Amazon Cyber Monday & Black Friday promotions

Amazon Opens Up Pre-Approval For Holiday Promotions

Amazon just sent out their notice that retailers can submit their Black Friday and Cyber Monday deals. Definitely recommended to get started early. I’ll let you hear it right from the horse’s mouth.  Here’s the notice they just sent out:

Hello,

The holiday season is fast approaching. Your pre-approved Lightning Deal recommendations for Black Friday (November 24) and Cyber Monday (November 27) are ready to be accepted.

You can also submit promotions to run between November 1 and December 31 from the Promotions homepage in Vendor Central.

To accept a Lightning Deal recommendation to be considered for Black Friday or Cyber Monday:

  1. Sign in to Vendor Central
  2. Go to Merchandising > Marketing Recommendations
  3. Review and accept recommendations. It takes just two clicks. (Not all vendors receive recommendations.)

To submit a Lightning Deal to be considered for Black Friday or Cyber Monday:

  1. Sign in to Vendor Central
  2. Go to Merchandising > Promotions
  3. Select Create a promotion
  4. Choose Lightning Deal, and then select I want Amazon to consider my deal for Black Friday or Cyber Monday

All Lightning Deals and Best Deals must meet the following minimum criteria to be considered for Black Friday or Cyber Monday:

  • Lightning Deals must have a per-unit funding amount that supports a deal price lower than the lowest price since January 1, 2017 and is at least 5% lower than the lowest price in the last 30 days and a discount of at least 20% off the current Amazon retail website price on the date of submission.
  • Best Deals must have a per-unit funding amount that supports a deal price that is the lowest price in the last 90 days and a discount of at least 20% off the current Amazon retail website price on the date of submission.
  • The deal is submitted no later than Monday, October 16.
  • Only one Lightning Deal per product is submitted using the checkbox option.

If your Lightning Deal is approved by October 16 Amazon will consider your submission for Black Friday or Cyber Monday and choose a start date between November 20 and December 3 for your deal. Amazon does not guarantee that your deal will run on Black Friday or Cyber Monday. If you want your Best Deal to run between November 20 and December 3, you cannot select a start date or end date before or after these dates.

All other holiday Lightning Deals and Best Deals must meet the following criteria:

  • Lightning Deals must have a per-unit funding amount that supports a deal price lower than the lowest price since January 1, 2017 and is at least 5% lower than the lowest price in the last 30 days and a discount of at least 15% off the current Amazon retail website price on the date of submission.
  • Best deals must have a per-unit funding amount that supports a deal price that is the lowest price in the last 90 days and a discount of at least 15% off the current Amazon retail website price on the date of submission.
  • The product is projected to sell more than our minimum customer demand as determined by our proprietary forecasting model.
  • The product has a rating of 3 stars or higher on the date of submission.
  • The selected start date is at least 4 weeks ahead of the date that you submit the promotion.
  • You cannot select a start date for your Lightning Deal between November 20 and December 3. We will choose the deals submitted for Black Friday or Cyber Monday for these dates.

Additional things to keep in mind:

  • Deals on the same product cannot repeat within a 7-day period.
  • For each product included in your Lightning Deal, provide the maximum unit quantity. This is the maximum number of units that you will fund for each product. Do not enter more units than you have ready to immediately ship to Amazon.
  • To allow Amazon to consider placing purchase orders (POs) at a lower product cost instead of paying per unit sold, select I want Amazon to evaluate my deal and consider placing purchase orders at a reduced promotional cost when you enter your promotion details. Do not select the box if you prefer to pay per unit sold.
  • Amazon retains the right to reschedule or cancel the promotion at any time. If your promotion is not approved within 7 days, it will be cancelled by Amazon.
  • Starting 14 days prior to the start date of your Lightning Deal and up until 24 hours before the deal goes live, we will notify you if the per-unit funding for your Lightning Deal does not support a low enough price. You can edit and resubmit your promotion with the required funding amount by selecting ‘Edit’ on the promotion’s detail page. If you do not provide the necessary funding, your Lightning Deal will not run. You could receive a notification 24-hours before the start date, so please check your email to ensure that your deal runs.
  • If your best deal does not support a low enough price, Amazon will run the promotion as a price discount on the product’s detail page. You will still be responsible for the discount amount on each unit sold.

Thank you for your partnership.

Amazon Promotions Team

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