Navigating the Amazon B2B landscape in 2026: Growth, grit, and generative AI
For B2B leaders, 2025 was defined by "uncertainty" stemming from shifting tariffs, talent shortages, and technological disruption. Yet, even in the face of these headwinds, B2B manufacturers saw average EBITDA grow by 3.6 percent. Central to this resilience is the continued dominance of Amazon, with Amazon Business now serving over eight million organizations.
Enceiba’s latest 2026 B2B Amazon Industry Pulse Report takes a deep dive into how the most successful firms are weathering the storm and why AI has moved from a "luxury" to a "requirement".
The state of the market: Growth amidst volatility
While the ecommerce giant continues to see massive growth—hitting $180 billion in sales in Q3 2025—the B2B sector is navigating a complex global trade environment.
Revenue trends: 65% of B2B firms reported increased Amazon revenues last year
The tariff factor: 57% of respondents noted that inconsistent tariffs negatively impacted their profitability
Shift in control: More firms are moving away from traditional wholesale (1P) models toward Seller Central (3P) or Hybrid approaches to maintain better brand and pricing control
Identifying the top challenges for B2B sellers
For the first time in years, the primary concern for sellers isn't just channel conflict. The 2026 report highlights a trio of interconnected threats that are reshaping seller strategy:
Unauthorized resellers (23%): These sellers frequently trigger downward price pressure
Price erosion (19%): Under-cutting of MSRP/MAP hurts traditional distribution partners
Lack of profitability (17%): Rising costs and volatility make margin protection essential
To combat unauthorized resellers, price erosion, and shrinking margins, brands must transition from a passive to an active management strategy by tightening distribution agreements and implementing product serialization via programs like Amazon Transparency. Because unauthorized sellers frequently trigger downward price pressure, establishing a Minimum Advertised Price (MAP) policy and shifting to a Seller Central (3P) or Hybrid model is essential to regain direct control over retail pricing. Furthermore, protecting profitability in a volatile market requires leveraging AI-driven forecasting to reduce operational waste and utilizing B2B-specific tools, such as the Configure Quote Engine and quantity discounts, to capture high-volume orders with sustainable margins. Optimizing logistics through programs like Amazon Warehouse & Distribution (AWD) can also lower per-unit costs, especially since 85% of U.S. business customers now have access to direct pallet delivery.
How generative AI is transforming B2B operations
AI adoption is accelerating, with usage among B2B firms growing by five points this year. Sellers are moving beyond simple chatbots to leverage sophisticated tools designed to increase efficiency and speed up merchandising:
Project Amelia: An all-in-one generative AI selling expert
AI listing creation: Enables sellers to rapidly create high-quality product descriptions
Forecasting and analytics: Helping firms manage large catalogs and complex demand cycles
Overcoming common objections to selling on Amazon
Approximately one-third of surveyed B2B firms still do not sell on Amazon. The primary deterrent? Fear of channel conflict (34%). However, many of these objections are surmountable with a disciplined strategy. In fact, 36% of those who don't currently sell on the platform admit there is a significant revenue opportunity they are missing.
Frequently asked questions about the B2B Amazon industry
What is the growth outlook for Amazon B2B in 2026? While optimistic, bullishness has wavered slightly; 73% of respondents expect growth in 2026, compared to 82% the previous year.
How are tariffs affecting Amazon B2B sellers? Over half (57%) of sellers report negative impacts, specifically citing decreased profitability (33%) and lower sales volumes (24%).
Do people even use Amazon Business? Yes, and the scale is significant. As of early 2026, Amazon Business actively serves over eight million organizations globally. This user base is highly prestigious, including 97 of the Fortune 100 companies, 66 of the FTSE 100, and 38 of the DAX-40 companies. In 2025 alone, the platform was projected to hit $59 billion in sales. Whether you are selling to small nonprofits or massive government agencies, your buyers are already using the platform for their planned spend budgets.
My products have a high average selling price (ASP) of >$1,000. Would they even sell online? Absolutely. Many B2B manufacturers successfully sell high-ticket items like bulky HVAC systems, lab equipment, medical devices, and commercial plumbing products on Amazon every day.
Three strategic ways to win in 2026
To turn these trends into measurable gains, we recommend three strategic focus areas:
Invest in AI: Automate routine tasks and use predictive analytics to uncover buyer behavior
Leverage Amazon business programs: Tools like the Configure Quote Engine and Quantity Discounts are designed for complex business procurement
Master your fulfillment: With 85% of U.S. business customers now having access to direct pallet delivery, logistics optimization is key to capturing large-scale orders
Ready to conquer the Amazon marketplace? Contact our team to discuss how to optimize your B2B strategy for the year ahead.
