[Must-See for New EC Managers] Amazon Lightning Sale: Definition of 'Until When' & Strategic CVR Maximization

In Amazon Marketplace sales strategies, accurately grasping the end timing of lightning sales, i.e., "until when it is held," is directly linked to the optimization of inventory turnover and the success of advertising operations. This article explains the termination conditions by type of lightning sale that new EC managers must keep in mind, and the basic knowledge for improving CVR (Conversion Rate) based on consumer psychology from a professional perspective.

1. Types of Amazon Lightning Sales and Strict Definition of "Termination Conditions"

There are mainly two types of Amazon Lightning Sales: "Best Deal" and "Lightning Deal", and the logic of termination "until when" differs for each. Understanding this difference is the key to appropriate inventory allocation and resource investment.

• Special Time Sale: Usually continues for 24 hours or during large-scale events (Prime Day, etc.). In principle, it is controlled by the time axis, but it ends if the inventory is sold out.
• Limited Quantity Time Sale: In addition to the maximum 8-hour time limit, the pre-set 'limited quantity' is the cap. Even within the time limit,it ends the moment the limited number is reached and automatically switches to the regular price.

2. Termination Logic of Lightning Deals and Cart Hold Function

A technical element that influences the "until when" deadline is the "15-minute cart hold function". When a consumer puts a product in the cart, that inventory is kept for 15 minutes. If payment is not completed during this time, the inventory is released again as a sale target.

EC managers should watch the "Percentage Claimed (Claimed %)" on the Seller Central dashboard. The "Only a few left" UX displayed as sell-out approaches stimulates consumer "Scarcity" and "Urgency" and accelerates purchasing decisions.

3. CVR (Conversion Rate) Surge Just Before Sale Ends Based on Data

The closer the end of the lightning sale approaches, the more significant the upward trend in CVR. The chart below conceptualizes the transition of conversion rates during the sale period. The point of maximizing sales is how to capture the "last-minute demand" just before the end.

Based on this data, dynamic operation such as adjusting the advertising budget (Amazon Ads / DSP) according to a few hours before the end is required for senior managers.

4. Strategic Inventory Management: Using Lightning Sales Beyond "Inventory Disposal"

You should avoid viewing lightning sales as mere "price reductions". The true purpose is cash flow improvement by increasing inventory turnover, and a positive impact on search ranking (SEO) by accumulating sales performance. Let's have a perspective of calculating the next arrival timing and lead time backwards from the end date of the lightning sale.