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
How did 3D printers become a hit on Amazon?The C-end sparked word of mouth, and the B-side harvested and grew
January 31, 2025
Reading time about 6 minutes
It has broken through European and American monopolies, been at the top of the Best Seller list for a long time, and Amazon's B-side business has grown by more than 30%. This is the 3D printer brand's hard-core report card on Amazon. At the 2025 Amazon Global Selling Cross-border Summit, Yu Zhiwei, Amazon Business Director of Vertical Cube, shared how to accurately break into gaps in the market, break the C-side with ease of use, and cultivate B-side full-link growth strategies through customization.
What's their password to break the game?And how did you leverage the B-side blue ocean?Today, I'm going to take you to thoroughly disassemble Amazon's vertical and cubic growth path and practical approach!
Seller profile
Company Name: Vertical Cube
Main products: 3D printing equipment and consumables
Entry sites: North America Station, European Station
What's their password to break the game?And how did you leverage the B-side blue ocean?Today, I'm going to take you to thoroughly disassemble Amazon's vertical and cubic growth path and practical approach!
Seller profile
Company Name: Vertical Cube
Main products: 3D printing equipment and consumables
Entry sites: North America Station, European Station
Outstanding performance
● Top 3 3D printing machine categories on Amazon's global site
● Core products (such as FDM model Kobra series, LCD model Photon series) have been at the top of the Best Seller list for a long time
● Annual sales of Amazon businesses increased by more than 30% year over year
● Top 3 3D printing machine categories on Amazon's global site
● Core products (such as FDM model Kobra series, LCD model Photon series) have been at the top of the Best Seller list for a long time
● Annual sales of Amazon businesses increased by more than 30% year over year
Discover 2x premium business opportunities
Open up the 3D printing category monopolized by Europe and the US
Open up the 3D printing category monopolized by Europe and the US
In 2015, Shenzhen was in the midst of a wave of cross-border e-commerce stores. At first, Zongwei Cube was also an ordinary seller selling daily necessities and electronic components. However, founder Ouyang Lu keenly caught a signal: after overseas customers purchased 3D printing accessories and assembled the complete machine, the price premium could be more than double; yet in the 3D printing market, which was dominated by European and American brands at the time, it was easy to get started with 800 US dollars, and ordinary consumers simply couldn't touch it.
He realized that an inexpensive but high-quality machine was a huge gap in the market, so he decided to cut out unrelated businesses and fully invested in 3D printer research and development.
In 2016, the first model of the vertical dimensional cube, the Anycubic i3 Mega, entered the market for 300 US dollars. While drastically lowering the price threshold, it still maintained surprising printing accuracy and stability. As soon as it was launched, it became a hit. Monthly sales jumped from dozens of units to 3,000 units, and it quickly became one of the current Amazon models.
He realized that an inexpensive but high-quality machine was a huge gap in the market, so he decided to cut out unrelated businesses and fully invested in 3D printer research and development.
In 2016, the first model of the vertical dimensional cube, the Anycubic i3 Mega, entered the market for 300 US dollars. While drastically lowering the price threshold, it still maintained surprising printing accuracy and stability. As soon as it was launched, it became a hit. Monthly sales jumped from dozens of units to 3,000 units, and it quickly became one of the current Amazon models.
Yu Zhi Wei
The reason we chose Amazon as the first stop for vertical and dimensional cube trips to the sea is mainly due to two things:
Amazon's infrastructure has drastically lowered the threshold for cross-border operations. From product selection tools, logistics and warehousing, compliance guidance to advertising and marketing, there is full support.
Amazon can help brands gain exposure and grow. For example, Amazon's Best Seller list and user evaluation system can quickly establish brand credibility.
The reason we chose Amazon as the first stop for vertical and dimensional cube trips to the sea is mainly due to two things:
Amazon's infrastructure has drastically lowered the threshold for cross-border operations. From product selection tools, logistics and warehousing, compliance guidance to advertising and marketing, there is full support.
Amazon can help brands gain exposure and grow. For example, Amazon's Best Seller list and user evaluation system can quickly establish brand credibility.
