Amazon has shared a new update about advertising on Amazon Business, and it’s something you should know about. This update highlights how Amazon Business ads can help you reach valuable business customers—those who often buy in bulk and convert at a higher rate.
Key points of the update:
B2B buyers are different: Business customers are 3x more likely to purchase after viewing a product page than regular shoppers. They also have a 50% lower return rate and tend to order 80% more units on average. This means potentially bigger orders and fewer returns for you.
Higher ROAS for B2B ads: Advertisers targeting Amazon Business customers have seen a 2x to 3x higher Return on Ad Spend (ROAS) compared to standard campaigns.
What’s new for your advertising strategy?
B2B audience targeting: You can now specifically target business buyers through Sponsored Display and Amazon DSP. Look for audiences labeled “LS - B2B - Amazon Business” to reach this segment.
Bid adjustments for Sponsored Products: Adjust your bids for ads aimed at business buyers, which helps increase visibility in key Amazon Business placements.
Better reporting: Amazon now offers exclusive reports for Sponsored Products when targeting business buyers. Use these insights to fine-tune your bid adjustments and make your campaigns more effective.
Why it matters:
Expand your reach: Targeting these business buyers allows you to tap into a new, high-value customer group likely to purchase more and return less.
Get more from your ad spend: By focusing on Amazon Business, you can better allocate your budget toward ads that bring in bigger orders.
Use data to improve results: The new reporting features help you track how well your ads are doing with business customers, making it easier to adjust your strategy for better performance.
For those looking to reach more business buyers and boost sales, these new features could be a great addition to your advertising strategy. If you need help understanding or using these updates, eStore Factory’s Amazon experts are here to help you.
