Amazon Business Campaigns: Better Amazon Advertising Control Than Regular PPC Adjustments

Published on December 17, 2025

About this video

For personalized assistance with your Amazon Advertising strategy, visit https://amazoniappc.com

In this video, I show you how to create dedicated Amazon advertising campaigns specifically for Amazon Business instead of using regular campaign adjustments. When you add Amazon Business bid adjustments to your regular sponsored product campaigns, all placement adjustments get combined and multiplied, which can create unexpected bidding results. I walk through the step-by-step process of setting up Amazon Business specific campaigns for better control over your Amazon ads.

I demonstrate how to select Amazon Business as the only site when creating sponsored product campaigns, which gives you separate placement adjustments for top of search, rest of search, and product pages specifically for Amazon Business placements. This approach provides much better control over your Amazon ppc campaigns compared to mixing adjustments in regular campaigns.

You can check if B2B sales are worth targeting by reviewing your business reports under sales and traffic, then adding B2B metrics from the sidebar. Even if B2B sales represent just 10-20% of your total sales, it's worth testing since conversion rates are typically much higher for B2B buyers. I also recommend testing keywords related to your product category and brand specifically for Amazon Business campaigns.

For campaign structure, I suggest using manual targeting with fixed bids for new Amazon Business campaigns. Always add your brand name as a negative keyword in phrase match since you should run separate branded campaigns. Make sure to name your campaigns clearly to indicate they're B2B focused, and you can launch these campaigns in additional countries through Amazon Business. Remember to disable the automatic Christmas sales bid boost setting.

This Amazon advertising strategy is essential if you're getting sales from B2B buyers, as it allows you to bid effectively without the complications of combined bid adjustments in regular Amazon ppc ads.

Contents: 00:00 Amazon Business Campaign Setup Overview 00:19 Problems with Regular Campaign Business Adjustments 01:11 Creating Amazon Business Specific Campaigns 01:29 Keyword Targeting Strategy for B2B 02:05 Amazon Business Placement Adjustments 02:42 Checking B2B Sales in Business Reports 03:37 Campaign Naming and Additional Settings

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Transcript

Hi guys, welcome to another video. In today's video, I will talk about specific Amazon advertising campaigns for business. So, you all know that there's a separate website called Amazon business and there businesses come obviously to buy mostly in bulk um but not always the case. But you have the option in your regular campaigns to um add Amazon business business uh adjustments and that's fine. But the bad thing about that is that all of those additional placement adjustments combined. So you combine top of search placement adjustment with Amazon business uh additional bid adjustments and then also if you had additional Amazon uh marketing cloud placements, you know, you can go crazy with the bids. And if you are using uh dynamic up and down bidding, there's no limit of how far you can bid. But I will show you how you can structure your campaign specifically for Amazon business. And I will tell you what are some of the specifics and benefits of you creating it this way. So you start with your regular this is sponsored product campaign. You start with your regular campaign and here for the sites you have the ability to select only Amazon business here. Then you proceed uh regular uh regularly to add your products. Select from the list or whatever you like. You select your targeting. For this occasion, I will select manual. Then you can select keyword and product targeting. By the way, I suggest that you try these keywords related to your product category just as a test. Uh you know, especially for Amazon business, it may work. Also, keywords related to your brand. That's for a separate campaign. Do not combine that. But it's worth testing as a side note. Um then as a negative keyword targeting I always recommend to add your own brand name uh in phrase match because you should have separate uh campaigns for branded terms. Then since it's a new campaign I'm going to go for fixed bits. Now this is the most important part. Now here for adjustments these adjustments are specific for Amazon business placements. So now you have the ability to specify top of search for Amazon business placements, rest of search and product pages adjustments. So now somebody who's browsing Amazon business website um going to see your ad on top of search if you have add a specific top of search modifier here. It's much better control and this is a must if your sales are coming also from B2B uh buyers. So you can check that in your business reports and then navigate to sales and traffic and just if it's not already added by default on the right you can toggle the the sidebar uh on the right hand and then also add B2B metrics over there if your B2B um sales are I don't know I would even add like if if your sales from B2B are 10% 20% of all all of the sales I would still add this as a test because typically conversion rate is much higher on uh B2B sales. Uh so that this single change will enable you to bid effectively because as I said when you add Amazon business bid adjustments in your regular sponsor product campaigns all of those uh adjustments bid adjustments are combined and you know multiplied. So that can sometimes create uh unexpected results. Then proceed with the proper campaign naming. Make sure to name the campaign that it's a B2B campaign. And then uh as as in my last video, I covered this in details. There is an option to launch your campaign in additional countries on Amazon business. Um, of course, lastly, uh decrease uh disable this automatic um setting to boost your bids during the Christmas sales. Uh thank you for watching and see you tomorrow in the next video. Bye-bye nice.

Frequently asked questions

Why should Amazon sellers create dedicated B2B campaigns instead of using the Amazon Business bid adjustment inside regular Sponsored Products campaigns?

Adding the Amazon Business bid adjustment to a regular campaign causes all placement modifiers to stack and multiply together: the top-of-search adjustment, the Amazon Business adjustment, and any AMC audience multipliers all combine, which can produce unexpectedly high bids that are difficult to control. Creating a separate campaign targeted exclusively to Amazon Business gives you clean, standalone placement adjustments for top of search, rest of search, and product pages within the Amazon Business environment, without those modifiers interfering with your standard consumer traffic campaigns.

How do you check whether B2B sales are significant enough to justify running dedicated Amazon Business campaigns?

Navigate to Business Reports in Seller Central, go to Sales and Traffic, and add B2B metrics from the sidebar toggle. If B2B sales represent even 10 to 20% of your total revenue, dedicated campaigns are worth testing because B2B buyers typically convert at a higher rate than consumer shoppers and often purchase in larger quantities. For product categories with a natural business use case, such as electronics, office supplies, or industrial products, the opportunity is usually larger.

What campaign structure and keyword strategy is recommended when setting up dedicated Amazon Business Sponsored Products campaigns?

Use manual targeting with fixed bids so you retain full control over your spend from the start. Add your own brand name as a negative keyword in phrase match to prevent this campaign from competing with your separate branded campaigns. Test keywords related to your product category with a B2B framing in mind, as business buyers often use different search terms than consumers. Name the campaign clearly to indicate it is B2B-focused, and if you sell across European marketplaces, you can use the multi-marketplace campaign creation feature to launch the same campaign structure across countries in a single setup.