How wholesalers and distributors can win with specialization, service, and financing flexibility.
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Amazon has redefined the way consumers shop. From squeaky dog toys to patio furniture, there’s almost nothing you can’t get delivered right to your door in two days (or less). Since 2015, it has also been reshaping the B2B landscape through Amazon Business, which now generates over $35 billion in annual sales.
This scale can feel daunting for wholesalers and distributors, especially when competing against Amazon’s vast catalog, aggressive pricing, and speedy logistics.
Although Amazon Business wins on size and speed, it often falls short on the things that matter most to B2B procurement leaders. Buyers want the convenience of Amazon’s purchasing model, but they also expect the personalization, flexibility, and financial control that niche suppliers are uniquely positioned to deliver.
In this guide, we’ll break down why Amazon Business is growing, where its model leaves gaps, and how merchants can differentiate and win against this eCommerce platform.
B2B buyers are increasingly looking for the same frictionless, digital-first experiences they enjoy as consumers, and Amazon has been quick to deliver that at scale. With its massive product catalog and fast delivery infrastructure, it has become the default choice for many companies that want speed and convenience above all else.
Research from McKinsey shows that over 75% of B2B buyers now prefer a rep-free sales experience over in-person sales. Amazon Business capitalizes on this expectation by offering an eCommerce experience that feels familiar, easy, and reliable.
Amazon Business has already surpassed six million global customers, from major enterprises through to small businesses, making it one of the most influential forces in wholesale distribution.
When you offer any type of extended credit to your customers, payment risk is naturally a huge concern for your business.
As you work through the decision making process, you’ll need to think about how to:
These factors are particularly appealing for small and mid-sized businesses who often lack the procurement staff or resources to manage complex vendor relationships.
For B2B merchants, the rise of Amazon Business signaled a shift in buyer expectations. Businesses are no longer satisfied with clunky checkout processes, limited payment options, or slow manual credit approvals
Amazon Business has undeniable strengths around scale and convenience, but it isn’t a perfect solution for every buyer. Its sheer size as a marketplace creates gaps that agile B2B merchants can use to their advantage.
Many B2B industries require a deep understanding of technical specifications, compliance standards, and operational needs. Amazon may deliver fast, but it rarely delivers expertise.
Distributors and wholesalers who know their customers’ industries inside and out can provide tailored guidance and value-added services that go far beyond simply shipping a box. For buyers managing complex projects or regulated environments, that kind of partnership is irreplaceable.
Amazon Business does offer purchasing cards and limited Net 30 terms, but the options are fairly generic. Many buyers, especially SMBs, need financing that adapts to their cash flow. This might include:
Amazon doesn’t offer this level of flexibility, which leaves room for merchants who can. A recent PYMNTS report found that 65% of SMBs would switch suppliers for more flexible financing terms, showing just how powerful payments can be as a differentiator.
Amazon is transactional by nature. While that works for one-off or commodity purchases, many B2B buyers still value long-term relationships with vendors who understand their business cycles, offer personalized support, and can adapt terms or solutions when challenges arise.
According to Gartner, 77% of B2B buyers say their last purchase was complex, involving multiple stakeholders and specific requirements. In this environment, a supplier that listens and adapts often wins over one that simply offers a faster click-to-cart experience.
B2B merchants can strengthen loyalty by becoming growth partners that helpcustomers secure financing, plan for inventory swings, and optimize procurement. This is something Amazon can’t easily replicate at scale.
Competing with Amazon Business doesn’t mean trying to mirror its scale or infrastructure. The wholesalers and distributors best positioned to succeed are thosewho focus on what Amazon can’t deliver.
By leaning into these strengths, merchants can build deeper loyalty, drive repeat purchases, and grow market share even as Amazon expands.
Where Amazon offers breadth, merchants can win on depth by focusing on becoming the go-to partner for a specific vertical — whether that’s industrial equipment, specialty food service, or auto parts.
Research from Gartner shows that buyers are 60% more likely to consider vendors who are aligned with their business values and unique needs. This might include factors like offering:
Amazon may be fast, but it’s not personal. According to Harvard research:
Buyers expect the same ease they find in consumer eCommerce, but they also want it layered with the service and flexibility that a trusted supplier can provide. By investing in streamlined digital channels, integrated account management, and flexible financing buyers can see that their unique business needs are respected.
This is one of the most powerful levers merchants have. Instead of rigid payment terms, they can offer flexibility built around a buyer’s actual cash flow.
Solutions like Credit Key makes this simple by embedding financing directly into eCommerce checkouts, sales-assisted workflows, and even in-store purchases. Buyers can choose Net 30, Pay in 4, or extended terms up to 12 months, and there’s no credit risk for merchants.
This kind of payment flexibility drives both conversions and loyalty. Credit Key merchants consistently report higher average order values and increased purchase frequency when they start offering flexible financing.
Relationships still matter in B2B. Unlike Amazon’s transactional model, merchants can set themselves apart by providing responsive service, consistent account support, and proactive solutions.
This may mean working with buyers through seasonal demand swings, helping them optimize orders, or offering financing that keeps them resilient through cash-flow crunches. Trust can become a true retention strategy that drives profitability. Research shows that increasing customer retention rates by just 5% can boost profits between 25% and 95%.
If Amazon Business has shown us anything, it’s that convenience sells. Buyers want choice, speed, and transparency at checkout. While most merchants can’t replicate Amazon’s scale, they can match its ability to make complex B2B purchases simple.
Credit Key was built for the realities of B2B commerce, such as complex buying cycles, tight cash flow, and the need for trust on both sides of the transaction. By embedding flexible financing options directly into the buyer journey, Credit Key helps merchants remove payment friction, while giving buyers the tools to manage working capital on their own terms.
Here’s how Credit Key helps both sides:
By combining immediate liquidity for sellers with flexibility for buyers, Credit Key essentially levels the playing field against Amazon. It gives smaller, independent merchants the tools to offer consumer-like convenience while keeping the service, specialization, and trust that buyers value most in B2B partnerships.
Amazon Business has raised the bar for convenience and speed in B2B transactions. But as powerful as the platform is, it can’t deliver on everything. Many buyers still crave the deep expertise and personalized service that independent merchants can provide.
For wholesalers, distributors, and manufacturers, the path forward isn’t about outscaling Amazon, it’s about out serving them. By specializing in a niche, building stronger buyer relationships, and offering modern financing solutions, merchants can compete using the factors that matter most to B2B customers.
