Amazon Will Introduce New Placement Modifier for B2B Sales in 2025

The new Placement modifier for Amazon Sponsored Products is a feature that allows sellers who have B2B options turned on to position their listings more competitively within the B2B Search Engine Results Page (SERP). Sellers can set the placement modifier independently from 0 to 900, and it can be combined with additional modifiers for placements, potentially increasing a bid significantly.

The new Amazon B2B Sales feature, which includes the Placement modifier for Sponsored Products targeting Amazon Business, is expected to be released in Q4 2024. However, those who are part of any Beta may have access to it earlier.

To use the new Placement modifier for B2B Sales on Amazon, sellers with B2B options enabled can set the modifier independently within a range of 0 to 900. This modifier can be used in conjunction with additional modifiers for different placements, potentially multiplying the effect on the original bid amount for greater visibility in B2B SERPs.

Amazon is focusing on B2B Sales and advertising options because their Business Division is experiencing significant growth and they appear to be the market leader in this area. According to eMarketer, Amazon Business is projected to bring in $43.44 billion in US product sales in 2024, which is a 12.3% growth year-on-year and represents 2.1% of total US B2B e-commerce site sales. This surpasses competitors such as BigCommerce and Shopify by a considerable margin.