Further, there is no significant restriction on both the ticket size and the quantity of the stock in a deal Product Variety: This section is category agnostic and products from most categories are available here. Also, only the products which are Fulfilled by Amazon can be a part of this Product Type: Products that are part of Lightning Deals are required to have a minimum user rating of three stars. New deals can show up as frequently as every 5 minutes Frequency: Unlike the traditional format of flash sale where a single sale is marketed extensively for a long time and culminates into a single event, Lightning Deals are an on-going activity and different deals keep running throughout the day and night. Adding to the scarcity element, the time constraint design induces quick action The deal closes as soon as either the time expires or the stocks on offer get over. Further, if the user opts to add the item to his/her cart, they only have a limited window of 15 minutes to check out or else the product gets dropped from the cart. A countdown appears both on the main page and the listing. Time Constraint: A single deal runs for a limited period, which is usually around 6 hours. This design of scarcity leads to higher perceived value of the deal Further, in Lightning Deals, one user can purchase only one unit of a product. Though the absolute number of stock is not visible to the user, they can see the percentage of quantity booked by other customers in the form of ‘x% Claimed’. Quantity Restriction: Every deal has a predetermined quantity that is available in the deal.
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