B2B

Business-to-Business (B2B) is a sales model where products are sold to registered businesses rather than individual shoppers. On Amazon, B2B transactions take place through the Amazon Business (AB) program, which connects sellers with millions of verified business buyers, including corporations, educational institutions, hospitals, and government entities.

For sellers, this unlocks features such as:

• Offering business-only pricing
• Setting up quantity-based discounts
• Supporting tax-exempt purchases through the Amazon Tax Exemption Program (ATEP)
• Receiving bulk orders from verified business accounts with higher lifetime value (LTV)
• Access to detailed reporting via Amazon Business Analytics

B2B selling is available to:

• Third-party (3P) sellers through Seller Central
• First-party (1P) vendors through Vendor Central

Common indicators of B2B transactions:

• The buyer checks out using a business account
• The product detail page may display a “Business Price”
• Reports include B2B-specific metrics
• Orders may contain purchase order numbers or buyer department details

Why it matters:

• B2B is one of Amazon’s fastest-growing segments
• B2B often sees lower return rates and less price competition than B2C
• Sellers can benefit from larger, recurring orders from trusted buyers

💡 Example: If you sell office chairs, a B2C customer might buy one for home use, but a business customer could order 25 at once — and reorder every quarter.

In short: B2B on Amazon means selling directly to businesses via Amazon Business, with bulk pricing, volume discounts, and consistent high-value orders.