If your brand relies on B2B purchases, you should be testing bid increases across Amazon Business placements. Why? "Advertising on Amazon Business can help you better reach and acquire high-value business buyers who purchase products in bulk and convert more. On average, advertisers see a 2x to 3x higher return on ad spend on Amazon Business relative to the overall campaign performance."

More info (from Amazon) below:

🔸 Who are Amazon Business customers?🔸
"Amazon Business customers have completed the business account registration process and have been verified as businesses. These business buyers range from sole proprietors to Fortune 100 companies in various industries including for-profit, non-profit, and government organizations. Business customers typically order larger quantities than individual consumers and return products less frequently."

🔸 What differentiates business buyers from consumers buyers?🔸
- On average, B2B buyers are 3x more likely to purchase an item after viewing its product page than B2C buyers.
- B2B customers have a 50% lower return rate compared to B2C customers
- On average, orders from business customers contain 80% more units than orders from consumers

"When advertisers launch Sponsored Product campaigns, by default, the ads are eligible to be shown on across all placements on Amazon.com and Amazon Business. All existing campaign creation and management controls apply to Amazon.com and Amazon Business, and existing performance reporting shows a blended view of performance across Amazon.com and Amazon Business." With the new SP Amazon Biz modifier, we can boost our bids by any percentage up to 900% across all Amazon Business ad placements only. Additionally, Amazon Business exclusive performance reporting will be available via SP placement reports, so we'll be able to get direct performance totals across Business-specific placements!