Solve emerging education problems with ease of use
Reinventing the consumer-grade 3D printing experience
Reinventing the consumer-grade 3D printing experience
3D printing is a technical consumer product or an emerging category. User decisions rely heavily on professional awareness and word of mouth accumulation. How to solve the problem of market education in emerging categories?The strategy of vertical and dimensional cube is to use extreme ease of use to break down professional barriers, improve performance, and accumulate user reputation with a hardcore product experience.
Early products followed the assembly logic of the accessory era. By default, users had strong hands-on ability, but the results frequently sparked complaints: installation took 3 hours, screwed up 100 screws, complicated adjustments, and easy printing to fail. After being in the overseas maker community for a long time, the co-founder also discovered that “too difficult to operate” was the core reason why a large number of potential consumers were persuaded to quit. As a result, the team realized that if they want to get out of the geek community and actually enter the mass market, they must actually lower the usage threshold.
As a result, the vertical dimensional cube established a “simpler, more practical, and more intelligent” research direction, simplifying 100 screws to 10, significantly shortening installation time; using a black and white screen to reduce printing time by 50%; developing low-temperature resins for multi-scenario requirements; and introducing UV post-treatment boxes to solve curing problems. Through a series of innovations and optimizations, pain points such as low efficiency, harsh environment, and complicated post-processing have been successfully solved, and the user experience has been greatly improved.
Amazon Business
Build a “performance engine” for B-side high growth
Build a “performance engine” for B-side high growth
In the early process of deepening Amazon and overseas communities, the vertical cube keenly noticed that in addition to C-end personal geeks, there were also B-end corporate buyers, covering educational institutions, small workshops, research teams, etc. These mixed inquiries in C-side traffic are actually a strong signal from the B-side market. After realizing this opportunity, the vertical cube initially established a strategy that places equal emphasis on the B-side and C-side.
Yu Zhi Wei
Traditional offline relies on exhibitions and agents, with high customer acquisition, low efficiency, and dilution of profits. Amazon corporate purchases are a one-step solution: 8 million corporate buyers directly reach global customers, eliminate intermediaries to increase profits by 2-3 times, and integrate logistics and payment to shorten repayments, making B-side growth more steady.
Traditional offline relies on exhibitions and agents, with high customer acquisition, low efficiency, and dilution of profits. Amazon corporate purchases are a one-step solution: 8 million corporate buyers directly reach global customers, eliminate intermediaries to increase profits by 2-3 times, and integrate logistics and payment to shorten repayments, making B-side growth more steady.
Yu Zhiwei said that at present, Amazon corporate purchases have become an important growth pole for the vertical cube. The revenue growth rate has exceeded 30%, which is more than ten points higher than the C-side growth rate.
Behind this impressive performance, it is inseparable from the vertical cube's precise control of the B-side business in terms of product selection and operation.
Behind this impressive performance, it is inseparable from the vertical cube's precise control of the B-side business in terms of product selection and operation.
1. Precisely lock the B-side image to create a customized product selection matrix
On Amazon, Vertical Cube's B-side core customer base is very clear: first, primary and secondary schools and vocational colleges with teaching needs; second, small and medium-sized manufacturers focusing on the production of figurines, jewelry, and auto parts samples; and third, research laboratories that need to print experimental tools.
Through in-depth analysis, the vertical cube found that these customers chose to buy on Amazon mainly based on three core demands:
On Amazon, Vertical Cube's B-side core customer base is very clear: first, primary and secondary schools and vocational colleges with teaching needs; second, small and medium-sized manufacturers focusing on the production of figurines, jewelry, and auto parts samples; and third, research laboratories that need to print experimental tools.
