Amazon has rolled out a new feature for advertising (in beta), allowing select advertisers to launch sponsored product campaigns that target business buyers directly. If you’re tired of burning all of your ad spend on "regular" consumers, and want to start focusing on high-intent, bulk-ordering business customers – this is a game changer!
Why Target Business Buyers on Amazon?
Amazon Business is available to registered business customers – think office managers, purchasing teams, or small business owners. These buyers tend to purchase in larger quantities, are often repeat customers, and are more likely to convert, especially when discounts are offered.
Depending on your product category on Amazon, there may be a great opportunity to start offering business discounts and dedicating some advertising spend to targeting these customers. For example, products like office supplies, electronics, and home goods tend to do well on Amazon Business. If you’re not sure whether your product type would appeal to business customers, it can be worth testing on an ASIN to get a gauge of interest!
How Can Brands Target Business Buyers via Amazon Advertising?
For Amazon advertisers that have access to the business customer targeted sponsored product campaigns beta, here’s how to set it up:
- Add your business price in Seller Central
- From the campaign manager, choose “create campaign”
- Choose sponsored products
- Under “Sites,” choose “Amazon Business”
- Launch your ad, and track performance
If you're a client looking for more information, contact your account team! If you’re interested in learning more about how Blue Wheel can aid in your brand efforts in online marketplaces, schedule a consultation with our team, we would love to hear from you.
Julia Asburry is the Senior Marketplace Support Analyst at Blue Wheel, where she plays a vital role in enhancing Account Health and Customer Service management. Her work empowers our clients to not just sustain, but truly thrive in the eCommerce landscape. With over half a decade of diverse experience in the industry, she wears many hats within the organization, bringing a wealth of expertise that propels us forward and helps set us apart.
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