A new on-board ramp for selling on Amazon Business

June 22, 2015 03:19 PM

With the launch in April of Amazon Business, Inc. opened its doors wider for companies that want to sell to other businesses through its U.S. e-commerce site. Last week, ChannelAdvisor Corp. introduced a service to help companies through that opening.

Amazon Business, at, replaced as the world’s largest online retailer’s marquee location for business-to-business companies that want to sell online. One major advantage Amazon Business provides over AmazonSupply is that it’s open to companies that want to sell their products directly to their business customers, replacing the AmazonSupply policy of requiring B2B sellers to provide their products through Amazon as the seller of record. By selling direct to customers instead of wholesaling their products to Amazon, sellers are able to follow up with their customers through targeted marketing offers based on customers’ shopping behavior, and ChannelAdvisor provides assistance in such marketing efforts, ChannelAdvisor executive chairman Scot Wingo says.

ChannelAdvisor is working with about 300 businesses—or about 10% of its client base of 3,000 companies—with an interest in selling through Amazon Business, Wingo says. He adds that they sell a wide range of products including office supplies, computers, printers, commercial kitchen equipment and industrial supplies.

“We have a pretty large pent-up demand for Amazon Business support, and the launch has been well received,” he says.

Amazon Business, he adds, provides a comprehensive set of selling services and the opportunity to sell many types of products. “Buyers on the marketplace can expect large selection, and they can purchase from an online channel that is integrated with top systems for accounting, work flows and approval systems. B2B sellers can also set exclusive prices for these customers,” Wingo says. is No. 1 in the Internet Retailer Top 500, which ranks companies by their annual web sales.

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