Amazon Holds B2B Conference as It Leans on Sellers to Appeal to Business Buyers

will hold its 5th annual conference for business buyers this fall, and Amazon is expanding features that appeal to B2B customers by opening them up to third-party sellers.

Amazon Business Reshape will take place in Nashville in October, a conference “designed for leaders and decision-makers in procurement, finance, IT, operations, and supply chain roles seeking new ways to innovate, learn, and exchange insights with peers navigating today’s rapidly evolving procurement environment.”

Amazon is leaning on sellers to help it appeal to business buyers. In September, Amazon will begin penalizing sellers if shipping carriers deliver their packages outside the business hours of buyers who are enrolled in the Amazon Business program, as measured by their Business Hour Delivery Rate (BHDR).

And new this month, sellers can now use a pallet delivery option for Fulfilled by Merchant orders for Amazon Business orders. During its pilot program, Amazon found that 80% of business customers chose pallet delivery when it was offered, most of them choosing pallet over faster shipping options.

Amazon Business’s pitch to sellers on the new delivery option: “Pallet delivery can help you sell more units, improve margins, and make your operations more efficient. According to our 2025 research, US FBA pallet orders generated an average of 16 times more revenue per order than non-pallet orders.”

Amazon officially began targeting procurement professionals at manufacturers, sellers, and distributors when it launched Amazon Business in 2015 – twenty years after it started as an online bookseller.

By 2025, Amazon Business generated $35 billion in annualized gross sales, it revealed in a post last summer where it encouraged sellers to consider selling B2B products and explained, “B2B products are exactly what they sound like—products that one business sells to another business to meet their needs.

For example, office supply stores sell B2B products, as businesses will use them to stock up on things like printer ink and paper, pens, legal pads, and more.

A commercial cleaning supply company is another example, offering cleaning products in bulk for businesses like hotels, gyms, and hospitals to stock up on essentials to keep their public spaces spotless.”

A webinar for Amazon Business customers last month (available for replay on YouTube) showcased other, more sophisticated features attractive to procurement executives: Business buyers attending the 2-day Amazon Business Reshape conference will learn, among other things, how AI is reshaping procurement intelligence and which external forces are reshaping procurement.