Why B2B Firms Need to Sell on Amazon
A proactive Amazon program can provide incremental revenue and profit - without channel conflict.
Amazon is such an influential company. It can’t be ignored. Enceiba helped us align our strategy with our C-level"
Steven Javor
Global Ecommerce Director
B2B Buyers are Flocking to Amazon
There’s no running away from it: Amazon Business has become the world’s largest and most influential B2B marketplace. Consider that:
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Amazon Business surpassed $35 billion in sales in 2022.
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Amazon Business is projected to hit $83 billion in sales by 2025.
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Almost 70% of all product searches start on Amazon.
And yet, many B2B firms still ignore Amazon. Why?
In our experience, many B2B firms are afraid of:
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Disrupting their own business model.
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Creating channel conflict that’s hard to manage.
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Being forced to sell their products at a lower price
point or lower margin.
Channels are Shifting – are you Acting?
Amazon can provide incremental revenue and brand reach for B2B firms. The marketplace typically plays a different role in the B2B buyer’s purchase journey versus traditional resale channels, particularly when customers know exactly what they want and need items in smaller quantities and quickly.
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Source: eMarketer
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For Brands and Manufacturers, your product IS your competitive advantage. With a great product, Amazon should be considered just a new distribution channel.
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The role of traditional resellers and distributors is changing, and Amazon represents a way for you to capture more profit from customers that are already looking for your product by selling directly on the channel.
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Interested in learning more about what Amazon is doing in B2B? Check out our Resources section.
Read More about
Selling B2B on Amazon
Selling B2B on Amazon
Frequently Asked Questions
What is Amazon B2B?
Amazon B2B, also known as Amazon Business, is a specialized platform within Amazon.com designed for business buyers. It offers features tailored to the needs of organizations, including bulk pricing, business-only product selection, purchase approvals, and integration with procurement systems. Amazon B2B enables manufacturers and distributors to reach business and institutional buyers at corporations, small businesses, schools, government agencies, and nonprofits, among others.
How is Amazon B2B different from regular Amazon selling?
Unlike traditional consumer-focused selling, Amazon Business emphasizes volume purchasing, negotiated pricing, and compliance with business procurement standards. Sellers can offer tiered pricing, respond to quote requests, target specific buyer groups and industries, and highlight certifications like ISO or minority-owned status—all features that matter to business buyers.
How should my business sell B2B on Amazon effectively?
To effectively sell B2B on Amazon, you need to: --Enroll in Amazon Business and set up business pricing tiers and other optimizations --Optimize product listings with technical specs and compatibility details --Enable Business Prime eligibility, using Fulfillment by Amazon (FBA) or a certified fulfillment partner --Participate in programs like Configure Quote Engine (CQE) or Retail Deal Desk --Respond to quote requests and leverage Amazon’s bulk-buy tools --Align your listings with business buyer search behavior and procurement needs --Leverage Enceiba’s relationships with Amazon Business representatives to gain exposure to new B2B programs and targeting methods Enceiba helps B2B sellers implement these strategies and build a scalable Amazon presence.
What challenges do B2B sellers face on Amazon?
Common challenges for B2B sellers on Amazon include channel conflict, price erosion, lack of internal alignment, unfamiliarity with Amazon’s tools, and underutilization of B2B-specific programs. Many sellers also struggle with optimizing listings for business buyers, managing fulfillment, and navigating Amazon’s quote and bulk-buy systems. However, by taking the appropriate steps, B2B sellers on Amazon can mitigate or overcome many of these challenges.
What kind of results can I expect from selling B2B on Amazon?
With the right strategy, B2B sellers can unlock new customer segments, grow incremental revenue, and build a profitable sales channel while avoiding channel conflict. Enceiba clients often see significant growth by leveraging Amazon Business features and aligning their go-to-market strategy with buyer expectations.
How do I get started selling B2B products on Amazon?
It starts with speaking to our expert Amazon consultants. From there, we build your Amazon strategy based on real data, focused execution, and measurable success. Whether you're new to Amazon Business or ready to scale, we’ll help you sell B2B on Amazon with confidence.
What does it cost to sell B2B on Amazon?
Enceiba's Amazon Business services are offered on a fixed price basis. The specific cost will vary based on your specific scope and requirements. Please contact Enceiba to discuss pricing.
Take Control of Amazon B2B
Now’s the time to take control of your B2B Amazon presence. More and more B2B buyers are using Amazon Business every day. And more and more manufacturers and distributors are taking steps to develop Amazon as a viable sales channel.
Isn’t it time you take control and grow your presence on the world’s largest marketplace?
