Amazon Business is Amazon’s store for companies, public bodies and professionals, and in Europe it runs on the same Seller account you already use. For a brand or manufacturer selling across several European stores, it adds three things retail does not have: business-only pricing, quantity tiers, and advertising and promotions that only business buyers see, available in Germany, France, Italy, Spain and the UK.
The case for it is in the order profile. On Amazon’s own European data, business customers order 75% more units per order than consumers (2024–2025) and return 30% less (2023–2024). Worldwide, Amazon Business reports more than 11 million organisations as customers and $60 billion in annualised sales (Amazon, July 2026). Amazon does not publish country figures for Europe.
Based on Amazon’s official seller and advertising pages and on Seller Central announcements for the European stores, checked in October 2026. Amazon changes programmes often: confirm in your own account before planning around them.
Does a group need a separate account to sell B2B on Amazon?
No. Any account on the Professional plan is already visible to Amazon Business customers; private shoppers keep seeing the retail price, registered businesses see the business price. B2B is a layer on the existing catalogue, not a second operation.
What does need setting up is invoicing. Business buyers expect a VAT invoice, and Amazon’s free VAT Calculation Service generates and uploads it automatically and shows business buyers VAT-exclusive prices. For a finance team the badge «automatic invoice available» on the offer is often what decides between two suppliers.
How do business pricing and quantity tiers work across Europe?
A business price is a lower price that only registered Amazon Business customers can see and buy at. Quantity discounts add tiers on top, for example one price from 10 units and a lower one from 50. You can also publish a business-only offer that private shoppers cannot buy at all, which suits pack sizes and professional ranges that make no sense in retail.
Two details matter at group level. Since 24 September 2025, setting a business price or quantity discount at least 3% below the standard price reduces the FBA fulfilment fee on multi-unit business orders, and in Germany, France, Italy and Spain the referral fee as well; Amazon does not publish the size of the reduction. And Seller Central now does the targeting work for you: a business pricing panel recommends where business discounts would lift traffic, and the FBA opportunities page has a «high B2B demand» filter with a 90-day sales forecast.
Business prices, tiers and invoicing only pay off when they follow one logic across Germany, France, Italy, Spain and the UK. We set them up on your catalogue and margins. The first 30-minute call is free.
Can you run promotions and advertising that only businesses see?
Yes, on both sides.
- Amazon Business promotions (since 31 August 2026, in the UK, Germany, France, Italy and Spain among others): time-limited, business-only discounts running from one hour to 30 days, as a fixed price or a percentage. During Prime Day and Black Friday they can get extra visibility in Amazon’s business campaigns.
- Amazon Business-exclusive Sponsored Products (since 5 May 2025, including Germany, Spain, France, Italy and the UK): ads served only on Amazon Business, with their own budget, ASIN selection, B2B keywords and bids. Amazon reports +120% Amazon Business sales against existing campaigns on the same ASINs, from a closed beta on managed accounts in the US, EU5 and Japan (September–December 2024): Amazon’s figure, not a promise.
- Sponsored Display on Amazon Business (since 6 January 2024, same five European countries), with more than 60 B2B audience segments by industry and company size, varying by country.
What does the B2B channel change for operations?
Business buyers are less forgiving on delivery. On Amazon.it, for example, merchant-fulfilled orders to Amazon Business customers must reach at least 90% delivery within business hours from 30 September 2026, and non-compliant offers to business customers are deactivated from 30 October 2026. Seller Central also tracks B2B refunds and B2B feedback separately since January 2026, and quote requests from business buyers are handled in the orders area.
For a group, this is the real work: aligning prices, tiers, invoicing and logistics across five stores so that the B2B channel does not run on different rules in every country.
We are certified Amazon SPN, Amazon Ads Advanced, Amazon DSP Advanced and Amazon Gold Partner and run Amazon Business-exclusive campaigns alongside retail ones, with separate budgets and reporting.
Where do Amazon Business programmes differ between the US and Europe?
Many guides are written for the US marketplace. Programmes tied to US sales tax, such as tax-exemption handling, and US supplier-diversity certifications do not carry over to Europe, where VAT invoicing is the deciding factor. Check what is active for each European store in the B2B section of Seller Central before building a plan on a US article.
Frequently asked questions
Can we keep selling to consumers?
Yes. The business price sits alongside the retail price; only a business-only offer removes a product from consumers.
Does Amazon Business cost more to sell on?
There is no extra fee beyond the Professional plan and normal selling fees. On qualifying multi-unit business orders with at least a 3% business discount, Amazon reduces fees instead.
We manage Amazon accounts across Italy, Germany, France, Spain, the Netherlands, Belgium, Ireland, Sweden, Poland and Turkey and are certified Amazon SPN, Amazon Ads Advanced, Amazon DSP Advanced and Amazon Gold Partner. If you want B2B pricing, tiers, invoicing and business-only campaigns set up consistently across your European stores, see how our Amazon account management, Vendor Central management and Amazon Ads management work.
Let us compare notes: a free 30-minute call to establish whether we can help.
