Do you want to sell your products to businesses in Germany? With Amazon Business, you can reach professional buyers at companies, universities, hospitals, and government organizations. It’s a massive business market that offers plenty of opportunities for Dutch brands, manufacturers, and wholesalers.
At Dexport, we help you capitalize on these opportunities—from business pricing strategies and B2B product content to Amazon Advertising and product assortment optimization. With our German-speaking specialists, we develop an Amazon Business strategy tailored to the purchasing behavior of German business customers.
Amazon has long since ceased to be just a platform for consumers. Through Amazon Business, millions of organizations purchase products for their day-to-day operations. This is currently the fastest-growing segment at Amazon.
From office supplies and technical products to professional equipment, industrial supplies, and business consumables.
The business customer base on Amazon Business is impressive. According to figures Amazon shared during a presentation, its customers include the following German organizations, among others:
According to the same presentation, Amazon Business serves approximately 11 million business customers worldwide.
For Dutch companies, this offers an interesting opportunity to enter the German B2B market or to further expand their existing business sales.
You’ll benefit from Amazon’s infrastructure, reach, and procurement processes, while continuing to develop your own product lineup, pricing strategy, and brand positioning.
B2B customers have different needs than consumers. They often order multiple units of the same product, require business invoicing, and look for reliable suppliers for recurring purchases.
That makes Amazon Business an attractive option for companies with products suitable for professional use.
According to figures Amazon shared during the presentation, business orders differ from consumer orders in three key ways:
30% fewer returns
Business customers return fewer products on average than consumers. This can help reduce operating costs.
75% larger orders
On average, B2B customers order 75% more units per order than B2C customers.
15% lower shipping costs per product
Because of larger orders, the shipping costs per unit sold are lower on average.
These figures are taken from the shared Amazon Business presentation and represent averages, not guaranteed results for individual sellers.
For manufacturers, brands, and wholesalers, this means that Amazon Business can be not only an additional sales channel but also an opportunity to improve profitability per order.
Amazon Business offers several ways to make your products more appealing to professional buyers.
1. Business Prices and Volume Discounts
With Business Prices and Quantity Discounts, you can offer specific prices to business customers. For example, you can provide attractive discounts for larger purchases without having to lower your regular consumer prices.
2. Greater visibility among corporate buyers
B2B advertising allows you to better promote your products to business customers. This way, you not only reach more visitors, but—more importantly—purchasers with relevant business purchasing needs.
3. Lower sales costs for qualifying B2B orders
Under certain conditions, Amazon offers lower FBA and referral fees for qualifying business orders. This can make larger orders more financially attractive.
4. Business Invoicing and Trust
Business buyers expect accurate VAT invoices, reliable deliveries, and clear product information. By setting up your Amazon Business account correctly, your offerings will better align with professional purchasing processes.
5. A wider range of professional products
Products that are less appealing to consumers may actually be attractive to business customers. With the right B2B positioning, you can reach new target audiences and increase the commercial potential of your product line.
A key benefit of Amazon Business is that business discounts on certain orders can be combined with lower sales costs.
That sounds contradictory: a lower selling price and yet a higher net proceeds. But under specific conditions, this is possible.
Lower FBA rates may apply to qualifying multi-unit B2B orders.
Amazon provided a sample calculation for this scenario involving six products priced at €10 each and a 3% business discount.