Through in-depth analysis, the vertical cube found that these customers chose to buy on Amazon mainly based on three core demands:
Urgent: When equipment or supplies need to be refilled urgently, Amazon's efficient logistics are the best antidote
Stable: In batch procurement, the platform-endorsed quality assurance and transparent price comparison system reduces decision-making risks
Simplified: For the first cooperation test order, Amazon has greatly simplified the corporate qualification review and transaction process, and lowered the trust threshold
Stable: In batch procurement, the platform-endorsed quality assurance and transparent price comparison system reduces decision-making risks
Simplified: For the first cooperation test order, Amazon has greatly simplified the corporate qualification review and transaction process, and lowered the trust threshold
In response to the high-frequency and specific procurement scenario described above, the vertical cube no longer stopped at simple stand-alone sales, but instead played a set of accurate “combo punches” of product selection:
● For the education side, an educational package containing “multiple models+consumables+courses” was launched, which solved the pain points of school preparation and adaptation difficulties
● For the manufacturing side, a special workshop package with a combination of high-precision models and batch consumables has been launched to meet high-frequency production requirements
At the same time, in order to adapt to the high-intensity operation of industrial-grade applications, the R&D team specially upgraded the hardware for heat dissipation performance and long-term printing stability, which met the strict requirements of continuous production in industrial scenarios.
● For the education side, an educational package containing “multiple models+consumables+courses” was launched, which solved the pain points of school preparation and adaptation difficulties
● For the manufacturing side, a special workshop package with a combination of high-precision models and batch consumables has been launched to meet high-frequency production requirements
At the same time, in order to adapt to the high-intensity operation of industrial-grade applications, the R&D team specially upgraded the hardware for heat dissipation performance and long-term printing stability, which met the strict requirements of continuous production in industrial scenarios.
2. Systematic operation breakthrough: opening up the full link logic of “drainage-transformation-retention”
Compared to C-end consumers, Amazon B-side customers have shown very different commercial characteristics. Since most B-side buyers have a certain basis for using 3D printing, their products are significantly more inclusive, which directly results in “two lower and one higher” quality performance: low price sensitivity, low return rate, and high brand repurchase rate.
Furthermore, in terms of procurement behavior, B-side buyers usually enter the market with clear parameter requirements, and the decision link is extremely short. Compared to simple price comparison, they value technical support capabilities, product stability and delivery guarantee more. This rational and pragmatic characteristic determines that B-side operations cannot copy C-side play, but must establish a systematic strategy covering drainage, transformation, and retention.
Furthermore, in terms of procurement behavior, B-side buyers usually enter the market with clear parameter requirements, and the decision link is extremely short. Compared to simple price comparison, they value technical support capabilities, product stability and delivery guarantee more. This rational and pragmatic characteristic determines that B-side operations cannot copy C-side play, but must establish a systematic strategy covering drainage, transformation, and retention.
drainage
Seize B2B advertising dividends and achieve efficient customer acquisition
Seize B2B advertising dividends and achieve efficient customer acquisition
In terms of drainage, the vertical cube has keenly grasped the bonus period for Amazon businesses to buy SP advertisements. The team actively participated in the closed beta of the feature as early as the first quarter of this year. With the full launch of the feature in mid-year, the team further expanded the launch scale.
Yu Zhiwei admits that the return on investment (ROAS) of B-side advertising is extremely impressive, initially reaching 2-3 times that of C-side; moreover, with the continuous optimization of keywords and marketing strategies, ROAS has remained stable at a high level of 2-3 times.
Yu Zhiwei admits that the return on investment (ROAS) of B-side advertising is extremely impressive, initially reaching 2-3 times that of C-side; moreover, with the continuous optimization of keywords and marketing strategies, ROAS has remained stable at a high level of 2-3 times.
transformation
Build a “trust+price leverage” combo and win a big order of 16,000 US dollars
Build a “trust+price leverage” combo and win a big order of 16,000 US dollars
Drainage is only the first step. How can B-side buyers place orders quickly?The Vertical Cube has formulated a “trust anchor+price leverage” transformation strategy:
● Trust anchor: ensure that core products obtain the “blue label” certification for Amazon business purchases, and establish a sense of trust at the first sight of a customer search
● Price leverage: Take advantage of corporate price and quantity discounts (BPQD). In addition to setting a basic discount of 2%-3%, multi-level tiered discounts have also been set up to stimulate the purchasing behavior of multiple items in one order through price incentives
This strategy paid off significantly in July of this year: a new customer, who had never had a record of communication, directly self-ordered more than 60 devices based on approval of parameters and attraction of tiered discounts. This “zero communication order” of over $16,000 is the epitome of efficient B-side conversion capabilities.
