How to advertise on Amazon Business

Question 1

Answer

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.

Question 2

What is Amazon Business?

Introduction to Amazon Business

Answer

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.

Question 3

Who are Amazon Business customers?

Answer

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.

Question 4

What differentiates business buyers from consumers buyers?

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

Answer

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.

Question 5

Why advertise on Amazon Business?

Answer

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

Question 6

Where do Amazon Business ads appear?

Answer

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.

Question 7

Use Sponsored Display B2B audience targeting

What is Sponsored Display audience targeting?

Answer

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.

Answer

For more information about Sponsored Display audience targeting, please review our help page.

Question 10

FAQs

Who can access and use the Amazon Business bid adjustment and reporting?

Will the use of the bid adjustment affect bids for ad placements outside of Amazon Business?

How will I know how much to adjust my bids for Amazon Business?

Do placement bid adjustments made for top of search, rest of search, and product pages apply to Amazon Business?

What if I change my mind and no longer want to use an adjustment?

Answer

All advertisers can access and use both capabilities via Amazon Advertising Console, API, and bulksheets for Sponsored Products campaigns in the following Amazon Business marketplaces: US, CA, UK, FR, DE, IT, ES, IN, JP and MX.

Answer

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.

Answer

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.

Answer

Yes, these adjustments are applied for each respective placement across all supply including Amazon Business.

Answer

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.