How Boxed Water Is Better Grew B2B Sales 38% on Amazon

Boxed Water Is Better is a beverage brand selling water in carton packaging, primarily through multi-unit packs on Amazon. Unlike most grocery brands, nearly one-third of its Amazon revenue already came from Amazon Business buyers.

These weren’t occasional bulk orders. Business customers represented the brand’s most valuable segment—ordering at scale, purchasing during working hours, and driving consistent weekday demand.

The opportunity was clear: B2B was already meaningful. But it was not yet maximized.

The Challenge

Nearly 33% of total Amazon revenue for Boxed Water is Better was already coming from business buyers.

On paper, that looked strong. In practice, it revealed a ceiling.

B2B and B2C traffic were blended within the same campaign structures. Traditional PPC optimization treated every click the same, optimizing toward surface-level metrics without distinguishing between consumer and business purchase behavior.

But business buyers do not behave like consumers.

• They purchase during working hours.

• They buy in bulk.

• They respond to quantity discounts.

• They operate on weekday demand cycles.

That difference only becomes visible after the sale.

Without structural separation, weekday demand signals were diluted by weekend consumer traffic. Budget allocation did not reflect business buying patterns. And Amazon Business–specific relevance factors—such as pricing tiers and offer competitiveness—were not fully leveraged.

The brand’s goals were ambitious but disciplined:

• Scale Amazon Business customer acquisition

• Improve efficiency by solving the weekday/weekend performance gap

• Capture high-intent business demand without increasing ad spend

This was not a bidding problem. It was a structural one.

Why Quartile

The brand did not need another campaign optimizer.

It needed a partner that understood Amazon Business as a distinct growth channel.

Quartile brought more than automation. It brought structural clarity and managed services expertise tailored to B2B success.

Unlike traditional PPC management, Quartile’s approach recognizes post-purchase behavior differences between business and consumer shoppers—and restructures campaigns accordingly. More importantly, Quartile understands that Amazon Business ranking is influenced not only by ads, but by business pricing, quantity discounts, and offer competitiveness.

Quartile delivered:

• Dedicated B2B campaign architecture

• Bid and budget automation aligned to weekday purchasing patterns

• Clear B2B reporting visibility at the campaign level

• Strategic guidance on business pricing and tier discounts to improve relevance on both Amazon Business and Amazon.com

This combination transformed the account from blended PPC management into a purpose-built Amazon Business growth engine.

The Solution

At the core of the transformation was Quartile’s fusion of real-time data, AI-powered bidding intelligence, and hands-on managed services—bringing together a dedicated Customer Strategy Manager, Channel Strategists, and Center of Excellence to architect a strategy built specifically for the account’s B2B expansion.

Quartile began by separating business and consumer performance at the structural level.

Dedicated Sponsored Products campaigns were built specifically for Amazon Business buyers. This allowed bids, budgets, and optimization logic to reflect business purchasing behavior rather than blended account averages.

Quartile’s platform is built for precision dayparting, adjusting in real time based on Amazon Marketing Stream data, enabling bids to align directly with real-world purchasing behavior rather than static daily averages. Because business buyers convert primarily during working hours, bids were automatically strengthened during peak weekday windows and reduced during lower-performing weekend periods. Budget was no longer evenly distributed—it was aligned to real demand.

Budgets were reallocated with precision toward the highest-performing B2B windows, guided by Quartile’s expert strategy and deep understanding of business purchasing patterns.

Beyond campaign mechanics, Quartile’s expert team also evaluated business pricing and quantity discount structures. Tiered discounts were then refined to strengthen competitiveness within Amazon Business search results and improve conversion among bulk buyers. Offer positioning was aligned to best practices that influence ranking and relevance on the platform.

For the first time, B2B performance became fully visible and actionable—where real data fueled AI intelligence and Quartile’s expert strategy translated insights into disciplined execution. Blended averages were replaced with segmented intelligence, giving the brand structural control over its most valuable growth segment.

Results & Impact

Within three months of implementing a dedicated B2B strategy, the account delivered measurable structural gains:

• 38% B2B sales growth YoY, making Amazon Business their fastest-growing segment

• 41% improvement in Advertising Cost of Sales (ACOS) across the total account

• Lower ACOS performance in B2B campaigns compared to account average, validating segmentation discipline

• 23% total account growth YoY, driven by expanded business demand

The B2B strategy did not simply grow one segment. It strengthened the entire account.

By aligning campaign structure, bidding precision, and business pricing strategy, the brand unlocked incremental demand that traditional PPC management could not see.

These results demonstrate that Amazon Business is not an extension of Amazon.com. It is a distinct marketplace—and when treated as one, it becomes a scalable growth lever.

Ongoing Value & Future State

With structural segmentation in place, the brand now operates with clear visibility between business and consumer performance.

Quartile continues to provide ongoing automation, reporting, and Amazon Business best-practice guidance. As Amazon Business adoption continues to expand, the brand is positioned to capture incremental demand with disciplined efficiency rather than reactive budget increases.

What began as campaign restructuring evolved into a durable competitive advantage within Amazon Business.