The way businesses buy has changed fundamentally. B2B buyers such as tradespeople or IT managers are used to fast processes and transparent prices in their private lives. Accordingly, they now expect exactly that same convenience at work. So where do they look for products first? On Amazon.
The B2B shift on Amazon
Current market data makes it clear that Amazon Ads for B2B stopped being a niche channel long ago. According to global studies by Statista and Wunderman Thompson Commerce, Amazon Business is the world's most popular online shop for B2B purchasing at 36% — ahead of established B2B platforms such as eBay (29%) or Alibaba (27%) (source: Statista, Wunderman Thompson Commerce, 2023).
In Germany alone, the marketplace has grown into a vast B2B hub: official first-party data from Amazon Ads (March 2023) shows 10 to 12 million active B2B users on the platform in this market. They can choose from more than 250 million products. The spectrum ranges from small family businesses through mid-sized companies to large corporations. Because users have to go through a strict registration process to be verified as a business customer, the audience on Amazon Business is extremely high in quality.
But how do brands in the B2B segment reach these professional buyers precisely, without wastage, along their often complex buyer journey? The answer lies in combining targeted search ads (SPAD) with programmatic audience targeting (DSP).
The bottom funnel: SPAD inventory (Sponsored Ads for B2B)
When B2B buyers already have a concrete intent to purchase, they use Amazon search like a classic search engine. This is exactly where Sponsored Ads (SPAD) come in.
Capturing search intent
through Sponsored Products, Sponsored Brands and Sponsored Display we place your products directly in front of B2B buyers searching for terms such as "industrial supplies", "practice equipment" or "bulk packs".
B2B bid adjustments
within existing campaigns we can set up targeted bid increases. These take effect as soon as a search query comes from a verified Amazon Business user.
Exclusive B2B campaigns
for purely commercial products we set up separate campaigns. These are served exclusively to logged-in business users, which protects your budget from expensive clicks by private customers (B2C).
Focus on business benefits
B2B customers watch the price meticulously. We make sure that volume discounts, tiered pricing and net price displays are promoted prominently, right in the search results.
The upper & mid funnel: Amazon DSP audiences
Not every buyer actively looks for a new supplier straight away. The process often begins much earlier — with creating demand and building the brand. This is where the Amazon DSP (demand-side platform) comes in. It lets us use Amazon's valuable first-party data across platforms to address B2B decision-makers in a targeted way.
Recommended reading: our guide to the Amazon DSP, where you will find step by step how to build programmatic campaigns strategically.
For the B2B segment, the DSP offers incomparably deep targeting options based on real, verified user profiles from Amazon Business:
Targeting by user role
we can serve campaigns specifically to business owners, verified accounts with a VAT ID, P-card holders (corporate credit cards) or users with admin and buyer rights.
Targeting by purchase behaviour
we segment buyers by their spending behaviour (high spenders), by repeat purchasers, or by buyers of high-priced premium items.
Targeting by company size
whether micro-businesses with 1 to 3 employees, growing SMEs (11 to 50 employees) or large corporations with more than 51 staff — we steer the approach precisely.
Targeting by industry (SIC codes)
in Germany, Amazon Business is dominated above all by sectors such as business products & services, real estate, retail & distribution as well as IT and industry. Through the DSP we can serve your advertising specifically within these industry clusters.
Another advantage of the DSP in B2B is retargeting. Because business purchases often take weeks due to internal approval processes, we keep your brand present outside Amazon (on trade sites and news portals) until the budget is signed off and the purchase is complete.
The content highlight: premium placements & connected TV (CTV)
If you want maximum attention in B2B marketing, the exclusive branding options of the Amazon DSP are the way to go.
The Amazon Business homepage hero banner
This premium format is the royal road for B2B brands. Placed directly in the hero rotator on the Amazon Business homepage, you secure a 100% share of voice (SOV) for an entire week. Your message appears the moment the page loads — on desktop as well as in the mobile app. Alternatively, monthly packages (H2/H3 rotators with 25% SOV) offer high-reach placements on the homepage, in search results and on product detail pages.
Connected TV (CTV) & the LinkedIn integration
May 2026 marked a milestone for B2B marketers: Amazon Ads opened the DSP to LinkedIn's highly precise first-party identity data.
How it works
we can use professional profile data — such as job title, industry and seniority — to address these B2B audiences directly through Amazon's connected TV (CTV) inventory.
The advantage
a B2B decision-maker is reached in the evening on the sofa, streaming via Prime Video, with high-quality TV advertising — steered by LinkedIn's highly precise professional data.
Availability
this feature is currently available in the UK and US markets. It shows how rapidly B2B marketing is professionalising across platforms, and where the journey is heading.
Read more: how you can already use connected TV as a genuine performance lever for your brand today is covered in our article.
FAQ – frequently asked questions about Amazon B2B ads
SPAD inventory (Sponsored Ads) captures buyers at the end of the purchase chain who are already actively searching Amazon for terms such as "industrial supplies". The Amazon DSP, by contrast, operates in the upper and mid funnel. It lets you serve targeted banner and video advertising on and off Amazon to predefined B2B audiences, before they have typed a single search query.
We use two levers for this. First, exclusive B2B campaigns can be set up that are visible only to verified Amazon Business accounts. Second, through what are known as B2B bid adjustments, we can arrange for your bids in normal campaigns to be raised automatically as soon as a verified business customer searches for your product.
This is exactly where the strength of DSP retargeting lies. Because approval processes inside companies eat up time, we keep picking the buyer up again. If they have viewed your product on Amazon but not bought it straight away, your brand stays present through strategically placed display banners on external trade sites and news portals until the budget has been signed off internally.