Amazon Deals Guidelines

The Amazon Deals Guidelines outline the process for creating and managing Lightning Deals and Best Deals by vendors on Amazon Vendor Central. These promotional offers are time-bound and designed to enhance product visibility and sales.

• Types of Deals: Vendors can initiate two promos:

  • Lightning Deals: Feature an item with special branding for up to 12 hours.
  • Best Deals: Offer extended visibility for a limited number of days.

• User Permissions: Only Vendor Central account administrators and users with marketing permissions can manage deals via Promotion Central.

• Benefits: Effective Deals can significantly boost conversion rates, promote product discovery, and facilitate sell-through of inventory.

• Funding: Vendors must determine and provide per-unit funding, which is a monetary amount pre-tax, for each unit sold under the promotion.

• Product Eligibility: Products must meet specific quality, availability, and condition criteria, such as a 3+ star rating, new condition, appropriate imagery, and a compliant reference price.

• Product Categories: Certain categories, including restricted or inappropriate items, are not eligible for promotions.

The guidelines emphasize Amazon’s discretion in Deal approval, ensuring only attractive offers reach consumers.