Guide
How to advertise on Amazon Business
A guide to building a business-to-business (B2B) marketing strategy on Amazon Business.
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Learn how to increase bids for B2B audiences and optimize campaigns.
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 leveraging Sponsored Products and Sponsored Display to reach B2B audiences.
What is Amazon Business?
Amazon Business is a tailored experience that caters to the unique purchasing needs of organizations and businesses. It combines business-relevant selection, innovative tools, and features like Business Prime with Amazon's renowned convenience and value. Amazon Business serves verified business account holders from sole proprietors to multinational companies, including for-profit, non-profit, and government organizations. While the core shopping experience and search functionality remain consistent with Amazon.com, Amazon Business offers additional features useful for organizational needs. This includes tools for implementing preferred purchasing policies and access to business-appropriate products.
You can use Sponsored Products, Sponsored Brands, Sponsored Display, and Amazon DSP to reach millions of verified business buyers, such as procurement teams, decision makers, and bulk purchasers, right when they shop.
Let’s start with a quick video to introduce you to Amazon Business ads.
Introduction to Amazon Business ads
Who are Amazon Business customers and what differentiates them from consumer buyers?
Amazon Business customers are those who often place larger quantity orders and typically have lower return rates compared to individual consumers. Amazon Business is designed to accommodate distinct purchasing patterns while combining the familiar Amazon interface to create a specialized yet intuitive shopping experience for business users. The distinct advantages of reaching business buyers include:
Higher conversion rates
On average, B2B buyers are 3x more likely to purchase an item after viewing its product page than business-to-consumer (B2C) buyers.1
Larger order sizes
On average, orders from business customers contained 74% more units than orders from consumers in 2023.2
Lower return rates
B2B customers have a 42% lower return rate compared to B2C customers.3
Why advertise on Amazon Business?
Advertising on Amazon Business offers the unique advantage of reaching and engaging business buyers, who differ significantly from consumer buyers in their purchasing patterns and priorities. These buyers emphasize bulk purchasing, value long-term relationships, and require products that meet specific organizational requirements. Their decisions are heavily influenced by factors such as supplier reliability, cost efficiency, and alignment with procurement processes. Amazon Business bridges this unique B2B purchasing behavior with the familiar Amazon shopping experience. For sellers and vendors, this presents a valuable opportunity to tap into the B2B market segment through specialized features designed specifically for business buyer engagement.
Where do Amazon Business ads appear?
Amazon Business ads appear on business.amazon.com, a shopping experience that looks similar to the Amazon store. Advertisers can leverage Sponsored Products, Sponsored Brands, and display ads to showcase their products on Amazon Business. When launching Sponsored Product campaigns, by default, the ads are eligible to appear across all placements on the Amazon store and Amazon Business. All existing campaign creation and management controls apply to the Amazon store and Amazon Business, and existing performance reporting shows a consolidated view of performance across the Amazon store and Amazon Business.
What are the B2B advertising capabilities on Amazon Business?
Amazon offers the following tools to help reach relevant B2B customers, boost visibility, and observe performance:
1. Sponsored Products bid adjustment and placement reports
The Amazon Business bid adjustment is a feature that 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, generating more impressions, clicks, sales reach, and, as a result, engagement from valuable business shoppers. 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?
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). These reports 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.
Sponsored Products reporting for Amazon Business
For more information about Sponsored Products bid adjustment and placement reports, review the help page.
2. Amazon Business exclusive campaigns for Sponsored Products
Eligible advertisers can now exclusively reach business customers on Amazon Business using Sponsored Products ads. This allows you to tailor your B2B advertising strategy in the following ways:
- Set a B2B budget to allocate funds specifically towards reaching business customers
- Promote ASINs the advertiser wants to showcase to B2B shoppers
- Use B2B-relevant keywords to reach the relevant business audience
- Adjust bids and bidding strategies to increase sales on Amazon Business
Sponsored Products ads will only be shown to shoppers on the Amazon Business store. You will be able to access all existing Sponsored Products reports and Amazon Business-exclusive performance data to optimize campaigns, giving you a powerful way to connect with the valuable business customer segment on Amazon.
Advertisers who created Amazon Business exclusive Sponsored Products campaigns saw the following improvements on average:
- Impressions on Amazon Business increased by 219% compared to their existing campaigns with the same ASINs.4
- Clicks on Amazon Business increased by 156% compared to their existing campaigns with the same ASINs.5
- Sales on Amazon Business increased by 120% compared to their existing campaigns with the same ASINs.6
By tailoring your advertising strategy for the Amazon Business audience, you can drive better engagement and higher returns.
How are Amazon Business exclusive campaigns for Sponsored Products different than the Amazon Business Sponsored Products bid adjustment?
When deciding how to structure your Amazon advertising campaigns for business customers, you have two main options: using Amazon Business Sponsored Products bid adjustment or creating Amazon Business exclusive campaigns. The table below highlights the key differences between these approaches:
| Amazon Business Sponsored Products Bid Adjustment | Amazon Business Exclusive Campaigns | |
| When to Use | When you want to maintain a single campaign serving both Amazon retail and Amazon Business stores | When executing a B2B-specific advertising strategy for your product portfolio |
| Campaign Type | Campaigns serve across all of Amazon including Amazon Business | Separate campaigns exclusive to Amazon Business |
| Budget and Settings | Same budget and campaign settings for both audiences, with differentiated bidding strategy for Amazon Business | Separate budget and settings tailored for B2B strategy |
| Performance Reporting | Performance visible only through placement reports when selecting Amazon Business | Compatible with all existing Sponsored Products reports |
Reach out to your Amazon account manager to learn more about how to get started.
3. Sponsored Display B2B audience targeting
To reach business buyers, leverage B2B audience targeting on Sponsored Display and display ads. You can choose any of the available Amazon Business audiences (labeled LS - B2B - Amazon Business) to do this.
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, review the help page.
Reach out to your Amazon account manager to get started and learn more.
Example of Amazon Business ads
Case Study
Letaya, a Chinese brand specializing in steel storage solutions for home and office environments, rose to prominence in Amazon's metal office furniture category in the U.S. in just four years. To achieve international success, Letaya focused on developing products based on emerging office furniture trends and customer insights in order to engage high-value business buyers on Amazon Business.
FAQs
Sellers and vendors have access to reports within Seller Central and Vendor Central that show what percentage of B2B sales today come from Amazon Business.
Eligible advertisers are account managed advertisers who have sales on Amazon Business and a distinct B2B advertising strategy. In general, qualified advertisers offer B2B-specific products and services with business benefits like bulk packaging, quantity discounts, or specific industry or business use. If you see “Amazon Business” listed in the “Sites” section when creating a new campaign, you are eligible to create exclusive campaigns. To learn about enrollment, contact your Amazon Ads account manager or your Amazon Business account manager.
Your campaign will only be shown on the Amazon Business store and will not be shown on the Amazon store or other third-party sites or apps.
After creating a campaign with “Sites” set to Amazon Business, all existing Sponsored Products reports automatically reflect performance only on Amazon Business.
No, the adjustment will only be applied to ads that will appear on Amazon Business and will not affect your bids outside of the Amazon Business store in the same campaign.
You can use Amazon Business performance data, such as 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” subsection.
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 set up 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” subsection.
Sources:
1–3 Amazon internal data, data from Sellers with $80,000 or more in annualized sales, US 2023.
4–6 Amazon internal data, closed beta of managed advertiser accounts, US, EU5, JP, Sep–Dec 2024.