In the menu bar below the search box on the homepage of Amazon’s official website, there is a special entrance for Today’s Deals. This is also the first choice for many consumers who want to buy discounted items. This transaction traffic entrance is also an important part of the natural traffic of the entire site. This entrance mainly contains Deal of the Day, Lightning Deals, Savings & Sales, Coupons, and Prime Early Access Deals. However, after entering from this entrance, except for the products under the item of Deal of the Day, which are always ranked in the top 3 positions, other products are not distinguished in detail. If consumers want to find their favorite products, they usually narrow the search range through the category column on the left to find the target product.
If sellers want to seize these traffic entrances, they must find ways to apply for some promotional activities.
1. Deal of the Day
It is the king of flash sales. The flash sales page has a label of “Deal of the Day”. There are only 3 ad slots per day, which are extremely rare and last for 24 hours. In terms of unit time traffic, conversion rate effect, and sales volume, Deal of the Day is the best promotion method. The application threshold for Deal of the Day is very high. Sellers must guarantee that there are at least 100,000 to 200,000 stocks in the FBA warehouse. This alone is enough to discourage most small and medium-sized sellers.
2. Lightning Deals
That is, LD flash sales, $150 per time, and the fees are higher during events such as “Prime Day”, “Black Friday”, and “Cyber Monday”. Sellers can apply for it independently in the account background. With the increase in the number of sellers applying, the effect of LD flash sales has been much worse than before. Many people may have only 3 to 5 orders for flash sales, and they have not even earned back the $150 LD flash sales application fee. When applying for LD flash sales, you must not only consider the promotion price, but also choose the time for the flash sales. If the flash sales time is scheduled at night or early in the morning of US time, the effect will definitely be greatly reduced. In addition, when we apply for LD flash sales, we try to submit the minimum quantity required by the system, so that our products can be sold as quickly as possible after the flash sales start. Amazon will also determine that our products are very popular in the market, and will give us a better flash sales position and greater exposure. Readers do not have to worry about the low inventory being sold out in seconds, which will cause the flash sales to fail. We can increase inventory at any time during the flash sales process to ensure sufficient supply of flash sales inventory.
3. Savings & Sales
This flash sale is the well-known Best Deals. This is the most cost-effective way in the flash sales activity. It is not only free, but also has a cycle of up to 14 days. If you can apply for it, it will bring a significant increase in the weight of the product. However, Savings & Sales has not yet opened the self-service application function. Currently, you have to register through the investment manager. In addition, the seven-day flash sales mentioned above will also appear in this section.
4. Coupons
You can set Amazon coupons by yourself in the background. Every time a buyer receives a coupon, Amazon will charge a service fee of $0.6, which may not seem like much, but it is a considerable cost when calculated. Products with coupons will appear on the coupon page of Today’s Deals, but products ranked lower are basically ignored, so if you want the coupon to be effective, you must put it on the homepage to grab this part of the traffic. The logic of coupons on the homepage and keywords on the homepage is the same. If more people apply for coupons, the number of people who use coupons to buy will increase accordingly, and it will naturally be on the homepage.
5. Prime Early Access Deals
Prime Early Access Deals is a member-only version of LD flash sales, mainly for Amazon’s Prime members. Compared with non-members, Prime can use LD discounts some time in advance, and LD will last longer for these members.