Level up your Amazon Business strategy with AMC
For many brands, B2B is one of their most overlooked sources of revenue growth.
Amazon Business, Amazon’s B2B platform, attracts high-value buyers who convert more quickly and drive more order value than the typical Amazon shopper.
Amazon Business buyers purchase 80% more products per order, and they’re 3x more likely than regular shoppers to buy a product after viewing its page.
These are highly profitable shoppers that you want to reach with a scaled strategy.
But too few companies have a sophisticated B2B marketing strategy.
That needs to change. Amazon now gives you a lot more control about reaching Business shoppers. Here’s how to craft a marketing strategy, from end to end, aimed specifically at boosting your B2B strategy.
How do you bid up on Amazon Business shoppers?
First, let’s start with some basic tactics. You can boost bids on Sponsored Product ads specifically for Business shoppers.
Intentwise Optimize, our advertising acceleration platform, allows you to build automated rules around Business audiences—adjusting bids on Business shoppers specifically based on performance.
To choose the right bid adjustment, you first need to figure out how much more valuable a Business shopper is to you than a regular consumer.
In other words: What’s the difference in ROAS for an Amazon Business ad versus for a regular Amazon ad? What about the difference in overall LTV?
To understand this discrepancy in ad efficiency, choose one of your top keywords, and then check your Amazon Business placement reports to trace the difference in ROAS or ACOS between Business shoppers and regular consumers.
That gap gives you a good sense of how much to increase your bids.
You can also have Claude or ChatGPT assist with determining this gap, if you use Intentwise’s AI Gateway MCP.
And then, as we’ll discuss, layer in AMC queries to assess the difference in long-term value between Business shoppers and regular consumers.
Level up your Business targeting with Amazon Marketing Cloud
As we discussed, Amazon’s B2B placement modifier lets you bid up on a generic group of business shoppers searching for your keywords.
But you can get far more granular with the business shoppers you target. E.g. Through Amazon Marketing Cloud, you can create highly tailored business audiences.
(FWIW, building Business audiences is easy in Intentwise Explore, our solution for AMC.)
Think of all of the AMC tactics you’ve used—or considered using—for regular consumers. You can do all of those same AMC tactics, and track the same events, specifically across Amazon B2B buyers.
That means you can create an audience like:
High-value Business shoppers. We already know that Amazon Business shoppers tend to spend a lot more than regular consumers. This is an audience that, as a baseline, is worth some extra spend.
But what if you could reach just the upper-tier of B2B shoppers—the truly high spenders?
AMC makes this easy. Form an audience of your highest-value business shoppers in AMC, and then build a lookalike audience.
Create a group of tens of thousands shoppers who are similar to those most-valuable shoppers, push them to your Sponsored Ads account, and bid up whenever those high-value Business shoppers search your keywords.
Potential subscribers (Subscribe & Save). Many companies have recurring needs every month—think of office supplies that tend to run out on a certain cycle.
Which means converting a Business shopper into a subscriber can be a goldmine.
Create an audience of shoppers who seem likely to subscribe—for instance, shoppers who have purchased the same product twice, but haven’t yet subscribed. Build that audience in AMC, push it to Amazon DSP, and then run an ad enticing them to subscribe to your brand for a discount.
New-To-Brand Business shoppers. We know that Business shoppers spend a lot more, on average, than regular shoppers. So there’s a lot of extra value you can generate in converting first-time Business shoppers.
One tactic is to advertise on the right NTB gateway ASINs. Through AMC, you can isolate your gateway ASINs for Business shoppers—the products with the highest NTB rates among Business shoppers.
Those are the products you want to push hardest on new shoppers.
You can also create AMC audiences of NTB shoppers, and boost your bids when, say, New-To-Brand, DSP-exposed shoppers search your keywords.
That’s a potentially very lucrative audience for you, capable of generating a lot of long-term value.
DSP-exposed shoppers. Amazon Business offers a number of pre-built audiences for Amazon Business shoppers.
Amazon DSP Business audiences include, for instance:
- Anyone who subscribes to Amazon Business
- Small and medium businesses
- Businesses that viewed a top-200 selling B2B ASIN
And then, to assess the health of these B2B DSP ads, you should turn to Amazon Marketing Cloud.
Through AMC, you can track the most popular paths to purchase for Business buyers, which lets you see how much of a role DSP ads are really playing in the purchase journey.
A quick tip: You might assume you know the ideal path to purchase for your products, based on research you’ve done on consumers via AMC.
But Business shoppers are their own distinctive breed. We’ve seen plenty of cases where the path to purchase for the same product looks very different for Business shoppers than for regular consumers.
Once you’ve identified your ideal paths to purchase, you can create audiences to nudge shoppers along that funnel.
For instance, create an audience of Business shoppers who were exposed to DSP ads in the last week, and then bid up on them whenever they search your keywords later.
This is a great way to complete the path to purchase.