Understanding Amazon Business (B2B) Credentials: How Sellers Can Stand Out with B2B Buyers
Amazon's B2B credential program automatically grants free credentials to eligible sellers, including small business and delivery performance badges, to increase visibility with Amazon Business buyers.
Overview
Amazon offers a Business-to-Business (B2B) credential program designed to help eligible sellers gain visibility among Amazon Business customers. These credentials are automatically granted based on eligibility criteria and trusted data sources, giving qualifying sellers a way to differentiate themselves in the competitive B2B marketplace without any additional cost.
Key Points / What Sellers Need to Know
- Credentials are granted automatically — Amazon proactively awards B2B credentials to sellers who meet eligibility requirements. There is no self-application process, and sellers do not need to request them.
- Three credential types exist — The program currently supports two small business credentials (SBA-defined and Amazon-defined) plus a credential for strong business-hours delivery performance.
- Completely free to eligible sellers — There is no fee associated with receiving or displaying B2B credentials on your seller profile.
- Opt-out is available — Sellers who qualify but prefer not to display credentials can opt out at any time through their credential details page.
- No expiration date — Credentials remain active as long as the seller continues to meet eligibility requirements.
Types of B2B Credentials
Amazon currently supports three types of B2B credentials. The first is the SBA Small Business credential, which applies to for-profit companies physically located in the United States that meet federal small-business size requirements as defined by the U.S. Small Business Administration. Sellers can check the SBA's size standards tool for detailed requirements specific to their industry. The second is the Amazon-Defined Small Business credential, which covers U.S.-based for-profit companies with fewer than 100 employees and annual revenue of no more than $50 million. The third credential type is the Business Hours Delivery credential, awarded to sellers who demonstrate a strong track record of delivering orders during business hours to Amazon Business customers at commercial addresses.
Where Credentials Are Displayed
Analysis & Recommendations
Why This Matters
B2B credentials help eligible sellers stand out with institutional buyers who have diversity and quality sourcing requirements. Since credentials are granted automatically and for free, qualifying sellers benefit with no additional effort.
Key Takeaways
- Amazon automatically grants B2B credentials — no self-application is available
- Three credential types exist: SBA small business, Amazon-defined small business, and business hours delivery
- Credentials are free, have no expiration, and can be opted out of at any time
- Uploading third-party certifications is recommended and considered more valuable by B2B buyers
Recommended Actions
- →Verify your business information in Seller Central is accurate so Amazon can properly assess your eligibility for automatic credential grants
- →Obtain and upload relevant third-party certifications (such as SBA or diversity certifications) to your Seller Central account
- →Check the B2B credentials section in Seller Central to see if you've been granted any credentials and ensure they are displayed
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