Amazon isn’t just a retail giant — it’s also a major hub for business transactions. Within Amazon’s Seller Central portal, sellers gain access to specialized B2B tools that can help them engage corporate buyers, wholesalers and procurement managers. If you’re looking to scale your business beyond individual consumers, here’s how Amazon’s B2B features can help you succeed.
The B2B Benefits Every Amazon Seller Should Know
Business-Specific Pricing and Bulk Discounts
One of the biggest advantages of selling B2B on Amazon is the ability to tailor pricing to meet the needs of larger, more strategic buyers. These flexible pricing options help sellers stay competitive while encouraging repeat, high-volume purchases. You can:
- Offer bulk discounts that incentivize larger purchases
- Set exclusive price points for registered business customers
- Customize pricing tiers to appeal to different buyer industries and segments
Business-Only Offers
If you want to separate your B2B sales from regular Amazon shoppers altogether, you can create listing offers that are only visible to verified business customers. This helps you maintain competitive pricing strategies without affecting your consumer-facing offers.
Verified Seller Credentials and Trust Signals
Amazon allows sellers to enhance their brand credibility by showcasing verified credentials, such as:
- Small business or diversity certifications (e.g., Women-Owned, Minority-Owned, Veteran-Owned)
- Compliance documentation for industries that require it
- Climate-friendly product badge, verified by Amazon’s compliance team
Request for Quote (RFQ) Feature
Some businesses prefer negotiating pricing for large orders rather than making fixed-price purchases. With the RFQ feature, sellers can respond to bulk order inquiries and offer custom quotes based on volume and requirements. This opens the door to building long-term relationships with repeat business buyers who value flexibility and service.
Tax-Exempt Purchasing Through ATEP
The Amazon Tax Exemption Program (ATEP) allows business buyers who qualify for tax-exempt status (such as nonprofits, government agencies, and schools) to make purchases without sales tax. By participating, your listings become eligible for filters used by tax-exempt buyers — improving visibility and increasing the likelihood of selection during procurement.
Advanced Business Analytics
B2B transactions require data-driven strategies, and Amazon provides enhanced reporting tools for sellers to:
- Identify top business customers
- Analyze purchasing trends by volume and frequency
- Optimize business pricing and advertising strategies based on demand patterns
Access to this level of insight helps sellers make smarter, faster decisions. With clear data on who’s buying, how often and in what quantities, businesses can fine-tune their inventory and forecast demand with greater confidence.
Amazon Advertising: Expanding Reach for B2B Sellers
Amazon has been ramping up its B2B advertising solutions, helping sellers reach high-value business buyers with targeted ad formats and experimental beta programs.
SP Business Placement Bid Modifiers and SD Business Audience Targeting
Amazon advertisers can now configure business placement bid modifiers on Sponsored Product campaigns (akin to the other bid adjustment options that exist currently) as well as target Business audiences with Sponsored Display campaigns. These tools give sellers more control over spend and visibility, helping them prioritize the placements and audiences most likely to drive high-value B2B conversions.
Amazon DSP for B2B
With Amazon’s Demand-Side Platform (DSP), sellers can target business buyers across Amazon’s ecosystem and external websites, using detailed audience segmentation to increase engagement.
Closed Beta Programs: B2B SP & SB Campaigns
Amazon is testing beta features that allow sellers to create Sponsored Products and Sponsored Brands ad campaigns specifically targeting registered Amazon Business customers. These betas are currently invite-only, so reach out to your Amazon ads rep if you have one or wait until the beta opens to the general seller population. These betas have reportedly gone very well thus far, so the wait shouldn’t be long.
Why Amazon Is a Smart Move for B2B Sellers
- Bigger orders, bigger profits — Business customers typically purchase in bulk, increasing order values.
- Enhanced visibility & marketing tools — B2B advertising solutions help sellers capture corporate buyers.
- Growing demand — Amazon Business continues to expand, with millions of verified business customers worldwide.
Getting Started with Amazon B2B
Set up is simple:
- Register for a Seller Central Professional selling account if you don’t already have one.
- Set up your listings with any necessary package hierarchies and case pack or pallet information.
- Navigate to the B2B Central section and configure your listings with business pricing, discounts and exclusive offers.
- Optimize your advertising strategy to reach business customers.
Selling B2B on Amazon offers a lucrative opportunity for marketplace sellers to access high-value customers and scale their operations. By leveraging specialized pricing, tax-exempt sales, RFQs and advanced advertising tools, sellers can position themselves for long-term B2B success on Amazon’s growing platform.
Need help building a smarter B2B strategy on Amazon? Rocket55 brings marketplace expertise that turns complexity into growth. Let’s talk.