Keeping Business Hours: Why Amazon Business Customers Require Dynamic Targeting
Estimated Reading Time: 2 Minutes
Context
Amazon continues to roll out new ways to separate business buyers from regular shoppers. The latest: dedicated B2B campaigns that exclusively target Amazon Business customers. But before you spend the time diving into another complex feature, you're probably wondering: Is this actually worth the effort? How differently do these business buyers really behave?
We dug into the data to find out.
What the Data Says
According to our $1.5B dataset, the split is dramatic, starting with daily habits.
Figure 1. Hourly Amazon Traffic Trend for Amazon Business vs. Non-Amazon Business Customers
Unsurprisingly, B2B customers concentrate their shopping during business hours (9AM-5PM), with peak activity hitting right before lunch. After 5PM, both traffic and conversions drop over 40%.
Meanwhile, regular consumers maintain much steadier activity throughout the day and well into the evening.
Figure 2. Hourly Amazon Conversion Trend for Amazon Business vs. Non-Amazon Business Customers
Furthermore, not only does conversion activity mirror this trend, but it shows that B2B customers convert nearly 3-4x higher at peak times.
Implications
Our data makes clear just how much more valuable Amazon Business customers are and how differently they behave. This makes business campaign functionality an indispensable tool, helping sellers avoid the trap of averages and differentiate between these two heterogeneous cohorts.
To take full advantage, sellers must target with granularity:
Adjust bids to reflect just how much more valuable these customers are.
Ramp up bids when decision-makers are active.
Scale back after the workday—automatically.
Dynamic bid adjustments that account for profit opportunities, hourly patterns, and day-of-week variations will be key to maximizing this feature’s potential.
Get In Touch
If you’re curious about how Lighthouse can maximize profitability by taking full advantage of the granularity B2B campaigns allow, contact us!
