We sell to businesses. Are we missing buyers?

> WHAT WE WALKED INTO

A tools partner sells what contractors and facilities teams buy, and the account’s business-only placements were getting a sliver of its spend: about 400 clicks in two weeks, on an account in the $70K-a-month range. That is the mismatch worth fixing before any bid gets raised, because a business buyer on a socket set is not one more click, it is a multi-unit cart. We moved spend into the business-only placements and read the next two weeks against the two before.

> THE MOMENT · THE TWO-WEEK READ, AS LOGGED

> STEP 01

A trade catalog with consumer spend

The business-only placements existed and were funded like an afterthought, about 400 clicks in two weeks. The consumer aisle is where everyone bids, and it is where this catalog was paying to be one of many.

> STEP 02

Funded the business-only placements

Spend moved to placements only Amazon Business buyers see. Same catalog, different buyer, and the difference is cart size: trades order in multiples.

> STEP 03

Two weeks: $8,683 against about $2,700

Up 222.8% on the two weeks before (the ~$2,700 is derived from that figure). Orders 78, clicks 860. Conversion 9.1%, up 2.8 points from about 6.3%; ACOS 15.5%, down about 2.7 points from about 18.2%. Both halves moving the right way in the same fortnight is the tell that this was demand, not a bid.

> STEP 04

August: who the buyers are

The partner’s own Amazon Business report in August: business buyers were 13.5% of sessions and 52.8% of sales, converting at 16.6% per session against 2.8% for everyone else. That split is the catalog’s buyer base, not a receipt for our two weeks; trades were buying these sets before any placement moved. What it settles is the thesis: on a catalog where an eighth of the sessions carry half the sales, the business-only aisle is not a side bet. The two-week read is ours. The August report is the reason the spend stays.

> THE NUMBERS, DRAWN FROM THIS FILE ONLY

> WHAT CHANGED · FLIP IT YOURSELF