There are plenty of opportunities to expand your ecommerce business into new categories, but one of the fastest growing opportunities lies in B2B ecommerce. Businesses of all kinds shop online to find the products they need to support their company needs, and they’re looking for sellers like you to provide them.

From discovering what B2B products are, to the ins and outs of Amazon Business, to how to find B2B products to sell, read on to learn more about this lucrative corner of ecommerce and how you can participate.

What are B2B products?

B2B products are exactly what they sound like—products that one business sells to another business to meet their needs. For example, office supply stores sell B2B products, as businesses will use them to stock up on things like printer ink and paper, pens, legal pads, and more. A commercial cleaning supply company is another example, offering cleaning products in bulk for businesses like hotels, gyms, and hospitals to stock up on essentials to keep their public spaces spotless. Even a software company that uses ecommerce to automate product subscription renewals can be considered a seller of B2B products.

One of the hallmarks of B2B product sales is the use of B2B ecommerce to make it easy for businesses to replenish the items they need. Using tools like online catalogs, ordering, accounts, inventory management tools, and subscriptions makes it easier for business customers to buy from you.

What is Amazon Business?

Amazon Business is a dedicated online store created for businesses—like manufacturers, sellers, and distributors—to easily shop for the products and supplies that help them operate. 97 of the Fortune 100 companies purchase Amazon Business products, including more than eight million business customers across industries around the world—including the United States, Canada, Mexico, United Kingdom, Germany, France, Italy, Spain, Japan and India.¹

With a variety of business customers with equally varied product needs, there are plenty of opportunities to meet a niche or offer a wide selection of products to like-minded customers.

Sellers can offer Amazon Business shoppers features like customized prices, bulk selection, certifications, and more. Because of its specialized focus, Amazon Business offers sellers a suite of features and tools designed specifically for business customers. Using these tools and features, you can:

1. Set, automate, and synchronize B2B pricing to match prices for retail customers
2. Make your business stand out to B2B customers using certifications and a business profile
3. Respond to requests for quotes, sell items in bulk, and discover B2B products
4. Improve the B2B delivery experience using insights and advanced capabilities

You can also use purchase orders and invoice payments, and take advantage of tax exemptions with Amazon Business, so your sales efforts align with typical B2B purchasing processes. You’ll need a Professional selling plan to take advantage of Amazon Business features and tools.

Should I consider selling B2B products?

Yes! There are plenty of reasons why you should consider selling B2B products, including:

1. You already have the capability to fulfill high-volume or bulk orders, both of which are appealing to B2B shoppers
2. You’re interested in diversifying your ecommerce business to expand your reach and build your customer base
3. You already have customers who make high-volume purchases—and you know they’d appreciate custom pricing
4. You want to grow your business internationally with a more specific or focused approach
5. You already specialize in a product niche that is appealing to B2B shoppers

Whether you’re ready to take the plunge or you’re new to this category of products, offering B2B selection can be a great way to reach new customers.

What are the benefits of selling B2B products?

There are numerous benefits for sellers who are interested in offering B2B products, including:

1. Higher volume purchases: Because they’re purchasing items to help support their operations, business shoppers tend to buy in bulk. Compared to regular consumers, B2B customers place orders with 109% more units per order.²
2. More predictable shopping patterns: Business shoppers often have recurring product needs, which means they purchase certain items at regular intervals to replenish their stocks. They may also subscribe to products they use regularly.
3. It’s a growing sector: Amazon Business serves over six million active customers and reached $40 billion in sales in 2024—and that number is expected to grow. It’s already growing twice as fast as Amazon’s retail business.²
4. There are less returns: Because business shopper needs tend to be repetitive and specific, they know what they want and often buy products they use regularly, which means they don’t return products as often as regular shoppers. B2B customers have a 42% lower return rate compared to B2C customers.²
5. You can sell more with less effort: Bulk and large-volume sales mean you can move more inventory without having to spend as much time and effort to attract shoppers.
6. Access to tools to support your business: Amazon sellers with a Professional selling plan have access to tools that can help them streamline business operations and better meet the needs of B2B customers.

How do you find B2B products to sell on Amazon?

B2B Selection Recommendations tool. The tool is designed to deliver precision-driven product recommendations to help you expand your business. You can explore products that drive demand, as well as categories that attract business shoppers.

