If you’re already an Amazon seller with some experience under your belt, you’re probably always looking for ways to expand your reach, diversify your revenue, and grow your business. One way to do that is to tap into the thriving world of B2B selling on Amazon.
While most people associate Amazon with consumer shopping, there’s an entire ecosystem built specifically for businesses. Amazon Business is Amazon’s dedicated business-to-business (B2B) platform, and it’s filled with potential for intermediate and advanced sellers.
This guide will walk you through everything you need to know about how to sell on Amazon B2B, whether you’re just curious or ready to jump in today.
What Is Amazon B2B?
Amazon B2B, also referred to as Amazon Business, is a marketplace designed specifically for business customers. These aren’t your average online shoppers, though; they’re typically companies, schools, hospitals, and government agencies buying in bulk or seeking specific features like tax exemption, invoice payments, and negotiated pricing.
The infrastructure is familiar for those who already sell on Amazon, but the buyer and the selling dynamics are a little different. With Amazon Business to Business, your potential customer is a company looking for efficiency, value, and business-grade service.
Why Sell on Amazon B2B?
Amazon Business generated over $35 billion in annualized sales, with more than 5 million business customers across the globe. If you’re not tapping into that market, you’re potentially leaving money on the table.
Here are a few advantages to B2B on Amazon:
Bigger Order Sizes
Unlike retail customers who typically purchase one or two items at a time, B2B customers often place bulk orders. This means:
- Higher average order value (AOV): A single business order might equal ten or more consumer orders.
- Lower customer acquisition costs: Because each transaction brings in more revenue, your cost per acquisition decreases relative to value.
- More efficient inventory movement: Bulk sales can help turn over slow-moving SKUs and simplify warehouse management.
This is especially useful for sellers in categories like industrial supplies, office products, tools, and packaging materials.
Recurring Orders
Businesses are creatures of habit. Many organizations have ongoing needs and will reorder the same items regularly, whether weekly, monthly, or quarterly. When you earn a business customer’s trust, you’re likely to become part of their long-term procurement process.
Benefits include:
- Predictable revenue: Stable cash flow helps with forecasting and operational planning.
- Increased customer lifetime value (CLV): One satisfied customer can generate revenue for months or even years.
- Opportunities for subscriptions: Amazon Business supports recurring purchases, and you can encourage automatic reorders with quantity discounts and dependable fulfillment.
If you’re great at fulfillment and maintaining stock, this can become a strong foundation for growth.
Less Competition
The B2B marketplace is still underutilized. While millions of sellers compete on Amazon’s consumer side, far fewer are taking advantage of Amazon Business. Many sellers haven’t optimized their listings for business buyers, and some haven’t even opted into the program.
Here’s what this means for you:
- Greater visibility: With fewer optimized listings, your products are more likely to appear in search results for business buyers.
- Room to build a brand: In B2B, trust and reliability are huge. There’s an opportunity to position yourself as a go-to brand in your niche.
- First-mover advantage: In many categories, especially niche or specialized B2B products, sellers who enter early can dominate before competition increases.
The learning curve is relatively gentle for experienced sellers, so now’s a great time to stake your claim.
Premium Customers
Amazon Business customers include everything from Fortune 500 companies to small businesses, universities, hospitals, and government agencies. These buyers tend to be:
- Less price-sensitive over time: Once they trust your brand, they’re more likely to prioritize reliability and fulfillment speed over cost.
- Process-driven: Many use procurement software that’s integrated with Amazon Business, which means they’ll reorder the same trusted products with a few clicks.
- High-value clients: Organizations like schools or hospitals often place large orders on a schedule and have the budget to support consistent purchasing.
Plus, if you provide great service, you’re not just gaining a one-time buyer; you’re becoming part of their supply chain.
How to Get Started as an Amazon B2B Seller
Getting started with Amazon B2B is easier than you might think, especially if you’re already selling on Amazon. You don’t need a new account or separate listings. Instead, you just need to enroll in the Amazon Business Seller Program and unlock features designed specifically for business buyers. These tools can help you offer better pricing, handle bulk orders, and attract high-value customers more effectively.
Here’s how to get started and what to focus on first:
1. Enroll in Amazon Business
The first step in becoming an Amazon B2B seller is to enroll in the Amazon Business Seller Program. If you’re already an Amazon seller, the good news is that you don’t need to start from scratch.
Here’s how to opt in:
- Log in to Amazon Seller Central.
- Navigate to “Settings” > “Account Info.”
- Look for “Your Services” and choose “Manage” to enable Amazon Business features.
Once enrolled, your listings will automatically become visible to Amazon Business customers and there’s no need to create separate listings. But to truly make the most of it, you’ll want to take advantage of the added B2B features.
2. Understand Amazon B2B Seller Central Features
Once you’re in the program, Amazon B2B Seller Central opens up several powerful tools:
- Business Pricing: Set exclusive prices for business customers.
