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How B2B Manufacturers Can Build Trust and Credibility on Amazon


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Since the pandemic, B2B buyers have been shifting large portions of their spend to online channels. As part of the new Ecommerce boom, Amazon is perhaps unsurprisingly front and center. While the Ecommerce giant snagged approximately $35 billion in gross merchandise value in 2022, that figure is expected to balloon to $43 billion by at least one estimate. And it’s not just pens and toilet paper, either. A study by McKinsey found that 35 percent of B2B buyers are comfortable spending up to $500,000 through online channels.


B2B buyers are clearly happy using the marketplace to fulfill their needs.

For B2B manufacturers, this represents a major opportunity. Yet, with more than 200,000 B2B sellers on Amazon Business, new entrants have their work cut out for them if they’re going to succeed. And that requires building trust and credibility with business buyers.


As a B2B manufacturer looking to increase sales on Amazon, building trust and credibility with buyers should be a top priority. With more business buyers turning to Amazon to purchase supplies and materials, establishing yourself as a reputable seller is key to both your success and visibility on the site.

Not sure how to build credibility and trust on Amazon? Here are some things you can do to help build your reputation on the platform and drive sales.

Highlight Your Brand and Credentials

When a buyer first finds your products, it’s possible they’ve never heard of you before and are unfamiliar with your brand. That's just one reason why it’s important to have a fully fleshed out brand page, which will enable you to not only showcase your product line, but to tell your complete brand story. Be sure to use Amazon’s Brand Registry, a suite of brand tools that include brand protection, improved customer experience, and brand monitoring. You can also upload industry credentials, such as being compliant with ISO standards or being FDA-approved, which can boost your visibility to buyers allowed to purchase these types of products. All these activities will lend legitimacy and enable buyers to vet you.





Optimize Product Listings

When buyers find your products, usually through Amazon’s search engine, they are looking for certain things to help them make their purchase decision. You can help buyers understand your products better by providing detailed titles, descriptions, technical specifications, and more in the product descriptions. Be sure to also include high-quality images and videos that merchandise your products and showcase all angles and uses. Consider professional copywriting to really sell the benefits and differentiate from competitors.




Promote Your Products

Run sponsored product ads and targeted sponsored brand search campaigns to get your products found. Utilize Amazon Marketing Services like A+ Content for rich media. Promote new product launches to your email list and social media followers to generate reviews quickly. This social proof builds credibility.



Focus on Customer Service

The customer is king isn’t just a pithy business adage, it’s the entire ethos behind Amazon. As a result, it’s essential that you provide high-quality customer service. That means responding quickly to buyer inquiries and requests. Ship products promptly with tracking and in secure packaging. Make returns and exchanges easy. Follow up to resolve any issues that may arise to show you stand behind your products. Or, let Amazon manage this for you using FBA.


The bottom line is that excellent customer service leads to better reviews.

Curate Your Reviews

Speaking of reviews, don’t be afraid to ask satisfied B2B customers to leave honest, detailed reviews on your product pages and Seller Profile. This provides third-party validation and serves as a trust marker, and can be the make-or-break reason a buyer completes a purchase. Respond professionally to any negative feedback and try to provide resolutions that make the customers happy. Internally, seek to improve your processes to avoid any future mishaps.


Are you ready to take your B2B Amazon sales to the next level? We’re here for you! Contact us to get your FREE Amazon assessment.

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