Amazon now lets you run deals that only registered Amazon Business buyers can see. Amazon announced Amazon Business Deals on its public seller site on 23 September 2026: B2B-only discounts that run from one hour to 30 days, in ten marketplaces including the US, UK, Germany, France, Italy and Spain. It matters most to private-label sellers who already sell to offices, clinics or trades, and it matters right now because Prime Big Deal Days, on 6–7 October, is one of the events where a Business Deal needs a bigger discount.

What changed

Everything below comes from Amazon’s own announcement on sell.amazon.com:

  • A new deal type for business buyers only. You can create exclusive, limited-time B2B deals for Amazon Business customers.
  • Duration and format. A deal can run from one hour to 30 days, as either a Fixed Price or a Percent Off promotion.
  • Eligibility. The product must have a rating of 3.5 stars or higher and be in new condition.
  • Minimum discounts. At least 10% off for a regular deal, and at least 15% for what Amazon calls High Velocity Event deals: Prime Big Deal Days, Black Friday and Cyber Monday.
  • Event visibility. During major shopping events, Amazon says Business Deals may get extra visibility through dedicated email and push-notification campaigns.
  • Fees. Amazon says you can offer Business Deals “with no additional fees.”
  • Reach and markets. Amazon says the deals reach more than 11 million registered business organisations worldwide. They’re available in the US, Canada, UK, Germany, France, Italy, Spain, Japan, Mexico and Australia.

The announcement doesn’t say what the percentage discount is measured against. It could be your list price, your Business Price, or the lowest recent price. It also doesn’t say how a Business Deal stacks with quantity discounts. We haven’t filled in those gaps. Check them in Seller Central before you price anything.

What it means for a private-label seller

The deal type itself isn’t the important part. How it stacks with your other discounts is.

Many brands switched on B2B pricing once, from a Seller Central prompt, and never looked at it again. If you have a Business Price below list and quantity-tier discounts on top, a 10% Business Deal can take far more than 10% off your public price. Nothing in the announcement says Amazon protects you from that. Work out the discount as one combined number against your current landed cost before you enrol a SKU.

The 15% minimum during events is the second trap. Prime Big Deal Days is 6–7 October. If you want a Business Deal to run during it, you have to discount at least 15%, at the same moment your consumer deals and your ad spend are already squeezing margin. For many SKUs, the honest answer is to run the business deal outside the event window and keep the event for consumer demand.

B2B demand also behaves differently from consumer demand. Business buyers reorder consumables and buy in multiples. The deal badge moves them less than being in stock and having sensible quantity breaks. If you sell single-unit, giftable products, this probably isn’t your channel. If you sell anything a workplace buys again and again, it could be cheap extra volume. “No additional fees” makes it cheap to test, but the discount itself still costs you.

What this doesn’t tell you: how many of those 11 million business organisations buy in your category, or whether units sold through a Business Deal are new sales or sales you’d have made at your normal Business Price. Deal-attributed isn’t the same as incremental. Measure it before you rely on it.

What to do about it

  • Check whether you have Business Prices set. If you don’t sell B2B today, don’t turn on business pricing just to use a deal type. That leaves you with a permanently lower reference price for a one-off promotion.
  • If you do, pull every Business Price and quantity tier and compare them with today’s list price and landed cost before you create a deal.
  • Price against the combined discount, not the headline one. Add up the Business Price discount, the deal discount and any quantity tier, and check the total against your floor.
  • Decide separately about event windows. The 15% minimum for Prime Big Deal Days, Black Friday and Cyber Monday is a different decision from a regular 10% deal.
  • If you test it, compare against a baseline. Record your B2B units for the weeks before the deal so you can see what the deal actually added.

Sources

Every figure above comes from Amazon’s own public announcement page. We left out any detail that doesn’t appear there.