Guide
How to advertise on HAQM Business
A guide to building a business-to-business (B2B) marketing strategy on HAQM Business.
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Learn how to increase bids for B2B audiences and optimize campaigns.
Welcome to our comprehensive guide for advertisers navigating the unique landscape of the HAQM Business store. This guide will help you unlock your full business-to-business (B2B) advertising potential on HAQM Business by leveraging Sponsored Products and Sponsored Display to reach B2B audiences.
What is HAQM Business?
HAQM Business is a tailored experience that caters to the unique purchasing needs of organizations and businesses. It combines business-relevant selection, innovative tools, and features like Business Prime with HAQM's renowned convenience and value. HAQM Business serves verified business account holders from sole proprietors to multinational companies, including for-profit, non-profit, and government organizations. While the core shopping experience and search functionality remain consistent with HAQM.com, HAQM Business offers additional features useful for organizational needs. This includes tools for implementing preferred purchasing policies and access to business-appropriate products.
You can use Sponsored Products, Sponsored Brands, Sponsored Display, and HAQM DSP to reach millions of verified business buyers, such as procurement teams, decision makers, and bulk purchasers, right when they shop.
Let’s start with a quick video to introduce you to HAQM Business ads.
Introduction to HAQM Business ads
Who are HAQM Business customers and what differentiates them from consumer buyers?
HAQM Business customers are those who often place larger quantity orders and typically have lower return rates compared to individual consumers. HAQM Business is designed to accommodate distinct purchasing patterns while combining the familiar HAQM interface to create a specialized yet intuitive shopping experience for business users. The distinct advantages of reaching business buyers include:
Higher conversion rates
On average, B2B buyers are 3x more likely to purchase an item after viewing its product page than business-to-consumer (B2C) buyers.1
Larger order sizes
On average, orders from business customers contained 74% more units than orders from consumers in 2023.2
Lower return rates
B2B customers have a 42% lower return rate compared to B2C customers.3
Why advertise on HAQM Business?
Advertising on HAQM Business offers the unique advantage of reaching and engaging business buyers, who differ significantly from consumer buyers in their purchasing patterns and priorities. These buyers emphasize bulk purchasing, value long-term relationships, and require products that meet specific organizational requirements. Their decisions are heavily influenced by factors such as supplier reliability, cost efficiency, and alignment with procurement processes. HAQM Business bridges this unique B2B purchasing behavior with the familiar HAQM shopping experience. For sellers and vendors, this presents a valuable opportunity to tap into the B2B market segment through specialized features designed specifically for business buyer engagement.
Where do HAQM Business ads appear?
HAQM Business ads appear on business.haqm.com, a shopping experience that looks similar to the HAQM store. Advertisers can leverage Sponsored Products, Sponsored Brands, and display ads to showcase their products on HAQM Business. When launching Sponsored Product campaigns, by default, the ads are eligible to appear across all placements on the HAQM store and HAQM Business. All existing campaign creation and management controls apply to the HAQM store and HAQM Business, and existing performance reporting shows a consolidated view of performance across the HAQM store and HAQM Business.
What are the B2B advertising capabilities on HAQM Business?
HAQM offers the following tools to help reach relevant B2B customers, boost visibility, and observe performance:
1. Sponsored Products bid adjustment and placement reports
The HAQM Business bid adjustment is a feature that allows you to boost your bids by any percentage up to 900% across all HAQM Business ad placements only. By boosting your bids for HAQM Business ad placements, you are more likely to have your ads surface on HAQM Business, generating more impressions, clicks, sales reach, and, as a result, engagement from valuable business shoppers. The HAQM Business bid adjustment can be used either in addition to other placement bid adjustments or by itself. You will also see dynamic in-line alerts that explain the impact of your HAQM Business bid adjustment on your final bids.
Watch the video below to learn how you can apply these changes.
What is Sponsored Products bid adjustment for HAQM Business?
HAQM Business exclusive performance reporting will be available via the online and offline Sponsored Products placement reports. These reports will show you your Sponsored Products campaign performance on HAQM Business at the overall level (online report) and at the placement-level (offline report). These reports can be used to guide your use of the HAQM Business bid adjustment.
Watch the video below to learn how you can apply these changes.
Sponsored Products reporting for HAQM Business
For more information about Sponsored Products bid adjustment and placement reports, review the help page.
