours in Europe. Flash sales are charged by ASIN, with a fee of $150 per ASIN.
(1) Benefits of flash sales to sellers
In addition to the benefits promised by the Amazon platform, sellers can also obtain the following benefits through flash sales.
① Improve the discoverability of brands and products. By featuring their products on the Amazon “Z Flash Sales” page, sellers will have the opportunity to discover their products that have never been exposed to buyers. Sellers can create flash sales for each recommended product to show buyers new products.
② Create a halo effect for the seller’s entire brand. The launch of a flash sale may cause a sales surge, but this number can continue after the flash sale period, which we call the “halo effect”. In addition to improving product discoverability, some sellers’ recommended products and other brand catalog products will continue to increase sales within a month after the launch of the flash sale.
③ Clear out overstocked or end-of-season inventory. If the seller’s Amazon logistics inventory is overstocked or they want to clear out the unsold inventory, flash sales are also very useful for clearing out their current Amazon logistics inventory.
(2) Channels for applying for flash sales
Sellers have two channels to apply for flash sales. One is the Lightning Deals recommendation that appears automatically in the background or through the Lightning Deals under Advertising; the other is to apply through the investment manager channel. For some new products that are not promoted, sellers can fill out the application form through the investment manager channel.
(3) Conditions for applying for flash sales
Currently, most Amazon sites have opened flash sales activities, and they are open to all categories. If sellers choose to let old products participate in Amazon flash sales activities, they can effectively accumulate historical sales and stabilize their rankings. However, sellers need to meet certain conditions to participate in flash sales activities, which are described below.
①For old products, the products must be compliant and have good sales
②It is best to choose suitable products to participate in flash sales activities and enter the warehouse through FBA.
③You must contact Amazon and fill out the application form.
④After Amazon’s review, the seller needs to determine the time schedule for the flash sale and make preparations in all aspects.
In addition, Amazon stipulates that products such as alcohol, medical products, and infant formula milk powder cannot participate in Lightning Deals activities.