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Your Amazon Business May Be Bigger Than You Think. Are You Managing It That Way?
- September 15, 2026
Many brands selling on Amazon already have a B2B business. They just may not be managing it like one.
Business buyers are finding the same products, visiting the same detail pages and purchasing many of the same ASINs as consumers. Because that activity can sit inside the broader Amazon business, it is easy to treat those customers as simply another part of B2C demand.
But a business buyer may be looking at the product through a completely different lens.
Specifications, compatibility, certifications and case quantities may matter more. The buyer may purchase more units at a time. The buying process may involve budgets, approvals or procurement requirements. And the value of the customer may extend well beyond the first order through repeat and replenishment.
That means the same ASIN can represent customers with very different needs, behaviors and economics. And that can change everything from how a brand reaches them and what it says, to how it prices, stocks and measures the product.
For brands building their 2027 Amazon growth plans, B2B deserves a closer look.
Dani Nadel
Dani is the President and Chief Operating Officer at Feedvisor. She is a recognized marketing and digital expert with more than 20 years of hands-on experience managing nationally recognized consumer and corporate brands.
Business Purchasing Is Moving Online
The shift is larger than Amazon.
Business buyers increasingly expect digital, self-service purchasing experiences. Gartner reported that 67% of B2B buyers prefer an overall rep-free buying experience, up from 61% the prior year. At the same time, U.S. B2B ecommerce site sales have been growing much faster than the overall B2B market.
That does not mean distributors, sales representatives or traditional procurement channels are disappearing. It means they are no longer the only route to the business buyer.
Marketplaces are particularly well suited to this shift because they bring discovery, comparison, purchase and replenishment into one environment.
Amazon Business has become a significant part of that landscape. Amazon says it serves more than 11 million business customers globally and generates $60 billion in annualized sales. Those customers range from sole proprietors to large enterprises, as well as nonprofit and government organizations.
For brands, the important question is no longer simply whether B2B ecommerce is growing. It is whether business buyers are already part of their own Amazon customer base, and whether they are valuable enough to warrant a different strategy.
Brands tend to be surprised when they dig into their Amazon sales data and see what share of their revenue is already coming from Amazon Business. Business buying spans far more categories than most people expect, and the chances are good that several of your ASINs already have meaningful B2B demand. The question is whether you're activating against it.
Start With The Demand You Already Have
One of the easiest mistakes is deciding in advance which products are “B2B products.”
The data may tell a different story.
A beauty brand may discover meaningful purchasing from salon owners. A technology company may find schools and small businesses buying devices. A brand does not have to think of itself as a “B2B brand” for business buyers to already represent an important part of its Amazon customer base.
The first step, therefore, is not building a new B2B campaign. It is finding the demand that already exists.
Start with your overall Amazon Business sales share, but do not stop there. Look at the ASIN level.
B2B demand is rarely distributed evenly across a catalog. A brand may have eight ASINs in a category and discover that three account for a disproportionate amount of its business purchasing.
Those are the products worth examining more closely.
How does conversion compare with consumer demand on the same ASIN? Are business buyers purchasing more units per order? Do they return and replenish more frequently? Are return rates or margins different?
The overall B2B share tells you how significant B2B is in your business. ASIN-level behavior begins to tell you what to do about it.
A Conversion Does Not Tell You What A Customer Is Worth
This is where conventional advertising metrics can become limiting.
An ad generates a click. The click generates a conversion. The campaign reports a ROAS.
That is useful information, but it may not tell the full value story.
A one-unit consumer order and a 12-unit business order can both appear as one conversion. A customer who purchases once and a customer who replenishes every month can initially look identical in a campaign report.
The acquisition economics should not necessarily be identical.
For business buyers, brands should look beyond the first conversion to signals such as units per order, repeat and replenishment behavior, returns, margin and longer-term customer value.
Amazon is also expanding the tools available to do this. Amazon Business-specific Sponsored Products and Sponsored Brands campaigns can isolate business demand, while Amazon Business bid adjustments allow advertisers to increase bids for Amazon Business placements without changing bids elsewhere. Amazon Marketing Cloud can bring Amazon Business shopping signals into customer-journey analysis and audience creation.
