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  • Writer's pictureBrian Cummings

Reach Business Customers with Amazon Business and sell B2B with Amazon

Updated: Oct 25, 2023

Introduction to Amazon Business

Struggling to navigate the world of Amazon Business selling? You're not alone. In fact, Amazon's B2B marketplace hit a whopping $35 billion in annualized sales as recently as 2023.

This article is your roadmap, offering clear-cut strategies for boosting your sales on this massive eCommerce platform. Let's dive into everything you need to know - and conquer the art of B2B selling on Amazon!

Key Takeaways

  • Amazon Business is a powerful platform for B2B selling, with $35 billion in annualized sales as of 2023.

  • Sellers on Amazon Business benefit from increased reach, access to business buyers, bulk pricing options, streamlined sales processes, and Prime eligibility.

  • To succeed on Amazon Business, sellers should optimize product listings, leverage customer reviews and promotions, join the Amazon Business Seller Program, invest in advertising, expand product offerings, utilize FBA for fast shipping, monitor competition and adjust pricing strategically.

Want to learn how to monitor your Amazon success? Read our article on Amazon Brand Analytics Reports here.

Or are you ready to upgrade your eCommerce fulfillment without breaking the bank? Check our pricing.

What is Amazon Business?

Amazon Business is Amazon's dedicated platform for business-to-business transactions, allowing sellers to reach a larger customer base and tap into the growing B2B ecommerce market.

Overview of Amazon Business

Amazon Business, also referred to as Amazon B2B, is a powerful eCommerce platform created by the global retail giant for business-to-business transactions. Launched in 2015, it has grown exponentially, reaching $35 billion in annualized sales by 2023.

It's a comprehensive marketplace where merchants can simultaneously cater to both individual retail customers and businesses buyers. With this platform, sellers get access to not just an extensive customer base but also have the flexibility of offering one-off or ongoing purchasing options.

This strategic approach has benefited Amazon immensely; helping them build a robust B2B marketplace over the last 25 years.

Benefits for Sellers

  1. Increased Reach: Selling on Amazon Business allows sellers to tap into a vast customer base of business buyers, expanding their reach and potential sales.

  2. Access to Business Buyers: With Amazon Business, sellers have the opportunity to connect with a targeted audience of business buyers who are specifically seeking products for their organizations.

  3. Bulk Pricing: Sellers can offer bulk pricing options on Amazon Business, attracting larger orders from businesses looking to purchase in larger quantities.

  4. Streamlined Sales Process: Amazon Business provides a streamlined sales process, making it easier for sellers to manage and fulfill orders efficiently.

  5. Prime Eligibility: By selling on Amazon Business, sellers can make their products eligible for Prime shipping, offering faster delivery and enhanced customer satisfaction.

  6. Business-Focused Tools and Services: Amazon Business offers specialized tools and services tailored to the needs of B2B sellers, including analytics, inventory management tools, and dedicated customer support.

  7. Exposure to New Markets: Selling on Amazon Business provides sellers with the opportunity to enter new markets and expand their customer base beyond traditional retail customers.

  8. Enhanced Brand Visibility: With millions of monthly visitors on Amazon Business, sellers can gain greater brand visibility and awareness among business buyers.

  9. Fulfillment by Amazon (FBA) Option: Sellers can take advantage of the FBA option on Amazon Business, allowing them to leverage Amazon's fulfillment network for efficient order processing and shipping.

  10. Competitive Advantage: By listing products on Amazon Business, sellers can gain a competitive edge over competitors who solely focus on traditional retail channels.

If you want to bump up your strategy to boost your conversions - the Amazon brand story is one effective tool. Learn how to optimize the brand story feature in this article.

How Does Amazon Business Work?

Amazon Business works by allowing sellers to list their products on the platform and offer them to business buyers. Sellers can create a business account through Seller Central and set up their listings with bulk pricing options for business customers.

To boost sales, sellers can optimize their product listings using Amazon SEO techniques and participate in programs like Fulfillment By Amazon (FBA).

Selling on Amazon Business

To sell on Amazon Business, you need to create an Amazon Business Account and set up a Seller Central account. This will give you access to the tools and resources needed to manage your listings, fulfill orders, and provide customer service.

One of the key benefits of selling on Amazon Business is the ability to offer bulk pricing and discounts specifically for business customers. This can help attract larger orders and build relationships with corporate buyers.

Additionally, being Prime eligible can significantly increase your visibility and sales potential on the platform. Remember, Amazon Business is a rapidly growing marketplace that reached $35 billion in annualized sales in 2023, so it's important for FBA sellers to tap into this market opportunity.

