Selling B2B on Amazon: All Your Questions Answered

The same considerations apply to increasing B2B sales on Amazon as for B2C sales, but there are some additional factors to think about too.

If you sell high-value products, or expect high-volume orders of cheaper products, then business buyers are likely to have a defined purchasing and approval process that they have to follow. They might also have criteria that suppliers have to meet, or they might give preference to suppliers with specific certifications.

Business buyers are likely to be critical and fact-driven, whereas consumers are more driven by emotion and their personal wants and needs. Businesses are likely to want all the relevant product information upfront, rather than relying on the returns process if they buy the wrong item.

Business buyers also need to justify their purchasing decisions to others, and will want to check out the supplier before trusting them with a large order. They know that Amazon is a marketplace, and that there is a vast range of businesses they could be buying from.

What does this mean for a seller looking to improve their B2B sales?

  • Show complete business information, including any quality and diversity certifications you hold.
  • Offer quantity discounts, and accept requests for custom discounts. Buyers need to show their bosses that they tried to get the best price.
  • Provide as much product information as possible, including videos, product brochures and specifications, particularly for higher-priced, technical and safety-related items.
  • Enter tax information and enable automatic tax calculations, so buyers can see that you are registered and they won’t have to waste time requesting invoices.
  • Offer single units as well as bulk variations so businesses can purchase a sample before committing to a large order.

Above all, put yourself in the customer’s shoes and try to provide everything they will need before making a purchase. If you already sell to businesses through other channels, then you have a head start over those who only sell to consumers, or who are higher up the supply chain and only used to serving distributors and wholesalers. Use that to your advantage.

Otherwise, the advice for improving B2B sales is basically the same as selling on the general Amazon marketplace. Product information, reviews, Q&As and past sales are all hugely important for boosting your visibility and helping customers decide what to buy.

Although Amazon Business is not as saturated with sellers as the general marketplace, there is still a lot of competition. Get to know the market including competing products and pricing, and find a way to stand out – preferably with something other than the lowest price.