Yes . Amazon does tend to over-serve ads during Lightning Deals, and here’s why it happens:
Why ad spend surges during Lightning Deals:
Increased visibility = increased impressions = more spend
Lightning Deals push your product into higher-traffic placements (like the Deals page, home page modules, etc.). This automatically increases your exposure, especially on auto campaigns or broad match — leading to a spike in impressions and clicks.
Amazon’s algorithm aggressively bids during promotions
If you're using Dynamic Bidding – Up and Down or Bid+, Amazon may raise your bids automatically during the deal window to maximize visibility — even if those clicks don't convert.
Increased window shoppers, not just buyers
Lightning Deals attract a ton of low-intent traffic. People browse deals casually, compare prices, or just click without purchase intent. So your CPCs rise, but conversion rates often drop unless your offer is extremely compelling.
What to do next time:
Lower your daily budget or bid caps before the deal starts — especially if you’re using auto campaigns
Switch to manual targeting with tighter control over keywords and placements
Consider using fixed bids or dynamic – down only to prevent bid inflation
Watch search term reports after the deal — filter out irrelevant traffic and add negatives
Set separate campaigns for Lightning Deals with limited budgets, so your evergreen ads aren’t affected
Yes, Amazon can over-serve ads during Lightning Deals. The platform sees it as a window to push visibility hard, but that doesn’t always translate into conversions, especially if traffic quality drops. Best move: treat deals like a separate campaign strategy and manage bids/budget more tightly around them.
