What did Amazon actually announce on July 19?

Amazon confirmed its 5th annual Amazon Business Reshape conference will run in Nashville in October 2026 and unveiled a wider set of B2B buyer-facing features that third-party sellers can opt into: quantity-tier pricing, business-only price offers, purchase-order support, and expanded quote workflows. The message: Amazon wants third-party sellers to carry more of the load in converting the Business buyer base.

How big is Amazon Business today?

Amazon has previously disclosed Amazon Business run-rate at $35 billion+ in annualized sales, growing faster than the consumer marketplace. Third-party sellers account for a majority of that GMV, and B2B customers convert at higher AOV and lower return rates than B2C shoppers on the same catalog.

What should FBM and FBA sellers do this week?

Open Amazon Business features on 5 to 10 SKUs where you can offer a real quantity-tier discount without cannibalizing B2C margin. Watch Business Hour Delivery Rate on the FBM side, because the new B2B features stack on the September 30 FBM delivery-rate requirement. Track B2C vs. B2B contribution margin separately from day one, since the two channels have different fee mixes and reprice dynamics.

Operations

Amazon Business Reshape 2026: B2B features open to 3P sellers

EcommerceBytes reported on July 19, 2026 that Amazon confirmed its 5th annual Amazon Business Reshape conference in Nashville this October and is opening more B2B buyer-facing features (quantity-tier pricing, business-only prices, purchase-order support, quote workflows) to third-party sellers. Amazon Business is running above a $35B annualized GMV base and grows faster than the consumer marketplace. Sellers who leave B2B features off compete for the same buyer with the same B2C offer, and quietly lose on price.

AntoineCEO at Nova Analytics

Jul 20, 2026 · 4 min read · 665 words

Updated July 20, 2026

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What happened

EcommerceBytes reported on July 19, 2026 that Amazon will hold its 5th annual Amazon Business Reshape conference in Nashville this October, and confirmed a broader push to lean on third-party sellers to convert its Business buyer base (EcommerceBytes, July 19, 2026).

The expansion opens quantity-tier pricing, business-only price offers, purchase-order acceptance, and quote workflows to more third-party sellers. Amazon Business is running above a $35 billion annualized GMV base, growing faster than the consumer marketplace, and B2B customers convert at higher AOV and lower return rates on the same catalog. The subtext of the announcement: Amazon wants third-party sellers, not just its retail arm, carrying the incremental B2B revenue.

Why it matters

A single Amazon Business buyer routinely spends more per order than a B2C shopper on the same SKU, and their annual repeat rate is higher. Sellers who leave quantity-tier pricing off are competing for the same B2B eyeballs with the same B2C offer, and losing on price without knowing it. Opening the B2B feature set does not create incremental orders on its own, but it removes the ceiling on the ones already showing up.

The B2B push also stacks on the September 30, 2026 requirement that FBM sellers hit a 90% Business Hour Delivery Rate on Amazon Business orders (see our FBM 90% delivery-rate breakdown). Sellers turning on B2B features without a fulfillment plan will trip the new performance gate before Q4.

What to change in the next 2 weeks

Pull B2C vs. B2B split by SKU. Any SKU with more than 10% of units going to Business buyers is a candidate for quantity-tier pricing.
Turn on quantity discounts on 5 to 10 SKUs first. Model the margin at each tier before you enable, not after. A defensive discount that halves margin is worse than no discount.
Split fulfillment queues. If you are FBM on B2B orders, isolate the Business Hour Delivery Rate cohort and reprice or move to FBA the SKUs that cannot hold 90%.
Track B2C vs. B2B contribution margin separately in Nova P&L. The two channels carry different fee mixes and repricing dynamics, and a rolled-up view will hide which channel is actually paying rent.

How Nova helps

Live P&L - see contribution margin by SKU with 40+ Amazon fee types accounted for, so a new B2B quantity tier is judged on actual net, not on retail price.
Custom Breakdowns - group units by B2B vs. B2C, watch each channel's contribution shift as you toggle Business features, and catch a silent cannibalization before it eats a full month.

Frequently Asked Questions

Common questions about this topic

Amazon confirmed its 5th annual Amazon Business Reshape conference will run in Nashville in October 2026 and unveiled a wider set of B2B buyer-facing features that third-party sellers can opt into: quantity-tier pricing, business-only price offers, purchase-order support, and expanded quote workflows. The message: Amazon wants third-party sellers to carry more of the load in converting the Business buyer base.
Amazon has previously disclosed Amazon Business run-rate at $35 billion+ in annualized sales, growing faster than the consumer marketplace. Third-party sellers account for a majority of that GMV, and B2B customers convert at higher AOV and lower return rates than B2C shoppers on the same catalog.
Open Amazon Business features on 5 to 10 SKUs where you can offer a real quantity-tier discount without cannibalizing B2C margin. Watch Business Hour Delivery Rate on the FBM side, because the new B2B features stack on the September 30 FBM delivery-rate requirement. Track B2C vs. B2B contribution margin separately from day one, since the two channels have different fee mixes and reprice dynamics.

Verified Sources

EcommerceBytes: Amazon Holds B2B Conference as It Leans on Sellers to Appeal to Business Buyers (July 19, 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.

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