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Top Sales Strategies to Conquer Amazon Business


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Unless you’ve been living under a rock, you probably already know that Amazon Business is a juggernaut in B2B Ecommerce. In 2022, the firm hit a record-breaking $35 billion in gross merchandise value and has only continued its upwards trajectory since. And there’s plenty of room for growth, given that this only represents approximately two percent of all B2B Ecommerce sales in the United States.


Many B2B manufacturers are eager to grab their slice of the Amazon pie. But one of the more common issues we hear from companies looking to capitalize on this opportunity is that, despite their efforts, sales on Amazon are flat or non-existent.

The reasons for these failures often vary, but we usually can boil them down to a handful of reasons:

  • Not building a realistic strategy from the start

  • Not optimizing their product pages

  • Not leveraging Amazon’s B2B tools

While comprehensive sales strategies aren’t built overnight, there are a handful of things any B2B manufacturer can--and should—do TODAY to improve their sales on Amazon Business. Let’s take a closer look at a few key sales strategies that will help B2B manufacturers make the most of their Amazon opportunity and conquer the world’s largest marketplace.

Optimize Product Content for Visibility and Conversion

Rich and detailed product content is the cornerstone of success on Amazon Business. Unlike more B2C-oriented listings, Amazon Business product pages allow B2B sellers to provide highly detailed product information and content that is specifically tailored towards B2B buyers. Which makes sense, given that B2B purchases often require a significant amount of additional information regarding product specs and compatibility. Sellers can also add rich, multimedia content, product spec sheets, videos, and more to their product pages.


Unfortunately, many Amazon Business sellers don't take advantage of these features, resulting in a lack of both visibility and sales.


If you want to succeed on Amazon Business, it’s essential that product listings contain not only basic product information, but also technical specifications, use case and application information, compatibility information (when applicable), and any other details that provide potential B2B buyers with a comprehensive understanding of your offerings. Use high-quality images, engaging product descriptions, and informative videos to give them the next best thing to an in-person demo.


The more informed and confident a buyer feels, the more likely they will be to make a purchase. Remember, Amazon's algorithm favors listings with complete and optimized content, boosting your visibility and chances of conversion.


Leverage Tiered Pricing and Request for Quote Functionality

Among the B2B-specific features that Amazon Business offers, tiered pricing and request for quote are probably the two most important capabilities for a B2B seller to turn on.


Why? Because these are the tools that translate traditional B2B buying to the digital experience. That is, B2B buyers have come to expect to have a seamless buying experience whether using your website, Amazon Business, or a physical salesperson.


Pricing plays a pivotal role in Amazon Business, just as it does in other channels. Most B2B buyers are tasked with squeezing as much value out of their budget as possible, and tiered pricing helps them do just that. Leveraging tiered pricing encourages higher volume purchases and is also how B2B buyers expect to transact with their suppliers.


This strategy involves offering different pricing levels based on factors such as quantity, customer type, or if they have a subscription. By providing discounts for bulk purchases or exclusive deals for certain customers, you can attract a broader audience and encourage larger transactions. This approach not only boosts your sales but also enhances customer loyalty, a crucial element in the competitive Amazon marketplace.


Similarly, Amazon's Request for Quote (RFQ) functionality is a powerful tool that sellers often overlook. This feature enables buyers to negotiate prices directly with sellers, fostering a more dynamic and collaborative purchasing process. By actively using the RFQ functionality, you can engage with potential buyers, address their specific needs, and ultimately increase your chances of securing a deal. Regularly monitor and respond promptly to RFQs to demonstrate your commitment to customer satisfaction and stand out in a crowded marketplace.

Build Relationships with Amazon Business Representatives

There’s a little-known secret that Amazon Business will get directly involved when a buyer needs to place an exceptionally large order, called “custom spot buys.” To open the door to these lucrative opportunities, though, sellers need to connect directly with Amazon Business representatives.


Establishing a relationship with the Amazon Business (AB) team can help you to tap into custom spot buys. By being in regular contact with AB, your business will be in a position to expose its products to the right buying groups and maximize its chances of success in the Amazon Business ecosystem.

Develop and Deploy Special Landing Pages

Amazon Business also provides an opportunity for sellers’ products to be included in special landing pages that are produced by Amazon Business and tailored to specific types of B2B buyers. These pages showcase specific products, promotions, or exclusive deals, directly addressing the needs and preferences of specific target audiences. Participating in these opportunities can bolster conversion rates and maximize your marketing budget on the platform.

Having trouble getting sales on Amazon Business? We can help! Contact us to get your FREE Amazon assessment.We’ll help you understand what your Amazon opportunity is and the steps needed to grow your sales on Amazon.

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