How to build a B2B strategy with Amazon Advertising

Brands can now reach B2B audiences via Amazon Advertising

For consumers, buying online is an accepted part of life, and businesses are moving in the same direction. In 2019, the global B2B (business-to-business) e-commerce opportunity reached $12.2 trillion,1 and Gartner predicts that 80% of B2B sales interactions between vendors and buyers will occur in digital channels by 2025.2 When buyers were asked which online store they use to research and/or purchase B2B products, 72% of those surveyed named Amazon Business, and 55% of them expect to increase their spending on Amazon Business next year.3

One reason for this rapid shift to B2B e-commerce is that B2B buyers are starting to display the same behaviors as consumers and now use online channels to purchase B2B products. B2B buyers now work directly with vendors, whereas previously they would proactively contact buyers to sell their products. This means the majority of B2B vendors no longer need to put all their efforts into reaching buyers on a one to one basis. Instead, they need to increase the popularity of their brand, by increasing awareness among B2B buyers and present the right information where their target audience will see it. Online buyers will do the rest.

Brands that sell products and services to businesses require a digital strategy in place

According to eMarketer, 67% of B2B professionals agreed that their company invests in building its brand to make it more popular for potential buyers while they navigate digital channels to find what they need.4 B2B ecommerce is increasingly becoming strategic revenue channel for brands, with many companies integrating this as part of their sales operations. As a result, brands need to change the way they promote and advertise their B2B products, and every business selling a B2B product or service should have a digital presence and an online advertising strategy in place to reach their customers.

Amazon Advertising gives its customers the opportunity to reach B2B audiences

Amazon Advertising can support brands that want to reach B2B customers in two ways: Amazon B2B Audiences and Amazon Business Sponsorship.

Amazon B2B Audiences gives brands the opportunity to reach our B2B customers at scale, across our owned-and-operated inventory and across Amazon DSP. These audiences are based on Amazon first-party data and are available to any brands who wish to reach B2B customers across digital channels. Amazon Advertising’s audience capabilities use billions of shopping and viewing signals to help advertisers reach the most relevant audiences for their businesses. We have an array of audiences available that are included within this main cluster:

B2B AudienceDescription
Top 200 Selling B2B ASINReach customers who viewed or purchased at least one of the Top 200 Selling ASINs on Amazon Business.
Small and medium businessesEngage business customers whose shopping behaviors indicate that they run small- or medium-sized businesses.
Business ownersDrive consideration for your brand from customers who are owners or operators based on their interactions with Amazon programs such as Amazon Seller.
Business membersAddress customers who are identified as likely to be business owners based on their subscription to Amazon Business.
Customers with VATAddress customers who are likely to be business owners or professional freelancers based on VAT registration in their consumer or business accounts.
P-Card usersReach customers who are likely to be business owners based on their registration of a P-Card in the payment options section of their account preferences.
SIC Code audiences:
1. Agriculture, Forestry, and Fishing
2. Construction
3. Manufacturing
4. Transportation, Communications, Electric, Gas, and Sanitary Service
5. Wholesale Trade
6. Retail Trade
7. Finance, Insurance, and Real Estate
8. Services
9. Public Administration
Reach customers of specific industry types based on their SIC code (Standard Industrial Classification).

Ask your Amazon Advertising account executive if you want to learn more about B2B audiences available in your locale.

Case study

Samsung Business TV

In October 2020, Samsung activated a B2B campaign that included video, using the new B2B audience capabilities offered by Amazon Advertising.

The video completion rate (VCR) benchmark for previous TV campaigns was 72%,* and the introduction of new audience segments allowed to achieve an average VCR of 77%, with SIC Code** customers as the top performers (82% VCR).

The new business audiences allowed Samsung to reach a wider audience, enabling them to complete the campaign above goal.

The introduction of new audience segments allowed to achieve an average VCR of 77%, with SIC Code customers as the top performers.
Segments: 1. Wholesale Trade (SIC); 2. Retail Trade (SIC); 3. Business Owners; 4. Transportation, Communications (SIC); 5. Finance, Insurance, and Real Estate; 6. Services (SIC); 7. Users with corporate credit cards; 8. VAT customers; 9. Business customers; 10. Top 200 B2B; 11. Monitor; 12. Business, Retail and Science; 13. Television .

* Benchmarks IT market, TV category 2019,2020
** SIC CODES: Standard Industrial Classification