Amazon has quietly opened a new promotion type that ordinary shoppers will never see. From August 31, 2026, third-party sellers can build Business Deals — discounts visible only to registered Amazon Business accounts — across ten marketplaces.
Amazon says participating sellers can reach more than 11 million registered business organizations globally. That’s a big jump from the eight million-plus figure the company cited in November 2025, although the wording of the two disclosures differs.
The mechanics, in plain terms
The deal type lives inside the existing Price Discounts tool in Seller Central, with a new audience option called All Business Customers on the Promotions page.
- Markets: US, Canada, UK, Germany, France, Italy, Spain, Japan, Mexico and Australia. India — Amazon Business’s eleventh market — is not included, with no explanation given.
- Duration: one hour to 30 days.
- Constructions: Fixed Price or Percent Off.
- Minimum discount: 10% standard, 15% for what Amazon calls High Velocity Event deals — Prime Big Deal Days, Black Friday, Cyber Monday.
- Eligibility: new condition, 3.5-star rating or higher, plus unspecified pricing and seller performance requirements.
- Sweetener: deals in major shopping events can get email and push notification distribution at no additional cost — but only until December 31, 2026.
The catch nobody should skip: Business Price
This is the part that decides whether your catalogue can play at all. Unlike coupons, Lightning Deals or standard Price Discounts — all measured against the public listing price — a Business Deal is calculated from the seller’s Business Price, the separate business-only rate set per ASIN.
No Business Price on the ASIN, no eligibility. Amazon’s own notice says the feature only surfaces for products that already have one. E-commerce strategist Vanessa Hung, writing on LinkedIn the same week, reported that the option to add an ASIN stays greyed out until a Business Price exists — a practitioner observation, not a documented Amazon rule.
Practical takeaway: an optional field most sellers ignored has just become the gate to a promotional channel. Your day-one eligible SKU count is a function of admin decisions made years ago, not current strategy.
Discount floors are double the consumer minimum
Since Amazon’s tightened List Price rules took effect on April 23, 2026, the documented Price Discounts minimum has sat at 5% off the 30-day lowest non-promotional price. Business Deals ask for 10% — and 15% during the autumn and November events.
Note the inversion. On the consumer side, event participation costs cash via the promotion fee ($100 upfront plus 1.5% of promotional sales, capped at $5,000 for 2026). Here, the event tier costs margin instead. Amazon’s notice doesn’t say whether a promotion fee applies at all.
The unresolved question that should decide your Q4 plan
In the forum thread, a seller asked whether a B2B discount could bleed into reference price calculations and hurt eligibility for consumer deals, coupons or Prime Exclusive Discounts — warning that B2B-only promotions could “unintentionally affect future consumer-facing deal eligibility.”
Amazon has confirmed that Prime Big Deal Days prices are excluded from the 30- and 60-day lookback. No equivalent carve-out has been stated for Business Deals. Until it is, a B2B discount in October could theoretically constrain a consumer deal in November.
Two more gaps: nobody has confirmed whether these prices are readable by logged-out visitors or price monitoring services (a MAP and channel-conflict problem for brands with distributor agreements), and one seller reported on roughly September 6 that the All Business Customers option wasn’t even showing in their account — a sign of staged rollout rather than clean ten-market availability.
What to do this week
Audit which ASINs have Business Prices configured. Pick a small test set where 10% off business pricing still clears your margin floor. Treat the free email and push amplification as a 2026-only subsidy, not a permanent channel economic. And remember the buying motion: LinkedIn research published in May 2026 pegged the average B2B journey at 211 days across 10 to 11 stakeholders. A one-hour flash discount is a consumer instrument — use it for reorders and consumables, not first-time procurement.
Source: PPC Land
