Think Holiday Selling Doesn’t Matter for B2B Firms on Amazon? Think Again!

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Summer’s just about to kick off, but some businesses are already thinking ahead to holiday sales. In the B2C sectors, summer is usually the time to plan for a big Q4 push to get in the black, hence the name “Black Friday” for the biggest shopping day of the year. 

Pulling in an estimated $900 million in spending during its 12-day Black Friday/Cyber Monday sales event, Amazon has clearly dominated retail shopping in the U.S. But what about B2B buyers? Is holiday shopping even a thing in B2B industries? And should B2B manufacturers and sellers on Amazon bother with thinking about running holiday marketing and promotional events?

At Enceiba, the counterintuitive answer we’ve found is YES! 

We’ve conducted brief surveys of our clients over the past few years about whether holiday spending impacts their revenues. In 2023, 63 percent of respondents said they see a revenue boost during the holidays. In 2024, that figure grew to 78 percent. 

But is this just holiday shopping? We don’t believe it is. Instead, we believe end-of-year spending has more to do with budget cycles. It turns out that approximately 65 percent of public companies in the U.S. align their fiscal year with the calendar year. So, come midnight on December 31, any budget a company hasn’t spent is likely not going to be available to them in the new year. Use it or lose it, as they say. 

While B2B isn’t traditionally seasonal (e.g. there is typically no “gift giving” of B2B products), needing to use up excess budget is probably a high priority. It just turns out to commonly coincide with the biggest shopping season in the retail sector. Amazon recognizes this and offers a number of opportunities for B2B manufacturers and sellers. There is therefore some incentive and benefit to promoting holiday sales in B2B sectors. Of course, B2B sectors can vary widely, and holiday/end of year shopping likely varies from industry to industry. 

Given that, how should B2B firms prepare for the holidays? Here are three ideas to consider adopting for your Q4 strategy. But don’t wait…the holiday season will be here before you know it! 

Idea # 1:  Amazon Business Promos

Amazon Business frequently runs promotions, and the holiday season is no different. So why not take advantage of them? 

Understanding what they have planned for your category can help you strategize and align your offers accordingly. Amazon typically provides details about ongoing and upcoming promotions in seller portals, so make sure to check in regularly. If you have an Amazon representative, reach out to them for insights; they can clarify what’s being offered for B2B companies and whether any specific initiatives are planned that could be a good match for your business.

Last year, Amazon Business offered deals in IT peripherals, MRO, and office supplies, among other categories. These will most likely offer potential opportunities to expand your product offerings or fine-tune your pricing strategies to match promotional trends. Monitoring these trends and engaging with Amazon’s promotional opportunities can help you maximize visibility and drive sales at a time when buyers are spending. 

Idea # 2: Amazon Advertising

During peak shopping periods, Amazon’s ad dynamics shift dramatically, often becoming more expensive due to heightened demand. Careful planning is essential to ensure that your campaigns remain effective. 

Notably, Amazon Business Ads will be available for the first time in Q4 of 2025, presenting a fresh opportunity for B2B advertisers to target B2B buyers on the marketplace. Keeping an eye on what Amazon has planned for this new ad offering could give you a competitive edge, allowing you to tap into targeted promotions and maximize outreach.

Additionally, it’s a good idea to shift your messaging during the holiday shopping season to highlight promotions while keeping a close eye on ad spend, keyword strategy, and overall brand positioning. Consider how much you’re willing to allocate for your campaigns and whether additional advertising investments could amplify your promos and visibility. And, as always, careful and expert management of ad campaigns is required (Enceiba can help!).

Idea # 3:  Stock Up or Stockout

It is essential to make sure your stock levels are sufficient during peak periods, as surging demand can strain fulfillment. With storage space at a premium, fees can go up, making inventory optimization essential. Anticipating higher sales volume from promotions and ads will help you avoid stockouts.

Additionally, keep in mind that Amazon FBA has strict cutoff dates for inventory shipments, meaning products must arrive at fulfillment centers by a certain date in order to be ready for Black Friday. Past this date, replenishment may not be possible, and receiving times can slow down due to warehouse congestion. If you’re not sure when the cutoff is, be sure to reach out to Amazon to find out. 

Even if your products aren’t traditionally in higher demand during the holidays, the end of the year is still a great time for a marketing push to goose your top line revenue. If you need help getting set up or strategizing how to approach this, Enceiba can help. Contact us to discuss your business, a holiday strategy, and how to use the holiday shopping season to your advantage!