Amazon Business Hits $60B in Annualized Sales

A B2B engine hiding inside the marketplace

Amazon disclosed this week that Amazon Business, its procurement arm for companies and institutions, has reached $60 billion in annualized gross sales. That is up from the $35 billion figure the company shared in 2023 and $25 billion in 2021. The unit now serves more than 11 million organizations across 11 countries, counting 97 of the Fortune 100 among its customers. Amazon added over 1.8 million new organizations in the first half of the year alone.

The customer base spans hospitals, schools, manufacturers and hotels. Amazon said product selection grew nearly 30% globally this year, adding categories such as repair tools, fresh groceries and office furniture, much of it supplied by third-party sellers. The company also rolled out buyer-facing tools including an AI purchasing assistant, spending analysis dashboards and expanded Prime Business benefits.

The seller share of the story

Analysis of the milestone suggests roughly $30 billion of that gross volume flows to third-party sellers, or about half of the total. For context, the $60 billion represents around 7% of Amazon’s estimated $830 billion in overall GMV last year. Amazon Business has grown at roughly 18% annually since 2021, well ahead of Amazon’s overall 9% GMV growth and the broader ecommerce baseline of 5% to 8%. At that pace it could pass $100 billion before the end of the decade, which would make it larger than most standalone marketplaces.

What it means for brands

For sellers, Amazon Business is a distinct demand pool that many treat as an afterthought. Business buyers place larger, more repeatable orders and are less price-sensitive on convenience, but they expect features consumer listings often ignore: quantity discounts, business pricing, tax-exemption handling and detailed product specifications. Brands that enable business pricing, upload compliance and specification data, and register for quantity tiers can capture orders that never surface in consumer search. The category expansion into groceries, tools and furniture also signals where Amazon is actively recruiting supply. Notably, Amazon’s new features this cycle skewed toward buyers rather than sellers, so the burden of optimizing for this channel still sits with brands. Sellers already strong on the consumer side should audit whether their catalog is configured to convert an institutional buyer, not just a household one, because the same listing rarely serves both well.