New Seller Incentives: Over $50,000 in Referral Fee Savings per MarketplaceNew Seller Incentives: Over $50,000 in Referral Fee Savings per Marketplace
Seller story
The customer unit price was raised by 100 US dollars, and the return rate was reduced by 40%!He used “climate” as a product to sell well on Amazon
2025/06/07
Reading time about 6 minutes
Do you know why European customers like flannel whiteboards, while American users prefer models with imitation wood grain borders?
Our whiteboard was actually sold to the Pentagon, and they also asked for...
Our whiteboard was actually sold to the Pentagon, and they also asked for...
Behind this, there are not only aesthetic differences, but also the differentiated needs of different lifestyles:
● Morphological and aesthetic differences:
America favors imitation wood grain frames, Europe favors minimalist design
● Differences in usage scenarios:
Garages have spawned demand for large whiteboards, and models that are easy to stick are popular on rainy days
● Differences in decision-making standards:
C-end consumers look at the atmosphere, B-side buyers recognize quality
While most sellers were still selling at low prices, this factory was completely overwhelmed by overseas corporate buyers with a whiteboard that sold for 100 US dollars. Nearly 60% of orders came from the B-side, and the company's annual sales volume exceeded 1.2 million US dollars. Its story begins with the ultimate dismantling of the “big business behind a small white board”...
● Morphological and aesthetic differences:
America favors imitation wood grain frames, Europe favors minimalist design
● Differences in usage scenarios:
Garages have spawned demand for large whiteboards, and models that are easy to stick are popular on rainy days
● Differences in decision-making standards:
C-end consumers look at the atmosphere, B-side buyers recognize quality
While most sellers were still selling at low prices, this factory was completely overwhelmed by overseas corporate buyers with a whiteboard that sold for 100 US dollars. Nearly 60% of orders came from the B-side, and the company's annual sales volume exceeded 1.2 million US dollars. Its story begins with the ultimate dismantling of the “big business behind a small white board”...
Today, we are honored to invite Michael, founder of INNOVART, to reveal the story behind the foundry's counterattack. This is a tough battle of “positioning, deep cultivation, and long-term principles”!
Seller Profile: INNOVART
Entry site and time: Launched in the US in 2017
Main categories: whiteboards, labels and other office supplies
Sales performance:
Amazon's US site has annual sales exceeding 2 million US dollars
Amazon's B-side purchases sold more than 1.2 million US dollars, accounting for 58.92%
Entry site and time: Launched in the US in 2017
Main categories: whiteboards, labels and other office supplies
Sales performance:
Amazon's US site has annual sales exceeding 2 million US dollars
Amazon's B-side purchases sold more than 1.2 million US dollars, accounting for 58.92%
Amazon Business Buying Office Product Selection Guide
Similar products are also favored by B-side buyers!
book display stand book-displays
● Best-selling sites: North America
● Reference price range: 50-200 US dollars
● Product analysis:
Target audience: Libraries/bookstore operators, teachers, students, home reading corner organizers, pockets/illustrators/baking book bloggers
Usage scenarios: retail space display (bookstore, library), home reading corner, office document display, children's reading enlightenment, market booth display
● Core selling points:
Foldable and portable: suitable for exhibitions, stalls, and temporary reading spaces
Versatility: suitable not only for books, but also for displaying CDs, magazines, menus, postcards, photo books
Improve space utilization: suitable for various space layouts such as desktops, walls, and corners
● Suggestions for sellers:
Launch different size/function combinations according to the user population (such as children's book display stand vs desktop mini stand)
Add different usage scenario displays (such as classroom/study/exhibition/retail store) to the main image to improve conversion rates
Recommended package sales, such as the “3-pack bookshelf set” to meet B-side needs of schools/classrooms
Similar products are also favored by B-side buyers!
book display stand book-displays
● Best-selling sites: North America
● Reference price range: 50-200 US dollars
● Product analysis:
Target audience: Libraries/bookstore operators, teachers, students, home reading corner organizers, pockets/illustrators/baking book bloggers
Usage scenarios: retail space display (bookstore, library), home reading corner, office document display, children's reading enlightenment, market booth display
● Core selling points:
Foldable and portable: suitable for exhibitions, stalls, and temporary reading spaces
Versatility: suitable not only for books, but also for displaying CDs, magazines, menus, postcards, photo books
Improve space utilization: suitable for various space layouts such as desktops, walls, and corners
● Suggestions for sellers:
Launch different size/function combinations according to the user population (such as children's book display stand vs desktop mini stand)
Add different usage scenario displays (such as classroom/study/exhibition/retail store) to the main image to improve conversion rates
Recommended package sales, such as the “3-pack bookshelf set” to meet B-side needs of schools/classrooms
Amazon Business Buying Office Product Selection Guide
Similar products are also favored by B-side buyers!
