Until When is Amazon Time Sale? How to Determine Schedule and End Time: Tips for CVR Maximization
Time sales frequently held on Amazon. For EC operators and purchasing managers, grasping the time axis of "until when is this sale continuing?" has meaning beyond simple schedule management. In this article, we clarify the end logic of Deal of the Day and Lightning Deals, and thoroughly explain from the impact of countdown on consumer psychology (Loss Aversion) to strategies for optimizing Inventory Turnover from the perspective of a Senior Content Strategist.
Table of Contents (Click to Expand)
1. Amazon Time Sale Types and Basic End Time Logic
Amazon Time Sales are mainly divided into "Deal of the Day" and "Lightning Deal". These have fundamentally different algorithms for holding period.
- Deal of the Day: Usually limited to 24 hours (1 day). In principle designed to be unlikely to run out of stock, but mostly ends at 23:59.
- Lightning Deal: Ends in max 8 hours. However, ends immediately when Claimed limit is reached even within time .
From the operator's perspective, by using these sales properly, it is possible to strategically control short-term inventory clearance (Liquidation) and acquisition of new product awareness.
2. Visualizing "Until When": Confirmation Method of End Time and Consumption Rate
"Remaining time" influencing user's purchasing desire is updated in real-time on the product detail page. Especially in Lightning Deals, "amount added to cart" is displayed in bar format, and as it approaches 100%, anxiety about Opportunity Loss increases.
This UI powerfully stimulates "Scarcity Principle" in behavioral economics and functions as a powerful trigger to shift users from comparison consideration phase to immediate purchase phase.
3. CVR Maximization "Scarcity Principle" and Time Constraints
Clarification of deadline "until when" brings dramatic change to CVR (Conversion Rate). Since humans feel "pain of avoiding loss" larger than "joy of gaining profit" (Loss Aversion Bias), countdown just before end becomes the final push for purchasing decision.
Fig: CVR Transition with Time Passage During Sale Period (Image)
4. Correlation Analysis of Period Design and Inventory Turnover
In EC operation, sale is not just a promotional event. Releasing stagnant inventory at appropriate timing, Inventory Turnover is improved, and it is part of financial strategy to improve cash flow.
Especially when using Amazon FBA, precise Restock planning calculating back from sale end time is essential to avoid Long-term storage fees.
FAQ
- Q. What is the maximum duration of a Time Sale?
- A. Lightning Deals are max 8 hours. Deal of the Day and Big Sales (Prime Day etc.) may continue for 48+ hours in specific frameworks.
- Q. If I add to cart just before sale ends, can I buy later?
- A. Order must be completed within 15 minutes after adding to cart. After 15 minutes, the right expires and price automatically reverts to normal.
- Q. Will sold out sale items revive?
- A. If other users remove from cart or 15 minute expiration passes, "Waitlist" slot may be temporarily released.
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Grasping 'until when' Amazon Time Sales are held is building a marketing strategy reverse-calculating consumer decision logic. 24h slot for Special Time Sale, 8h for Limited Quantity, and early end by limited number. Understanding these and acting at the right time dramatically improves CVR and inventory efficiency.
Published: February 10, 2026 / Author: Yuta Ito
References
- [1] Amazon Seller Central Help: Deals and Promotions
- [2] Behavioral Economics: Scarcity and Urgency in E-commerce
