Amazon Business - Launch Positioning

Problem
Amazon built its incredible business on a seamless sales experience. An extremely efficient, if somewhat cold, transaction between buyer and Amazon. But for Amazon Business’s target, other businesses, it was hard for them to see where they fit into the equation.

The Insight
The business community cares less about what Amazon can sell them, and more about how Amazon can help them sell to others. And there’s nothing cold or sterile about it. It’s emotional. Personal even. In short, we proposed:

From: Amazon’s Business (efficiently selling stuff)
To: Amazon Business (helping you sell stuff)

The Solution
To some, B2B stands for Business to Business. To others, it stands for Boring to Boring. But to us, it stands for Business to People. So that’s where we started, completely outside of B2B and completely inside the minds of people and what resonates with them - their goals, ambitions, hopes and dreams.