5 Essential Amazon Business Features B2B Sellers Can’t Afford to Ignore

With over $35 billion in annualized sales and eight million business customers worldwide, Amazon Business has quietly become one of the most influential B2B platforms on the planet. Since launching in 2015, it’s grown into a procurement engine for every type of business—from lean startups to global enterprises—serving industries as diverse as healthcare, education, manufacturing, MRO, safety, tech, and many more.

Why the surge in adoption? Because business buying can be challenging. Between fragmented approval chains, inconsistent pricing, and the constant search for reliable vendors, B2B buyers are turning away from traditional procurement, with 33 percent of buyers starting their product searches on Amazon. In contrast, Amazon Business offers a familiar, easy to use buying platform with unmatched assortment and superior fulfillment capabilities. Amazon Business adds even more value for today’s B2B buyers, with tools designed specifically for professional purchasing.

If you are looking to grow your own B2B sales, Amazon Business gives you the tools to stand out from competitors, appeal directly to procurement professionals, and win large, repeat orders. Whether you specialize in industrial parts, office equipment, healthcare supplies, or anything in between, selling to verified business buyers on this fast growing marketplace channel can be a game-changer.

Let’s take a closer look at the five key features Amazon Business provides to B2B manufacturers who want to build new revenue streams on the world’s largest business marketplace.

1. Bulk Discounts, Tiered Pricing, and Business-only Pricing

   When was the last time a B2B buyer bought a single item for their business? The answer is probably never (except for high-end, big ticket items). B2B buyers frequently buy raw materials and other items needed for their business in bulk. Amazon recognized this early on and now provides sellers with a simple way to reward that behavior with tiered quantity discounts. Savvy B2B buyers are always looking for deals, and Amazon Business allows sellers to offer tiered pricing to reel them in.

   
   

   Additionally, Amazon Business enables B2B sellers to set “business only” pricing. That is, products listed in Amazon Business can have different pricing than they do on standard, consumer-oriented Amazon. For example, let’s say you sell tools for professional builders that could also potentially appeal to consumers. If this is the case, you can set two different pricing levels, where the business price (e.g. a discount offered on a bulk purchase on that item) is only visible to those logged into their Amazon Business Account. Non logged in buyers will only see the regular consumer pricing.

   
   

2. Request for Quote 

   Business buyers often have specific needs that go beyond what standard product listings can accommodate: larger quantities, particular specifications, or tighter delivery windows. This is where Amazon’s Request for Quote (RFQ) system steps in. This service allows buyers to submit detailed inquiries directly to sellers through their Amazon Business dashboard, giving sellers a chance to respond with customized offers.

   
   

   Once a seller receives an RFQ, they can review the request and craft a custom quote that reflects the buyer’s exact needs, adjusting the price, tailoring delivery terms, or even offering payment options like net terms if necessary. Buyers can then compare the responses they get and choose the offer that best meets their criteria. 

   
   

   This feature gives sellers a valuable opportunity to showcase their flexibility in the marketplace. It introduces a touch of human engagement, while minimizing the inefficiencies of traditional back-and-forth offline negotiations. And from the buyer’s perspective, it’s the perfect blend of efficiency and personalization.

   
   

3. Product Certifications and Enhanced Brand Content

   Business buyers don’t just want the best price, they want to be able to trust the products they buy and the sellers from whom they buy them. Buyers often need products that meet specific compliance standards, quality benchmarks, or environmental regulations. 

   
   

   Amazon Business allows sellers to showcase certifications like ISO, ENERGY STAR, or CE right on their product listings, which in turn gives buyers confidence that their offerings align with their procurement criteria.

   
   

   Additionally, Amazon Business offers B2B sellers enhanced content such as custom images, comparison charts, spec sheets, usage guides, and more. Adding these important pieces to a listing can transform a static product page into a rich experience - and one that is directly suited to answer the questions of B2B buyers. This gives sellers far more control over how their brand is presented in the marketplace, demonstrating how their products solve real business problems, while also differentiating them from competitors. And, ultimately, including these enhanced content pieces to product listings reinforce both the products’ and the company’s credibility.

   
   

4. Amazon Seller Analytics

   Data is the lifeblood of any business today, and achieving success on Amazon Business is as much about analyzing buyer trends as it is having a product-market fit. 

   
   

   Amazon’s built-in analytics tools provide sellers with a clear view of performance across business customer segments. You can track sales trends, analyze customer purchasing behaviors, and identify which products are gaining traction in bulk or repeat orders.

   
   

   What sets this apart for business sellers is the granularity. You can evaluate how pricing tiers affect conversions, how your certified listings compare in visibility, where your Amazon orders are going, and what timeframes see spikes in RFQ activity. The level of detail that sellers receive from Amazon - particularly if using the 3P Seller Central selling approach - significantly exceeds that which is typically provided by traditional distributors and other resellers.  

   
   

   In this sense, Amazon Business gives you more than data; it gives you actionable intelligence that helps you refine your catalog, adjust your pricing strategy, and even tailor your content to better fit buyer expectations. By leveraging these insights, sellers can close more sales and scale profits faster.

   
   

5. Amazon Business Advertising

   One of the most important factors that impact a seller’s success on Amazon Business is being found and seen by potential buyers. New sellers often struggle with visibility, especially if there are already a lot of competitors in their category. 

   
   

   To help sellers gain more visibility, Amazon Business provides specific advertising opportunities that enable sellers to pay for key placements that target B2B buyer types and industries. Using Sponsored Products, Sponsored Brands, and display ad placements, along with advertising targeting tools, B2B sellers can reach customized business audiences for their products. 

   
   

   For example, sellers can leverage keyword targeting and performance data to promote business-only prices, certified listings, and bulk discounts to the most relevant decision-makers. Ads appear in high-intent placements across search results and product detail pages, driving discoverability and conversions.

   
   

   And because advertising integrated with your Amazon Business account, you can monitor ROI and tweak campaigns based on what resonates with buyers in specific verticals. And, best of all, we’ve seen that Amazon Business Advertising yields considerably greater return on advertising dollars than similar consumer-oriented ads, sometimes returning as much as 5x the levels of standard B2C advertising.

As you can see, Amazon Business offers all the features B2B manufacturers need to not only take control of their Amazon presence, but to develop new and prosperous revenue streams. Amazon Business provides a direct connection to serious business buyers and taking a strategic approach can ensure you tap into this lucrative and growing marketplace. 

If you need help optimizing your Amazon Business presence, Enceiba can help! Our top B2B Amazon consultants are here to help you understand your opportunity, plan your strategy, and execute at a high level. Schedule a strategy session with our Amazon experts to learn what Amazon Business can do for your business!