Amazon Business Eyes Custom Electronics Industry

Amazon Business offers special pricing for integrators and volume discounts for Echo Dots, Echo Shows, Ring video doorbells, and eero mesh Wi-Fi routers.


Every integrator and his family have likely purchased something over years on, from gifts for family members to household items (like the current hot commodity… toilet paper). But you may not be familiar with Amazon Business, which offers special pricing and free shipping just for businesses… including integrators.

Today, Amazon Business offers a range of devices for the custom installation channel, including eero mesh Wi-Fi routers, Ring video doorbell stations, Echo Dots, Echo Shows and even the Amazon Fire Stick. According to Touma Hayakawa, senior account representative for Amazon Device Sales, the primary buyers of those devices are distributors in the industry who take advantage of the special pricing to buy in bulk. But individual integrators have the same level of access to Amazon Business, which is, in essence, the business version of Amazon Prime.

Amazon has identified the custom installation channel, along with the homebuilder channel, as two key areas of growth.

“Our challenge is that integrators and homebuilders might be familiar with buying things like HDMI cable or other components on regular Amazon Prime, but they don’t know about the special pricing and shipping for their segment on Amazon Business,” he says, adding that products from other manufacturers are also available on the Amazon Business platform.

Pricing discounts are based on business type. Distributors have one set of pricing, while integrators have another set. It is a completely self-service platform and is free to join.

So why is Amazon interested in this channel?

Hayakawa admits the volume of products sold via the custom electronics channel is small compared to the vast consumer-direct space, but there’s still opportunity for channel installers.

“Through devices like Echo Show and Fire TV, we’re helping new to smart home customers realize the convenience offered through simple voice control. Smart home control continues to be one of the most frequently used features of Alexa, and we think this presents a great opportunity for channel installers. Amazon Business is designed to provide them with pricing and support to purchase our devices directly to implement Alexa-enabled smart homes.”

Integrators must verify they are a business to create an Amazon Business account.   

About the Author

Jason Knott
Jason Knott:

Jason Knott is Chief Content Officer for Emerald's Connected Brands. Jason has covered low-voltage electronics as an editor since 1990, serving as editor and publisher of Security Sales & Integration. He joined CE Pro in 2000 and serves as Editor-in-Chief of that brand. He served as chairman of the Security Industry Association’s Education Committee from 2000-2004 and sat on the board of that association from 1998-2002. He is also a former board member of the Alarm Industry Research and Educational Foundation. He has been a member of the CEDIA Business Working Group since 2010. Jason graduated from the University of Southern California.


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