Amazon has launched Amazon Business exclusive campaigns for Sponsored Products, enabling advertisers to target business shoppers specifically on the Amazon Business store. This platform simplifies purchasing for organizations with business-relevant selections, tools like Business Prime, and offers tailored advertising options. Advertisers can set a dedicated B2B budget, promote selected ASINs, use B2B-specific keywords, and adjust bids and bid strategies exclusively for Amazon Business, ensuring campaigns appear only on this store and not on Amazon's retail site or other platforms.
Key Features and Importance
- The “Sites” selection in campaign creation allows advertisers to choose Amazon Business exclusively for Sponsored Products ads.
- Business shoppers on Amazon Business are 3x more likely to purchase after viewing a product page compared to B2C shoppers.
- These shoppers have a 50% lower return rate and orders contain 80% more units than B2C orders.
- This targeted approach helps advertisers better reach and convert business customers.
Availability and Access
- Available in North America (US, Canada, Mexico), Europe (Germany, Spain, France, Italy, UK), and Asia Pacific (India, Japan).
- Accessible to sellers, vendors, partners, agencies, and authors who are eligible.
- Advertisers without access can contact their Amazon Advertising or Amazon Business account managers for enrollment.
- Campaigns can be created via the Advertising Console or Amazon Ads API.
Using the Amazon Ads API
- Advertisers can create Amazon Business exclusive campaigns by setting the
site Restrictionsfield toAMAZON_BUSINESS. - Campaigns allow customization of budgets, ASIN promotion, keywords, and bid strategies for B2B shoppers.
- Reports for Sponsored Products will reflect performance exclusively on Amazon Business, aiding in campaign optimization.
- Reference documentation is available for detailed API usage.
This launch provides a focused way for advertisers to engage business shoppers with tailored campaigns on Amazon Business, leveraging unique shopper behavior and purchase patterns.
