small, diverse sellers

Shop thousands of products from small and diverse sellers

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 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

Opening government procurement to more small businesses

Small businesses often face barriers to entry when participating in government procurement. A report from Censeo Consulting Group examines how B2B e-commerce is helping more small businesses sell to governments.

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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.