Using data-backed recommendations and selling-history analysis, the tool helps you identify relevant products that business customers want, and helps you add in-demand products to your catalog. The result? You can grow your business with the kinds of products that business customers want most, optimizing your inventory with items that are more likely to sell. In 2023, the B2B Selection Recommendations tool recommended additions and offers saw 3.6x higher Amazon Business sales than the average product.³

It’s important to choose the right products for B2B customers if you want your business to thrive. If those shoppers can find the product categories that are most important to them in your store, locate everything they need for their business in one place, and have options to buy in bulk, they’ll be more likely to shop with you.

How does the B2B Selection Recommendations tool work?

The B2B Selection Recommendations tool uses key data points to help inform its recommendations and generate Amazon products ideas. This data can include demand signals like purchasing trends, new product requests, and requests for quantity discounts.

This information is combined with your selling history to create your recommendations. These recommendations are based on both customer demand and the products that sell well for your business, ensuring the selections are tailored to your business and your shoppers’ needs.

How do I use the B2B Selection Recommendations tool?

To use the B2B Selection Recommendations tool, log in to Seller Central, navigate to the B2B section in the main menu, then select Product Opportunities.

This tool has two tabs: List products not yet on Amazon and Add offer to existing ASINs. The first tab shows products requested by Amazon Business customers that might not yet be available in the Amazon store. The second tab shows high-demand products for categories and brands you already sell in. Each tab shows up to 1,000 recommendations.

You can also further personalize the information in the B2B Selection Recommendations tool by filtering the fields you care about most. Options include:

1. Rank: This shows products ranked based on the demand and relevancy.
2. B2B Opportunity: Showcases product positions based on customer demand versus other products in the same product type.
3. B2B Featured Offer Price: Shares the average B2B Featured Offer price in the past week to help you set pricing and see popular products.

What are the types of recommendations I can find in the B2B Selection Recommendations tool?

There are two types of Amazon B2B products recommendations you can find in the B2B Selection Recommendations tool: products not yet on Amazon and existing products you may want to add offers to. You can use the information displayed on each tab to search for products. Or you can dig a little deeper by generating a report using the Download report buttons.

Products not yet on Amazon

Products showcased in the List products not yet on Amazon tab are created based on business customer demand. This demand is based on search data, requests, customer-submitted product listings, and more. These are products that are in demand but likely aren’t yet available in the Amazon store. The information is updated weekly, and the downloadable report includes additional data, including:

• Product: Each product’s title
• Brand: The product’s brand name
• B2B Opportunity: The product’s demand from Amazon Business customers compared to other products of the same type
• Category: The product’s primary category, like Office Products
• Manufacturer Part Number: Each product’s Manufacturer Part Number, or MPN
• UPC: Each product’s Universal Product Code
• Model Number: Each product’s model number

Existing products you may want to add offers to

Products that appear in the Add offer to existing ASINs tab are created based on a combination of customer demand data and your current product listings. The information is updated weekly, and the downloadable report includes additional data, including:

• ASIN: The product’s unique ID if it’s already available in the Amazon store
• Product: Each product’s title
• Brand: The product’s brand name
• Rating: Customer ratings for the product
• Date first available: The day the item was first available for sale in the Amazon store
• Rank: A number denoting how highly each product is recommended for you based on performance, demand, and sales patterns
• B2B Opportunity: The product’s demand from Amazon Business customers compared to other products of the same type
• Offer Count: The total number of active offers for each product, including for regular shoppers in the Amazon store
• Has Retail Offer: “Yes” means an active offer exists, while “No” means there’s no active offer
• Has FBA Offer: “Yes” means there’s at least one Fulfillment by Amazon (FBA) offer, while “No” means there’s no FBA offers
• Model Number: Each product’s model number.

When you find a product you want to sell, you can start adding a product or offer for it from the tool.

Ready to explore your B2B product opportunities?

With the B2B Selection Recommendations tool, you can take the guesswork out of finding the products that businesses want and easily create listings so you can start selling. With Amazon Business, you can help support your B2B ecommerce sales and ensure they can thrive. If you haven’t already, sign up for a Professional selling plan to get started.