Amazon Business (B2B on Amazon)
A business price on Amazon is a second price on your existing listing that only verified Amazon Business accounts can see, and you set it per ASIN from Manage Inventory or in bulk with the price feed. It has to sit at or below your consumer price, it runs through the same referral fee and FBA fee as any other order, and it is the first of the B2B settings most sellers touch.
That is the whole mechanism. Everything else is deciding what number to put in the box and understanding what the box does and does not buy you.
Where the business price lives in Seller Central
Open Manage Inventory. If your account is on the Professional selling plan, the table has a Business Price column next to your regular price. If you do not see it, click the Preferences button above the table and switch the column on. That column is the whole feature at the single-ASIN level: type a number, save, and within a few minutes a buyer logged into an Amazon Business account sees your business price on the detail page while an ordinary shopper still sees the consumer price.
The Business Price field opens a small panel with two parts. The top is the flat business price. Below it is the quantity discount table, which is a separate decision and gets its own article on designing quantity tiers. You can set a business price without any tiers; you cannot set tiers without a business price.
For a catalogue of any size, do it in bulk. The Price and Quantity template in Add Products via Upload has business_price and quantity_price_type columns alongside the standard price column, so you can set the B2B side for every SKU in one file. If you use a repricer, check whether it writes to the business price field. Many only touch the consumer price, which means your B2B price sits still while your consumer price moves, and eventually the two cross.
The one rule Amazon enforces
Your business price cannot be higher than your consumer price. Amazon rejects the value if you try. It can be equal, which is a legitimate choice for a product where you want the B2B badge on the listing but have no room to discount.
The practical consequence is that your business price is chained to your consumer pricing. When you run a lightning deal or a coupon on the consumer side, the business buyer sees whichever is lower for them, and if your consumer price drops below your business price after a repricing pass, the business price simply stops mattering. Sellers who set business prices once and never look again usually discover months later that the consumer price undercut it long ago.
How to pick the number
Start from the same floor you use for everything else on Amazon: landed cost, referral fee, FBA fulfilment fee, and the ad spend you attribute per unit. The business price is not a wholesale price. It is a consumer price with a small concession for a buyer who is not paying with a personal card.
Take a plausible product: a stainless insulated bottle listed at $28. Landed cost is $8.50. The referral fee on a $28 sale in most categories is $4.20. The FBA fee for a bottle that size and weight is around $6.10. Your per-unit ad cost, averaged across the ASIN, is $2.00. That leaves $7.20 before overhead.
If you set a business price of $25.50, the referral fee drops to about $3.83 because it is calculated on the sale price, the FBA fee does not change, and ad cost per unit is arguably lower because business buyers tend to reorder from their order history rather than from a sponsored placement. Call it $1.00 instead of $2.00. Your contribution is now $25.50 minus $8.50 minus $3.83 minus $6.10 minus $1.00, which is $6.07. You gave up about a dollar per unit to win an order that probably contains more than one unit and probably repeats.
That is the right way to think about it. The business price is a small trade of margin for order size and repeat behaviour, not a channel discount. The channel discount, the one where a retailer pays $12 for a product that retails at $28, is a different conversation with a different buyer, and the reason it can be that deep is that the retailer takes on selling the product. The comparison of what each buyer costs you per order is in Amazon B2B versus wholesale direct.
What the business price actually changes on the detail page
A business buyer sees your business price as the main price, with the consumer price sometimes shown struck through. If several sellers on the ASIN have business prices, the buyer sees the B2B offer Amazon selects, which is a separate Buy Box calculation from the consumer one. You can hold the consumer Buy Box and lose the business one, or the reverse.
Business prices also feed the badges and filters business buyers use. An account admin can restrict staff to offers with a business price, or to offers from sellers who accept certain terms, or to Prime-eligible offers. If you have no business price at all, your listing is still visible to business accounts, but it drops out of some of the filtered views and never gets the business-specific placement. That is worth knowing before you decide the feature is not worth the two minutes.
Business price and the fees you already pay
There is no separate fee for setting a business price. The referral fee schedule is the same, calculated on whatever the buyer paid. The FBA fee is the same. The only fee-shaped things specific to B2B are on the payment side, where Amazon extends terms to the buyer and you may pay to be paid sooner, and that lives in the net terms explanation. The full fee picture, including the categories where Amazon applies a lower referral rate on large business orders, is in Amazon Business fees for sellers.
The one place business prices interact with fees in a way sellers miss is the referral fee minimum. Some categories charge a minimum per-item referral fee. On a low-priced product a discounted business price can push the calculated fee below the minimum, at which point you pay the minimum and the discount comes entirely out of your side. Check the fee preview for your ASIN at the business price, not just at the consumer price.
Does a business price bring wholesale buyers?
Mostly no, and it helps to be clear about who is looking. The accounts that see your business price are offices, schools, clinics, contractors, restaurants, property managers and government purchasing cards, buying for use. The breakdown of who those buyers are is in who buys on Amazon Business. A distributor buying to resell into stores, or a chain buyer filling shelves, does not fill a cart on Amazon Business to do it. They issue purchase orders to a vendor, with case packs and net terms and a routing guide.
So a business price is a way to sell more of what you already sell, to a buyer who behaves like a slightly larger consumer. It is not a wholesale programme and it does not create a wholesale relationship. When a business buyer places the same 24-unit order every month, that is a signal that the product has a use case in that buyer's world, and the honest next step is to go find the distributors and stores that serve that world directly. The Amazon order history is the proof you bring with you.
If you want to see who that would be for a specific ASIN, paste the listing into WholesalePilot and look at the preview of the distributors and retailers it would put in front of the product. That is where wholesale begins, and it starts from the same listing you just put a business price on.
A checklist before you save the business price
Run through this once per ASIN, then once a quarter.
- The business price is at or below the consumer price, and your repricer will not push the consumer price under it.
- The fee preview at the business price clears your floor, including the referral fee minimum in your category.
- You have decided whether quantity tiers go under it, or whether the flat business price is enough for now.
- Your consumer promotions are checked against the business price so a coupon does not stack into a loss for business buyers.
- You know which ASINs you are watching for repeat business orders, because that is where the wholesale signal shows up first.
The business price is a small setting. What it teaches you about which products businesses reorder is worth more than the margin it costs.
What to do after the first month
Pull an order report with the business order column and sort by ASIN. Look for the products where business orders are a meaningful share of units, where the same buyer reorders, and where the average business order has more than a few units. Those products have a use case beyond a single household. Raise the business price a little on the ones that sell anyway, tighten it on the ones where you are losing the business Buy Box to another seller, and take the list of reorder products to the wholesale side of your plan, where the buyers are distributors and stores rather than purchasing cards.