A popular snack brand identified an untapped growth lever within the business buyer segment on Amazon. While performance across traditional consumer campaigns remained strong, the brand had not yet implemented a dedicated B2B advertising strategy or special pricing structure to directly capture business demand.

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Based on the brand's needs, our goals were clear:

1. Expand revenue through B2B acquisition utilizing Amazon's recently-expanded B2B targeting options

2. Drive incremental sales beyond branded performance

3. Increase overall advertising efficiency

4. Build a scalable framework to unlock sustained growth

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Planning began one month prior to launch to ensure budgets, campaign structure, and targeting strategy were fully aligned for a B2B-focused Amazon initiative.

The strategy officially launched in January 2026 with ad campaigns designed to target business buyers, allocating media dollars specifically toward B2B shopper customer segments.

Amazon B2B Advertising Strategies Tested:

Auto campaigns targeting business buyers (B2B shoppers)

Category targeting focused on snacks

Manual keyword campaigns centered on business intent and category relevancy

Importantly, this launch coincided with implementing B2B special pricing to maximize conversion efficiency within the business segment.

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