Top Amazon Growth Levers B2B Manufacturers Ignore

B2B is evolving faster than what many manufacturers may realize. A significant portion of B2B buying is shifting to Amazon, particularly Amazon Business. Year after year, Amazon continues to expand, with global revenue reaching $638 billion in 2024, an 11 percent increase over the previous year. That momentum is carrying directly into Amazon Business, which has grown steadily since its launch in 2015 and is now one of the largest B2B marketplaces in the U.S., expected to top $80 billion in sales.

And that’s just the tip of the iceberg. In recent years, Amazon has started to focus on the planned spend portion of business budgets. Previously, Amazon mainly focused on one-off, smaller purchases (a.k.a. “long tail spend”). But with the shift to planned spend, Amazon is now working to capture a significantly larger portion of B2B purchases.

That said, we find that many B2B manufacturers are overlooking Amazon programs and features that can drive significant growth in sales and revenues, even if they have an active Amazon presence. That’s just leaving money on the table!

Let’s take a closer look at three aspects of selling on Amazon that can generate growth and make Amazon a meaningful—and profitable—sales channel.

Amazon’s Planned Spend Programs

Of all the Amazon Business features, its programs related to planned spend are probably the best growth opportunities on the platform. Yet, too many B2B manufacturers overlook them.

Amazon has been steadily building out programs aimed at capturing planned and managed B2B spend, i.e. larger, more predictable orders that usually move through distributors or contract suppliers. These initiatives have moved far past the experimental stage, and Amazon is investing heavily in procurement integrations, bulk buy programs, business services, self-serve restocking programs, and other tools that make it easier for organizations to complete high-value purchases through Amazon Business.

Amazon actively looks for suppliers who can meet this demand, while offering consistent pricing and deliveries. Thus, in order to participate meaningfully, your Amazon assortment needs to align with program requirements, you must be able to meet pricing and delivery performance standards, and you need to maintain a high seller rating. In other words, these programs are for businesses that have a well-developed and efficiently operated Amazon presence; new B2B sellers may need to develop their Amazon program before being able to participate in these more advanced selling opportunities. 

Which brings us to the other missing piece in getting into these Amazon programs: developing a relationship with Amazon. Amazon’s teams need to understand your product line and trust your operational performance before they position you as a preferred supplier. Manufacturers who invest time in educating Amazon on their product lines, maintaining strong seller ratings, and staying visible tend to get tapped for these types of initiatives, particularly when they’re being tested. It takes effort, but once you’re in the mix for planned spend, the quality and stability of demand changes dramatically.

Amazon Advertising for Businesses

Amazon quietly launched its Business Advertising tools in May 2025, and most manufacturers still don’t realize this capability exists. That’s a missed opportunity. These ads are built specifically for B2B buyers and allow targeting by company type, industry, and purchasing behavior. For manufacturers selling into defined verticals, this level of precision can be extremely valuable.

In fact, we’ve seen the results first hands with our clients. B2B ads convert at a higher rate than traditional consumer-focused ads, and the return on ad spend is consistently stronger. Filtering the audience to actual business buyers cuts through the competitive advertising landscape, focusing on those with higher buying intent for business products. The result is incremental sales that don’t cannibalize existing demand, because the ads reach buyers who are not likely to see the products through standard consumer pathways.

Many manufacturers assume Amazon advertising is only relevant for consumer brands, so they never test the B2B tools. Those who utilize these tools usually discover that the economics look very different—and far more favorable—when the ads are aimed at business purchasers.

Content Is Still King

Most manufacturers still treat Amazon content as if they’re selling to consumers, and that’s where things break down. Business buyers rely heavily on attributes like certifications, materials, compatibility, sustainability credentials, and supplier qualifications (e.g. minority-owned businesses). And Amazon Business gives sellers specific content features to present technical details, compliance information (e.g. ISO 9001), and operational attributes, yet many listings never move beyond basic descriptions and a few bullet points.

These fields exist specifically for B2B discovery, but they’re often left blank. When those attributes aren’t populated, Amazon’s search and filter tools can’t surface your products in the pathways business buyers actually use.

We’ve seen this play out time and time again. Amazon Business is a search engine at its core. Manufacturers that make the effort to build out proper B2B content that includes clear technical language, complete attribute sets, and the certifications procurement teams filter search results by typically see immediate improvements in visibility and conversion. If the content doesn’t reflect how business buyers think and shop, the best products stay buried while competitors with stronger merchandising win the business.

Are you looking to grow your Amazon presence? Enceiba can help! Contact our top B2B Amazon specialists to discuss your business challenges and how we can work with you to overcome them.