The company was founded in 2013 and started as an ODM, with years of technical expertise and a leading position in both the new energy industry and the energy storage segment, but for BLUETTI, 2020 was the key turning point in its cross-border selling journey as a brand.
“2020 was a pivotal period for the transformation of China’s foreign trade. As domestic B2B orders declined year by year and overseas consumer demand for energy storage continued to surge, we decided to start cross-border selling on Amazon and officially enter the portable energy storage cross-border selling track. ”
Since BLUETTI began cross-border selling in 2020, Amazon Business customers services have provided strong support for its global expansion. On choosing Amazon Business as this path, Wei Huan sees it this way: Amazon Business does not add any extra operating costs, sellers do not need to register two accounts, and with just one account they can reach both B2B and B2C traffic at the same time, which is a win-win for sellers. As the energy shortage in Europe intensifies, demand for energy storage products in many European countries is increasing. In 2022, BLUETTI alone accounted for 13% of B-side sales in Germany, and after reaching B-end users many times through corporate purchases, the overall repurchase rate of the German site reached 15%.
BLUETTI: “For e-commerce channels, achieving an overall repeat purchase rate of 15% in the European Marketplace is quite impressive.” Amazon has a large user base, but our repeat purchase rate rarely reached 10% before. In general, the repeat purchase rate on a brand’s official website is relatively higher. However, through Amazon Business, BLUETTI found a way to reach B2B customers multiple times, which very effectively increased the repeat purchase rate. ”
In the "user profile" data for the European Marketplace provided in the Amazon Business console last year, BLUETTI found that a significant share of sales had clear audience attributes. After conducting research, they realized that many potential user groups had not previously been targeted precisely, and that Amazon Business could effectively help the brand identify and reach potential users in more niche segments, thereby expanding into a broader market.

Capture bulk procurement opportunities, actively participate in promotions, and strongly boost B2B sales
In November 2022, BLUETTI closed a large Spot Buy order for 1,500 energy storage power supplies through another exclusive Amazon Business service, with sales reaching €380,000. This was BLUETTI’s largest single commercial purchase order on Amazon to date. In September 2022, several major cities in Eastern European countries had an unprecedentedly urgent need for energy storage power supplies.
After learning about the demand for this business purchase order from the Amazon Business account manager, BLUETTI quickly accepted the order. But problems kept coming... Due to various factors, it was difficult to deliver the 1,500 energy storage power units to the designated location within the required time. Ultimately, with the coordination of the Amazon Business account manager, both parties agreed that BLUETTI would actively work with the customer to complete warehouse pickup of 1,500 items, after which the customer could transfer the goods locally through other transportation methods. In the end, this large order was successfully delivered, and the “self-pickup” solution that Amazon helped negotiate saved BLUETTI a substantial amount in logistics costs. The help BLUETTI gets from Amazon Business account managers is not only about finding more business opportunities, but also about getting more service support during cross-border selling.

Set competitive business prices and discounts, and participate in B2B promotions
*Note: The Europe and US back-to-business promotion for Amazon Business launches every year in January–February and has a dedicated traffic entry point, as shown above. ASINs with business prices and quantity discounts may be featured on the promotion page.
“In January 2023, we participated in the Europe and US back-to-business season campaign, and B2B orders increased 48% month over month in 12 days. ”

Stay committed to long-termism and firmly pursue the path of cross-border selling for the brand
“From a long-term perspective, many European countries have already begun implementing energy transition plans on a large scale to reduce their dependence on fossil fuels and increase the use of renewable energy. The rapid development of electric vehicles and the growing adoption of renewable energy also show that market demand for energy storage products will continue to grow. ”
Many people may think that the increase in demand for energy storage products is due to Europe’s energy shortage, but BLUETTI believes that the external environment is only a temporary trend. In the future, BLUETTI will continue to improve its products and stay committed to its cross-border selling brand strategy.

