Amazon launches Business Deals in Canada. Why Should You Pay Attention?

Amazon has introduced a new way for Canadian sellers to reach a very different type of customer: business buyers.

Starting August 31, 2026, eligible sellers on Amazon Canada can create Amazon Business Deals, limited-time promotions available specifically to Amazon Business customers. The feature is also available across several other Amazon marketplaces, including the U.S., UK, Germany, France, Italy, Spain, Japan, Mexico and Australia.

For businesses already selling on Amazon, this isn’t simply another discount button. It creates an opportunity to think differently about who is buying your products, why they are buying them, and how you price for different customer segments.

What Are Amazon Business Deals?

Amazon Business Deals allow sellers to create promotions specifically for B2B customers.

Sellers can choose either a fixed promotional price or a percentage discount, and deals can run anywhere from one hour to 30 days. According to Amazon, eligible products must be new, have at least a 3.5-star rating, and meet Amazon’s pricing and seller-performance requirements. Products must also already have a Business Price.

The minimum discount is generally:

• 10% for regular Business Deals
• 15% for High Velocity Event deals, including Black Friday and Cyber Monday.

Amazon says sellers using Business Deals can potentially reach its network of more than 11 million registered business organizations globally. During major shopping events, qualifying deals may also receive additional visibility through Amazon email and push-notification campaigns at no additional promotional cost through December 31, 2026.

Why Should Business Owners Pay Attention?

The important part isn’t simply the additional exposure.

It’s customer segmentation.

A consumer buying one coffee machine for their kitchen behaves differently from an office manager buying machines for several locations. A homeowner purchasing one shelving unit has different economics from a property manager ordering ten.

Business buyers may care more about availability, repeat ordering, quantity, reliability and total cost than simply finding the lowest retail price.

Amazon Business Deals therefore give sellers another way to target those buyers without necessarily offering the same promotion to every consumer visiting Amazon.

That distinction can be valuable.

Instead of thinking: “Should we discount this product?”

the better question becomes: “Should we offer a different commercial proposition to business customers?”

That is a much more strategic pricing conversation.

But Don’t Discount Before Doing the Math

There is an important warning here.

A 10% or 15% discount does not mean a 10% or 15% reduction in profit.

If a product sells for $500 with $75 of contribution profit after product cost, Amazon fees, fulfilment, advertising and other variable costs, a $50 discount could eliminate two-thirds of that contribution profit.

Higher sales are useful only when the economics still work.

This is especially relevant heading into Q4 because Amazon’s Canadian holiday peak fulfilment fees apply from October 15, 2026 through January 14, 2027.

Before launching a Business Deal, calculate:

Selling Price − Product Cost − Amazon Fees − Fulfilment − Advertising − Discount − Other Variable Costs = Contribution Profit

Then compare the normal sale with the proposed B2B deal.

What Should Business Owners Do Now?

Start by reviewing your Amazon catalog rather than immediately creating discounts.

Identify products that naturally make sense for businesses: equipment, office products, electronics, appliances, supplies, replacement items, products commonly purchased in multiples, or anything that businesses may reorder.

Next, check which eligible products already have Business Prices and determine whether their margins can support a 10% or 15% promotion.

Then create a simple shortlist:

Good B2B demand + healthy margin + sufficient inventory = Business Deal candidate.

Finally, test rather than committing your entire catalog. Because Business Deals can run for relatively short periods, sellers can experiment with selected SKUs and measure incremental sales, units per order and, most importantly, contribution profit.

The Bigger Opportunity

Amazon Business Deals point toward a broader change in e-commerce.

Selling online is becoming less about having one product, one price and one customer journey.

The same product may serve consumers, businesses, marketplace shoppers, direct website customers and increasingly AI-assisted buyers, each with different purchasing behaviour.

The businesses that understand those differences can make smarter decisions about pricing, promotions and where to invest.

Don’t ask only whether a promotion can increase sales. Ask whether it can attract the right customer while creating profitable growth.

That is the number worth optimizing.