{"id":28678,"date":"2024-11-12T06:50:38","date_gmt":"2024-11-12T14:50:38","guid":{"rendered":"https:\/\/www.intentwise.com\/blog\/?p=28678"},"modified":"2024-12-22T22:16:17","modified_gmt":"2024-12-23T06:16:17","slug":"explained-advertising-on-amazon-business","status":"publish","type":"post","link":"https:\/\/www.intentwise.com\/blog\/amazon-b2b\/explained-advertising-on-amazon-business\/","title":{"rendered":"Explained: Advertising on Amazon Business","gt_translate_keys":[{"key":"rendered","format":"text"}]},"content":{"rendered":"\n

How does advertising on Amazon Business work?<\/strong> Amazon Business\u2014Amazon\u2019s B2B marketplace\u2014is one of the most powerful, overlooked pieces of the Amazon ecosystem. And Amazon is giving sellers more control over it than ever before. <\/p>\n\n\n\n

More than 6 million businesses<\/a> buy from Amazon\u2019s B2B marketplace. These range from municipal governments to Fortune 500 companies to senior living corporations, charities, non-profits, and faith groups.<\/p>\n\n\n\n

If you sell a product that businesses might buy in bulk, like electronics, office products, or medical supplies, then you need to be thinking about Amazon Business. <\/p>\n\n\n\n

It\u2019s a huge deal. Certain categories\u2014like industrial, scientific, and office supplies products\u2014see as much as 50% of their sales from Amazon Business. <\/p>\n\n\n\n

Plus, Amazon Business customers give you more bang for your buck. They are known to buy in bulk, convert at higher rates, and return products less frequently. <\/p>\n\n\n\n

And now, thanks to new updates Amazon made at unBoxed, you can use data to craft a more informed marketing strategy specific to B2B shoppers. <\/p>\n\n\n\n

Why use Amazon Business? <\/strong><\/h3>\n\n\n\n

According to Amazon, B2B customers buy far more often\u2014and in higher quantities\u2014than regular consumers. The typical business customer buys 80% more products on every order. <\/p>\n\n\n\n

Businesses are also half as likely to return a product, and they are very high converters: They\u2019re 3x more likely<\/strong> than regular shoppers to buy a product after viewing its product page. <\/p>\n\n\n\n

That means you don\u2019t have to spend quite as much on ads to convert them. <\/p>\n\n\n\n

B2B buyers also have a very high repeat purchase rate. So you can assume a life-time value from all of your business customers. <\/p>\n\n\n\n

Want to learn more about Amazon Business and the shipping and pricing options available to sellers? We discussed this in more depth <\/em>here<\/em><\/a>.<\/em><\/p>\n\n\n\n

How much do you control Amazon Business marketing? <\/strong><\/h3>\n\n\n\n

This is all good stuff, right? <\/p>\n\n\n\n

But there\u2019s a glaring problem: Until lately, it has been hard to differentiate your marketing strategies between Amazon Business and Amazon proper. That\u2019s changing now. <\/p>\n\n\n\n

Sure, brands that sell on Amazon Business are able to get some basic sales data. The Sales and Traffic Amazon Business report breaks out B2B sales and non-B2B sales.<\/p>\n\n\n\n

That way, you can see quickly just how much more or less valuable the B2B channel is to your bottom line. <\/p>\n\n\n\n

You can also run advertising specifically on Amazon Business. <\/p>\n\n\n\n

Amazon DSP, for instance, offers access to B2B audience segments<\/a> like: <\/p>\n\n\n\n