● Trust anchor: ensure that core products obtain the “blue label” certification for Amazon business purchases, and establish a sense of trust at the first sight of a customer search
● Price leverage: Take advantage of corporate price and quantity discounts (BPQD). In addition to setting a basic discount of 2%-3%, multi-level tiered discounts have also been set up to stimulate the purchasing behavior of multiple items in one order through price incentives
This strategy paid off significantly in July of this year: a new customer, who had never had a record of communication, directly self-ordered more than 60 devices based on approval of parameters and attraction of tiered discounts. This “zero communication order” of over $16,000 is the epitome of efficient B-side conversion capabilities.
BPQD setup path
● Set up business discounts for all products with one click: Seller Central > Determine Price > Automate Pricing > Business Catalogue-Level Rules
● Flexible automated pricing rules (set up business discounts for select ASINs): Seller Central > Determine Price > Automate Pricing > Create New Pricing Rule
● Upload the form to quickly set up corporate discounts: Search “Upload Business Prices in Bulk” in Seller Central and download the “Enterprise-specific Data Upload File” to set batch price discounts for products through the file template
● Set up business discounts for individual ASINs: Seller Central > Inventory Management > Business Price/Add Quantity Discounts
● Flexible automated pricing rules (set up business discounts for select ASINs): Seller Central > Determine Price > Automate Pricing > Create New Pricing Rule
● Upload the form to quickly set up corporate discounts: Search “Upload Business Prices in Bulk” in Seller Central and download the “Enterprise-specific Data Upload File” to set batch price discounts for products through the file template
● Set up business discounts for individual ASINs: Seller Central > Inventory Management > Business Price/Add Quantity Discounts
Retain
Three-dimensional after-sales system, winning the long-term trust of B-side customers
Three-dimensional after-sales system, winning the long-term trust of B-side customers
For B-side businesses, the transaction is not the end point, but the starting point of the service. In response to the characteristics of B-side customers paying more attention to long-term cooperation, Vertical Cube has built a three-dimensional after-sales service system:
● Localized response: Set up local service teams and outlets overseas to provide on-site maintenance and training
● Remote support: Achieve 7×24 hour response through exclusive email and official forum to quickly solve operation and parameter problems
● Closed loop feedback: Have enough core accessories to guarantee supplies, and regularly visit to collect requirements, and work with R&D to continuously optimize products
● Localized response: Set up local service teams and outlets overseas to provide on-site maintenance and training
● Remote support: Achieve 7×24 hour response through exclusive email and official forum to quickly solve operation and parameter problems
● Closed loop feedback: Have enough core accessories to guarantee supplies, and regularly visit to collect requirements, and work with R&D to continuously optimize products
This deep service model has directly spawned customers to continue to buy back.
Taking a university's $4,000 order as an example, the team discovered a clear growth path through review: the university purchased 10 entry-level models for basic teaching two years ago, then continued to purchase consumables and established long-term usage habits; two years later, as the demand for teaching and scientific research deepened, they naturally repurchased 10 advanced equipment to undertake more high-precision engineering design tasks. This proves that Vertical Cube is not only selling equipment, but also winning long-term customer trust and accompanying growth through service.
Taking a university's $4,000 order as an example, the team discovered a clear growth path through review: the university purchased 10 entry-level models for basic teaching two years ago, then continued to purchase consumables and established long-term usage habits; two years later, as the demand for teaching and scientific research deepened, they naturally repurchased 10 advanced equipment to undertake more high-precision engineering design tasks. This proves that Vertical Cube is not only selling equipment, but also winning long-term customer trust and accompanying growth through service.
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!
Getting Started: New Seller Guide
Global business opportunities
