Amazon Business Is Opening B2B Tools to All Sellers — The $35 Billion Channel Most Brands Ignore

The Channel Growing Faster Than Consumer

Business purchasing has been shifting online for years, but it's been underserved by storefronts built entirely around consumer behavior. Amazon Business's growth rate outpacing the consumer marketplace is a signal that business buyers are actively looking for e-commerce experiences that fit how they purchase — and rewarding sellers who provide them.

What Business Buyers Actually Need

The features Amazon is opening up are exactly the ones that distinguish a B2B purchase from a consumer one: pricing that drops with quantity, prices visible only to verified business accounts, the ability to pay by purchase order rather than card, and a quote workflow for larger or custom orders. A business buyer who can't get these from a seller either pays a consumer price or, more often, buys from a competitor who offers them.

• — Quantity-tier pricing that rewards volume
• — Business-only pricing separated from consumer prices
• — Purchase-order and invoice-based payment
• — Quote requests for large or custom orders

Why Sellers Leave These Features Off

Mostly because they don't think of themselves as B2B sellers. But a meaningful share of buyers in categories from office supplies to equipment to consumables are purchasing on behalf of a business, and they behave differently — larger quantities, repeat ordering, and sensitivity to payment terms. A seller with the features off is serving these buyers a consumer experience and losing the price comparison by default.

The Same Gap Exists on Your Own Storefront

Amazon's move is a useful prompt to look at your own site. Most owned storefronts are built on consumer assumptions: one price for everyone, card payment only, single-user accounts, no quote path. Business buyers who land there face the same friction Amazon is now removing for its sellers — and unlike Amazon, on your own storefront the relationship and margin would be entirely yours if you served them well.

B2B as a Margin Strategy

Business customers tend to order in larger quantities and reorder on predictable cycles, which makes them structurally more profitable than one-off consumer buyers — especially in an environment where consumer acquisition costs keep rising. For many brands, enabling B2B purchasing is one of the more accessible ways to improve unit economics without buying more ads.

Building B2B Capability — With Devrex Digital

Devrex Digital builds custom stores with genuine B2B capability — tiered and account-specific pricing, purchase-order payment, multi-user company accounts, and quote workflows — designed into the architecture rather than bolted onto a consumer template. If business buyers are already finding you and getting a consumer experience, that's revenue you're leaving on the table. We can help you capture it.