- Quantity Discounts: Offer tiered pricing for bulk purchases.
- Request for Quantity Discounts (RFQ): Customers can ask for special pricing on large orders.
- Tax Exemption: Business buyers can submit tax exemption certificates directly through Amazon.
- Enhanced Analytics: See insights specific to B2B transactions.
These tools are tailored for business needs and offer flexibility that can dramatically improve your conversion rates in the B2B space.
Optimize Your Listings for B2B Buyers
B2B buyers aren’t shopping the same way as consumers. They prioritize reliability, value, and clear product information. Here’s how to tailor your listings:
- Use clear and concise product titles: Skip the clickbait-style titles. Business customers want clarity. Include relevant specs like size, quantity, and product use.
- Leverage bullet points for key specs: Focus on practical details in your bullet points: materials, durability, dimensions, compliance certifications (if any), and usage scenarios.
- Add high-quality images: Include multiple angles, close-ups of important features, and packaging details if you’re selling in bulk. Don’t underestimate the power of professional photography in a B2B context.
- Use enhanced brand content or A+ content: If you’re brand-registered, use Enhanced Brand Content to provide extra information, comparison charts, and visual storytelling. Businesses appreciate detailed, digestible information.
Set Up Business-Exclusive Pricing and Discounts
Here’s where the magic of Amazon B2B selling really begins. You can set pricing that only business customers see.
Business-Only Pricing
You can offer a lower price to business buyers without affecting your consumer pricing. This can incentivize bulk or recurring orders.
Quantity Discounts
Use tiered pricing to reward buyers who purchase in larger quantities. For example:
- Buy 1–9: $10 each
- Buy 10–49: $9.50 each
- Buy 50+: $9.00 each
Amazon allows you to customize this structure based on your inventory strategy.
Manage Tax Exemptions with the ATEP System
One powerful feature of Amazon Business is the Amazon Tax Exemption Program (ATEP). Business buyers can upload their exemption certificates, and Amazon will automatically apply it at checkout.
As a seller, this means:
- Less manual work
- More compliant transactions
- Easier appeals process in case of disputes
Make sure your account is enrolled in ATEP through your tax settings in Amazon Seller Central.
Offer Bulk Packaging or Multi-Packs
B2B buyers often look for efficiency. Offering your product in bundles or bulk packs can be a game-changer.
- Create multi-pack listings specifically for B2B
- Use the “case pack” feature in your inventory settings
- Ensure your packaging meets commercial standards
This not only appeals to business customers but can reduce your per-unit shipping costs, improving profitability.
Pay Attention to Logistics: FBA vs. FBM for B2B
Businesses often expect professional-level service, consistent lead times, and accurate tracking. That’s why choosing the right fulfillment method is critical when operating as an Amazon B2B seller.
Amazon offers two main fulfillment options: Fulfilled by Amazon (FBA) and Fulfilled by Merchant (FBM). Each has its own strengths, and the best choice depends on your products, capacity, and customer expectations.
Fulfilled by Amazon (FBA)
If you’re already using FBA, you’re well-positioned to support B2B orders right out of the gate. With FBA, Amazon handles warehousing, packing, shipping, customer service, and even returns on your behalf. This means you can focus more on product sourcing and growth, while Amazon ensures a seamless delivery experience.
For B2B buyers, FBA offers the speed and reliability they expect. Think Prime shipping, tracking, and consistent service levels. It’s especially effective for small to medium-sized business orders where quick turnaround is important. Additionally, using FBA can increase your chances of winning the Buy Box and qualifying for Amazon Business Prime, which many corporate buyers prefer.
However, FBA may not be ideal for every B2B scenario. For instance, if your items are bulky, fragile, or require special handling, storage fees can add up quickly.
Fulfilled by Merchant (FBM)
FBM gives you complete control over the storage, packing, and shipping of your products. This can be a strong advantage if you’re handling large or specialized B2B orders that don’t fit well into Amazon’s standard FBA model. For example, custom-packaged items, palletized shipments, or heavy goods may be easier (and more cost-effective) to manage yourself or through a third-party logistics provider (3PL).
FBM also allows more flexibility in how you interact with business clients. You can offer custom shipping solutions, use your branding in packaging, or even coordinate directly with buyers for scheduled deliveries. Just be aware that Amazon still expects high performance in terms of tracking, on-time shipping, and customer communication. If you fall short, your seller metrics and B2B opportunities can take a hit.
Consider a Hybrid Fulfillment Strategy
For many Amazon B2B sellers, the best approach is a mix of both FBA and FBM. Use FBA for fast-moving, smaller B2B orders that require speed and simplicity. Meanwhile, reserve FBM for oversized, high-volume, or customized business transactions that need more hands-on handling. This hybrid model lets you scale efficiently while still meeting the diverse needs of your B2B customers.
