Winning on All Levels – How You Can Make the Most of Amazon B2B 

Looking for new ways to increase your sales? Amazon B2B may just be the right way to do this. Not only does Amazon B2B open the gates to 5 million potential business customers for marketplace sellers, it has already proven to be a successful module in the US. As an example, did you know that businesses on Amazon tend to order 81 % more than private customers and return less? 21 % less to be exact.

In other words, it would be a shame not to at least take a closer look at what Amazon B2B has to offer your business. We did the research for you in this article. Happy selling!

What Is Amazon B2B and What Products Are Sold There?

Amazon Business (or Amazon for Business) is a marketplace specifically designed to cater to the needs of businesses and organizations. It offers a wide range of products, including office supplies, industrial equipment, electronics, and more, all tailored to meet the purchasing requirements of businesses, educational institutions, healthcare organizations, government agencies, and other commercial entities.

B2B Selling Is Business as Usual – And Business Is Good

Being the dynamic platform it is, a shift in the landscape of potential clients on Amazon is nothing that would really surprise a lot of people. In the past years, Amazon Business – the company’s dedicated platform for B2B transactions – has seen substantial growth, amassing an annual revenue of $35 billion worldwide. This figure shows nicely how the e-commerce giant is currently shaping the way businesses source and procure goods and services, and is also a motivator for anyone selling on the platform to remain as adaptable as the platform itself. In the European Union and the United Kingdom, Amazon Business has emerged as a vital hub for B2B transactions. Sellers in these regions collectively move 75 million items annually through the platform. Seeing how successful it has been so far, this naturally begs the question: How can you as a seller start selling to B2B clients successfully?

Comparing B2C and B2B on Amazon

While both B2B and B2C share many similarities when selling on Amazon marketplaces, there are also differences to keep in mind when looking at purchase volume, the pricing, and negotiation, the product offering, the customer relationships.

Purchase Volume 

One of the primary distinctions between B2C and B2B selling on Amazon lies in the purchase volume. 

B2B sellers therefore have to focus on efficiently managing inventory, fulfilling large orders, and providing seamless logistics solutions to meet the higher demands of their business customers.

Logistics and Fulfillment

The overall Amazon “mantra” of logistics and fulfillment stays the same whether you sell B2C or B2B: Deliver your goods in one piece, and deliver them as quickly as possible. However, seeing the higher volume and more complex fulfillment business customers usually require, it may be necessary for sellers to take additional steps before catering to business customers. 

The pattern we can see here is clear: While the focus with B2B supply on Amazon lies more on reliable delivery and organization, private customers have more interest in individual orders they can get delivered quickly. 

Pricing and Negotiation

The pricing and negotiation strategies differ significantly when you navigate your business towards Amazon B2B.  

Investing time and effort into your B2B pricing strategies enables you to offer competitive rates while maintaining profitability and customer satisfaction.

While you can do this manually, many professional sellers turn to software solutions that automate these processes and drive up margins on their own.

Investing time and effort into your B2B pricing strategies enables you to offer competitive rates while maintaining profitability and customer satisfaction.

While you can do this manually, many professional sellers turn to software solutions that automate these processes and drive up margins on their own.

The SELLERLOGIC Repricer – Sell Your B2B Products With a Competitive Edge Over Everyone Else

Manually setting the prices for hundreds or thousands of B2B products and constantly adapting them to market changes is not only time-consuming but also cost-intensive. Instead of investing time and funds into new hires to manage your pricing strategy, you can partner with the European industry leader in pricing strategies and increase your revenue on-the-go.

Use the SELLERLOGIC Repricer to boost your B2B sales today.   

Increased Sales and Margins:

AI-driven Processes:

Time and Resource Efficiency:

Beyond Customer Support:

Activate SELLERLOGIC with a few clicks: 

New Repricer Customers	Current Repricer Customers
Enable the Repricer by clicking the “Setup” button and following the setup wizard on the SELLERLOGIC homepage.	You can either activate the SELLERLOGIC B2B Repricer for existing marketplaces from within the B2C Repricer solution, or you can set up a new B2B account and associated marketplaces through the “Repricer B2B” tab on the “Amazon account management” page.
Enabling both the B2C and B2B functions leads to more comprehensive and effective product management. If you only enable the B2B function, you’ll be limited to editing B2B offers.	Once the B2B function is enabled, and provided repricing is activated for both B2C and B2B on the same account and marketplace, you’ll be able to optimize both B2C and B2B offers.
After SELLERLOGIC has uploaded the product information from the selected marketplaces, you can optimize your product offers either one by one or via bulk edit.	After SELLERLOGIC has uploaded the product information from the selected marketplaces, you can optimize your product offers either one by one or via bulk edit.