BLUETTI’s success tips
1 If you want to increase sales, you need to learn to use Amazon tools
“For us sellers, using the same Listing together with Amazon Business-exclusive tools can help us win more, larger orders and a higher repeat purchase rate than selling only to individual consumers! It’s really a win-win that multiplies the benefits. ”
In BLUETTI’s cross-border selling journey, the two Amazon Business tools it uses most often are the Custom Quote Engine (COE), which has brought BLUETTI many large-order opportunities, and Business Price and Quantity Discounts (BPQD), which currently has a 100% adoption rate. It lets BLUETTI show tiered product pricing to Amazon Business customers based on different purchase quantities, effectively improving conversion rates!
2 Brand building: focus on combining multiple channels
If you want to build a brand, you must first think through your plan and strategy. Building a brand through a single channel will lead to a weaker connection with your target users. So we recommend making good use of Amazon’s brand-building tools to make every customer touchpoint more precise and efficient. At the same time, you can consider combining multiple channels so you don’t end up in a “dead end.”

AstroAI’s founding team is made up of young people around 30 years old. The three partners, who came from different professional backgrounds, each played to their strengths and built their brand in overseas markets by drawing on their expertise in supply chain, marketing, operations, and other areas. AstroAI’s successful rise on Amazon highlights the sharp insight and innovative approaches of young brands in cross-border selling. The first step on this entrepreneurial journey began in early 2017, when Joe, AstroAI’s founder, saw the news that Amazon was officially expanding into the automotive tools category. ”

Use tools well to identify pain points, target the market, and carve out your niche
After joining Amazon’s Automotive (Parts and Accessories) category, AstroAI conducted an in-depth evaluation of the auto parts industry and found that many overseas family businesses held a dominant position in the auto parts categories in Europe and the US. As a result, supply chain updates and iterations in the market were relatively slow and could not meet online consumers’ diverse product needs. Joe therefore resolved to address market pain points by making AstroAI products affordable alternatives to big-name brands, clearly differentiating them from traditional family brands and giving consumers more choices.
“Products should be based on user needs and should not overlook feedback from any consumer, which is an important starting point for new product development. Our most valuable user reviews come from Amazon. ”

User reviews on Amazon product pages have become a major source of inspiration for AstroAI’s new product iterations. By regularly browsing reviews for different products and digging into the user needs and pain points behind them, AstroAI can gain many ideas and insights for product selection and product development. For product selection, Joe often uses tools such as the Marketplace Product Guidance tool, the Product Opportunity Explorer tool, and Business Reports in Seller Central. In addition, paid advertising account managers regularly provide reports and analysis on product selection and user research to guide product upgrades and iterations. In addition to valuing online user feedback, they also place great importance on listening to the authentic voices of frontline users. By carefully listening to customer feedback, you can continuously improve the product development process. Feedback from a North American user showed that the sunlight in California is very strong, and when using a “portable air pump” during the day, the strong light can affect the experience of reading the data. To address this issue, AstroA specifically added a backlight design and optimized the font during new product development, improving the user experience through differentiated product details and, after the new product launched, receiving a great deal of positive user feedback. After that, AstroAI set up a regular plan for “user follow-ups,” while also consolidating data from both on and off Amazon and building a data model based on its ERP system, which became part of its differentiated competitive edge in optimizing product development.

Expanding into the B2B market to meet customers’ customization needs is the key.
After learning that Amazon Business can directly connect many sellers with overseas business procurement customers, Joe firmly believed this was a great opportunity to open up new business opportunities. As a result, AstroA began expanding its business into Amazon Business, opening up a steadily rising second growth curve.
From 2017 to last year, AstroAI’s performance improved significantly. Compared with 2021, its sales growth had reached more than 300% in 2022, and this growth was basically all driven by joining Amazon Business.
“The automotive tools category is fairly unique, with both B2C and B2B attributes. In particular, there are many European countries, and each country has different consumer needs and preferences. The biggest challenge in creating bestselling B2B products in Europe is adapting to the different characteristics of each channel to meet more customized preferences and requirements. Also, compared with price, corporate customers pay more attention to product quality and functionality, as well as after-sales service. ”

AstroAI’s nine-word formula for bestselling products: “reliability, customization. a premium feel”
Using the European Marketplace’s iteration path for B2B products as an example, Joe shared an interesting story: “Through the Custom Quote Engine (COE) feature for Amazon Business, we once received a request from an Italian seller for an order quantity of 200. Because the customer is a furniture brand, they place a strong emphasis on design and an artistic feel in their brand identity, so they wanted the customized mini fridge to have an artistic, textured look that matched their overall brand style. ”