Smart digital calendar planner & household schedule
wall-planners
● Best-selling sites: North America
● Reference price range: $290-400
● Product analysis
Target group: students, teachers, housewives, project managers
Usage scenarios: home-school collaboration (synchronizing school schedules and assignments), schedule management (synchronizing schedules); remote management (teachers/parents can manage schedules at any time through the mobile app)
● Core selling points
Visual management: large design (10-15 inches), annual planning at a glance
Versatility: suitable for various scenarios such as offices, homes, schools, etc.
Smart home: WiFi connection, multi-device synchronization, multi-function integration of mobile APP remote management; can sync GOOGLE and APPLE calendars
● Suggestions for sellers
Available in different sizes (15.7" vs 21.5") to suit different budgets
You can emphasize a 1-year warranty and 24/7 customer service support to develop supporting subscription services to increase ongoing revenue
Consider adding more interactive management features such as financial management, health tracking, student education planning, etc.
Similar products are also favored by B-side buyers!
Smart digital calendar planner & household schedule
wall-planners
● Best-selling sites: North America
● Reference price range: $290-400
● Product analysis
Target group: students, teachers, housewives, project managers
Usage scenarios: home-school collaboration (synchronizing school schedules and assignments), schedule management (synchronizing schedules); remote management (teachers/parents can manage schedules at any time through the mobile app)
● Core selling points
Visual management: large design (10-15 inches), annual planning at a glance
Versatility: suitable for various scenarios such as offices, homes, schools, etc.
Smart home: WiFi connection, multi-device synchronization, multi-function integration of mobile APP remote management; can sync GOOGLE and APPLE calendars
● Suggestions for sellers
Available in different sizes (15.7" vs 21.5") to suit different budgets
You can emphasize a 1-year warranty and 24/7 customer service support to develop supporting subscription services to increase ongoing revenue
Consider adding more interactive management features such as financial management, health tracking, student education planning, etc.
Interactive Whiteboards/Smart Teaching Whiteboards Interactive Whiteboards
● Best-selling sites: Europe
● Reference price range: 20-30 US dollars, above 2000 US dollars
● Product analysis:
Target groups: school procurement departments, primary and secondary school teachers, education and training institutions, distance learning users
Usage scenarios: classroom teaching, remote interactive teaching, student group discussion, multimedia display, teacher preparation and demonstration
● Core selling points:
Multi-touch technology: supports multiple users to write and operate at the same time to enhance classroom interactivity and participation
Interactive teaching functions: built-in teaching tools, supporting video playback, file sharing, whiteboard saving and cloud sync
Easy to install and use: supports wall-mounted or mobile stands, simplifies classroom layout modification, friendly operation interface, easy for teachers to use
Multiple size options: Multiple sizes from 55 inch to 86 inch cover different classroom sizes and budget needs
● Suggestions for sellers:
Launch packages in conjunction with promotions, such as interactive whiteboard+wireless projector, smart pen, teaching software subscription package, etc.
Provide customized recommendations for K-12 and training institutions, such as multi-classroom procurement discounts and after-sales service support
Description The product supports distance learning and blended teaching, in line with current digital education trends
● Best-selling sites: Europe
● Reference price range: 20-30 US dollars, above 2000 US dollars
● Product analysis:
Target groups: school procurement departments, primary and secondary school teachers, education and training institutions, distance learning users
Usage scenarios: classroom teaching, remote interactive teaching, student group discussion, multimedia display, teacher preparation and demonstration
● Core selling points:
Multi-touch technology: supports multiple users to write and operate at the same time to enhance classroom interactivity and participation
Interactive teaching functions: built-in teaching tools, supporting video playback, file sharing, whiteboard saving and cloud sync
Easy to install and use: supports wall-mounted or mobile stands, simplifies classroom layout modification, friendly operation interface, easy for teachers to use
Multiple size options: Multiple sizes from 55 inch to 86 inch cover different classroom sizes and budget needs
● Suggestions for sellers:
Launch packages in conjunction with promotions, such as interactive whiteboard+wireless projector, smart pen, teaching software subscription package, etc.
