$
36.8
K
X
%
B2B sales growth through Aug. 19, YoY
How Shoes For Crews Grew Amazon B2B Sales 36.8% YoY
InDUSTRY:
Clothing, Shoes & Jewelry
TOPICS:
Amazon Brand Management
Amazon Sponsored Ads
Shoes For Crews entered 2026 with an Amazon B2B business that was underperforming relative to the opportunity within its product categories.
Rather than treating B2B as an extension of the broader advertising program, Nectar began rebuilding the strategy around campaigns designed specifically for business shoppers and individual product use cases.
Beginning in February, the team prioritized B2B as a dedicated growth initiative, developing product-level campaigns and continually evaluating which products were generating enough demand to justify continued investment.
The Task
The opportunity was straightforward: Shoes For Crews carried products well suited to professional environments, but the existing Amazon B2B business was not capturing that potential.
Nectar needed to establish a more intentional B2B advertising foundation, identify which products resonated with business customers, and scale the strongest opportunities without continuing to fund products that were not performing.
With little meaningful B2B advertising activity from the prior year to benchmark against, the team also needed to build the strategy largely from current performance signals rather than relying on historical campaign data.
Challenges
1
B2B performance was below the category opportunity
2
Limited prior B2B ad data restricted YoY benchmarking
3
Products served very different professional use cases
4
Underperforming campaigns needed faster optimization
Solutions
Nectar built a dedicated product-level B2B campaign structure rather than applying one broad strategy across the catalog.
Campaigns were developed around products serving distinct professional needs, including rain boots, healthcare and food-service footwear, slip-on shoe covers, and industrial steel-toe footwear.
Performance was then evaluated at the product level so investment could shift toward the strongest opportunities and away from products that failed to gain traction.
What We Did
Built dedicated product-level B2B campaigns
Nectar developed B2B campaigns around individual products instead of treating the assortment as a single audience opportunity. This created greater control over targeting, investment, and optimization by use case.
Matched advertising to professional use cases
Campaigns supported products positioned for different workplace environments, including Bullfrog rain boots, Everlight healthcare and food-service shoes, Crewguard slip-on shoe covers, and Voyager industrial steel-toe shoes.
Cut investment where performance did not justify it
The Freestyle food-service shoe was included in the initial strategy but performed poorly. Rather than continuing to fund it, Nectar paused the product and concentrated resources elsewhere.
Scaled B2B as a dedicated growth initiative
Beginning in February 2026, B2B became a more deliberate account priority, with Nectar expanding campaign activity as part of a longer-term growth strategy.
How We Measured It
Because 2025 had minimal relevant B2B advertising activity, a direct YoY comparison of advertising performance would not provide a meaningful benchmark.
Instead, Nectar evaluated the broader impact through total Amazon B2B sales while tracking the efficiency of the new 2026 campaigns independently.
Through August 19, total B2B sales were 36.8% higher YoY. The dedicated B2B advertising program also generated approximately 5.4x ROAS from February 1 through August 19.
By August 19 alone, 2026 B2B sales had already reached approximately 81.9% of Shoes For Crews' total B2B sales for all of 2025. The underlying source provides the current-period sales, same-period 2025 sales, full-year 2025 sales, and 2026 advertising figures used for these calculations.
“Shoes For Crews had a fantastic B2B product offering, and the opportunity was there. In 2026, the brand made a concerted effort to grow B2B sales, introducing improved discounts that made the B2B offering very enticing. Nectar scaled with performance accordingly while Amazon’s B2B capabilities continued to improve, and Nectar continued to capitalize on them. We really look forward to our continued relationship with Shoes For Crews and all of the opportunities in front of us!” - Tom Horak, Advertising Manager
Results
Stat Grid. 2026 YTD Through Aug. 19
B2B Sales Growth: +36.8% YoY
B2B Advertising ROAS: 5.4x
2025 Full-Year B2B Sales Reached: 81.9%
By August 19, Shoes For Crews had increased Amazon B2B sales 36.8% compared with the same period in 2025.
The new B2B advertising program produced a 5.4x ROAS, while the account had already generated nearly 82% of its entire 2025 B2B sales volume before entering the latter portion of the year.
The results demonstrate how treating B2B as its own growth channel, with dedicated product selection, campaign structures, and optimization decisions, helped Shoes For Crews begin turning an underdeveloped opportunity into a meaningful contributor to its Amazon business.
What This Means For Your Brand
Amazon B2B does not necessarily require an entirely different catalog. It requires understanding which existing products solve a clear business need and building advertising around those use cases.
For brands with products suited to workplaces, institutions, or professional buyers, dedicated B2B campaigns can uncover demand that broad consumer-focused advertising may miss.
The key is product-level discipline. Test deliberately, scale what demonstrates demand, and stop funding products that do not.
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