Amazon Business Launches Tailored Deals Feature to Convert 11 Million Organisations into Repeat B2B Buyers

Amazon Business has introduced a new purchasing tool aimed at the corporate market, allowing third-party sellers to create offers specifically for business customers and to set volume pricing for their highest-spending accounts. The feature, called "Amazon Business Deals," was announced at the Amazon Accelerate event in Seattle.

Shelley Salomon, Worldwide Vice-President of Amazon Business, said the division serves more than 11 million organisations, spanning a wide range of business types. "From corner stores and dentist offices, to hospital systems and school districts, these businesses aren't placing one-off orders," she said. "Airlines, government agencies, and Fortune 100 companies trust Amazon with their purchase orders, and the majority of what they buy is sold by sellers like you."

Amazon presented several behavioural differences between business and consumer buyers to underpin the new product. According to the company's presentation, business customers purchase in bulk and at higher volumes, and return goods 50% less often than consumer buyers. The company also noted that many business buyers prioritise certified suppliers — including small, woman-owned, veteran- or minority-owned businesses — and sustainably sourced goods, as well as value-added services such as custom kitting and scheduled delivery during business hours.

Amazon said business customers concentrate their spending most heavily in categories where third-party sellers already have strong representation: IT, office supplies, and maintenance and repair. The Deals feature is designed to let sellers present volume discounts and tailored packages within these categories, with the aim of capturing larger and more predictable orders.

The company frames the product as a means for sellers to better meet business procurement needs through pricing tiers for volume buyers, certification labelling, and delivery options. For smaller and specialised suppliers, the feature could open access to more predictable, larger contracts, according to the source report. For buyers, the stated promise is convenience, choice, and a procurement experience that mirrors their consumer familiarity with the brand.

The source report notes that easier access to Amazon's buyer pool may help small suppliers scale rapidly, but could also intensify competition on price and service. Traditional distributors in sectors such as office supplies and IT may face margin pressure if purchasing volume shifts toward the platform. The report also notes that sellers looking to win contracts through the new feature may need to invest in capabilities such as custom kitting and scheduled delivery, potentially raising short-term operating costs.