4 Amazon resources that empower small businesses

Whether you’re an established seller or new to selling online, Amazon offers resources to support your business journey.

Did you know more than 60% of sales in Amazon’s store come from independent sellers—most of which are small and medium-sized businesses? In this post, we’ll cover four top resources you can use to grow a small business, reach more customers, and drive success at every stage in your entrepreneurial journey.

1. Small Business badge and certifications

Charmaine James is the founder of Locsanity, one of the many small businesses who sell in Amazon’s store. Charmaine is wearing a black quarter zip with her business name on it, and is standing in a production facility making hair care products.

Charmaine James’ company, Locsanity, is one of the small businesses who have received the Small Business badge in Amazon’s store.

The Small Business badge appears on listings to help products from small businesses stand out. Amazon customers who like to support small businesses can use the Small Business filter to discover products with the Small Business badge.

If you meet Gartner’s definition of a small business, the products you offer can qualify to receive the Small Business badge in the U.S. According to Gartner, small businesses typically have fewer than 100 employees and less than $50 million in annual revenue. If you meet the criteria and have headquarters in the U.S., here’s how to get the Small Business badge:

Once you’re enrolled in Amazon Business, go to B2B in the main menu of your Seller Central account, then click on Certifications.

Matt Rollens, the founder and CEO of Dragon Glassware, shares how the Small Business badge has helped his brand gain exposure and connect with customers:

The Small Business badge gives us extra visibility and exposure in the Amazon store,” Matt says. “Most customers don’t realize how many small businesses there are in the Amazon store, and the badge helps differentiate us from the bigger brands and companies in our category. Customers that want to support small businesses can clearly see when a brand is a small business with the badge.”

Products can also qualify for the Black-Owned Business badge. Professional Amazon sellers can use this badge to signal to customers that they have a valid and active minority-owned registration or certification. This can appeal to discerning customers. For instance, some businesses have policies directing their employees to place purchases in order to meet social responsibility goals.

Did you know?
Black Business Accelerator empowers Black-owned businesses
Amazon’s Black Business Accelerator (BBA) is dedicated to helping build sustainable growth for Black-owned businesses by targeting barriers to access, opportunity, and advancement.

The Black-Owned Business badge is one of several certifications Amazon sellers can use to boost sales. Other certifications include:

  • Woman-Owned Business
  • Minority-Owned Business
  • Veteran-Owned Business

Check out this case study to learn how a Black-owned and veteran-owned business used diversity certifications to reach new customers across industries.

See a full list of certifications in the Amazon store

2. This is Small Business podcast

This is Small Business is an Amazon podcast that dives into small business topics by speaking with small business owners and industry experts.

Hear valuable lessons and key takeaways from small business owners that you can use in your own journeys. Episodes explore challenges like funding a business, partnering with product suppliers, or parting ways with a co-founder.

“We’re finding that aspiring entrepreneurs often don’t know where to start when they have a great idea, and This is Small Business aims to support entrepreneurs by providing them with great stories from other small business owners like themselves and tangible tools they can apply to take the next step,” This is Small Business host Andrea Marquez says.

Another resource for learning from established sellers is the Seller Stories blog. There, you’ll find inspiring stories about other seller’s business journey and their advice for achieving success.

Listen and subscribe to This is Small Business

3. Amazon Small Business Academy

Amazon Small Business Academy (ASBA) offers free educational content and resources for aspiring entrepreneurs and small business owners (you don’t need to be an Amazon seller to use ASBA).

With topics ranging from small business accounting to product sourcing, ASBA gives you the opportunity to learn business fundamentals and nuances through three self-service education tracks—Start, Build, and Launch. The digital resource center co-hosts weekly live sessions and interactive webinars with the Collegiate Entrepreneurs’ Organization (CEO), an entrepreneurship network with over 250 college and university chapters across the globe.

You can head to the ASBA Classroom to register for both live and on-demand webinars. You can also register for live “Ask an Expert” Q&A sessions. If you miss a live webinar, there’s a collection of on-demand webinars and short-form “Key Takeaway” video content you can access at any time.

Create a free Amazon Small Business Academy account

4. Founders Table networking event series

You have a seat at Amazon’s Founders Table thought leadership series. Founders Table hosts free, live events where small business owners and entrepreneurs can network and hear from celebrated business experts as well as successful small business owners. Each installment explores a topic geared specifically toward early-stage entrepreneurs. Formats include fireside chats, case studies, and Ask Me Anything Q&A sessions.

The inaugural live event covered the topic of “Navigating Your Small Business in Economic Uncertainty” and featured a fireside chat with Sarah Friar, CEO of Nextdoor and co-founder of Ladies Who Launch. Michelle Pusateri, owner of Nana Joes Granola, also shared how she built her business in a live case study that unpacked recession-savvy techniques and creative paths to success.

You can sign up for an Amazon Small Business Academy account to receive notification for upcoming Founders Table events.

Watch sessions from Founders Table

More ways to empower your small business

Have you heard of Buy with Prime, Amazon Accelerate, or Amazon Lending? Resources like these are here to help you reach more customers, reduce costs, and protect your brand, regardless of business size or industry.

Each year, Amazon releases the annual Small Business Empowerment Report, which offers insights into how independent sellers are growing sales, distributing products, and broadening their reach through international sales. For instance, according to the report published in May 2023, independent sellers in Amazon’s U.S. store sold more than 4.1 billion products in 2022—an average of 7,800 every minute—and averaged more than $230,000 in sales.

Explore more small business resources

Katelynn Gonzalez
Katelynn Gonzalez
Katelynn is an Editor who creates educational content for Amazon sellers. She previously hosted webinars within Amazon Ads and knows there is always more to learn about selling in Amazon’s store. Outside of work, she loves to golf, cook, and teach pilates.