Amazon Business Placements: Boost Your B2B Sales with This Untapped Strategy

Your Amazon ad campaigns are humming along, driving sales on your consumer-focused products. But what about your B2B offerings? Are you reaching the right business customers?

Most Amazon sellers don’t realize the platform offers specific placements designed to target businesses. Neglecting these placements means missing out on a huge segment of potential buyers and leaving money on the table.

In this article, we’ll break down Amazon Business Placements: what they are, where they appear, and how to use them to skyrocket your B2B sales. Let’s dive in.

What are Amazon Business Placements?

Amazon Business Placements are ad placements specifically designed to reach business customers on the Amazon Business platform. Think of it like having a dedicated lane on the highway for your B2B traffic.

Here’s the thing: regular Amazon ad campaigns can show to business customers, but these placements dramatically increase your visibility to this valuable audience. It’s about being intentional with your ad strategy.

Where Do Amazon Business Placements Appear?

These placements aren’t some hidden secret. They appear in key areas where business buyers are actively searching and purchasing.

• Amazon Business Search Results: Just like regular Amazon, business buyers search for products. Business Placements ensure your ads show up prominently in these search results.
• Amazon Business Product Detail Pages: When a business buyer views a product, your ad can appear alongside similar items, influencing their purchase decision.
• Amazon Business Quote Request Pages: This is huge. Businesses often request quotes for bulk purchases. Your ad can appear on these pages, putting you in direct contact with high-value leads.

Why Are Business Placements Important?

Most sellers don’t realize the difference between targeting consumers vs. businesses.

The reality is, B2B buyers have different needs and expectations.

• Higher Order Values: Businesses typically buy in bulk, leading to larger transactions and increased revenue. One AdLabs client selling industrial equipment saw their average order value increase by 60% when using Business Placements.
• Long-Term Relationships: Businesses often seek reliable suppliers for ongoing needs, leading to repeat purchases and long-term revenue streams. Nurturing those relationships is key.
• Specific Requirements: Business buyers often have unique needs, like bulk discounts, specific certifications, or customized products. Make sure your product listings and ads address these needs.

Here’s why that matters: by targeting B2B buyers directly, you increase your chances of capturing these high-value sales and building lasting relationships.

How to Set Up Amazon Business Placements

This isn’t rocket science. It’s a simple toggle within your existing Sponsored Products and Sponsored Brands campaigns. Here’s how to do it:

1. Create a New Campaign or Edit an Existing One: Go to your Amazon Advertising dashboard and create a new Sponsored Products or Sponsored Brands campaign, or select an existing one you want to optimize for B2B.
2. Enable the “Business Customer” Targeting Option: In the campaign settings, find the section labeled “Targeting.” You’ll see an option to target “Business Customers.” Simply toggle this option ON.
3. Optimize Your Bids: Monitor your campaign performance closely. You may need to adjust your bids specifically for Business Placements to achieve optimal results.

It’s really that simple. The most important thing is to review the performance and make adjustments.

Optimizing Your Ads for Business Buyers

Enabling Business Placements is just the first step. You also need to tailor your ads to resonate with business buyers.

• Highlight Business-Specific Benefits: Focus on features and benefits that matter to businesses, such as bulk discounts, product certifications, or customization options.
• Use Business-Oriented Language: Avoid consumer-focused language. Instead, use terms like “wholesale pricing,” “bulk orders,” or “business solutions.”
• Showcase Value and ROI: Businesses are focused on ROI. Highlight how your products can help them save money, improve efficiency, or increase productivity.

For example, instead of saying “Great for home use!”, say “Ideal for office environments and bulk purchasing.”

Real-World Results with Business Placements

Let’s look at a real example: An AdLabs client selling office supplies saw a 35% increase in B2B sales within 60 days of enabling Business Placements and optimizing their ads.

Here’s the breakdown:

• Before: B2B sales accounted for 15% of total revenue.
• After: B2B sales increased to 20% of total revenue.
• Increase: A 35% jump in B2B sales.

This client also saw a decrease in ACOS for their Business Placement campaigns, proving that targeted B2B advertising can be both effective and efficient.

Don’t Ignore This Opportunity

Amazon Business Placements are a powerful tool for reaching business buyers and boosting your B2B sales. By understanding what they are, where they appear, and how to optimize your ads, you can tap into this valuable market segment and drive significant revenue growth. Start leveraging Business Placements today and watch your B2B sales soar.

Key Discussion Points from the Episode

Here are some of the most valuable insights Andrew and Stephen shared during the full episode discussion:

Alexa, play that Amazon ads podcast. Which one would you like to hear? The best one.

OK, now playing that Amazon ads podcast. This is not everything else. These gentlemen are completely changing their game.

After listening to that Amazon ads podcast, my ads are finally profitable. I also heard they’re pretty cute. All right, Andrew.

You run a business. I run a business. We both also work together on a third business.

Have you ever used the business.amazon.com URL to do your Amazon shopping? That’s a great question, Stephen. And the answer is a very quick no.

I’m probably not the target audience for utilizing Amazon business. Because I don’t need a whole lot of stuff to do my business. I don’t have materials like other types of businesses do that I’m repurchasing or buying things in bulk.

All of my work is pretty much done on the internet using different softwares and things like that. So buying physical products and things like that is not something I’m typically doing on Amazon. You sometimes buy things like think about it like for me, the couch in the background.

I bought that. That was a business expense for me. I bought that on Amazon.

You’ve probably bought several business items for Nebula PPC. Yeah, this mouse, keyboard, the mics, all that. So we do, we make business purchases on Amazon.

But do you use the business, Amazon business specific shopping experience? No, but maybe I should. Maybe I should.

I don’t know. I’ll tell you, you shouldn’t because back when I was, it was like four years ago, but like when Amazon business was, was first kind of coming out and I was trying to learn more about it. I was trying to see what the shopping experience looked like.

And so I, when I went to the Amazon business site, it said you need to convert your Amazon account to a business account. And if you convert it to a business account, there’s no going back. It is a one way door.

So you go and you’re locked in for life as an Amazon business account, which basically completely changes the search results for you. And I did not like that experience. So I literally had to create a new Amazon account for my business to go back to the normal search page.

But essentially what they’re trying to do with the business is it’s primarily for

This article is based on Episode 99 of That Amazon Ads Podcast. Subscribe for weekly Amazon PPC strategies.