Rival B2B sellers are well aware of the competition from Amazon Business. In a 2018 B2BecNews survey, 15.5% of distributors and 18.0% of manufacturers listed competition from Amazon Business as among their top ecommerce challenges.

Many distributors still are reluctant to do business with Amazon and see Amazon and other marketplaces as both friend and foe. But B2B sellers competing with Amazon have tried to compete with more personalized services, including customizing items, but that can be expensive. For business buyers who know what they want and are seeking the lowest price, Amazon Business and other marketplaces figure to be an appealing option.