The document discusses leveraging Amazon Business as a distribution channel. It provides an overview of Amazon Business, including its worldwide presence and customer base. It describes the software marketplace on Amazon Business and options for subscription-based or code-via-email software distribution. The document also outlines various marketing strategies on Amazon Business, including merchandizing, search advertising, and partnerships. Finally, it reviews benefits for AWS customers in using Amazon Business, such as reduced royalties and marketing promotions.

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Abhishek Kandakatla
Leveraging Amazon Business as a
distribution channel
10 October 2018

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Agenda
• Amazon Business Overview
• Software Marketplace on Amazon Business
• Marketing on Amazon Business
• AWS Customer Benefits (kick-start package)
• Q&A

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Amazon Business Overview

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Global B2B e-commerce sales to reach $6.7tn by 2020
Driving forces behind 15% p.a. growth:
• Seller side. B2B vendors reduce costs in
accessing customers, gain better insight into
customer requirements and buying behavior
• Buyer side. Self-service automated purchasing,
efficiency procurement and transparency
Amazon Business is a key enabler for Amazon and
simultaneously vendors’ growth.
It offers the opportunity to modernize the nature
of procurement in businesses.

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Amazon Business Worldwide Presence
US (Apr 2015 launch)
• $1BN in year one | 1MM business customers
in year two
EU
• Germany (Dec 2016 launch) | 150K business
customers (Dec 17)
• UK (Apr 2017 launch) | 90K business
customers (Dec 17)
• France Feb 2018 launch
• Italy & Spain Jun 2018 launch
WW
• $10BN in sales
• Japan Sep 2017 launch
• India Oct 2017 launch

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Our customers: All sizes, All industries
Consumer products • Pharmaceutical • Manufacturing • Universities
Technology • Schools • Banks • Energy • Consulting
Healthcare • Restaurants • Entertainment • Telecommunications

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Amazon Business End Customer Features

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Amazon Business Teams DE and UK
Marketing
• Targeting businesses
with annual
revenues <£5MM
• Focus on existing
customers using the
consumer experience
• Automated
• Feature focused
SMB
• Targeting small and
medium businesses
with annual
revenues between
£5MM and £250MM
• Transaction Sales
• On-boarding
focused
Enterprise
• Targeting enterprise
businesses with
annual revenues >
£250MM
• Virtual & Field Sales
• Commercial & Public
Sector Segments
Partnerships
• Targeting e-
procurement
vendors, financial
institutions, and
OEMs
• Channel Sales
• Solution focused
based on type of
partner

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Software Marketplace on Amazon
Business

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Software on Amazon Business
Target
Customers
• Small and Medium
Businesses
• Up to 100 seats or
€250MM in revenue
• Use off the self
products – No
customization
Distribution
Method
• Periodic
subscription
• Activation code via
email
Marketplaces
• US, DE, GB, FR, JP
• Later this year – IT,
ES, CA
• Products are
localized
Marketing
• Merchandizing
• Internal Search
• External

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Software distribution method 1: Subscription

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Intuitive purchase & checkout process
Good to know
• Customers already trust Amazon with their credit card and billing details.
• The check-out process can be completed in less than 1 min.

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Seamless account linking
Good to know – 3 integrations required to go live
• Account linking API - API calls are part of the Link Account in Step 5
• Subscription activate API
• Deactivate Subscription API

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Post purchase subscription management
Good to know
• Post purchase, customers can manage (billing activities only) their subscription payments on Amazon.

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Software distribution method 2: Code via E-mail
• Purchase process is similar to any product on Amazon
• Instead of a physical shipment, a license key is delivered via e-mail
• Does not automatically renew
• No API required to list products
• Amazon stores a bank of license keys

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Comparison of distribution methods
Subscription
• Free trial
• Auto renew
• API integration required
• Geographic restrictions
Code via Email
• No free trial
• No auto renew
• No API integration
• Geographic restrictions

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Marketing on Amazon Business

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Types of Marketing
1. Merchandizing
2. Internal Search – Amazon Marketing Services (AMS)
3. External – Amazon Marketing Group (AMG)
4. Other Marketing Tools

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1.1 Merchandizing. Amazon Business Placements

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1.2 Merchandizing. Email Examples

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2. Amazon Marketing Services (AMS)

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2.1 AMS. Headline search Ad

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2.2 AMS. Sponsored products

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2.3 AMS. Product display Ad

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2.4 AMS Benefits
• Self Service Performance Advertising – Cost per click
• Targeted ads
• No minimum investment
• Free Brand Store
• Analytics

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3. Amazon Marketing Group (AMG)
• Agency model
• Targeted Amazon customers externally
• Dedicated account manager
• Granular customer segmentation
• Detailed reporting
• Minimum investment required

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4. Other Marketing Tools
• Periodic Marketing events – Back to Business, Black Friday
• Prime member only promotions – Prime day
• Product bundles – Office 365 + Dell Latitude, McAfee Business + Sage

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AWS Customer Benefits

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Amazon Business Benefits for AWS Customers
B2B Sales royalties % reduced for first 3 months
Launch Promotion ü
Targeted digital campaigns
ü 2 campaigns with choice of
Email/Blog/Webinar
Landing Page Banner Advertising
(Hero/Sidekick)
ü 1 week duration
Merchandizing on SaaS landing page ü
A+ content ü
80% discount on AMS spend Up to defined amount
Good to know
• Kick-start package valued at 20k-50k EUR (depending on sales p.a.)

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Amazon Business Value Proposition Summary
• Access to US, DE, UK, FR, IT, ES, and JP with one integration
• Access to 1.2M+ Businesses word wide
• Easy to use marketing tools
• Product Bundling opportunities
• AWS customer benefits

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Q&A
Abhishek Kandakatla, Amazon Business

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Thank you!
abhikan@amazon.lu