Amazon’s New B2B-Only Sponsored Products
Amazon recently launched B2B-only Sponsored Products campaigns, enabling brands to target business customers exclusively on Amazon Business - a separate experience designed for professional buyers and organizations.
Amazon Business is now celebrating its 10th anniversary, serving over 8 million customers globally, including 38 of Germany’s DAX-listed companies. With that kind of scale and buyer sophistication, this new ad format marks a major step forward in how brands can reach high-value B2B audiences on Amazon.
By focusing solely on business shoppers, brands can reduce ad spend waste, improve conversions, and capitalize on the unique purchasing behaviors of B2B customers.
Why It Matters
B2B advertisers have historically competed with B2C ads, limiting their ability to reach business buyers efficiently. Now, brands can exclusively target these customers, who are three times more likely to purchase after viewing a product and place 80% more units per order than B2C shoppers.
This presents a significant opportunity to increase profitability by focusing on high-value business customers.
Early Results: What We’re Seeing
Higher AOV & Conversion Rates
Business shoppers tend to buy in bulk, stock up across multiple units, and purchase with long-term utility in mind. All these factors drive up the average order value. On top of that, their buying intent is typically stronger, with conversion rates noticeably higher than B2C. In some campaigns we've run, AOVs were up to 4-5x greater than their B2C equivalents, with conversion rates reflecting more qualified and purchase-ready traffic.
Lower Competition, Higher Visibility
Since this format is still in early adoption, competition on broad or generic B2B keywords is relatively light. This means advertisers can secure premium placements, like Top of Search, without facing the same CPC pressures they might see in mixed B2C/B2B campaigns. It’s a window of opportunity for brands to gain traction in high-traffic placements before the format becomes more saturated.
Smarter Campaign Segmentation & Spend Control
The ability to isolate Amazon Business from traditional Amazon retail gives brands a new level of control. Rather than applying broad strategies that risk inefficiencies, advertisers can now allocate separate budgets, bid strategies, and ASIN selections specifically for B2B buyers. This means less wasted spend, better audience targeting, and more accurate measurement of true B2B performance.
Launching a B2B-Only Campaign
Analyzing product portfolio to identify SKUs with strong B2B sales potential is a good start.
This way, your campaigns can be tailored around B2B-specific products and keywords, ensuring that the messaging highlights business needs like bulk pricing and product reliability. In addition, it’s advantageous to focus on early-stage, lower-competition keywords for more cost-effective traffic.
With B2B campaigns, many brands can expect higher AOV and conversion rates, based on initial campaign results.
The First-Mover Advantage
This is a prime opportunity for brands to gain visibility in a less competitive B2B space. Acting now can give you an edge before competition increases.
At Front Row, we specialize in guiding brands through these changes and optimizing their Amazon strategies.
Ready to take advantage of Amazon’s new B2B-only Sponsored Products format? Let’s talk.
