New Seller Incentives: Over $50,000 in Referral Fee Savings per MarketplaceNew Seller Incentives: Over $50,000 in Referral Fee Savings per Marketplace
Business orders reached 2,500 units, and Amazon sales increased by 184%?! Just because he made this change
September 23, 2021
Table of Contents
1/ Built-in traffic!Unlock the secrets of the Amazon Business promotion page!
2/ Top-tier must-have!Amazon Business’s two order-driving trump cards!
3/ Worth saving!Hands-on practice for setting up Amazon Business tools, step by step!
1/ Built-in traffic!Unlock the secrets of the Amazon Business promotion page!
2/ Top-tier must-have!Amazon Business’s two order-driving trump cards!
3/ Worth saving!Hands-on practice for setting up Amazon Business tools, step by step!
Amazon Business customers can enjoy not only deals during peak shopping events such as Black Friday and Cyber Monday, as well as other promotions throughout the year, but also Amazon Business promotions created specifically for business customers. This also means that, as an Amazon seller, you can tap into more business traffic to help increase your sales on Amazon.
The homepage event Peter saw was one of the many promotions on Amazon dedicated to Amazon Business customers—the Japan Marketplace “4th Anniversary Campaign.”
As the biggest event in the second half of each year for Amazon Business in Japan, last year’s third anniversary event attracted many Amazon sellers to participate.
Unlike previous years, in addition to the special featured placement for 10–30% off discounts submitted through an account manager, if Japan Marketplace sellers enrolled in Amazon Business set eligible products during this period to a business price or quantity discount that is 5% off (5% off) or more off the customer price, no account manager submission is required, and the system will automatically pull them into the customer-facing display page for rotating display. At the same time, Amazon will also promote the fourth anniversary event on a large scale to attract more Amazon Business customers to make purchases and help participating sellers drive more traffic.
This year’s fourth anniversary event for Amazon Business in Japan runs from 9/21 to 11/19. The event has just started, Japan Marketplace sellers, take note: as long as your products meet the following conditions, you still have a chance to participate in this event:
▲Set a business price/quantity discount of more than 5%
▲New products with a consumer rating higher than 3.5 stars, or new products with no rating
▲Remain continuously in stock during the event
▲The main product image meets the requirements (no watermark, LOGO, etc.)
▲Win the Buy Box
▲Set a business price/quantity discount of more than 5%
▲New products with a consumer rating higher than 3.5 stars, or new products with no rating
▲Remain continuously in stock during the event
▲The main product image meets the requirements (no watermark, LOGO, etc.)
▲Win the Buy Box
In addition to Amazon Japan’s “4th Anniversary Event”, many other Marketplaces, such as the US and Europe, also have promotions and peak seasons for B2B buyers!
For example, the Europe Marketplace has homepage promotional placements for Chinese sellers around different themes or categories. Sellers can submit through their account manager, and enrolled ASINs must have a business price discount of more than 5% off the consumer price (5% off).
For example, the recently concluded back-to-school campaign in the US Marketplace also helped sellers increase B2B sales:
One of the requirements for products participating in these Amazon Business campaigns is setting a business price/quantity discount of more than 5% off. What’s more, business price/quantity discounts are also a powerful tool to help sellers increase B2B traffic and conversion rates.
Business pricing and quantity discounts are exclusive features of Amazon Business.
TIPS: What are business pricing and quantity discounts?
● Business pricing:
In addition to selling prices for individual consumers, sellers can also offer lower business prices to business and institutional buyers who buy on Amazon.
● Quantity Discounts:
For corporate and institutional buyers who purchase multiple products, sellers can set corresponding tiered prices according to the quantity purchased.
Once you set business pricing and quantity discounts, you also get a “super boost” in B2B traffic and sales.
Data shows that products with business pricing/quantity discounts see a significant increase in traffic compared with average traffic!
Such a significant increase in traffic is due to the following two factors:
Added traffic from concentrated featured placements
Products with business pricing/quantity discounts may appear in the business procurement promotion sections and dedicated areas on the Amazon Business homepage<1> and special event pages<2>, gaining additional exposure.
Built-in traffic from priority featured placements
Amazon Business search results will prioritize products with quantity discounts, making it easier for Amazon Business customers to discover these products.
In addition to impressive traffic, the benefits of business pricing and quantity discounts are also most clearly reflected in the "three major improvements" in orders.
Increase order conversion rates
Data shows that exclusive discounts for Amazon Business customers and tiered pricing can help improve Buy Box win rates and drive order conversions.
Increase Buy Box win rate
Even if you don’t win the Buy Box when the order quantity is 1 item, after you set a quantity discount, you still have a chance to win the Buy Box when business and institutional buyers order multiple items.
Increase average order size
Products with business pricing/quantity discounts can help sellers attract more business buyers that need to buy multiple items, turning single-item orders into multi-item orders and effectively increasing sellers’ average order size.
Want to use the same winning formula as top sellers?Follow the steps below to quickly set up business prices and quantity discounts~
Because business prices and quantity discounts are exclusive B2B tools that Amazon Business provides for sellers, you first need to confirm that you have joined Amazon Business.
You need to go to Seller Central - Settings - Account Info - Your Services and make sure that "Register for Amazon Business" is selected.
● Business price:
You can go to Amazon Seller Central, click “Inventory > Manage Inventory,” set the business price* for the corresponding product, and then click “Save.”
Business Price badge
🚩Please note:
We recommend that when you set business pricing, it should be at least 1% lower than the consumer price so your product will display the “Business Price badge” (“Business Price”) on the product detail page.
● Quantity Discounts:
You can set fixed price or percentage price:
Fixed price:
Set a fixed discount amount based on the quantity tier
Percentage discount:
Set tiered discounts based on purchase quantity. Click "Inventory"-"Manage Inventory" to set this up for the relevant products.
Operations Tips
🚩 Please note:
1 According to Amazon research, about 87% of Amazon Business orders are for 2–5 items per order, and a discount rate of 2%–5% has the greatest impact on improving product conversion rates. If you don't have a specific quantity discount strategy, try setting up a quantity discount like this:
2% off when you buy 2 units
5% off when you buy 5 units
2% off when you buy 2 units
5% off when you buy 5 units
2 In Seller Central, you can click Manage Inventory to set business prices and quantity discounts for products 1 by 1, or use the Add Products via Upload feature to set up new products in bulk in the file.
3 To help you save more time, reduce errors, and operate more efficiently, Amazon has also launched the Business Discount Automate Pricing feature, which can effectively manage your business prices and quantity discounts.
We recommend that you make the most of your business pricing and quantity discounts to capture end-of-year peak B2B buying periods and large business purchasing opportunities, and win more "high-quality" bulk business orders!
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