Business Pricing and Requirements

Selling on Amazon Business comes with its own pricing and requirements. Here's what Amazon FBA sellers need to know:

  1. Registration: To sell on Amazon Business, you need to have a professional selling account on Amazon Seller Central.

  2. Verification: Sellers are required to go through a verification process to ensure they are legitimate businesses.

  3. Pricing: Sellers can offer bulk pricing for business customers, allowing them to save money when buying in larger quantities.

  4. Quantity Discounts: Offering quantity discounts can attract more business customers and increase sales.

  5. Business Prime: Sellers can choose to offer their products as Prime eligible, which gives them access to millions of potential customers who are part of the Amazon Prime program.

  6. Seller-Fulfilled Prime: This program allows sellers to fulfill orders themselves while still offering the benefits of Prime shipping.

  7. Taxes and Invoices: Sellers need to comply with tax regulations and provide accurate invoices for business customers.

  8. Product Listings: Accurate and detailed product listings are essential for attracting business buyers and increasing conversion rates.

  9. Customer Support: Providing excellent customer support is crucial in maintaining positive relationships with business customers.

  10. Analytics and Performance Metrics: Utilize the analytics tools provided by Amazon Business to track performance and make data-driven decisions to improve sales.

Boosting Sales on Amazon Business

To boost sales on Amazon Business, here are some strategies that Amazon FBA Sellers can implement:

  1. Optimize your product listings: Use relevant keywords in your product titles, descriptions, and bullet points to improve visibility in search results. Ensure high-quality images and accurate product information to attract potential buyers.

  2. Leverage customer reviews: Positive customer reviews can significantly impact sales. Encourage satisfied customers to leave reviews by providing excellent customer service and following up with them after their purchase.

  3. Take advantage of promotions and deals: Offer discounts or promotions on select products to entice customers and increase sales volume. Utilize features like Lightning Deals and Coupons to attract attention from both retail customers and business buyers.

  4. Join the Amazon Business Seller Program: Sellers who join the Amazon Business Seller Program gain access to exclusive benefits such as business pricing, quantity discounts, and the ability to offer tax-exempt purchases for eligible customers. Adjusting your pricing strategy accordingly can attract more B2B buyers.

  5. Invest in Sponsored Products advertising: Boost your product visibility by running Sponsored Products campaigns targeted towards relevant keywords or specific categories. This allows you to reach a wider audience and increase sales potential.

  6. Expand product offerings: Consider expanding your product line on Amazon Business by identifying popular categories or the needs of business buyers. Offering a diverse range of products can help attract new customers and increase cross-selling opportunities.

  7. Utilize Fulfillment By Amazon (FBA): Opting for FBA ensures fast, reliable shipping for customers, which can lead to higher conversion rates and increased sales. FBA also makes your products eligible for Prime benefits, appealing to both retail shoppers and business buyers seeking fast shipping options.

  8. Monitor competition and adjust pricing accordingly: Regularly analyze competitors' prices to ensure that yours remain competitive within the marketplace. Adjusting prices strategically can help capture more sales without sacrificing profitability.

  9. Improve product visibility through SEO optimization: Utilize relevant keywords, detailed product descriptions, and backend search terms to improve organic rankings in Amazon's search results. Better visibility increases the chances of attracting potential buyers.

  10. Offer top-notch customer service: Promptly respond to customer inquiries and provide excellent customer service throughout the buying process. Positive interactions can lead to repeat purchases and positive reviews, ultimately boosting sales.

Curious about other ways Amazon helps sellers succeed in their platform? Read all about the Amazon's Choice badge here.

Pros and Cons of Amazon Business

Selling on Amazon Business can offer several advantages, such as access to a large customer base and the opportunity to increase sales. However, there are also some considerations that sellers should keep in mind, such as the competition and potential fees associated with selling on Amazon Business.

Advantages of Selling on Amazon Business to Business (B2B)

  1. Increased visibility and customer reach: Selling on Amazon Business opens up your products to a wide range of business customers, allowing you to tap into a larger market. With over millions of active business buyers, you have the potential to reach more customers and increase your sales.

  2. Access to business-specific features: Amazon Business offers a range of features tailored specifically for B2B sellers. These include bulk pricing options, quantity discounts, and the ability to create custom catalogs for different businesses. These features make it easier for businesses to order in bulk and streamline their purchasing process.

  3. Enhanced credibility and trust: By selling on Amazon Business, you benefit from the trusted reputation of the platform. Businesses are more likely to trust buying from well-established platforms like Amazon, which can give your brand an edge over competitors.

