Amazon added a promotion type in late August that most brand sellers haven't heard of yet: a deal visible only to registered business buyers, set against your Business Price rather than your public list price. It's called Amazon Business Deals, it's live in 10 marketplaces, and if you sell to commercial buyers at all, it changes how you should be thinking about B2B pricing.
Here's what the feature does and what you'll need to have in place before you can use it.
What Amazon Business Deals Are
Business Deals are a discount type you create through the Price Discounts tool in Seller Central. When active, the discounted price is only shown to buyers with an Amazon Business account. Regular shoppers won't see the deal at all. The discount is calculated from your Business Price, not your standard retail price, so a product with no Business Price set is completely ineligible for the tool.
Deals can run anywhere from one hour to 30 days. You choose between a Fixed Price structure or a Percent Off structure. Minimum discounts are 10% for standard deals, and 15% for what Amazon calls High Velocity Event deals, which means Prime Big Deal Days, Black Friday Week, and Cyber Monday.
Where It's Available
The feature is live in the United States, Canada, the United Kingdom, Germany, France, Italy, Spain, Japan, Mexico, and Australia. The announcement went out through the Seller Forums and the Seller News panel in Seller Central on August 31, 2026.
To be eligible, a product needs a 3.5-star rating or higher, new condition, an existing Business Price, and whatever pricing and performance thresholds Amazon applies to promotions generally. If you've been selling to business buyers without a formal Business Price in place, this is a good reason to set one.
Event Visibility at No Extra Cost
For major shopping events, Amazon is offering enhanced distribution for Business Deals through email and push notifications at no additional cost, through December 31, 2026. That's not a permanent benefit, but it does mean the launch window comes with better visibility than you'd normally get from a standard deal.
It's worth noting that Amazon Business has grown into a significant channel for brands that sell to offices, institutions, and commercial buyers. A deal structure built specifically for that audience, with dedicated distribution during peak events, is a meaningful addition to the promotional toolkit, not just a minor tweak.
What to Check Before You Set One Up
Before you can use Business Deals, you need a Business Price set on the products you want to promote. If you're already using Amazon Business pricing tiers, you're most of the way there. If not, that's the first step.
The deal submission window for Prime Big Deal Days closed on September 8, so that particular event is past for Business Deals this cycle. Black Friday Week and Cyber Monday submissions are open through October 20, which gives you a reasonable runway to get your B2B pricing in order and submit. For a closer look at how to structure your Amazon business strategy around events like these, our Amazon services page covers how we work with brand sellers.
The Business Price Question
The structural requirement here is worth pausing on. Because the discount is calculated from your Business Price, a product without one is completely excluded from the tool. That means the implicit message from Amazon is: if you want access to business-buyer promotions, you need a proper B2B pricing layer in place first.
For brands that have been treating Business Price as optional, this feature makes it a prerequisite for a meaningful promotional channel. It's a nudge toward taking the B2B side of Amazon more seriously, which, given the size of Amazon Business, is probably a nudge worth following.
If you want to map out how Business Deals fit into your broader peak-season pricing and promotion plan, we're happy to work through it with you. Schedule a call and we'll take a look at where you stand before the October submission window closes.