What Top Performing B2B Manufacturers Do Differently on Amazon

For the longest time, most B2B manufacturers would say they’re “distribution only” in response to gauging their interest in selling on Amazon. But with the B2B side of Amazon set to approach $80 billion in sales, many B2B firms are waking up to the realization that they need to have a presence on the platform.

Of course, knowing you need to have an Amazon program and executing one are two very different things. Amazon is enormous, and it can be easy to get lost in the noise or make mistakes that jeopardizes your success.

In our experience, though, there are five things that the most successful B2B manufacturers do on Amazon that sets them apart; and sets them up for success. Let’s take a look at what these manufacturers do differently on Amazon to become top performers in their categories.

1. They Secure Internal Alignment

The first thing any company needs to do to be successful isn’t to have a great brand or brand content. It’s to secure internal alignment. When companies fail to do this, they tend not to get started. It’s essential to have senior level executives buy into selling on Amazon, as well as agreement from all departments, including sales, accounting, and operations. (BTW, we wrote a full white paper on how to make the business case for Amazon Business to the C-suite. You can download it FREE here). 

2. They Build Operations and Processes to Support the Channel

Selling on Amazon, particularly through Seller Central (3P) selling, requires companies to operate in ways traditional B2B manufacturers are generally not familiar or comfortable with. They need to allocate inventory that can only be used for Amazon purchases, meaning it can’t be used to fulfill other orders—even if they haven’t been sold yet. 

They need to make sure that either their operations are set up to fulfill Amazon orders, which tend to be smaller purchases, or that they are signed up for Fulfillment by Amazon (FBA). They need to ensure that accounting can handle sales on consignment. 

Operationally, there are several differences that can make or break a company’s success on Amazon. It’s essential to account for all these differences, and to align operational processes with departmental success metrics, ensuring that employees make the effort to accommodate new workflows. 

3. They Create Content Focused on B2B Buyers

B2B buyers on Amazon are procurement managers, operations leads, and business owners who know what they need and are evaluating whether your listing gives them confidence to buy in volume and repeatedly. Your product content needs to reflect that across all titles and product descriptions. 

What’s more, they make sure they include A+ content that emphasizes technical specifications, compatibility, use cases, and relevant certifications. They take the time to create helpful product images with call outs, as well as product videos. 

Merchandising every product specifically to attract and convert B2B buyers is an integral part of having a successful brand presence on Amazon. 

4. They Leverage Amazon Business

Amazon Business is a separate suite of seller tools designed to help manufacturers reach business buyers more effectively.

Top performers on the platform tap into Amazon Business’ programs and tools, such as business-only pricing and quantity discounts. They take the extra steps needed to ensure procurement teams can buy within their existing workflows, and they leverage the analytics Amazon Business provides to better hone their offering. 

What’s more, they proactively seek out any promotional opportunities or experiments Amazon Business offers to top sellers, enabling them to potentially tap into new market segments before their competition. 

5. They Get Help When Needed

Amazon is a complex system and B2B manufacturers need to not charge blindly into it. Small mistakes can have lasting repercussions for a brand, and recognizing their limitations in expertise and bandwidth is essential for success. The smartest companies out there find out what they don’t know internally, and seek outside expertise to accelerate and optimize their program.

If your B2B company is looking to launch or hone its own Amazon program, Enceiba is here to help! We’ve worked with hundreds of B2B firms to develop, launch, and manage a successful—and profitable—Amazon presence. Contact our top Amazon B2B consultants to discuss your business challenges and how to ensure Amazon is a core part of your go-to-market strategy.