What is Amazon Business pricing?
Amazon Business (B2B) is a program that lets you offer special pricing to business buyers on Amazon. Business customers include companies, schools, hospitals, and government agencies that purchase in bulk. If your Amazon seller account is enrolled in the Amazon Business program, Repricing.app lets you configure automated B2B pricing alongside your regular consumer pricing.
The B2B Pricing step appears in the strategy wizard only for Amazon strategies where the connected account has Amazon Business enabled. If you don't see this step, it means your Amazon seller account isn't enrolled in the B2B program.
B2B pricing modes
Compete against B2B Buy Box
Compete against the B2B Buy Box price. This works similarly to the regular Buy Box competition but targets the business-specific Buy Box that Amazon shows to business buyers. The repricer adjusts your B2B price to win or stay competitive for the B2B featured offer.
Compete against B2B Lowest Price
Compete against the lowest B2B offer on the listing. This is the most aggressive B2B mode and ensures your business price is always at or near the bottom of B2B offers.
Discount from regular price
Set your B2B price as a discount from your regular consumer (B2C) price. You can specify the discount as:
- Percentage discount. For example, "5% below my regular price." If your B2C price is $20.00, your B2B price would be $19.00.
- Fixed amount discount. For example, "$2.00 below my regular price." If your B2C price is $20.00, your B2B price would be $18.00.
The B2B price updates automatically whenever your regular price changes, keeping the discount consistent.
Fixed Business Price
Set a specific fixed amount as your B2B price. Useful when you have negotiated or contractual business pricing that shouldn't change with market conditions.
B2B price floor
Just like your regular pricing has a price floor, your B2B pricing has its own independent floor to protect your margins on business sales. You can set the B2B floor using one of three methods:
- ROI. Set a minimum return on investment percentage. The repricer won't set a B2B price that results in a lower ROI than this threshold.
- Profit Margin. Set a minimum profit margin percentage. Ensures every B2B sale meets your margin target.
- Manual. Use the manual min price set on each listing as the B2B floor.
B2B price constraint
There's one important rule: your B2B price can never exceed your regular consumer (B2C) price. Amazon requires that business buyers always get pricing that is equal to or better than what regular consumers see. The repricer enforces this constraint automatically. If the calculated B2B price would be higher than your B2C price, it's capped at the B2C price.
Example
Suppose your regular B2C selling price is $25.00 and you choose the "Discount from regular price" mode with a 10% discount. Your B2B price would be $22.50. If your B2C price later drops to $20.00 due to competition, your B2B price automatically adjusts to $18.00 (10% below the new B2C price).
If you also set a B2B price floor with a minimum profit margin of 15%, and the $18.00 price would result in only a 12% margin, the repricer holds the B2B price at whatever amount achieves at least 15% margin.