Overview

In the latest Helium 10 podcast episode, B2B strategist Malte Karstan explained how Amazon Business can become a major revenue source for sellers that target corporate buyers. Recorded in early 2024, the interview outlined concrete steps for tailoring listings, pricing, and fulfillment to the expectations of business customers, warning that sellers who ignore the channel may miss out on bulk orders, repeat purchases, and higher‑margin contracts that are increasingly moving to Amazon’s B2B marketplace.

Key Points

• Business‑only pricing — Sellers can create wholesale rates that are hidden from regular shoppers; for example, a printer‑cartridge manufacturer posted a 15 % discount for orders of ten units or more, visible only to business accounts.
• Quantity‑break discounts – Amazon Business supports tiered pricing, enabling a office‑chair supplier to automatically apply a 10 % discount for 20‑49 chairs and a 20 % discount for 50 or more.
• Tax‑exempt purchasing — Certified nonprofit and government buyers can purchase without sales tax; a medical‑equipment vendor uploaded exemption certificates and began generating tax‑free invoices for qualifying hospitals.
• Procurement‑friendly catalog — Listings can include detailed specs, HS codes, and bulk SKUs, allowing a safety‑gear provider to appear in corporate procurement searches that filter by compliance standards.
• Business analytics dashboard — Sellers receive metrics such as repeat‑buyer rate, average order value for business accounts, and spend by industry; a packaging‑material company discovered that construction firms accounted for 35 % of its B2B sales.
• Amazon Business Prime eligibility — Items fulfilled by Amazon can be marked Prime‑eligible for business customers, cutting delivery times for a bulk‑food distributor and improving its chances of winning large contracts.

How Amazon Business Works

1. Enroll as a Business seller — In Seller Central, select “Amazon Business” under the Programs tab and complete the verification questionnaire; a furniture wholesaler performed this in March 2024 and received a Business‑seller badge within 48 hours.