What if your Amazon ads could target the heavyweights of e-commerce—the buyers fueling Amazon Business, which hit $35 billion in annualized sales in 2023? These are the organizations placing bulk orders, purchasing regularly, and driving up to 2-3X higher ROAS than typical shoppers. With Amazon’s latest updates for Sponsored Products, you can now unlock precision targeting for this growing audience of high-value B2B customers.
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Until now, brands have struggled to fully capitalize on the power of Amazon Business. Sponsored Products campaigns could not separate business buyers from regular (B2C) shoppers, forcing advertisers to take a broad, inefficient approach. That’s no longer the case. These new tools bring clarity, control, and results to your Amazon campaigns, helping you tap into a $35 billion opportunity. Let’s break it down.
Amazon Business Bid Adjustments
For advertisers targeting business buyers, visibility is everything. The Amazon Business Bid Adjustment feature gives you unparalleled control, allowing you to boost bids by up to 900% specifically for business-focused placements in Sponsored Products campaigns. This feature lets you allocate your budget strategically by prioritizing high-value B2B customers—those who purchase in bulk and have higher conversion rates—without disrupting your campaigns targeting regular (B2C) shoppers.
How it works:
When managing a Sponsored Products campaign, the Amazon Business Bid Adjustment option is easily accessible in the Bid Adjustments section of Campaign Manager. You can apply bid increases for Amazon Business placements in the same way you adjust for “Top of Search” or “Product Pages.”
This adjustment complements existing bid strategies. It compounds with other bid adjustments, such as ‘Top of Search,’ multiplying your chances of securing premium placements for business buyers.
Amazon Business Bid Adjustments let you focus your budget on the buyers that matter most—high-intent, bulk-ordering B2B customers. But knowing where to boost bids is just part of the equation. To make the most of this feature, you’ll need actionable insights about what’s working and where to refine your strategy. That’s where Enhanced Reporting comes in. Let’s dive into how this tool unlocks the data you need to optimize every campaign.
Enhanced Reporting for Amazon Business
Amazon’s Enhanced Reporting for Sponsored Products solves a critical problem: the inability to distinguish B2B performance from general campaign results. For the first time, advertisers gain a clear view into how their campaigns perform specifically within the Amazon Business environment, empowering them to make data-driven decisions that maximize impact in this high-value segment.
Why it matters:
Previously, campaign data combined results from B2C and B2B audiences, offering little insight into how ads performed with business buyers. Enhanced Reporting breaks that barrier by providing a dedicated breakdown of Amazon Business metrics. This makes it possible to understand exactly which placements, audiences, and strategies are driving conversions in the B2B space.
- Online Reports: Amazon Business now appears as its own line item in the Placement Report. This provides a high-level summary of performance across all business-focused placements, offering a quick way to track and evaluate results.
- Offline Reports: For deeper analysis, offline reports break down performance by specific placements, such as “Amazon Business Top of Search” or “Product Pages.” This granular data enables advertisers to pinpoint where their ads are succeeding and where they can refine their strategy.
This enhanced level of reporting equips you to align your campaigns more closely with business buyers’ unique needs, ensuring better allocation of ad spend and greater returns. With clear, actionable insights, you’re not just tracking performance—you’re taking control of it.
By understanding which placements and products resonate most with business buyers, you can fine-tune your strategies for better results. Curious about how to turn these insights into action? The next section shows you how to maximize both tools for optimal performance.
How to Maximize Amazon Business Bid Adjustments and Enhanced Reporting
To fully leverage Amazon’s new tools, it’s essential to combine Bid Adjustments and Enhanced Reporting into a cohesive strategy that targets high-value B2B buyers while optimizing campaign performance. Here’s how:
1. Identify and Prioritize High-Potential Products
Start by using Enhanced Reporting to identify products that perform well with business buyers. Look for SKUs that drive strong conversions and appeal to bulk or recurring buyers, such as office supplies or industrial tools. Once identified, apply bid adjustments to prioritize these high-performing products and ensure they appear in top placements for Amazon Business shoppers.
2. Start Small, Scale Strategically
When applying bid adjustments, experiment with moderate increases (e.g., 100-300%) to test performance before scaling up to the maximum 900%. Use Enhanced Reporting metrics like click-through rates (CTR), ROAS, and conversion rates to assess the impact of these boosts and make data-driven decisions on where to increase spend.
3. Optimize Placements With Performance Data
Leverage Enhanced Reporting’s detailed offline data to pinpoint the most effective placements, such as “Amazon Business Top of Search.” Focus your bid adjustments on these high-performing slots to capture more attention from decision-makers while avoiding less effective placements.
4. Create Business-Focused Campaigns
Segment your campaigns to target Amazon Business customers specifically. By separating B2B campaigns from general (B2C) campaigns, you can apply bid adjustments more effectively and monitor their performance without interference from other audiences.
5. Combine Adjustments for Maximum Impact
Stack Amazon Business Bid Adjustments with other placement-specific boosts, like “Top of Search.” This compounding approach ensures your ads are prioritized in the most visible and high-intent areas, maximizing ROI for your ad spend.
6. Refine and Adapt Your Strategy Continuously
Bid adjustments aren’t set-it-and-forget-it. Use recurring exports of Enhanced Reporting data to track placement trends, identify seasonal shifts, and refine your bidding strategy over time. A/B test different bid levels to find the sweet spot for ROI, and adjust campaigns as market conditions evolve.
By integrating these tools effectively, you can target high-value B2B buyers with precision while optimizing performance metrics that drive scalable, profitable growth.
If you’re planning to DIY your Amazon Business campaigns, Amazon’s Learning Guide is a great place to start. Their Building a B2B Strategy Guide offers detailed insights into how to set up effective campaigns, leverage bid adjustments, and use enhanced reporting to optimize performance. It’s perfect for hands-on advertisers who want to build their expertise step by step.
But if you’re looking to skip the learning curve and get results faster, we’re here to help. At Incrementum Digital, our team specializes in maximizing Amazon advertising strategies for brands like yours. From pinpointing the right products to adjusting bids for maximum ROI, we’ll handle the heavy lifting so you can focus on scaling your business. Check out our service here.
Timeline: When and How to Get Started
These powerful tools are rolling out soon. Here’s what you need to know to plan your next steps.
- Beta Availability: Starting December 12, 2024, select accounts will gain access to these features during the beta phase.
- Full Rollout: By January 6, 2025, these updates will be available to all advertisers on Amazon.
How to Access the Features:
- Log in to your Amazon Campaign Manager.
- For Bid Adjustments, navigate to the Bid Adjustments section when creating or managing a Sponsored Products campaign. Look for the new Amazon Business option, which is located below the existing placement adjustments for “Top of Search,” “Product Pages,” and “Rest of Search.”
- For Enhanced Reporting, access your campaign performance reports:
- Online Reports: Visit the Placement Report tab to find a summary of Amazon Business performance.
- Offline Reports: Download more detailed insights, including specific Amazon Business placements, through the API or report center.
Conclusion
Amazon Business buyers are the ultimate opportunity for brands ready to scale—high-intent, bulk-purchasing, and ROI-driving power players. With tools like Bid Adjustments and Enhanced Reporting, you now have the precision and insights to target them effectively and outperform the competition.
Don’t let your ad spend go to waste. If your monthly budget exceeds $25,000, our free audit will show you exactly where to optimize, boost ROI, and dominate the B2B marketplace.
Ready to lead the pack? Sign up for your free audit today and let’s make it happen.
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