Guide
How to advertise on Amazon Business
This guide will help you unlock your full business-to-business (B2B) advertising potential on Amazon Business.
You do not need to register again if you are already registered with Amazon Ads. You can sign in directly to your Amazon Ads account.
Learn how to reach specific B2B audiences and optimize your campaigns
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Welcome to our comprehensive guide for advertisers navigating the unique landscape of the Amazon Business store. This guide will help you unlock your full business-to-business (B2B) advertising potential on Amazon Business by showing you how to leverage Sponsored Display B2B audience targeting and Sponsored Products exclusive bid adjustment and reporting.
What is Amazon Business?
Businesses and organizations have different needs than individual buyers. Amazon Business simplifies buying for organizations of any size with business-relevant selection, innovative tools and features like Business Prime, plus the convenience and value of Amazon. The search functionality is the same for all sellers and vendors on Amazon Business and Amazon.com. The shopping experience is also largely the same, with additional features to support preferred restricted policies based on price and business-appropriate products. Advertisers can reach millions of potential business buyers with ad products, which includes Sponsored Products, Sponsored Brands, Sponsored Display and Amazon DSP.
Let’s start with a quick video to introduce you to Amazon Business Ads.
Introduction to Amazon Business
Who are Amazon Business customers?
Amazon Business customers have completed the business account registration process and have been verified as businesses. These business buyers range from sole proprietors to Fortune 100 companies in various industries including for-profit, non-profit, and government organizations. Business customers typically order larger quantities than individual consumers and return products less frequently. All business shoppers access the Amazon Business experience by logging in with their business accounts.
What differentiates business buyers from consumers buyers?
Amazon Business offers business buyers the familiar and convenient shopping experience they expect, but with specialized tools to meet their unique needs. As a seller, you have access to B2B features to attract and engage business buyers, expanding your sales to a new customer base.
- On average, B2B buyers are 3x more likely to purchase an item after viewing its product page than B2C buyers1
- B2B customers have a 50% lower return rate compared to B2C customers1
- On average, orders from business customers contain 80% more units than orders from consumers1
Why advertise on Amazon Business?
Advertising on Amazon Business can help you better reach and acquire high value business buyers who purchase products in bulk and convert more. On average, advertisers see a 2x to 3x higher return on ad spend on Amazon Business relative to the overall campaign performance.1
Where do Amazon Business ads appear?
Amazon Business rides the same rails of the the Amazon store, and share the same ad placements including top of search, rest of search, and product detail pages. Today, advertisers can leverage Sponsored Products, Sponsored Brands, and display ads to market their products on Amazon Business. When advertisers launch Sponsored Product campaigns, by default, the ads are eligible to be shown on across all placements on Amazon.com and Amazon Business. All existing campaign creation and management controls apply to Amazon.com and Amazon Business, and existing performance reporting shows a blended view of performance across Amazon.com and Amazon Business.
New: Sponsored Products bid adjustment
The Amazon Business bid adjustment is optional and allows you to boost your bids by any percentage up to 900% across all Amazon Business ad placements only. By boosting your bids for Amazon Business ad placements, you are more likely to have your ads surface on Amazon Business and correspondingly generate more impressions, clicks, and sales (better reach and engagement) from valuable business shoppers. On average, advertisers see a 2x to 3x higher return on ad spend on Amazon Business relative to the overall campaign performance.1
The Amazon Business bid adjustment can be used either in addition to other placement bid adjustments or by itself. You will also see dynamic in-line alerts that explain the impact of your Amazon Business bid adjustment on your final bids.
Watch the video below to learn how you can apply these changes.
What is Sponsored Products bid adjustment for Amazon Business?
New: Sponsored Products reporting
Amazon Business exclusive performance reporting will be available via the online and offline Sponsored Products placement reports. These reports will show you your Sponsored Products campaign performance on Amazon Business at the overall level (online report) and at the placement-level (offline report; ex. Amazon Business top of search vs Amazon Business rest of search; offline). This data can be used to guide your use of the Amazon Business bid adjustment.
Watch the video below to learn how you can apply these changes.
What is Sponsored Products reporting for Amazon Business?
For more information about Sponsored Products bid Boost and reporting, please review our help page.
Use Sponsored Display B2B audience targeting
To reach business buyers, leverage B2B audience targeting on Sponsored Display and Amazon display ads. You can choose any of the available Amazon Business audiences (labeled LS - B2B - Amazon Business) to do this.
Advertisers saw an average of 41.76% increase in Sponsored Display campaign impressions on Amazon Business when they adopted B2B segments in audience targeting as compared to when they did not adopt B2B segments in audience targeting. 1
Watch the video below to learn how you can apply these changes.
What is Sponsored Display audience targeting?
For more information about Sponsored Display audience targeting, please review our help page.
FAQs
No, the adjustment will only be triggered for ads that will appear on Amazon Business, and will not affect your bids outside of the AB store in the same campaign.
You can use Amazon Business performance data, e.g., return on ad spend (RoAS) on Amazon Business relative to overall campaign RoAS, to inform your decision on the percentage input for the bid adjustment. The Amazon Business performance data can be accessed via the offline downloadable Placement report in the Reporting Center and in the Campaign Manager “Bid adjustments” tab (formerly “Placements” tab), within the “Amazon Business placements“ sub section.
Yes, these adjustments are applied for each respective placement across all supply including Amazon Business.
Using this Amazon Business adjustment is optional and it is turned off by default. If you have setup a campaign with the adjustment and no longer wish to use it, you can adjust your input to 0% in the Campaign Manager “Bid adjustments” tab (formerly “Placements” tab), within the “Amazon Business placements” sub section.
1 Amazon internal data, WW advertisers, 2023/10/1-2024/3/31, comparing performance 3 months after including business segments in campaign targeting to 3 months prior.