Amazon Business Deals: What Wholesale Resellers Should Know

Amazon rolled out a new promotional tool in 2026 called Business Deals, letting sellers create exclusive, time-limited discounts aimed specifically at Amazon Business (B2B) buyers. For wholesale resellers who buy in volume and want another lever for moving inventory, it’s worth understanding exactly what the program offers – and what Amazon still hasn’t confirmed about it.

What Business Deals Actually Is

Amazon unveiled Business Deals at Amazon Accelerate 2026 in Seattle, with sellers confirming it live in Seller Central via Amazon’s own Seller Forums News and Announcements channel by August 31, 2026. The program lets sellers build deals lasting anywhere from one hour to 30 days, in either a Fixed Price or Percent Off format, targeted exclusively at Amazon Business customers rather than regular retail shoppers.

Minimum discounts are set at 10% off for standard deals, rising to 15% off for “High Velocity Events” like Prime Big Deal Days, Black Friday, and Cyber Monday. To participate, a product needs an existing Business Price already set, a minimum 3.5-star rating, new condition, and has to meet Amazon’s usual pricing and seller-performance standards. The rollout covers 10 of Amazon’s 11 Business markets – the US, Canada, UK, Germany, France, Italy, Spain, Japan, Mexico, and Australia (India is not included) – reaching a pool of more than 11 million registered Amazon Business organizations.

The Fee Question Amazon Hasn’t Fully Answered

Here’s where it’s worth being careful. Amazon’s own announcement confirms that during major shopping events, participating deals get “enhanced visibility through dedicated email and push notification campaigns at no additional cost until December 31, 2026” – but that specific language covers the extra visibility perk, not necessarily the base cost of creating a Business Deal in the first place. Independent reporting on the rollout notes that Amazon “did not disclose whether Business Deals carry a promotion fee,” while pointing out that Amazon’s standard 2026 promotion fee structure elsewhere runs $100 upfront plus 1.5% of promotional sales, capped at $5,000 – though it’s not confirmed whether that fee schedule applies to this specific program. Don’t assume Business Deals are free to run; check the fee disclosure inside your own Promotions dashboard before launching one.

Where to Find It (and a Real Setup Snag)

Business Deals runs through the same Price Discounts tool already in Seller Central: go to Promotions, then select “All Business Customers” as the deal’s target audience. Sellers discussing the rollout in Amazon’s own forum thread reported a real, practical snag worth expecting – some couldn’t immediately locate the “All Business Customers” audience option in their Promotions interface, suggesting the feature is still rolling out unevenly across accounts.

What This Means If You’re Buying Wholesale to Resell

A B2B-only discount lane is only worth using if your underlying unit economics can absorb a genuine 10-15% cut and still turn a profit – which comes down to what you paid per unit in the first place. That’s exactly the math our bulk purchasing and unit cost guide and markup vs. margin guide walk through. Whether you can sustain that kind of discount across a real order size also depends on how you’re buying in the first place – see our case pack vs. pallet buying guide for how volume affects your per-unit cost.

If you’re already selling the same wholesale inventory across Amazon, eBay, and Walmart (see our guide to wholesale purchasing for multi-channel resellers), a B2B-only deal lane is another channel-specific lever worth testing on a small batch first, rather than assuming it’s automatically worth the discount on every SKU.

Disclosure: Wholesale Distributors US is an independent wholesale supplier and is not affiliated with, endorsed by, or sponsored by Amazon.

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Frequently Asked Questions

What is Amazon Business Deals?

A promotional tool, rolled out by Amazon in 2026, that lets sellers create exclusive, time-limited discounts (Fixed Price or Percent Off, lasting one hour to 30 days) targeted only at Amazon Business (B2B) customers rather than regular retail shoppers.

Does Amazon Business Deals cost extra to use?

It’s not fully confirmed. Amazon’s own announcement only states that enhanced visibility during major shopping events is free through December 31, 2026 – it doesn’t explicitly say deal creation itself carries no fee. Check your own Promotions dashboard’s fee disclosure before running one.

What’s the minimum discount required?

10% off for a standard Business Deal, rising to 15% off for High Velocity Events like Prime Big Deal Days, Black Friday, and Cyber Monday.

Is Business Deals worth using for wholesale-sourced inventory?

Only if your per-unit cost leaves enough margin to absorb a genuine 10-15% discount and still profit – which depends heavily on your original wholesale purchase price and order volume, not on the promotional tool itself.