small, diverse sellers

Shop thousands of products from small and diverse sellers

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Create policy

Advance your supplier diversity initiatives with Amazon Business

Simplify purchasing and reporting for your supplier diversity program and empower the communities your organization supports. Diversity Certifications Policies can help you connect with businesses identified as small, minority, woman, veteran, and LGBT-owned.

  • shop local sellers

    Streamline discovery of products from small and diverse sellers

    Implement an organization-wide or departmental Diversity Certifications Policy to highlight and prefer products sold by small and diverse sellers who hold select certifications. Administrators can create the policy, highlighting offers within a specified pricing threshold as “Organization preferred.”

  • purchasing flexibility

    Provide strategic purchasing flexibility for buyers

    Buyers have visibility to “Organization preferred” offers along with similar products from non-certified sellers all in one place for strategic purchasing flexibility. In addition to comparing similar products from different sellers, buyers can review and validate the certifications uploaded by sellers.

  • simplify reporting

    Simplify reporting on corporate or team goals

    Track spend with small and diverse sellers and simplify reporting on corporate or team goals. Use Amazon Business Analytics to create exportable reports of orders filtered by seller certifications.

Recognized certifying agencies include:

 

Department of Veterans Affairs (VA)

National LGBT Chamber of Commerce (NGLCC)

National Minority Supplier Development Council (NMSDC)

National Veteran Business Development Council (NVBDC)

Small Business Administration (SBA)

SupplierGATEWAY Enhanced Digital Certification (EDC)

System for Award Management (SAM)

Women's Business Enterprise National Council (WBENC)

And other certifying agencies

How Amazon Business Account Administrators create a “Prefer small and diverse sellers” policy (Diversity Certifications Policy)

Step 1:

Hover over "Hello, Name" on amazon.com while logged in to your Amazon Business account and select Business Settings.

Step 2:

Select Buying policies & approvals.

Step 3:

Select Add policy.

Step 4:

Select Prefer small and diverse sellers.

Steps 5 & 6:

Name your policy and personalize a message to buyers.

Select the certifications to include in your policy.

Step 7:

Set the price tolerance.

Step 8:

Save your new policy.

Create policy

How buyers discover preferred small and diverse sellers

Buyers will see offers from preferred small and diverse sellers highlighted as “Organization preferred” within their shopping experience.

Amazon Business Analytics report

Improve visibility of spend with small and diverse sellers by creating reports of orders filtered by seller certifications.

Amazon Business connects sellers with diversity certifications to buyers with diversity spend goals

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Kalamazoo, Michigan-based Aldevra was founded in 2009 to sell medical and foodservice equipment. As a veteran and Black-Owned small business, Aldevra displays its diversity certifications on the Amazon Business store to find new enterprise organizations with goals to support local small businesses, and increasingly, those with diversity certifications.

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“At iTHINK Financial, our diversity reflects the communities we serve. We are committed to the goal of enhancing economic opportunities for Minority and Women-Owned Business Enterprises. To that effect, we use Amazon Business for the ability to easily find and source from businesses with these diversity certifications through the Guided Buying feature.”


David Lyons, Chief Administrative Officer, iTHINK Financial
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It takes a lot of supplies to keep the City of Baltimore’s many departments up and running. Purchasing on Amazon Business not only helps the City easily buy the supplies it needs to function every day—Amazon Business also provides it with the ability to support its local economy by purchasing directly from small, local businesses.  

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“Cisco’s purpose is to power an inclusive future for all. That means everyone. Partnering with Amazon Business we are able to provide more visibility to diverse-owned businesses, increasing their visibility, and ultimately spend.”

 


Denise Lombard, Director of Responsible Procurement, Cisco Systems

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Rita Bonarrigo has always had big plans for her small business. At its founding in 1999, The Office Tex was a niche business that sold computer media backup tapes to oil and gas companies. When The Office Tex began selling on Amazon Business in 2018, it found a way to reach new customers and grow by highlighting its women-owned diversity certification.

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“Diversity certifications and search filters offered by Amazon Business, and its potential to help increase our diversity spend, was a huge selling point to adopt Amazon Business for Motorola Solutions.”


Rosa Botello, Head of Supplier Diversity, Motorola Solutions

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Pacific Northwest Business Office Products (PNWB), a veteran-owned small business, recognized an opportunity to reach new customers by becoming a seller on Amazon Business. In its first year on Amazon Business, PNWB revenues increased over 40% — and business is still growing.

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Accelerate your supplier diversity initiatives

Contact sales

 

Already an Amazon Business account administrator? Set up your “Prefer small and diverse sellers” policy today.

 

Help your small and diverse business partners learn more about selling on Amazon.  

Interested in other ways Amazon Business empowers socially responsible purchasing? Learn more.