Good morning, eCommerce leaders.

In today’s issue, we dive into the easiest actions you can take to drive revenue from B2B. “Buckle up” as Zuckerberg says.

– Josh Rawe

Unlocking Amazon's B2B Goldmine

Step-by-Step Guide to Capturing Business Buyers

The B2B opportunity on Amazon is a massive untapped revenue source for most brands.

Here are results for 2 clients, along with actionable strategies.

Client Case Study #1: A mid-sized brand added $250,000 in new revenue through B2B sales, achieving 194% year-over-year B2B growth. The key driver? Implementing quantity discounts that encouraged bulk purchases, resulting in business orders averaging $282.25 compared to $49.80 for consumer orders - a 5.7x higher value!

Client Case Study #2: Another brand is generating $168,613 in monthly B2B revenue (17% of their total sales), growing 27% year-over-year by leveraging Amazon's new B2B bid adjustments. Their campaign data reveals the power of business-specific targeting: B2B placements are delivering a 10.97 ROAS compared to just 5.03 ROAS on standard placements - with no bid adjustments even being used yet. Business customers aren't just buying more frequently; they're buying bigger, averaging $351.28 per order versus $278.70 for consumer orders.

Here's your guide to capture this opportunity:

B2B Pricing Setup

1. Navigate to Seller Central → B2B Central → Pricing

2. Set quantity tiers based on your unit economics (recommended starting points: 5, 10, 25 units).

3. Price each tier 5-15% below your B2C price, increasing discounts with volume. Don’t discount to the point where people can buy and resell your products online.

4. Pro tip: Review competitor business prices first - many neglect B2B pricing, creating opportunity for competitive advantage.

5. Consider your minimum order quantity (MOQ) carefully - too high can deter purchases.

B2B Advertising Setup

1. Navigate to Campaign Manager → Campaign → Bid Adjustments → Amazon business placements.

2. The data shows B2B placements can deliver 2x+ higher ROAS than standard placements.

3. Start with a 20% bid increase for business placements (our baseline for success).

4. Track performance over time and adjust.

Pro tip: You can afford to be aggressive with bid adjustments because few people are bidding on them, so winning the auction is cheap and business buyers buy larger quantities, so your ROAS will be higher.

B2B Performance Tracking

Navigate to Seller Central → B2B Central.

Track the following metrics and adjust your pricing and bid adjustments accordingly.

• B2B vs B2C sales & average order values

• Top-performing B2B SKUs

• Quantity tier performance

💡 Bottom Line💡

Amazon B2B is delivering massive results: 5.7x higher order values and double the ad performance compared to regular consumer sales. The playbook is simple: set quantity discounts for bulk purchases, increase your bids on B2B ad placements by 20%, and track performance in B2B Central. Start with these steps on your top products and you'll tap into a customer base that spends more and buys more frequently.

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