  4. Streamlined logistics and fulfillment: With Amazon FBA (Fulfillment by Amazon), you can take advantage of their efficient logistics network to handle storage, packaging, and shipping of your products. This frees up your time and resources so that you can focus on growing your business.

  5. Prime eligibility: As an Amazon Business seller, you have the opportunity to qualify for Prime eligibility. This means that your products will be eligible for fast shipping options such as free two-day or one-day shipping through Amazon's Prime program. This can attract more customers who value quick delivery times.

  6. Analytics and data insights: Through Seller Central, Amazon provides detailed analytics and data insights that can help you understand customer behavior, optimize your product listings, and make data-driven decisions to improve your sales performance.

  7. Customer trust through reviews: The customer review system on Amazon Business allows businesses to leave feedback about their experience with sellers. Positive reviews can build trust with potential buyers and encourage them to choose your products over competitors'.

  8. Opportunity for long-term partnerships: Selling on Amazon Business gives you the opportunity to establish long-term relationships with business customers. Once they have purchased from you and are satisfied with your products, they are more likely to become repeat customers, leading to a consistent revenue stream.

  9. Access to Amazon's marketing tools: Amazon offers various marketing tools such as Sponsored Products and advertising campaigns that can help increase the visibility of your products and attract more customers.

  10. Global reach: Amazon has a global presence, allowing you to expand your business internationally and reach customers around the world. This can open up new growth opportunities for your brand.

By taking advantage of these benefits, Amazon Business can significantly boost your sales and help you thrive in the B2B marketplace.

Disadvantages and Considerations

  1. Increased competition: With the growing popularity of Amazon Business, more sellers are entering the marketplace, leading to increased competition for products.

  2. Price pressure: The competitive nature of Amazon Business can lead to price pressure, as sellers may need to lower their prices to stay competitive and win sales.

  3. Review management: Building positive reviews and managing customer feedback is essential on Amazon Business. Negative reviews can significantly impact a seller's reputation and sales.

  4. Compliance with policies: Sellers must adhere to Amazon's policies, including product guidelines, fulfillment requirements, and customer service standards. Failure to comply can result in account suspension or loss of selling privileges.

  5. Seller fees: Selling on Amazon Business comes with various fees, including referral fees, fulfillment fees, and monthly subscription fees for Professional selling accounts.

  6. Inventory management challenges: Optimizing inventory levels and keeping track of stock can be challenging on Amazon Business, especially during peak seasons or when dealing with high-demand products.

  7. Customer expectations: Customers on Amazon Business have high expectations for fast shipping, excellent customer service, and reliable product quality. Meeting these expectations consistently is crucial for success.

  8. Brand control: As a third-party seller on Amazon Business, maintaining control over your brand image can be difficult due to the influence of customer reviews and competitor listings.

  9. Counterfeit products: The risk of counterfeit products being sold by unauthorized sellers is a concern on Amazon Business. Monitoring your listings and taking appropriate action against counterfeiters is necessary.

  10. Limited customization options: Compared to selling through your own website or storefront, customization options are limited on Amazon Business. This may affect the branding and unique selling points of your products.

Remember that understanding and addressing these disadvantages will help sellers navigate the challenges and maximize their success on Amazon Business.

Conclusion and Next Steps for Sellers

In conclusion, Amazon Business offers a great opportunity for sellers to tap into the B2B market and grow their sales. With its extensive reach and established infrastructure, sellers can benefit from increased visibility and access to business buyers.

However, it's important for sellers to carefully consider the pros and cons before diving into Amazon Business, as it may require additional resources and strategies. Overall, with the right approach and utilization of Amazon Business tools, sellers can find success in this growing marketplace.

Ready to scale your eCommerce fulfillment? Contact us now.


1. What is Amazon Business and how does it differ from regular Amazon?

Amazon Business is a platform designed specifically for B2B (business-to-business) sellers, offering features and benefits tailored to the needs of businesses. It provides access to business-only pricing, quantity discounts, and tax exemptions.

2. How can I start selling on Amazon Business?

To start selling on Amazon Business, you need to create an account as a professional seller and provide information about your business. Once approved, you can list your products, set prices, and manage your inventory through the seller dashboard.

3. Can I sell both to individual consumers and businesses on Amazon Business?

Yes, as a seller on Amazon Business, you have the option to sell to both individual consumers and businesses. You can choose which products or listings are available exclusively for business customers or open to all customers.

4. Are there any additional requirements or considerations for selling on Amazon Business compared to regular Amazon?

While many aspects of selling on Amazon Business are similar to regular Amazon, there may be additional requirements depending on the category or type of product you sell. For example, some categories may require specific certifications or documentation for verification purposes.

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