Amazon Business: B2B Shoppingv27.13.0

Released July 20, 2026Major

iOS

The major update focuses on enterprise-specific utility through dedicated sign-in flows and improved navigation. Current data provides no clear signal on user sentiment or retention shifts following the release. The neutral impact reflects a lack of sufficient post-update performance metrics.

What changed

New featureSign-in capability for dedicated Amazon Business app users
UXBusiness-relevant options added to the navigation menu
UXDeep-linking support from emails into the app
RetentionPush notifications for order shipment and approval

Reception

50/ 100 impact scoreNeutral

What worked

New feature
Dedicated sign-in capability for Amazon Business users addresses a primary friction point for enterprise account management.

What didn't

UX
no evidence
Navigation menu adjustments and deep-linking support lack sufficient user feedback to determine adoption impact.
Retention
no evidence
Push notification implementation for shipments and approvals has not yet generated a measurable shift in session frequency.

Marlvel takeaways

Monitor the adoption rate of the new sign-in flow to determine if it reduces account switching friction for multi-profile users.
Track click-through rates on email deep-links to verify if the navigation changes successfully drive users into the app.
Evaluate notification opt-in rates to confirm if shipment and approval alerts provide the intended utility for B2B procurement workflows.

Original release notes

Amazon Business customers can now sign in to the dedicated Amazon Business mobile app, which is exclusive for business users. Discover business-relevant options on the navigation menu, deep-link into the app directly from your emails, get push notifications for order shipment and approval, and enjoy a seamless business purchasing experience.