Use Amazon’s B2B Analytics Tools
Amazon Business provides access to analytics that can help you better understand your customers and optimize your listings.
Some data points worth tracking:
- Number of B2B orders vs. consumer orders
- Repeat purchase rates from business buyers
- Top-performing SKUs in B2B
- Average order size
- RFQ conversion rates
Use this data to refine your pricing, reorder strategies, and advertising.
Promote Your Listings to Business Buyers
Once you’re enrolled in Amazon Business, your listings automatically become visible to business customers. But don’t stop there, as visibility doesn’t always equal conversions. To truly stand out and attract high-value B2B buyers, you need to be proactive in your marketing efforts.
Here are some strategies to help get your listings in front of the right business customers:
Sponsored Products & Sponsored Brands
Running targeted pay-per-click (PPC) campaigns is one of the most effective ways to reach business buyers. Focus on keywords that reflect commercial purchasing intent, such as “bulk,” “commercial,” “industrial-grade,” or “wholesale.”
You can also target specific categories or customer profiles. Consider using Sponsored Brands to highlight multiple products or reinforce your brand’s reliability and professionalism.
Business-Only Deals
Offering exclusive promotions for business customers can give your products an edge. These deals show up on Amazon Business’s special offer pages, which many buyers check for savings and volume discounts. A well-structured deal not only boosts visibility but can also incentivize first-time buyers to test your product, potentially leading to long-term recurring orders.
Off-Amazon Marketing
Your reach isn’t limited to Amazon. Promote your Amazon Business listings through your existing marketing channels, such as email newsletters, B2B social media (like LinkedIn), or your company website. If you already work with business clients offline, guide them to your Amazon store for easier purchasing, Prime shipping, and centralized tax documentation.
Common Challenges and How to Overcome Them
Selling B2B on Amazon can be incredibly rewarding, but it does come with a few unique challenges. Being prepared for these hurdles and knowing how to navigate them can help protect your margins and maintain your listings. Here are common hurdles that you’ll need to handle:
Price Competition
B2B buyers are price-conscious, especially when buying in volume or under budget constraints. If your margins are thin, undercutting competitors isn’t always feasible. Instead, focus on offering quantity discounts, bundled deals, or free shipping at certain thresholds. Highlight what sets your product apart, whether that’s durability, certifications, or better fulfillment reliability.
Stock Management
Bulk purchases can deplete inventory faster than you expect. If you’re unprepared, a single large order could wipe out your stock and hurt your consumer sales or B2B Buy Box eligibility. Use Amazon’s inventory planning tools to monitor trends, forecast demand, and maintain a buffer, especially during peak seasons or promotional events.
Handling Returns and Customer Service
Returns are less frequent in B2B transactions, but they’re often more complex. A business might return multiple units at once, or expect an exchange process that mirrors their procurement policies.
Make sure your return policy is clear, fair, and aligned with Amazon’s expectations. Be responsive and professional in communication, as B2B customers remember reliable service and are more likely to reorder when the process is smooth.
Tips to Scale Your Amazon B2B Business
Once you’ve got the basics of Amazon B2B selling down, scaling becomes your next priority. Whether it’s expanding your catalog, entering new markets, or optimizing backend operations, growth comes from making smart, strategic moves.
Expand Product Lines
Think beyond your current bestsellers. Consider adding complementary products or variations that business buyers are likely to bundle together. For example, if you sell shipping labels, offer tape and mailers. If you’re in industrial parts, explore tools or accessories in the same ecosystem. More SKUs mean more opportunities to appear in business search results.
Build Your Brand Reputation
Trust is everything in B2B. Businesses don’t want to test unreliable sellers. Encourage satisfied buyers to leave feedback and reviews, especially if they’ve had a positive experience with bulk or recurring orders. Maintain excellent customer service and fulfill orders quickly to boost seller performance metrics that influence business buyer trust.
Respond to RFQs Promptly
Amazon’s Request for Quantity Discount (RFQ) system allows buyers to reach out for better pricing on large orders. This is a huge opportunity. A fast, competitive response shows professionalism and opens the door to larger, long-term business relationships. Keep your pricing flexible where possible, and treat every RFQ like the start of a potential partnership.
Explore International B2B Markets
If you’re already selling in global Amazon marketplaces, consider turning on Amazon Business features in countries like the UK, Germany, Canada, or Japan. These markets have growing B2B demand, often with less saturation. You’ll need to handle tax and compliance considerations, but the potential upside of international B2B sales can be well worth the effort.
Conclusion
Becoming an Amazon B2B seller isn’t a separate business. Instead, think of it as a smarter, expanded version of the one you already run. With tools built right into Amazon B2B Seller Central, you’re empowered to provide professional-grade service and win the trust of high-value business buyers.
Whether you’re curious about what is Amazon B2B or already planning how to sell on Amazon B2B, the opportunity is clear. Take the next step, and start building your business in a space with massive potential and less competition.