Ensure competitive B2B pricing and participate in B2B promotions to drive traffic and sales
The products had to meet the diverse needs of business customers while also taking pricing and value into account, and they overcame many difficulties and challenges in the process. Joe said: setting business pricing and discounts is an art. In addition to using the "Business Discount Insights" tool provided by Amazon Business to understand how aggressively competitors set their discounts, we also developed price-matching and price-comparison tools in our internal systems to ensure that AstroAI can maintain a price advantage.

AstroAI’s secrets to efficient operations
1 Optimize business pricing and discounts to ensure highly competitive business pricing
For AstroAI, the most commonly used tool is Business Price and Quantity Discounts (BPQD). Currently, 95% of ASINs across the top 5 European marketplaces have BPQD set up, and the highest quantity discount is 20%. By making good use of Amazon Business pricing tools, you can not only gain additional product exposure, but also help Amazon Business customers make purchase decisions faster. Amazon Business also provides products with business prices and quantity discounts (BPQD) with added exposure opportunities, such as traffic entry points, search results pages, and ad detail pages, to drive more traffic to those products. When there are no major promotional events, AstroAI also uses Business Prices and Quantity Discounts (BPQD) to test customer demand and optimize the settings regularly. The business discount analysis tool also does a great job of addressing the pain point of how to set business discounts. It can help prevent unreasonable discount settings while also providing specific discount recommendations.
A few years ago, a truck tire pressure monitor was launched on the UK Marketplace. Before Amazon Business was enabled, this product had already received some bulk orders. After Amazon Business was enabled, AstroAI immediately set a business price and quantity discounts for the product. According to AstroAI data, from 2021 to 2022, the number of repurchased units for this product increased by 133%, the number of repeat customers increased by 83% year over year, and the share of repeat customers increased from 2.74% to 4.22%.
2 Amazon Business exclusive events to drive traffic and boost sales for products
We selected nearly 20 ASINs that performed well with business customers and set up aggressive BPQD. The campaign performed well. Store traffic increased by 17% compared with the same period last year, overall sales increased by 13%, and revenue also increased by 30%. Joe said these Deals brought additional traffic to the store and were key to driving performance.

AstroAI’s tips for success
To be an Amazon seller, you need to truly align with Amazon’s principles and values
Long-term thinking, customer obsession, and the pursuit of excellence are some of the principles that have resonated most deeply with us in cross-border selling over the past few years. Perhaps because of cultural and regional differences, many companies do not fully understand these values, but once they truly get close to Amazon and understand it, they will find that these values are very important to a company’s future development.
If you want your brand to go further, you need to understand and follow Amazon’s rules
Amazon is very fair, especially in its strong stance against malicious reviews and responses, and it gives consumers more objective data, so once you understand Amazon’s rules and policies, you’ll find that this can better help sellers maintain compliant operations and achieve long-term growth.
Whether it’s a B2B or B2C product, you must keep improving product quality
Whether in the early stages of product selection or in later product development, every product needs to be refined to the highest standard, because cross-border selling is not just a simple online transaction, and it is certainly not a one-time deal. To achieve long-term growth and increase repeat purchases, you need to work hard to build great products and earn positive customer reviews.

Amazon Global Selling
Summing up BLUETTI and AstroAI’s successful business practices, 16 words say it all: “make good use of resources, seize opportunities; stay focused on the long term, and embrace change.” In just a few words, this also reflects the business wisdom and philosophy of many outstanding Chinese sellers. Amazon Business will also fully support sellers who want to expand into B2B channels! Amazon currently has more than 20 categories open to sellers. As long as your products are sold on Amazon, they will be available to both individual and business customers. Among them, office supplies, office furniture, commercial IT, home improvement and building materials, tools, industrial products, labor protection and security products, scientific research supplies, school education supplies, medical supplies, and hotel and kitchen supplies are all categories that Amazon Business customers often buy on Amazon. The new trend in cross-border B2B is here. Join Amazon Business, and embrace this trillion-dollar ocean of opportunities!