Building opportunities with Amazon’s Black Business Accelerator

22 July 2021

Amazon is actively working to help build sustainable equity and growth for Black-owned businesses by targeting the barriers to access, opportunity and advancement created by systematic racism across America. Amazon’s Black Business Accelerator (BBA) provides dedicated resources to support the growth, success, and prosperity of Black business owners and entrepreneurs through financial assistance, business education and mentorship, and marketing and promotional support.

Kanda Chocolates is a brand of Sage & Alms, which is a Black-owned, woman-owned benefit corporation, and a BBA participant.

Balancing an imbalance

According to the US Census Bureau, only six per cent of US retail businesses are Black owned, despite the fact that Black Americans represent 14 per cent of the US adult population. In addition to being heavily underrepresented in retail, Black-owned businesses have also been disproportionately affected by the COVID-19 pandemic. The BBA programme aims to combat these societal barriers.

What does this mean for you as an Amazon Advertising client and Black business owner?

  • To start, all selling partners enrolled in BBA are eligible for at least one year of free strategic advisory services from Amazon’s skilled account management team. This one-on-one strategic support includes coaching, training and insights to help bring your business to the next level. Account managers can help with in-depth conversations on topics like product listings, sponsored ads and Fulfilment By Amazon.
  • The BBA programme also connects participants together with a network of business mentors, from Amazon experts to small-business thought leaders, to continue accelerating business growth.
  • Lack of access to capital is also a prevalent issue for Black business owners. BBA participants can access services and grants to help jump-start business growth and customer acquisition. Opportunities include Amazon credits and services valued at $3,900 that include free product imaging services and advertising credits. We’ve also collaborated with Hello Alice to launch an initial round of $10,000 cash grants to help stabilise and support Black-owned businesses. Applications are open, and details can be found at

In addition to the advertising credits, BBA participants receive individualised attention on how to choose advertising products and how to optimise targeting, bids and budgets. Our team of advertising experts reach out to participants through monthly emails or phone calls to work through strategic planning.

All of these optimisations work together to support a strong return on your ad spend across Sponsored Products, Sponsored Brands and Sponsored Display.
Karen Blackwell, Founder of CEO of Sage & Alms, has watched her business thrive since joining BBA. “Since enrolling in Amazon’s Black Business Accelerator, I’ve been able to enhance my listings with imaging services, build brand awareness using advertising credits and grow my business placement on the storefront. My account manager has been a coach, cheerleader and strategist. It honestly doesn’t get any better than that.”

Interested in joining the Black Business Accelerator? Learn more