Amazon Business in Perpetua
Amazon Business is a high-value, business-to-business audience on Amazon — and Perpetua lets you advertise to it, boost the placement with a multiplier, take over your Amazon Business campaigns, and see how the placement performs, all without leaving Perpetua for the Amazon Ads Console.
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What is Amazon Business?
Amazon Business is the professional marketplace on Amazon, built for registered organizations — everyone from small startups to large enterprises, schools, and hospitals. These buyers shop differently from everyday shoppers: they often want bulk quantities and business-specific pricing, which makes them a high-value audience for driving volume and lifting your average order size.
Within Sponsored Products, you can put Amazon Business to work in Perpetua in two ways: Amazon Business placement multipliers and Amazon Business campaigns. This article covers both, plus how to read your Amazon Business reporting.
Before you start
Amazon Business support works with your Sponsored Products goals on Amazon.
It's available to every advertiser, but you'll get the most from it if Amazon Business already drives sales for you — so it's worth checking your Amazon Business reporting (below) before you lean in.
You set placement multipliers in Campaign Management, the same place you adjust your other placements.
You'll find your Amazon Business reporting in the Campaigns tab inside your goal.
Amazon Business placement multipliers
A placement multiplier tells Amazon to bid a set percentage more for one specific placement — and Amazon Business is now one of the placements you can adjust in Perpetua, right alongside Top of Search and Product Pages. Turning up your Amazon Business multiplier sends more of your Sponsored Products spend toward business shoppers.
You'll find Amazon Business multipliers in the same place as your other placement multipliers:
In a Multi-Campaign goal: open the goal's Advanced Settings, click Campaign Management, and expand the Adjust Bids by Placement toggle on the campaign you want to adjust.
In a Single-Campaign Goal: open the Edit Goal page and scroll down to the Campaign Management section at the bottom to set your placement multipliers
Enter your multiplier in the Amazon Business field and save. Perpetua applies it going forward, so you'll start to see more of your spend go to the Amazon Business placement.
See your Amazon Business reporting
You can see how the Amazon Business placement is performing right inside Perpetua — in the Campaigns tab within your goal. You get two views, matching how Amazon reports it:
The regular placements tab (Top of Search, Rest of Search, and Product Pages) folds your Amazon Business performance into the totals.
The Amazon Business tab shows the campaign's overall performance with the Amazon Business placement broken out on its own — so you can see exactly what Amazon Business is contributing.
You can check this whether or not you've set an Amazon Business multiplier, which makes it a good gut-check on whether the placement is worth leaning into.
One thing to expect: your Amazon Business reporting in Perpetua starts in mid-December 2025. That's as far back as we could pull when the placement first synced as Amazon only lets us backfill 60 days of history so you won't see Amazon Business data from before then.
Amazon Business campaigns (B2B-only campaigns)
Beyond adjusting the placement, eligible advertisers can run campaigns exclusively on the Amazon Business site, separate from standard retail advertising. That lets you build a distinct B2B strategy — a dedicated budget, business-specific products, and keywords aimed at procurement professionals — so that spend goes entirely toward business shoppers.
You create these Amazon Business campaigns in the Amazon Ads Console — that part isn't available in Perpetua. Once they're created, you can take them over in Perpetua and optimize them alongside the rest of your Sponsored Products campaigns. `[SCREENSHOT: taking over an Amazon Business campaign in Perpetua]`
Good to know
Perpetua applies your Amazon Business multiplier exactly as you set it. Unlike the placements the engine optimizes for you, the Amazon Business multiplier is a manual input — Perpetua won't raise or lower it on its own. So check your Amazon Business reporting now and then and tune the multiplier yourself.
Turning up the multiplier turns up your spend on that placement. Start modest, then use the reporting to see what Amazon Business is earning you before you push it higher.
You don't need a multiplier to see the reporting.The Amazon Business tab shows the placement's performance either way — handy for deciding whether Amazon Business is worth investing in.
What this doesn't do
You can't create Amazon Business-only campaigns in Perpetua. Create them in the Amazon Ads Console, then take them over in Perpetua to optimize.
Perpetua doesn't auto-optimize the Amazon Business multiplier. It stays exactly where you set it until you change it — keep an eye on your Amazon Business reporting and adjust it yourself.
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