Provide customized recommendations for K-12 and training institutions, such as multi-classroom procurement discounts and after-sales service support
Description The product supports distance learning and blended teaching, in line with current digital education trends
“I didn't even think I could make it this big at first. As a mom of twins, I struggle every day with my baby and work. But if you find the right method, you can really do more with less. Abbottt, Premiere Creative’s creative director.
The foundry tore off the OEM label to create its own brand All in Amazon
Twenty years ago, INNOVART was a traditional foreign trade foundry focusing on the European and American markets. In recent years, the limitations of traditional trade have been highlighted, orders are unstable, and customer acquisition costs have risen. Meanwhile, the explosive growth of cross-border e-commerce attracted Michael's attention. With its knowledge of the US and the advantages of China's supply chain, it officially registered the INNOVART brand in 2017, entered the cross-border e-commerce field, and chose Amazon as the first stop to go overseas. The reason is simple:
● The largest e-commerce company in North America. The product-centered logic is highly compatible with the philosophy of factory sellers
● Massive traffic+mature market, new and old products can test the waters at low cost
● Amazon Logistics FBA directly reduces logistics and warehousing costs by 30%-40%
● The largest e-commerce company in North America. The product-centered logic is highly compatible with the philosophy of factory sellers
● Massive traffic+mature market, new and old products can test the waters at low cost
● Amazon Logistics FBA directly reduces logistics and warehousing costs by 30%-40%
Reject low prices to build a barrier to core products+operate the “Huangpu Military Academy”
Break through from price to only make products that “get stuck in the neck”
When it first entered Amazon, INNOVART discovered that stationery products were mostly concentrated in the low price range of 10-30 US dollars, while there were few large office supplies sellers and most of them were well-known brands in the US.
When it first entered Amazon, INNOVART discovered that stationery products were mostly concentrated in the low price range of 10-30 US dollars, while there were few large office supplies sellers and most of them were well-known brands in the US.
Michael, founder of INNOVART
North American corporate customers pay more attention to product quality and testing, and are willing to pay for high-quality products.
North American corporate customers pay more attention to product quality and testing, and are willing to pay for high-quality products.
INNOVART has received an order from the Pentagon, and the customer requested a fire protection report for the mobile shelf board because products entering the government department must strictly meet the requirements of the US Consumer Association. Although not mandatory, only INNOVART can provide this verification, which is one of the reasons why the product can be sold at a high price. Since then, the customer has placed two or three more repeated orders.
Why do B-side buyers buy a $100 whiteboard?
Michael pointed out that the barriers to the stationery category are mainly materials, and these tests require high-quality raw materials and high costs. Therefore, INNOVART anchors the mid-to-high-end price range of $100 or more, and focuses on quality and compliance.
This strategy quickly paid off — based on this strategy, INNOVART received its first large corporate order within 2 months of launch, and sold more than 3,000 whiteboards. Almost every 48 states in the US placed orders, and orders filled almost the entire US like a flag.
Michael pointed out that the barriers to the stationery category are mainly materials, and these tests require high-quality raw materials and high costs. Therefore, INNOVART anchors the mid-to-high-end price range of $100 or more, and focuses on quality and compliance.
This strategy quickly paid off — based on this strategy, INNOVART received its first large corporate order within 2 months of launch, and sold more than 3,000 whiteboards. Almost every 48 states in the US placed orders, and orders filled almost the entire US like a flag.
Michael, founder of INNOVART
This sense of shock is unprecedented. Although we do traditional foreign trade, we have also delivered across the US, we have never felt the power of our products to reach end users so intuitively, and we have also been exposed to many business and government buyers that we were unable to reach before.
This sense of shock is unprecedented. Although we do traditional foreign trade, we have also delivered across the US, we have never felt the power of our products to reach end users so intuitively, and we have also been exposed to many business and government buyers that we were unable to reach before.
From selecting people in factories to scavenging people in Shanghai, professional people do professional things!
After solving the “what to sell” problem, they are faced with the challenge of “who will sell”. Initially, the company wanted the team to be close to the factory or even on-site to quickly obtain product information and reduce costs. However, since the factory is located in the suburbs, it is difficult to attract outstanding talents, and it is difficult for internal employees to adapt to the new e-commerce rhythm, causing the business to fall into a bottleneck.
