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Amazon Enlists Merchants to Provide Holiday Deals

Amazon will kick off holiday Lightening Deals on October 1st, and it waited until the first day of fall to enlist the aid of merchants to help bring those bargains to shoppers. “The 2015 holiday season is quickly approaching,” Amazon wrote in an invitation to select sellers on Wednesday, “and we’d like your help in providing amazing deals for Amazon customers.”

Amazon first opened up Gold Box deals and holiday deals to third-party merchants in 2013, and again invited sellers into its Holiday Deals program in October of 2014.

Amazon spokesperson Erik Fairleigh told us there was nothing to announce yet when we reached out for information this week. But according to the email invitation, sellers can submit deals now for consideration.

Amazon Lightening Deals run for 4 hours maximum. While invitations to participate are highly sought by sellers for the incredible quantity of a particular item they can sell in a matter of hours, savvy sellers are judicious in submitting products – many say it’s difficult to make money due to the pricing requirements

Amazon holiday Lightening Deals must meet the following pricing guidelines:

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  • They must be at least 20% off from the price listed on Amazon from the previous day;
  • They must be 20% off the average price from the previous 30 days;
  • And they must be the lowest price in the previous 12 months.

In revealing in July that worldwide seller units accounted for 45% of all Amazon paid units, the company said its third-party merchant business helps improve selection. Clearly it also helps improve deals that attract holiday bargain hunters.

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Ina Steiner
Ina Steiner
Ina Steiner is co-founder and Editor of EcommerceBytes and has been reporting on ecommerce since 1999. She's a widely cited authority on marketplace selling and is author of "Turn eBay Data Into Dollars" (McGraw-Hill 2006). Her blog was featured in the book, "Blogging Heroes" (Wiley 2008). Follow her on Twitter at @ecommercebytes and send news tips to ina@ecommercebytes.com.