How Does a Repricer Boost B2B Sales?

The SELLERLOGIC B2B Repricer function for Amazon ensures your products are competitively priced on the Amazon B2B marketplace. Using AI-driven processes, the SELLERLOGIC Repricer responds faster and more accurately than manual repricing and other repricers, regardless of the marketplace. Rely on SELLERLOGIC to list your products at the optimal price, boosting your chances of winning the Buy Box frequently.

Top Strategies to Master the Marketplace

Almost all sales made on Amazon go through the Buy Box. Whether you are most active in B2C or B2B sales, whether you are selling private label, wholesale, or both at the same time, SELLERLOGIC will increase your margins through higher Buy Box share or competitor elimination. Here are the top strategies our clients use: 

Buy Box Strategy

Many repricers optimize for the Buy Box, often only by setting the price as low as possible. With this approach, the Buy Box can typically be won, but at the same time, there is an extreme profit decline, which not seldomly forces sellers to sell below their margin. 

The special feature of the SELLERLOGIC Repricer, however, is that it does not exclusively focus on the lowest price, but in a second step, it raises the price to the highest possible amount. This way, the Buy Box is held not with the lowest, but with the best price possible. In some cases, this can even increase the margins of the products set by Amazon.

Cross-Product Strategy

Cross-product price optimization is interesting for resellers and private label sellers alike. It adjusts the price depending on comparable listings from other Amazon sellers. This ensures that the product price remains attractive despite changing market conditions, leading to higher sales numbers and higher ranking in the Amazon search.

For this purpose, up to 20 competitive products can be defined using their ASIN, which the Repricer then considers comparatively. In addition, the price gap can be set. A cross-product strategy not only ensures an attractive price structure but also prevents the prices from going too low.

Sales and Time-Based Strategies

The selling patterns of goods vary depending on the industry and product. Certain items may experience higher demand in the evening, while others peak during early summer. Similar trends are observed in the B2B sector. Consequently, sellers on platforms like Amazon have the opportunity to command higher prices during specific times compared to others, whether it’s during certain hours of the day or particular seasons.

By employing sales and time-based strategies, prices can be automatically adjusted to adapt to these changing conditions. For instance, when sales surge, prices can be raised accordingly, whereas during periods of decreased demand, prices can be lowered to stimulate sales. Users have the flexibility to define rhythms, price differences, and other parameters according to their preferences. For one, sellers can decrease their price and opt for higher visibility, a useful strategy when trying to outmaneuver a competitor, or put them out of business completely. Decreasing or increasing your pricing can also have a direct impact on the availability regulation of your stock. As an example, low prices will deplete your stock quicker and higher pricing will ensure that you don’t run out of stock before your manufacturer can supply you with new products. 

You have questions? Feel free to contact SELLERLOGIC customer service at +49 211 900 64 120 or via email at [email protected] and talk to us about our services and/or selling on Amazon in general.

Final Thoughts on How to Sell B2B on Amazon

There is a simple reason why the Amazon B2B marketplace has shown such success in the US and why it is already showing great numbers in the EU and UK. The order value is higher, as is the order amount and the chance of long-term relationships with the buyers themselves. 

However, this comfortable situation does not arise simply by setting up an Amazon Business account and hoping for the best. Catering to this “new” type of customer requires adaptability, possible process iterations and – if you deem it necessary – automation in certain fields, especially when it comes to pricing. Because as dynamic and disruptive Amazon has been and will probably continue to be, one thing you can be sure of is this: the price will always be a determining factor for the visibility of your product, irrespective of the buyer and of the platform. A dynamic pricing strategy will always make your product more visible than a static strategy.

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Image credits in the order of appearance: © Peera – stock.adobe.com, © Viks_jin – stock.adobe.com