Amazon B2B or B2C? (Full Breakdown)

When it comes to Amazon, there is some debate over whether it is a B2B or B2C company.

In this article, we will take a look at both sides of the argument and conclude if Amazon is a B2B or B2C business, so keep reading to see what we discovered!

Is Amazon a B2B or B2C Company In 2024?

Many find it challenging to classify Amazon as entirely a B2B or B2C business model in 2024. Since most of Amazon’s products are sold directly to consumers, it can be argued that it’s a B2C company. However, Amazon also offers bulk products and has created Amazon Business, with B2B sales in mind.

To learn more about B2C and B2B business models and how Amazon fits in, along with other related facts, keep reading!

What Is a B2B Company?

A business-to-business company (B2B) sells its products or services to other businesses, and B2B e-commerce is much more involved than B2C.

In addition to heavier research and needs-based purchasing, marketers also need to interact with their customers to succeed in their product offerings.

Likewise, this can often entail providing educational content about the products or services offered on behalf of one’s company.

Typically, these companies have a complex sales process, and their products are expensive. 

Why Are B2B Companies More Complex Than B2C Companies? 

Often, marketing strategies for B2B businesses are more complicated and time-consuming since multiple departments are consulted before purchasing.  

As a result, this leads them to spend more extended periods of research that can result in costly mistakes if not executed correctly or researched thoroughly beforehand.

On the other hand, consumers only need to consider themselves when making purchases.

This means emotional-driven decisions take over because your decision won’t impact anyone else involved.

As such, emotions play a much more significant role than facts do within these campaigns.

What Are Examples of B2B Companies? 

There are many examples of B2B companies, but some of the most well-known include:

  • IBM
  • GE
  • Microsoft
  • Apple

Some of the most notable B2B eCommerce examples include:

  • Amazon Business
  • Alibaba
  • Rakuten

What Is Amazon Business?

Amazon Business is a service that allows businesses to purchase products from Amazon Business offers a range of features, including:

  • A purchasing portal that enables companies to buy products from a variety of sellers
  • Volume discounts on select products
  • Tax and shipping management tools
  • Customized reporting and analytics

In addition, Amazon Business offers several features that are specifically designed for businesses, such as:

  • Business pricing: Businesses can receive volume discounts on select products.
  • Business Prime Shipping: Businesses can get free two-day shipping on eligible items.
  • Amazon Tax Exemption Manager: businesses can manage their tax exemptions with this tool.

What Is a B2C Company?

What Is a B2C Company? Amazon

Business-to-consumer (B2C) refers to businesses selling their products and services directly, without middlemen.

In other words, it’s a company that you, as an individual, would buy from. 

What Are Examples of B2C Companies?

Typically this applies when discussing online retailers who sell items over the internet or in physical locations like your local grocery store or coffee shop. 

When buying from a B2C, it’s usually a smaller purchase that doesn’t require much thought or deliberation, such as picking up milk on the way home from work.

One key difference here is that there is no need for extensive research because you, the consumer, are not making this decision on behalf of anyone else.

What Are Examples of e-Commerce B2C Companies?

  • Amazon
  • eBay
  • Etsy
  • Alibaba

Why Are B2C Companies More Widely Known?

One of the primary reasons B2C companies are more widely known is that they tend to be better at marketing their products and services to consumers.

B2C companies often have large marketing budgets, which they use to reach a wide range of consumers.

In addition, B2C companies often have more attractive products and packaging than B2B companies.

What Is the Advantage of B2C Over B2B Companies?

B2C companies’ advantage over their B2B counterparts is that they can reach a much wider audience with their marketing campaigns.

In addition, B2C companies are not limited by the exact geographical boundaries of B2B companies. 

Consumers can purchase products from anywhere globally, as long as they have an internet connection.

B2C companies also have a shorter sales cycle than B2B companies.

This is because individual consumers aren’t required to go through the same approval process that businesses need to go through before making a purchase.

Is Amazon Business to Business or Business to Consumer? 

A simple answer is both. While Amazon started as a business consumer company, it has expanded into the business-to-business market with Amazon Business.

Now Amazon offers a wide variety of products and services to businesses, including cloud computing, storage, and shipping.

What Is the Argument for Classifying Amazon as a B2B Company?

Some people argue that Amazon is a B2B company because it sells its products to other businesses. These businesses then resell the products to consumers. 

What Is the Argument for Classifying Amazon as a B2C Company?

On the other hand, some people argue that Amazon is a B2C company because it sells its products directly to consumers.

While it’s true that Amazon does have some sales to businesses, most of its sales are to individuals.

This is because Amazon has grown so much in recent years that it’s become an online store and marketplace for third-party retailers.

To learn more, you can also read our posts on Amazon competitors, is Amazon an ethical company, and why is Amazon so sucessful.


Ultimately, it’s impossible to put Amazon into one category definitively. While it started as an online bookstore, Amazon has evolved into a commercial hub and has made its inventory available to consumers and businesses alike.

Amazon is a B2C company because it sells most products directly to consumers. However, it is also worth noting that Amazon has a B2B business model with its Amazon Business service. Therefore, Amazon is both a B2B and a B2C company.

Photo of author

Marques Thomas

Marques Thomas graduated with a MBA in 2011. Since then, Marques has worked in the retail and consumer service industry as a manager, advisor, and marketer. Marques is also the head writer and founder of

Leave a Comment