What did Amazon disclose on July 21?

Amazon reported that Amazon Business reached $60 billion in annualized gross sales during Q2 2026 and now serves more than 11 million organizations worldwide. The figures roughly double the last disclosed milestone from December 2025, when the business was at $35 billion in annualized gross sales and 8 million organizations (excluding emerging geographies). Amazon says 1.8 million new organizations joined the platform in H1 2026 alone, including 97 of the Fortune 100.

How is this different from the Reshape 2026 conference story?

The Reshape story (published July 20) covers the October 2026 conference in Nashville and the expansion of B2B features - quantity-tier pricing, business-only prices, PO support and quote workflows - to more third-party sellers. This July 21 disclosure is a Q2 financial milestone: how big the marketplace already is and how fast it is growing. Both matter, but for different planning meetings. The finance team cares about the $60B growth curve; the operations team cares about the feature rollout timeline.

What should third-party sellers do this month?

Turn on B2B features on 5 to 10 SKUs where quantity-tier pricing or business-only prices make competitive sense. Split reporting so B2C and B2B contribution margin are visible separately, not blended. Watch Business Hour Delivery Rate (BHDR) on those SKUs before the September 30 threshold, because BHDR is now the operational gate that governs Business Prime eligibility on your listings.

Operations

Amazon Business hits $60B annualized, adds 1.8M organizations in H1 2026

Amazon reported on July 21, 2026 that Amazon Business reached $60 billion in annualized gross sales during Q2 2026, roughly double the $35 billion milestone disclosed in December 2025, serving more than 11 million organizations worldwide. Amazon says 1.8 million new organizations joined in the first half of 2026, spanning hundreds of thousands of small businesses and 97 of the Fortune 100. Separate from the July 20 Reshape story on B2B features and the October Nashville conference. This is the financial milestone that reframes how third-party sellers should price the B2B opportunity.

AntoineCEO at Nova Analytics

Jul 22, 2026 · 4 min read · 675 words

Updated July 22, 2026

Summarize with AI

Claude Gemini ChatGPT

On this page

See your Amazon business clearly.

Try for free

The number that landed

Amazon reported on July 21, 2026 that Amazon Business reached $60 billion in annualized gross sales during Q2 2026 and now serves more than 11 million organizations worldwide (PPC Land, July 21, 2026).

The reference point matters. In December 2025 Amazon placed the same business at $35 billion in annualized gross sales and 8 million organizations, excluding emerging geographies. Seven months later, both numbers are up sharply. According to Amazon, 1.8 million new organizations joined in the first half of 2026 alone, a cohort spanning hundreds of thousands of small businesses on one end and 97 of the Fortune 100 on the other.

Why the July 21 disclosure is different from the Reshape story

The July 20 Reshape 2026 announcement was a product and event story: quantity-tier pricing, business-only prices, PO support and quote workflows opening to more 3P sellers, with a Nashville conference in October. This one is a financial milestone. The finance team cares about the $60B growth curve because it moves how B2B contribution should be forecast; the ops team already cared about the feature rollout. Together they say: the channel is big, growing fast, and the toolchain to sell into it is now available to sellers who used to be locked out.

What third-party sellers should do in the next 30 days

Turn on B2B features on 5 to 10 SKUs where quantity-tier pricing or business-only prices make competitive sense. Bulky, consumable, and reorderable categories are the easy wins. Impulse categories usually are not.
Split B2C and B2B contribution margin in your reporting. Blended margin hides B2B pricing decisions that look accretive in aggregate and dilutive on the pricing sheet.
Watch Business Hour Delivery Rate (BHDR) on the enrolled ASINs before September 30. BHDR is the operational gate that governs Business Prime eligibility going forward, and it is enforced independently of standard Prime badge status.
Judge the pilot on contribution margin, not GMV. B2B GMV is easy to grow with steeper tier pricing. Contribution margin is the number that says whether the channel is worth staffing.

How Nova helps

Live P&L - break out B2B vs B2C contribution margin at the ASIN level, so quantity-tier and business-only pricing decisions are judged on the number that matters.
Day-to-Day Analytics - track BHDR and Business Prime badge status on the enrolled ASIN cohort ahead of the September 30 operational gate.

Frequently Asked Questions

Common questions about this topic

Amazon reported that Amazon Business reached $60 billion in annualized gross sales during Q2 2026 and now serves more than 11 million organizations worldwide. The figures roughly double the last disclosed milestone from December 2025, when the business was at $35 billion in annualized gross sales and 8 million organizations (excluding emerging geographies). Amazon says 1.8 million new organizations joined the platform in H1 2026 alone, including 97 of the Fortune 100.
The Reshape story (published July 20) covers the October 2026 conference in Nashville and the expansion of B2B features - quantity-tier pricing, business-only prices, PO support and quote workflows - to more third-party sellers. This July 21 disclosure is a Q2 financial milestone: how big the marketplace already is and how fast it is growing. Both matter, but for different planning meetings. The finance team cares about the $60B growth curve; the operations team cares about the feature rollout timeline.
Turn on B2B features on 5 to 10 SKUs where quantity-tier pricing or business-only prices make competitive sense. Split reporting so B2C and B2B contribution margin are visible separately, not blended. Watch Business Hour Delivery Rate (BHDR) on those SKUs before the September 30 threshold, because BHDR is now the operational gate that governs Business Prime eligibility on your listings.

Verified Sources

PPC Land: Amazon Business gains 1.8 million organizations as sales double to $60bn (July 21, 2026)

All information verified from official Amazon sources and trusted industry analysts as of publication date.

About the Author

Antoine

CEO at Nova Analytics

Antoine founded Nova Analytics to empower Amazon sellers with enterprise-grade analytics. He specializes in data architecture and building scalable solutions for e-commerce businesses.

Connect on LinkedIn

See your Amazon business clearly.

Try for free Explore pricing