Amazon announced Amazon Business Deals on September 23, 2026, giving sellers a new way to offer time-limited discounts exclusively to business customers. The option sits in Seller Central’s Price Discounts workflow, so brands considering a B2B promotion can set one up alongside other price offers.
The basics are straightforward. The decision is less so: a promotion still needs to work for your margin, stock, and sales plan. Amazon sets minimum discount levels, and qualifying for a deal doesn’t mean the lower price is the right one for your business.
What Amazon announced
Amazon Business Deals let you create a limited-time B2B discount in Seller Central. You can choose a fixed price or a percentage off, and set the deal to run from one hour up to 30 days. Amazon says there are no additional fees for creating these deals.
The offer is exclusive to Amazon Business customers. That gives sellers a way to make a promotion specifically for business buyers rather than applying the same deal to every shopper. If you already run consumer discounts, the distinction may help you decide whether a separate B2B offer has a job to do.
Amazon’s announcement says the feature is available in the US, Canada, UK, Germany, France, Italy, Spain, Japan, Mexico, and Australia. Availability in a marketplace doesn’t automatically make every product eligible, so check the item-level rules before planning around it.
Check the discount and product rules
Eligible products must be in new condition and have a rating of at least 3.5 stars. The minimum discount is 10% for a regular Business Deal. For a High Velocity Event deal, the minimum rises to 15%.
Amazon names Prime Big Deal Days, Black Friday, and Cyber Monday as examples of High Velocity Events. If you want a deal tied to one of those events, build the higher discount into your calculations before you submit. The discount threshold is a requirement, not a recommendation about what your product should cost.
Start with the selling price you’d receive after the promotion, then account for product cost, Amazon fees, fulfillment, and any other costs tied to the order. Check whether the remaining margin fits your target. A deal can bring in orders and still be a poor use of inventory if the discounted price leaves too little behind.
Stock needs the same attention. Estimate how much inventory you can commit to the promotion without putting other channels, existing orders, or later sales at risk. A deal that runs for an hour can still create a very busy hour. Your inventory plan should reflect the offer’s full window, not just how long it takes to create it.
What event visibility may mean
Amazon says deals during major shopping events may receive additional visibility through dedicated email and push notification campaigns. That’s a possibility, not a promise that every deal will be featured or that a feature will produce a particular number of sales.
Amazon also says the program can reach more than 11 million registered business organizations globally. That’s the potential audience Amazon cites for the program, not a forecast for your listing. Whether a B2B promotion makes sense depends on whether business customers are a fit for your product and price.
Think about the practical use case. A product that businesses buy for offices, facilities, or repeat operations may have a clearer B2B fit than something mainly purchased for personal use. That doesn’t rule out consumer-oriented products, but you should have a reason to expect business buyers to want the item, especially at the discounted price.
A quick fit check before you submit
Before setting up an offer, run through a few checks:
- Product: Is the item new, and does it have at least a 3.5-star rating?
- Discount: Does the price meet the 10% minimum for a regular deal or 15% for a High Velocity Event deal, while still leaving an acceptable margin?
- Inventory: Can you support the promotion without leaving other sales plans short?
- Audience: Is the product relevant to business buyers, and does the offer give them a reason to buy?
- Timing: Does the deal window suit your promotional calendar, and are you treating event visibility as possible rather than guaranteed?
- Marketplace: Is the feature available in the country where you plan to run the deal?
If the numbers work and the customer fit is clear, Amazon Business Deals gives you another promotion format to test. Start with products where you can afford the required discount and have enough stock to serve the offer. If the minimum price cuts too deeply into your margin, skipping the deal is a perfectly good business decision. Amazon has already provided enough ways to fill a calendar.