HP Inc. was excited about a new opportunity: testing business-to-business (B2B) advertising through Amazon Business. Their ambition was to expand proven business-to-consumer (B2C) advertising success into the B2B space across the EU5—Germany, the United Kingdom, France, Italy, and Spain—establishing an advantage in a rapidly growing channel aligned with their broader commercial strategy.
+29%
Higher reach vs. B2C, expanding audience across EU5
+106%
Conversion rate uplift vs. B2C campaigns
500+
Hours of manual work saved through automation
The Challenge
While Amazon Business represented a strategic audience segment with immediate growth potential, HP faced some operational barriers. Scaling this opportunity required migrating more than 5,000 proven B2C campaigns to the B2B platform while adapting them for business buyer behavior. Traditional approaches could not handle the volume and complexity at the speed HP needed.
HP required a partner with the automation capabilities and Amazon Ads expertise to execute this migration at enterprise scale without sacrificing campaign quality or performance discipline. They turned to Pacvue, an advanced Amazon Ads Partner that helps brands, sellers, and agencies scale their eCommerce advertising and sales through unified retail analytics and actionable insights, to move quickly and strategically into this emerging channel.
With Pacvue, we launched thousands of campaigns quickly and efficiently—something that would have taken the activation team ages to do manually.
The Solution
Pacvue’s automation tools were leveraged to duplicate HP’s highest-performing B2C campaigns and adapt them for business audiences across the region. The strategy centered on three pillars.
- Pacvue established dedicated B2B campaigns across all EU5 countries, leveraging Amazon’s authenticated shoppers and business decision-maker audiences to reach relevant buyers.
- HP deployed Sponsored Products for high-intent searches, Sponsored Brands for category presence, and Sponsored Brands video to engage business customers across the shopping journey.
- Pacvue’s proprietary automation enabled rapid campaign duplication at scale, transforming what would have been months of manual work into an efficient, repeatable process.
Pacvue also built B2B-specific reporting capabilities, giving HP clear visibility into how their campaigns performed with business audiences compared to consumer benchmarks—insights that informed ongoing optimization decisions.
The Results
The campaign delivered exceptional performance that validated HP’s early investment in Amazon Business advertising. Across the EU5, HP’s B2B campaigns achieved 29% higher reach versus their B2C benchmarks, demonstrating that business audiences on Amazon represented a significant untapped opportunity for growth.1
The campaigns drove a 106% conversion rate uplift compared to B2C campaigns, indicating that business buyers who engaged with HP’s sponsored ads were significantly more likely to purchase.2 Higher transaction values among business buyers also maximized revenue per ad dollar spent. The strong performance across all three sponsored ads formats validated the multi-product approach and confirmed that the B2B audience on Amazon Business responds strongly to well-structured sponsored advertising.
Beyond performance, Pacvue’s automation saved HP more than 500 hours of manual work that would have been required to build and manage these campaigns individually.3 This efficiency gain established a replicable playbook for continued expansion as Amazon Business grows.
This success demonstrates that by leveraging proven B2C campaigns and adapting them for business buyers, Pacvue was able to help HP accelerate time-to-market and maintain performance discipline.
1–3 HP Inc., FR, DE, IT, ES, UK, 2025-2026.
Awards & Recognitions
