Field Report: Amazon Business Reshape 2025

Earlier in November, Enceiba joined several thousand procurement leaders, supply chain strategists, institutional buyers, and representatives from B2B manufacturers and suppliers in Seattle for Amazon Business Reshape 2025, a relatively new conference that’s quickly evolving into a key resource for anyone navigating B2B buying and selling on Amazon. 

Amazon Business has now reached $80 billion annually in sales volume, with almost all of it coming from organizations’ unplanned spend budgets, i.e. purchases made outside of planned procurement budgets not tied to any pre-approved contracts. But that’s just a drop in the bucket, with B2B Ecommerce topping $10 trillion this year. The majority of this budget is what is called “planned” (or “managed”) spend, which is planned in advance by large organizations such as government agencies, corporate buying groups, and nonprofits.

Amazon has made its intentions to become a key player in B2B buying, including capturing more planned spend budgets, and the company is doubling down on tools, programs, and partnerships aimed at converting that fragmented spend into structured, trackable procurement. And the Reshape conference is playing an essential role in achieving that goal. 

The event brings together a diverse cross-section of stakeholders: from school systems and healthcare networks to corporate procurement teams. Breakout sessions highlighted new platform capabilities, while the show floor featured 50+ booths from Amazon business units and suppliers such as Samsung, BIC, Avery, Acco Brands, and others. Financial tools, vendor-managed inventory, and even vending machine solutions were on display, echoing the kind of ecosystem-building we’ve seen from legacy players like Grainger. But here, the playbook is being rewritten with Amazon’s scale and digital DNA.

Here are three trends that stood out to us at Amazon Reshape Business 2025.

Amazon’s Strategic Bet: AI

If there was a single throughline at Reshape 2025, it was that AI is the foundation of Amazon Business’s next phase. From keynotes to breakout sessions, Amazon representatives and leadership discussed how Amazon is leveraging AI to rewire how procurement decisions are made, managed, and optimized.

Perhaps the most exciting example of that vision came with the announcement of the Amazon Business Assistant, a generative AI tool designed to support procurement professionals across the entire spend lifecycle. Not only can this new tool help set up new Amazon Business buying accounts, it can analyze budgets, flag inefficiencies, and suggest cost-saving strategies tailored to an organization’s purchasing behavior.

For example, we saw demonstrations where the Business Assistant reviewed historical spend data and surfaced actionable insights, like consolidating suppliers and recommending contract-eligible alternatives. For organizations managing complex, decentralized purchasing environments, this kind of AI-driven guidance could potentially change how procurement is done at large organizations. And for Amazon, it’s clear that the future of B2B commerce isn’t only about offering the largest selection and fastest delivery. Amazon wants to provide intelligence at the point of decision.

Services as a Business (SaaB)

Reshape 2025 showed that Amazon Business is pivoting from a transactional program to one that integrates with B2B firms operationally. The company no longer wants to be only the go-to Ecommerce site for business purchases, it is evolving into a comprehensive procurement system. That ambition is embodied in the expansion of Amazon’s Restock program, a vendor-managed inventory solution designed to automate replenishment based on real-world consumption.

Amazon Restock places vending machines and lockers directly inside buyers’ facilities, stocked with items from suppliers that they use on a regular basis. The model is straightforward but effective: Amazon tracks employee usage patterns and ensures that critical items—gloves, masks, and helmets, for example—are always available, essentially embedding Amazon directly into the manufacturers’ operations. For bulkier items, Amazon is rolling out smart lockers that accommodate everything from IT equipment to office supplies to safety equipment. What’s more, the system supports returns. For example, if a helmet is used during a shift but remains serviceable, it can be checked back in for future use, eliminating the need for paperwork.

As part of our time at Reshape 2025, we got to sit down with Natalia Montuori, the Director at Amazon Business who leads the Restock and Services programs at Amazon Business. Lockers and vending machines aren’t new in the industry, but according to Montuori, Amazon customers have been clamoring for these types of services. 

“We’re hearing from customers, and it’s not just about product sales, but what we’re layering on top of it,” Montuori told us. “Everything we do at Amazon starts with the customer. We’re not interested in whipping things up that aren’t valuable to our customers...We’re building things that customers really value.” 

Clearly, Amazon is ready to scale its Services as a Business programs across categories, from industrial tools to tech assets and beyond.

Familiarity Drives Adoption

While Amazon Business continues to expand its capabilities, the harder challenge is convincing traditional businesses to adopt new tools. As such, Reshape 2025 devoted significant time to the realities of change management, acknowledging that even the most intuitive tools face resistance when they ask people to do things differently.

From our vantage point, Amazon holds a unique advantage in that the majority of people likely already use Amazon in their personal life. That familiarity lowers the barrier to entry in ways other procurement platforms can’t match. Asking someone to adopt Amazon Business merely extends a known experience into a professional context.

But that doesn’t mean adoption is automatic. Amazon Business is a different system, with different workflows, permissions, and compliance requirements. Organizations still need to shift habits, retrain teams, and rewire processes. And people, understandably, don’t like change. Sessions at Reshape tackled this head-on, offering strategies for driving internal buy-in, aligning stakeholders, and embedding new tools into existing procurement ecosystems.

The takeaway? Familiarity helps, but it’s not enough. Real adoption requires intentional effort, clear communication, and a recognition that change is rarely seamless.

Ready to learn how Amazon Business can help you capture more planned spend opportunities? Enceiba can lead you to success! We’ve worked with hundreds of B2B firms to identify and seize their Amazon opportunity. Contact our top B2B Amazon specialists to discuss your challenges and how to leverage Amazon to grow your sales!