Amazon Business Pricing: How to Earn the Business Discount Badge
Millions of companies, schools and public bodies buy supplies on Amazon Business. They see the same catalog as consumers, but they compare prices differently and often buy in larger quantities. Many sellers never set a business price, so they miss that demand entirely. Amazon has now introduced a Business Discount badge that rewards competitive business pricing with prominent placement. This guide explains how business pricing works and how to qualify for the badge.
Why Amazon Business is worth your attention
Business buyers tend to reorder, buy several units at a time, and consolidate spend with a small group of reliable sellers. Amazon reports that in 2026, B2B sales of products with business pricing grew at nearly double the rate of products without it. If your products are used in offices, workshops, clinics, schools, kitchens or warehouses, there is likely B2B demand you are not yet capturing.
You do not need a separate account. A professional selling plan is enough to set business prices and quantity discounts, which are visible only to verified Amazon Business customers.
The two pricing tools
Business price
A business price is a single-unit price shown only to business buyers. It sits alongside your normal consumer price. It must be equal to or lower than your consumer price.
Quantity discounts
Quantity discounts are tiered prices for larger orders, for example 3% off from 10 units and 6% off from 50 units. Business buyers see them as a table on the product page. You must set a business price before you can add quantity discounts.
How the new Business Discount badge works
According to Amazon's announcement in Seller Central, the Business Discount badge replaces the older Business Savings Blue Badge for single-unit business prices. The key rules are:
- Validated reference price required. Your product must have a validated reference price (VRP), a benchmark price Amazon uses to judge whether a discount is genuine. Without one, no badge, strikethrough or savings percentage is shown.
- 2% savings shows a strikethrough. When your business price is at least 2% below the VRP, buyers see strikethrough pricing in search results, and strikethrough pricing with savings in red on the detail page.
- 5% savings earns the badge. At 5% or more below the VRP, the offer earns the Business Discount badge, shown with the savings percentage across search and detail pages.
- No star rating requirement. Unlike the old blue badge, products do not need a 4-star rating to qualify.
Quantity discounts keep the previous rules: offers with at least a 3% discount on the first tier and a 4-star rating continue to earn the Business Savings Blue Badge.
In practice the badge works like an always-on deal label for business buyers, without a deal fee or an end date.
How to set a business price
- Go to Manage All Inventory in Seller Central.
- Find the product and open its pricing. Enter a business price below your consumer price.
- Optionally add quantity discount tiers, either as a percentage off the business price or as fixed prices per tier.
- For large catalogs, use a bulk upload through the inventory file or the business price template.
- Check the product as a business buyer view, or in the pricing tools, to confirm the price and any badge display.
Amazon also offers a Business Discount Insights tool in Seller Central, which shows reference prices and suggested business prices for your products. Use it as a starting point rather than an instruction.
Pricing strategy: protect your margin
A 5% discount is not free. Before setting business prices across your catalog, work through the numbers for each product.
- Know your floor. Calculate profit per unit after referral fees, FBA fees, product cost and an allowance for advertising. Our ACoS vs TACoS article walks through a per-unit profit calculation.
- Start with products that suit B2B. Consumables and supplies that companies reorder, such as cleaning products, packaging, office items, safety gear and tools, usually respond best.
- Use quantity tiers to protect margin. Larger orders lower your cost per order. A modest single-unit discount combined with deeper tiers at volume often earns more than one large flat discount.
- Watch the reference price. The VRP can move. If it drops below your business price, your strikethrough and badge disappear. Review your business pricing monthly.
Make your listing ready for business buyers
Pricing gets attention, but business buyers also look for practical information. Make sure your listing states pack size and unit count clearly, includes dimensions and material specifications, and mentions certifications or compliance standards where they apply. Business buyers often search by part number or specification, so include model numbers and key attributes in the title and backend fields. Our listing optimization service can help, and our Amazon PPC Guide explains how to support those listings with advertising.
What this means for sellers
The Business Discount badge gives sellers a simple, lasting way to stand out to business buyers: set a business price at least 5% below the validated reference price and the badge appears automatically. Start with the products companies reorder most, protect margin with quantity tiers, and review your prices against the reference price every month.
Not sure what business prices your margins allow?
We will review your catalog, fees and pricing opportunities on Amazon Business, free of charge.
Sources
- Amazon Seller Central, Seller News: "Earn the new Business Discount badge to get always-on visibility" (October 17, 2026), sellercentral.amazon.com/seller-news
- Sell on Amazon: "How to set B2B prices and quantity discounts with Amazon", sell.amazon.com
- Sell on Amazon: "Optimize Amazon B2B prices with the Business Discount Insights tool", sell.amazon.com