2. HAQM Business exclusive campaigns for Sponsored Products
Eligible advertisers can now exclusively reach business customers on HAQM Business using Sponsored Products ads. This allows you to tailor your B2B advertising strategy in the following ways:
- Set a B2B budget to allocate funds specifically towards reaching business customers
- Promote ASINs the advertiser wants to showcase to B2B shoppers
- Use B2B-relevant keywords to reach the relevant business audience
- Adjust bids and bidding strategies to increase sales on HAQM Business
Sponsored Products ads will only be shown to shoppers on the HAQM Business store. You will be able to access all existing Sponsored Products reports and HAQM Business-exclusive performance data to optimize campaigns, giving you a powerful way to connect with the valuable business customer segment on HAQM.
Advertisers who created HAQM Business exclusive Sponsored Products campaigns saw the following improvements on average:
- Impressions on HAQM Business increased by 219% compared to their existing campaigns with the same ASINs.4
- Clicks on HAQM Business increased by 156% compared to their existing campaigns with the same ASINs.5
- Sales on HAQM Business increased by 120% compared to their existing campaigns with the same ASINs.6
By tailoring your advertising strategy for the HAQM Business audience, you can drive better engagement and higher returns.
How are HAQM Business exclusive campaigns for Sponsored Products different than the HAQM Business Sponsored Products bid adjustment?
When deciding how to structure your HAQM advertising campaigns for business customers, you have two main options: using HAQM Business Sponsored Products bid adjustment or creating HAQM Business exclusive campaigns. The table below highlights the key differences between these approaches:
| HAQM Business Sponsored Products Bid Adjustment | HAQM Business Exclusive Campaigns | |
| When to Use | When you want to maintain a single campaign serving both HAQM retail and HAQM Business stores | When executing a B2B-specific advertising strategy for your product portfolio |
| Campaign Type | Campaigns serve across all of HAQM including HAQM Business | Separate campaigns exclusive to HAQM Business |
| Budget and Settings | Same budget and campaign settings for both audiences, with differentiated bidding strategy for HAQM Business | Separate budget and settings tailored for B2B strategy |
| Performance Reporting | Performance visible only through placement reports when selecting HAQM Business | Compatible with all existing Sponsored Products reports |
Reach out to your HAQM account manager to learn more about how to get started.
3. Sponsored Display B2B audience targeting
To reach business buyers, leverage B2B audience targeting on Sponsored Display and display ads. You can choose any of the available HAQM Business audiences (labeled LS - B2B - HAQM Business) to do this.
Watch the video below to learn how you can apply these changes.
What is Sponsored Display audience targeting?
For more information about Sponsored Display audience targeting, review the help page.
Reach out to your HAQM account manager to get started and learn more.
Example of HAQM Business ads
Case Study
Letaya, a Chinese brand specializing in steel storage solutions for home and office environments, rose to prominence in HAQM's metal office furniture category in the U.S. in just four years. To achieve international success, Letaya focused on developing products based on emerging office furniture trends and customer insights in order to engage high-value business buyers on HAQM Business.
FAQs
Sellers and vendors have access to reports within Seller Central and Vendor Central that show what percentage of B2B sales today come from HAQM Business.
Eligible advertisers are account managed advertisers who have sales on HAQM Business and a distinct B2B advertising strategy. In general, qualified advertisers offer B2B-specific products and services with business benefits like bulk packaging, quantity discounts, or specific industry or business use. If you see “HAQM Business” listed in the “Sites” section when creating a new campaign, you are eligible to create exclusive campaigns. To learn about enrollment, contact your HAQM Ads account manager or your HAQM Business account manager.
Your campaign will only be shown on the HAQM Business store and will not be shown on the HAQM store or other third-party sites or apps.
After creating a campaign with “Sites” set to HAQM Business, all existing Sponsored Products reports automatically reflect performance only on HAQM Business.
No, the adjustment will only be applied to ads that will appear on HAQM Business and will not affect your bids outside of the HAQM Business store in the same campaign.
You can use HAQM Business performance data, such as return on ad spend (ROAS), on HAQM Business relative to overall campaign ROAS, to inform your decision on the percentage input for the bid adjustment. The HAQM Business performance data can be accessed via the offline, downloadable Placement report in the Reporting Center and in the Campaign Manager “Bid adjustments” tab (formerly “Placements” tab), within the “HAQM Business placements” subsection.
Yes, these adjustments are applied for each respective placement across all supply including HAQM Business.
Using this HAQM Business adjustment is optional and it is turned off by default. If you have set up a campaign with the adjustment and no longer wish to use it, you can adjust your input to 0% in the Campaign Manager “Bid adjustments” tab (formerly “Placements” tab), within the “HAQM Business placements” subsection.
Sources:
1–3 HAQM internal data, data from Sellers with $80,000 or more in annualized sales, US 2023.
4–6 HAQM internal data, closed beta of managed advertiser accounts, US, EU5, JP, Sep–Dec 2024.