The tools to separate B2B demand from B2C demand now exist across the full funnel: dedicated campaigns, bid adjustments, DSP audiences, AMC signals. But the measurement has to come first. Until you know how a business buyer actually behaves on your ASINs, you're applying a consumer playbook to a customer with completely different economics.
The implication is important: do not automatically apply a B2C measurement window and acquisition threshold to a customer whose behavior may be materially different.
Measure the difference first. Then let the customer economics determine what you can afford to invest.
B2B Advertising Should Not Operate In Isolation
Finding a valuable B2B audience does not automatically mean moving the entire business into separate campaigns.
The objective is not separation for its own sake. It is control.
If the buyer, use case or economics are different enough that you would make a different decision, you need enough control to make that decision.
Sometimes that means adjusting bids for Amazon Business placements. Sometimes it means moving high-potential ASINs into dedicated Amazon Business campaigns or building B2B audiences through DSP and AMC. Amazon’s own guidance supports a progression from testing business demand within existing campaign structures to separating proven B2B opportunities and ultimately building a broader B2B program.
But the advertising signals are only part of the decision.
Consider an ASIN where B2B demand is growing but advertising ROAS is below target. Looking at media performance alone, the logical response might be to reduce the bid. But what if business buyers are purchasing more units per order, replenishing more frequently and returning less? What if the product has sufficient margin and inventory to support additional volume?
With that broader context in view, the right advertising decision may be exactly the opposite: invest more.
That is why retail and commercial signals matter. Pricing, margin, inventory, promotions, competition, search behavior and repeat purchasing can all change what an advertising signal means and, therefore, what a brand should do next.
This is the operating model behind Agentis, Feedvisor’s agentic commerce platform. Agentis brings advertising and AMC signals together with the commercial context around each product, including pricing, margin, inventory, competition, search and customer behavior, to help determine who to reach, what to bid, what to promote and where the next dollar should go.
For B2B, that connected view becomes particularly important because the same ASIN can represent very different customers, with very different needs, behaviors, and economics.
What Happens When You Manage B2B Differently?
We saw this with an office-supplies manufacturer whose business customers were already purchasing alongside consumers within its broader Amazon business.
Once we separated those customers, the difference was striking.
B2B conversion was 41% versus 15% for B2C, and business customers purchased roughly 40% more units per order.
We had a customer behaving very differently, but we were not treating that customer differently.
So we changed the advertising strategy. We created dedicated Amazon Business campaigns, increased bids and placement multipliers, expanded additional advertising tactics, and supported the media strategy with B2B pricing and retail readiness.
We also measured B2B separately so we could see what was actually happening.
In the dedicated campaign test, B2B orders increased 24% while non-B2B orders remained flat, an important indication that the program was generating incremental business demand rather than simply shifting consumer orders.
Perhaps the most revealing number was this: business buyers represented only 16% of sessions, but 45% of revenue.
Once we could see the customer differently, we could target and invest differently.
Find it. Understand it. Act on it.
For brands looking toward 2027, B2B does not have to begin as a major new initiative.
It can begin with three questions:
- Where is it? Which ASINs and categories already attract disproportionate business demand?
- What is it worth? How do those customers differ in order size, conversion, repeat behavior, returns and economics?
- What should change because of it? Should the advertising strategy change? Should pricing, content, pack configuration or inventory change with it?
Amazon has made business buyers increasingly identifiable, reachable and measurable. The next challenge for brands is turning those capabilities into better decisions.
Because the goal is not simply to discover that you have B2B sales.
It is to understand where B2B matters enough to do something differently.
Watch the Webinar: Your 2027 Amazon Growth Plan Has a B2B Blind Spot
I joined Andrew Roth, B2B Go To Market Specialist at Amazon Ads, for a deeper discussion of how Amazon Business is evolving, the advertising and measurement capabilities available to brands, and how to identify, reach and grow high-value business buyers already inside your Amazon business.
