It isn’t compulsory to sell your products on Amazon as a lightning deal. For the numerous reasons we have already stated, it’s in your best interest, and the best interest of your sales numbers, to use them as much as possible.
But, as we have also said - it isn’t free to be included in the list of lightning deals. The main reason sellers have skipped lightning deals is the price of admission. As we know, it costs sellers upwards of $150 to run a Lightning deal on Amazon. To some, selling one discounted product will make up for this fee, and other sellers will need to sell forty products just to cover the $150 fee. Ensure you consider this before you lock yourself into three days worth of lightning deals.
A second reason sellers have ignored the lure of lightning deals in the past is inventory, or a lack thereof. The purpose of a lightning deal is to give your sales a huge boost. Don't do it if you’re not going into it expecting or hoping for increased sales volume. To handle the increased sales, sellers must ensure they have the inventory to cover it. If you can’t operate in increased sales, it’s not the time to sign up for an Amazon lightning deal.