Gartner Research

Amazon Business Offers New Opportunities for B2B Buyers — and Potential Challenges for Sellers

Published: 28 July 2015

ID: G00278148

Analyst(s): Jason Daigler


Amazon Business is a broad marketplace for businesses purchasing from other businesses. IT leaders at B2B seller companies with existing digital commerce sites should consider and compare their functionality, products and prices to Amazon Business. B2B buyers will also gain several advantages.

Table Of Contents
  • Impacts


Impacts and Recommendations

  • IT leaders at B2B seller companies should acknowledge that business buyers are likely to receive greater functionality and selection via Amazon Business than from other B2B sellers
  • IT leaders at B2B seller companies can reach many new customers using Amazon Business, but there is fierce competition to become a featured seller
  • IT leaders at B2B seller companies should acknowledge that business buyers can consolidate at least some (or all) of their buying destinations by finding everything on Amazon Business — eliminating the need for multiple buyer accounts with several B2B sellers
  • B2B company IT leaders will find that Amazon Business provides some B2B functionality and could present competition for several B2B sellers, but it is not as robust as a full-featured B2B commerce platform

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