The Amazon Business-to-Business program operates much like their business-to-customer B2C seller program for non-professional sellers, with one key difference.
The target audience for Amazon business customers is other professional sellers on the platform who are seeking out the products and services they sell online. Business products and office supplies are popular sellers on the marketplace.
Amazon business sellers create business-to-business B2B accounts to sell e-commerce-based products and services to small, medium, large, and enterprise-sized businesses who shop on Amazon. Some individual seller accounts are eligible to be upgraded.
They designed the B2B program to make it easier for Amazon business sellers to market to other professional sellers who have access to professional tools built into the Amazon platform.
Businesses who are approved for a professional seller account can start selling B2B products to other e-commerce businesses by logging in to their Seller Central accounts.
Approved sellers can set up business profiles that introduce their target customers to the products and services they offer from their Amazon business profile.
Business customers can manage an ASIN-based catalog of approved products and services they can sell to other professional customers by performing keyword searches for business products and services on Amazon.
Unlike B2C sellers on Amazon who market their products and services to individual customers browsing the marketplace, B2B sellers have access to "business-only" tools that become visible to sellers in their Seller Central accounts upon approval.
Business customers on Amazon can accept quote requests and upload enhanced content to help professional Amazon customers easily navigate their products and services. Amazon professional sellers can add content that includes drawings, instructional materials, manuals, and policy information.
One of the best perks for Amazon B2B users is gaining access to deep discounts with business-only pricing and quantity discounts on millions of business products and services like office supplies, computers, and equipment or business services.
Amazon business sellers can also view and take advantage of selling offers and using special business promotion tools. Special business tools are built into the Business Central dashboard that is hidden from Amazon B2C sellers on the platform who use Seller Central.
Professional sellers can optimize B2B transactions and grow their sales by activating embedded B2B features in Business Central that include the following.
Amazon B2C vs B2B
The Amazon seller program allows millions of business-to-customer sellers to promote their products and services on one of the world's leading e-commerce marketplaces using embedded marketing and sales tools. B2C sellers focus on promoting and selling products to individual shoppers browsing the Amazon store and third-party websites where Amazon ad content appears.
Amazon B2B customers have similar access to selling tools and promotional materials as their customer-based counterparts. B2B sellers target professional customers shopping at the Amazon store for products and services that power their business.
Professional sellers on Amazon gain access to a hidden suite of tools for selling and marketing to other business customers when Amazon approves or upgrades individual seller accounts to Business Central accounts, which is the business version of Seller Central.
Business sellers on Amazon still have access to embedded selling tools, marketing tools, and fulfillment services by Amazon that make it possible for them to sell bulk products and services to Amazon business customers around the globe.
Business buyers who shop on Amazon run offline brick-and-mortar stores, schools, restaurants, and service-based businesses. Amazon business buyers include employees, office managers, procurement professionals, government institutions, and educational institutions who look for discounts and deals for the products and services they use online at Amazon.
Amazon business sellers can list their inventory, set the best pricing, and take advantage of free or reduced-cost shipping options offered by Amazon Business Prime.
B2B business customers also include non-profit organizations and non-profit buyers who are required to adhere to a strict set of purchasing standards when shopping for business-related products and services online.
Non-profit organizations need to buy in the bulk shop for products and services that meet their purchase requirements based on diversity certifications and strict purchasing parameters.
They keep personal shopping accounts and business accounts on Amazon separate so business buyers can easily switch between the two accounts and take advantage of business-only product features for pricing, selection, discount, and activating timesaving features like shipping and fulfillment services powered by Amazon Business Prime.
Business Prime customers have exclusive access to flexible payment options for small businesses along with special business-only pricing for accessing Amazon's global network of logistics and shipping services.