After solving the “what to sell” problem, they are faced with the challenge of “who will sell”. Initially, the company wanted the team to be close to the factory or even on-site to quickly obtain product information and reduce costs. However, since the factory is located in the suburbs, it is difficult to attract outstanding talents, and it is difficult for internal employees to adapt to the new e-commerce rhythm, causing the business to fall into a bottleneck.
Michael, founder of INNOVART
Professional work requires professional people to do it. We take the initiative to get close to talents rather than let the capable haystack come to us.
Professional work requires professional people to do it. We take the initiative to get close to talents rather than let the capable haystack come to us.
So in 2018, INNOVART decided to set up a sales office in Shanghai. This adjustment has enabled the business to grow by more than 100% each year. Currently, the company incubates complex talents through small-site practice, reserves strength for multi-site layout, and lays the foundation for subsequent development.
Amazon accounts for 58.92% of business purchases, a new growth engine discovered by accident
The real turning point came in 2018. At the time, INNOVART had been operating on Amazon's US site for over a year, and its performance was rising steadily. However, Michael is keenly aware of a phenomenon: the proportion of orders from corporate buyers continues to rise, accounting for 30% of the total, and these customers are more sticky, showing a more significant value advantage:
● Higher order volume: the average number of orders is 25% higher than that of C-end customers
● Higher customer unit price: the amount spent per order is $100 higher than the C-side
● Stronger stickiness: the repurchase rate is significantly higher than that of C-end customers
● Lower return rate: more attention to product quality, less impulsive returns
● Higher customer unit price: the amount spent per order is $100 higher than the C-side
● Stronger stickiness: the repurchase rate is significantly higher than that of C-end customers
● Lower return rate: more attention to product quality, less impulsive returns
As product sales increased, the INNOVART brand's exposure on search engines increased, enhancing the brand's credibility. This not only boosted brand awareness, but also encouraged the team to start deepening the B-side business.
How can I understand my store's ToB potential?
By default, ASINs listed on Amazon stores can be sold on the C-side and B-side at the same time; your store probably already has B-side orders!Follow these steps to enter the B2B platform to check the store's B-side sales:
1. Sign in to Seller Central
2. Click the top button in the upper left corner to open the menu and click B2B > B2B Platform
By default, ASINs listed on Amazon stores can be sold on the C-side and B-side at the same time; your store probably already has B-side orders!Follow these steps to enter the B2B platform to check the store's B-side sales:
1. Sign in to Seller Central
2. Click the top button in the upper left corner to open the menu and click B2B > B2B Platform
As a result, INNOVART began to consciously lean towards the B-side. Currently, the corporate purchasing business accounts for 58.92% of total sales. When talking about how to run an enterprise-side business well, Michael said that there are quite a few things that need to be examined:
[Self-Test List] Do you know the essential differences between B-side and C-end buyers?
In the process of serving corporate customers, INNOVART gradually discovered that there is an essential difference in the needs of B-side and C-side customers. These differences are reflected not only in the products themselves, but also in their different requirements for information acquisition and decision-making methods.
In the process of serving corporate customers, INNOVART gradually discovered that there is an essential difference in the needs of B-side and C-side customers. These differences are reflected not only in the products themselves, but also in their different requirements for information acquisition and decision-making methods.
From a consumer perspective: B-side and C-side buyers have very different listing requirements
What impressed Michael the most was the results of an A/B test. They chose two best-selling products and made two completely different sets of listings for the same product—one optimized for B-side buyers and the other designed according to C-side buyers' preferences.
What impressed Michael the most was the results of an A/B test. They chose two best-selling products and made two completely different sets of listings for the same product—one optimized for B-side buyers and the other designed according to C-side buyers' preferences.
Michael, founder of INNOVART
We were taken aback by the results. If B-side products are hard added to C-side style elements, the conversion rate will actually decrease, while the optimized listing for B-side customers has a significantly better conversion effect.
We were taken aback by the results. If B-side products are hard added to C-side style elements, the conversion rate will actually decrease, while the optimized listing for B-side customers has a significantly better conversion effect.
From a product perspective: Different sites have huge differences in product requirements
Take whiteboards as an example. American consumers prefer cork boards, while European consumers prefer flannel pine boards. Maybe the US sells 10,000 cork boards, while Europe sells 5,000 cork boards and 5,000 pine boards.
