Why Amazon B2B Ads Are a Game Changer for Sellers

July 31, 2025
By The Badger

2025 has already brought a wave of new tools for Amazon PPC advertisers — and one of the biggest shifts is how we think about targeting.

In the past, it was simple: one bid applied to everyone. No matter who was searching or shopping, they all saw the same ad at the same bid.

But that’s changing. We’re entering an era where you can bid not just on where your ad appears — top of search, product pages, rest of search — but also who sees it.

And one of the most underrated segments right now? B2B buyers.

If you haven’t looked at Amazon Business placements lately, you’re missing out on a highly engaged, high-converting audience. And the best part? You don’t need a complicated setup or Amazon Marketing Cloud (AMC) instance to start.

It’s already built into your Sponsored Products dashboard.

Why B2B Audiences Matter?

It’s easy to overlook the B2B side of Amazon, especially if most of your strategy has been focused on typical consumer behavior.

But once you actually dig into your business reports and start separating out B2B from general traffic, the differences are hard to ignore.

We’re not just talking about a different customer — we’re talking about a different kind of buyer.

Business shoppers come in with intent. They know what they need, they often buy in bulk, and they’re much less likely to comparison shop the way everyday consumers do.

When you check your numbers — and yes, this is something you can do right now in your Seller Central — the conversion rates usually speak for themselves.

In a lot of cases, you’ll see your standard traffic converting somewhere around 18%, maybe 20% on a good day. But with B2B, it’s not uncommon to see conversion rates jump to 30% or even higher.

And then there’s the size of the order. B2B buyers aren’t just grabbing one unit — they’re ordering 5, 10, 50 at a time, which means more revenue per click and a much better return on ad spend.

So even if B2B sales make up a smaller percentage of your total volume, they often account for a disproportionate chunk of your profit.

Once you start seeing that, it’s hard not to prioritize them.

You Can Measure It Right Now!

The nice thing about B2B targeting on Amazon is that you don’t have to guess.

Amazon is already collecting that data in the background — even if you’ve never set up a separate campaign or touched a B2B bid modifier.

All you need to do is download a bulk file from your Sponsored Products campaigns.

Open it up, scroll through the placement data, and you’ll see it right there: Amazon Business.

It’s listed right alongside Top of Search, Product Pages, and Rest of Search.

What you’ll usually notice is how efficient that B2B line is. Lower spend, higher sales, better ACOS. It just performs differently.

For example, you might see that while your main campaign is running at 24% ACOS overall, the Amazon Business segment is at 12%. Same campaign, same keywords — but a totally different result because of who’s seeing the ad.

This kind of visibility changes how you think about optimization.

Instead of just adjusting bids based on performance averages, you can start slicing it by audience type. It gives you a cleaner signal — and a clearer opportunity.

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Two Simple Ways to Target B2B Shoppers

The best part?

You don’t need to overhaul your whole campaign structure to reach B2B buyers. Amazon makes it surprisingly easy — and you’ve got two solid options.

First, you can go the dedicated route: build a brand-new Sponsored Products campaign and set it to only target Amazon Business placements. This keeps things clean. You get isolated data, full control over bids, and a direct view of how B2B is performing on its own.

Second, if you’re not ready to split things out, you can simply add a B2B bid adjustment to your existing campaign. That lets you boost your bid when your ad is shown to business buyers — no restructure required.

And here’s the kicker: Amazon’s already tracking performance for these placements, even if you’ve never touched the settings.

So before you make a single change, you can pull your placement reports and see exactly how Amazon Business is doing compared to the rest. No guesswork. Just data.

It’s a low-effort way to start experimenting — and once you see the numbers, you’ll probably want to double down.

Make Your Ads Stand Out with the Business Price Tag

Once you’re targeting B2B, the next step is making sure your ad looks like it’s meant for business buyers.

And that’s where the Business Price tag comes in — that little blue text you’ve probably seen while browsing Amazon.

It’s not just decoration.

That tag instantly tells business customers: “This product has special pricing just for you.” And it works. It builds trust, signals value, and helps your ad stand out in a crowded search result.

Setting it up is pretty straightforward. In Seller Central, you can assign a separate business price for each of your ASINs. It doesn’t have to be huge — even a slight discount, like 5%, is enough to trigger the tag.

And if you want to go further, you can offer bulk pricing too. For example, “Buy 10 or more, get 10% off.” Those volume discounts stack really well with business intent.

Remember, these aren’t impulse shoppers — they’re often buying for teams, for inventory, for reselling. The bigger the order, the better.

It might feel like a small visual tweak, but that blue tag does a lot of heavy lifting. It tells the right customer they’re in the right place — and that makes your ad more clickable, more credible, and more likely to convert.

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B2B Placements — Two Ways to Use Them

So how exactly can you run campaigns targeting business customers on Amazon? There are two main ways.

The first is to create a separate campaign that targets only the business audience.

This campaign will show ads exclusively to users registered as Amazon business customers. This approach lets you clearly see the results from this audience and control your budget tightly.

The second way is to add a bid adjustment for business placements within your existing sponsored campaign.

For example, you already have a campaign targeting certain keywords, and you increase the bid for those placements shown to business customers. This is convenient because you don’t have to duplicate campaigns, and you still get data on business placements.

Both methods work, and each has its pros.

The first gives you more control, the second is easier to set up. The best approach is to test and see what fits your product and niche better.

Using Amazon Marketing Cloud (AMC) with B2B Targeting

Amazon also offers Amazon Marketing Cloud (AMC) audiences to help refine your targeting.

You don’t need AMC access to use B2B placements, but if you do have it, it unlocks more precise options.

AMC provides three preset audience segments: people who purchased from your brand recently, people likely to purchase, and people who clicked on your brand’s products but didn’t buy yet.

These segments help you target more relevant shoppers.

Combining AMC audiences with B2B targeting lets you layer your approach — imagine stacking filters to reach exactly the customers you want.

For example, targeting a keyword plus a B2B audience plus an AMC audience can multiply your conversion rates.

Just be careful with bid adjustments because stacking multiple modifiers can quickly raise your bids and cost.

Summary

Now that you have the bulk files from Amazon Seller Central, you can really dive into analyzing how your B2B placements are performing in your campaigns.

This lets you see exactly how much you’ve spent, the sales volume, ACOS, and conversion rates specifically for business customers.

When we looked at these numbers, it was pretty striking to see that the ACOS for B2B placements is significantly lower — less than half compared to the overall account — while the conversion rate is almost three times higher. These are really strong signals telling you that pouring more budget into B2B is definitely worth it.

Of course, it won’t scale linearly forever, and you’ll hit a plateau eventually, but right now the data makes a compelling case to focus more on this audience.