Amazon continues to roll out strategic updates to its advertising ecosystem, and the latest one is laser-focused on a growing segment of its platform: B2B buyers.
The launch of Business Placement Bids within Sponsored Product (SP) campaigns marks a new opportunity for sellers to directly target Amazon Business customers — and if you sell in a B2B-friendly category, this is a development you shouldn’t ignore.
Let’s break down what this update really means, how it works, and whether it’s worth incorporating into your PPC strategy.
What Are Business Placement Bids?
Amazon has quietly introduced a new placement type under Sponsored Products, allowing advertisers to specifically target business buyers — that is, customers shopping through Amazon Business accounts.
These placements appear only to B2B users, and early data indicates they offer notable performance benefits, including:
Higher conversion rates
Roughly double the average order value (AOV) compared to standard SP traffic
The placement behaves like an advanced bid adjustment. You’ll find the option to set “Business Placement” bids alongside other placement settings like “Top of Search” or “Product Pages.” By setting a multiplier, you can increase your chances of showing Sponsored Product ads only to business shoppers.
Why This Matters for Sellers
Amazon Business is a fast-growing channel, with millions of registered business buyers using the platform for everything from office supplies and industrial tools to janitorial products and bulk purchases. Many of these buyers are repeat purchasers who value convenience, fast shipping, and transparent pricing.
The introduction of Business Placement Bids allows sellers to optimize their ads specifically for this high-value audience, rather than spending ad dollars broadly across all traffic types.
If your catalog includes products that align with B2B use cases — think bulk packs, tools, cleaning supplies, tech accessories, etc. — this is an opportunity to zero in on the buyers who are most likely to place large or recurring orders.
A Word of Caution: Not for Everyone
As promising as this new placement sounds, it’s not a blanket recommendation for all sellers.
Amazon themselves suggest only enabling this feature if more than 5% of your current orders are from business customers. That’s a helpful benchmark.
Why? Because if you target business placements without already having some level of traction with business buyers, you’re likely to waste ad spend. You’ll be bidding into a smaller traffic pool — and if your listings or offers don’t appeal to B2B buyers, your campaign efficiency will drop fast.
Before you jump in, review your reports in Seller Central or Amazon Ads to see what portion of your sales comes from business accounts. If you’re hovering above the 5% mark, it might be time to test and scale.
My Take and How I’m Using It
I’ve started testing this placement on select ASINs where we already know B2B orders are a healthy share — usually in categories where companies buy in volume or on repeat schedules.
So far, we’re seeing solid signs: AOVs are up, click-through rates are stable, and ACoS is surprisingly efficient given the current low competition.
That last point is key: very few sellers are leveraging this yet. That creates a short-term advantage for early movers. Lower competition means lower CPCs — but that window won’t stay open forever. As more brands catch on, expect the bid landscape to tighten.
For sellers in office supply, industrial, medical, education, or hardware niches, this is an easy test with strong upside potential.
Final Thoughts: Test Smart, Not Blindly
Amazon’s move to segment B2B advertising is a smart one. It reflects a growing trend: personalization and precision in ad targeting. As the platform becomes more sophisticated, sellers who use data and intent-based placements will win.
But don’t just jump in and crank up your bids. Instead:
Assess your current B2B sales volume
Test gradually on listings that already attract business buyers
Monitor performance separately for B2B vs. consumer audiences
Scale intelligently once you validate results
This is an exciting evolution in Amazon advertising — especially for brands that cater to both consumers and professional buyers. If Amazon is giving you a lever to target high-spend customers more directly, the smart move is to start pulling it (with intention).
