Amazon Business has launched its first mid-funnel advertising campaign aimed at enterprise customers. Created with Code and Theory, the work focuses on procurement teams as the decision-makers who manage buying risk inside large organisations.
Using a fictional bicycle manufacturer called BikeSync, the campaign shows how purchasing mistakes can disrupt day-to-day operations. It is intended to move beyond broad brand awareness and give enterprise buyers more concrete reasons to consider Amazon Business.
The company is targeting organisations seeking greater assurance around vendor choice, timing, compliance and delivery when making purchases.
Three 30-second adverts form the core of the campaign and will run across digital and social channels. Jason Cook directed the spots, and Imagine This Creative Studio handled production.
The creative highlights a set of Amazon Business tools designed to help reduce risk in business purchasing. These include guided experiences with AI-enabled assistance, dashboards and analytics, policy and compliance controls, and delivery settings tailored across teams and locations.
Amazon Business serves a wide range of sectors, including hospitals, schools, factories and hotels. The campaign reflects growing pressure on procurement professionals to keep operations running without delays or costly errors.
Kate Rundell, Chief Marketing Officer at Amazon Business, outlined the thinking behind the approach.
"Procurement leaders are expected to keep everything moving, without mistakes, delays, and drama. We wanted to create a campaign that makes Amazon Business feel immediately useful and credible, showing how our controls, insights and guided experiences can reduce risk and help midsized teams buy with confidence," said Rundell.
Procurement focus
The move marks a shift in emphasis for the Amazon unit's marketing. Rather than relying on broad messaging about selection or convenience, the new campaign targets buyers already considering procurement options and seeking more detail on how a platform aligns with corporate controls and purchasing processes.
That places procurement at the centre of the message at a time when many large organisations are scrutinising spending more closely and asking internal teams to justify supplier decisions. In that environment, marketers selling business services have increasingly sought to demonstrate not just cost savings but also lower operational risk.
Code and Theory has worked with Amazon Business for five years, according to the companies. Karen Piper, Head of Brand Strategy at Code and Theory, said the agency wanted to reflect the pressure procurement teams face while keeping the tone accessible.
"Procurement can feel like a minefield and one wrong click can make you the person everyone looks at. We wanted to make that pressure recognizable, then show proof points that make progress feel safer. Amazon Business shows up as a trusted partner and companion in those moments, with the controls, visibility, and smarter guidance teams need to move forward with confidence. Humour earns attention, but those details are what make the story stick," said Piper.
Global reach
Amazon Business now serves more than eight million organisations globally, excluding emerging geographies, across 11 countries. The business unit launched in the US in 2015 and has expanded its offering for companies seeking dedicated business accounts, approval workflows, purchasing system integrations and payment tools.
The campaign also highlights analytics to help customers identify potential savings, along with alerts when purchases fall outside approved lists or plans. Those features are aimed at businesses that want tighter oversight of employee buying and greater consistency across departments.
For Amazon, the strategy underlines how business-to-business advertising is shifting towards more specific, process-led messages as competition for corporate spending intensifies. By framing procurement as the "unsung hero" inside large companies, the campaign aims to speak directly to the people responsible for keeping operations supplied while avoiding mistakes that can quickly become expensive.
The campaign is designed to show that those buyers can make decisions with greater confidence when they have clearer controls, stronger visibility and more structured purchasing guidance.