Each year, Q4 is the prove-or-perish quarter for Amazon sellers, and this holiday season promises to be bigger than ever. Amazon has officially opened the submissions for Prime Big Deal Days and Black Friday/Cyber Monday Week (BFCM)—two of the most important shopping events on the calendar.
For most brands, these holidays can be the ideal launch vehicle to gain huge visibility and cash in on the wave of consumer purchases. But before leaping in, it’s a good idea to balance both opportunity and price, because Amazon’s deal structures have both fees and prerequisites that can rapidly diminish margins.
Let’s dissect the deal categories, their deadline for submissions, and what they truly represent for your company.
Best Deals
- Discount Requirement: Minimum 15% off (though 30%+ typically secures stronger visibility).
- Amazon Fee: $1,000 per deal.
- Deadlines: Sept 12 (Prime Big Deal Days), Oct 28 (BFCM).
Best Deals run for a longer duration compared to Lightning Deals, often giving sustained visibility. However, the $1,000 fee can feel steep, especially if you’re discounting heavily. These are most effective if you already have a proven high-demand product and strong review history.
Lightning Deals
- Discount Requirement: Minimum 20% off.
- Amazon Fee: $500 per deal.
- Deadlines: Sept 12 (Prime Big Deal Days), Oct 28 (BFCM).
Lightning Deals are short, high-traffic bursts of exposure. They can spike sales velocity and improve ranking, but success depends on whether your discount and inventory are strong enough to stand out in a crowded marketplace. The lower fee compared to Best Deals makes this attractive for sellers looking for a test run.
Prime Exclusive Discounts (PED)
- Discount Requirement: Minimum 15% off.
- Amazon Fee: $100 (Prime Big Deal Days) / $245 (BFCM).
PEDs are Amazon’s budget-friendly option, especially for Prime members. While they may not deliver the same level of visibility as Best or Lightning Deals, they can still help you capture conversions from shoppers actively hunting for “Prime-exclusive” bargains. This is a good middle ground for sellers with tighter margins.
Coupons
- Discount Requirement: Minimum 5% off.
- Amazon Fee: $5 per coupon + 2.5% of sales attributed to that coupon.
Coupons continue to be the most flexible option, giving sellers control over timing and targeting. They also show up with an eye-catching green tag that can improve click-through rates. The costs are lighter, but because the discounts are smaller, impact on ranking may be less aggressive compared to Lightning or Best Deals.
The Profitability Dilemma
While the visibility from these deals can be game-changing, the financial reality is tough: Amazon’s deal fees stack on top of your discounts and FBA fees. For example, a $1,000 Best Deal with a 30% discount could mean breaking even—or worse—if your product margins aren’t healthy.
That’s why the smartest sellers approach deal planning strategically. Instead of treating these submissions as a blanket requirement, assess:
- Which SKUs can absorb the cost of fees and discounts?
- Do you want to push volume or protect margins?
- Is your inventory positioned to handle the sales spike?
- Would coupons or PEDs deliver a more balanced outcome?
Final Thoughts
Each year, Q4 is the prove-or-perish quarter for Amazon sellers, and this holiday season promises to be bigger than ever. Amazon has officially opened the submissions for Prime Big Deal Days and Black Friday/Cyber Monday Week (BFCM)—two of the most important shopping events on the calendar.
For most brands, these holidays can be the ideal launch vehicle to gain huge visibility and cash in on the wave of consumer purchases. But before leaping in, it’s a good idea to balance both opportunity and price, because Amazon’s deal structures have both fees and prerequisites that can rapidly diminish margins.
Let’s dissect the deal categories, their deadline for submissions, and what they truly represent for your company.