Take whiteboards as an example. American consumers prefer cork boards, while European consumers prefer flannel pine boards. Maybe the US sells 10,000 cork boards, while Europe sells 5,000 cork boards and 5,000 pine boards.
Hidden buff for corporate purchases, 3 major traffic passwords to improve conversion in all aspects
Beginning in 2020, INNOVART began using various tools provided by Amazon Business Purchase, which brought it significant business growth.
Beginning in 2020, INNOVART began using various tools provided by Amazon Business Purchase, which brought it significant business growth.
Enterprise Price and Quantity Discounts (BPQD): Accurate coverage of corporate procurement behavior
INNOVART has set a BPQD discount for 70% of its products, and a BPQD function has been set up for products with a purchase rate of more than 10% of corporate buyers. It summarizes all B-side SKU-level order data and then analyzes the number of purchases per order. It distinguishes a total of 3%, 5%, and 10% discount mechanisms, which greatly increased order turnover. Enterprise orders increased 33% over the same period last year!
INNOVART has set a BPQD discount for 70% of its products, and a BPQD function has been set up for products with a purchase rate of more than 10% of corporate buyers. It summarizes all B-side SKU-level order data and then analyzes the number of purchases per order. It distinguishes a total of 3%, 5%, and 10% discount mechanisms, which greatly increased order turnover. Enterprise orders increased 33% over the same period last year!
Enterprise Price and Quantity Discounting (BPQD) usage path
● Individual ASIN settings: Seller Central > Inventory Management > Business Price/Add Quantity Discounts
● Bulk ASIN Setup: Seller Central > Determine Price > Automate Pricing > Create a New Pricing Rule
● Business discount analysis: Seller Central > B2B > Business Discount Analysis
● Individual ASIN settings: Seller Central > Inventory Management > Business Price/Add Quantity Discounts
● Bulk ASIN Setup: Seller Central > Determine Price > Automate Pricing > Create a New Pricing Rule
● Business discount analysis: Seller Central > B2B > Business Discount Analysis
B-side exclusive advertising: accurate delivery with a high conversion rate
According to Michael, product advertisements exclusive to corporate purchases are an important channel for obtaining B-side traffic. It indicates that although the bid price for B-side ads is usually higher than that of ordinary C-side ads, the conversion effect far exceeds expectations and can reach 11%, reaching corporate buyers more accurately than conventional advertisements.
According to Michael, product advertisements exclusive to corporate purchases are an important channel for obtaining B-side traffic. It indicates that although the bid price for B-side ads is usually higher than that of ordinary C-side ads, the conversion effect far exceeds expectations and can reach 11%, reaching corporate buyers more accurately than conventional advertisements.
Michael, founder of INNOVART
The logic of B-side advertising is completely different. The search behavior of corporate buyers is more accurate. They know what they want, the conversion path is shorter, and the decision is more direct.
The logic of B-side advertising is completely different. The search behavior of corporate buyers is more accurate. They know what they want, the conversion path is shorter, and the decision is more direct.
B-side exclusive promotions: seize the pace of corporate procurement
Enterprise customers have a clear time window and budget cycle for purchasing. Based on this insight, INNOVART participated in targeted Amazon business purchase promotions, such as the Back to School back-to-school season, November winter semester, and April new fiscal year budget.
Enterprise customers have a clear time window and budget cycle for purchasing. Based on this insight, INNOVART participated in targeted Amazon business purchase promotions, such as the Back to School back-to-school season, November winter semester, and April new fiscal year budget.
Michael, founder of INNOVART
Basically, our YoY grew by more than 100%, but when we participated in the back-to-school season event last year, we achieved a 170% increase. Because our products are a relatively niche category in stationery, we were able to have this kind of growth, which proves that this event is very worth participating in.
Basically, our YoY grew by more than 100%, but when we participated in the back-to-school season event last year, we achieved a 170% increase. Because our products are a relatively niche category in stationery, we were able to have this kind of growth, which proves that this event is very worth participating in.
New Seller Onboarding Guide Video
Before entering Amazon, please read the registration guide video, prepare relevant registration materials in advance, understand the specific registration process, and help you start a store smoothly!
Recommended reading
Getting Started: New Seller Guide
Global business opportunities
