Amazon Business aims to make life simpler for organisations.
Today, more than five million businesses are streamlining employee purchasing with a one-stop shopping experience, real-time analytics and time-saving features. And it’s big business. In 2023, Amazon Business reached over $35 billion in annualised sales which showcases the acceleration of demand for smart procurement solutions.
Speaking exclusively to CPOstrategy, Martin Schueler, Director and General Manager, Amazon Business Europe, discusses the transformation of the procurement function and how his organisation is thriving in an ever-changing and complex world.
Briefly introduce yourself. What, for you, differentiates Amazon Business from other companies in the procurement space?
Martin Schueler: “I’m Martin Schueler, Director and General Manager of Amazon Business Europe. I’ve been with Amazon for 13 years and I’ve had the privilege to lead Amazon Business in Europe for the last two and a half years. Before that, I headed several Amazon Retail businesses in Germany.
“Amazon Business does for business customers what Amazon.com has done for shoppers for over 25 years – provide convenient, intuitive and personalised shopping experiences they already know and love, with unique benefits designed for businesses. Our innovation is driven by listening intently to businesses of all sizes. To name a few examples, we know that business customers want unmatched selection, so we continue to expand our store which now includes hundreds of millions of items – offering a truly differentiated product catalogue. Equally, we recognise our customers want to focus time on their core business mission, not buying and sourcing goods. That’s why our shopping experience is intuitive and easy to use, so finding the right products can be achieved in just a few clicks.
“B2B commerce is ripe for innovation, and we are uniquely positioned to reinvent that experience with Amazon Business. Whether it’s a local hair salon, global corporation, school, non-profit, hospital, or government agencies we have the solutions to meet the needs of your organisation.”
The procurement space itself has undergone major transformation over the past decade and suddenly, it is so much more than just a back-office function out the way of everyone else now. Few could have predicted such an exponential rise, could they?
Martin Schueler: “It’s hard to understate the transformation the procurement function has gone through in the past decade. Procurement is no longer a back-office function, but a strategic value and growth driver for organisations. This shift has not only been fuelled by advancements in technology like data analytics, but also a growing set of priorities businesses are expected to respond to such as sustainability, keeping up with today’s challenging macroeconomic climate and supply chain volatility. Organisations now realise the significant impact procurement can have on all these areas.
“We’ve seen this first-hand at Amazon Business. We reached over $35 billion annualised sales as of 2023, demonstrating how demand is increasing for smart procurement solutions. But also, when we talk to our customers, we see them leveraging an increasingly diverse range of Amazon Business tools that drive value beyond cost. For example, we are noticing an uptick in those using our Guided Buying tool to select sustainable products helping to contribute to wider organisational ESG goals.
“The exponential rise of technology has also empowered procurement teams to make more data-driven decisions that further improve their organisations’ bottom line. In short, it is an exciting time for procurement, and we are thrilled to be part of this transformation.”

In what ways has the role of the Chief Procurement Officer evolved over the years? What does a good one look like in today’s ever-changing and data-driven world?
Martin Schueler: “The role of the CPO has evolved from being focused on cost reduction to an essential leadership position that drives strategic sourcing, supplier relationship management, and innovation. Today’s CPOs are strategic partners to their organisations, supporting them in navigating the complexities of procurement. In an increasingly challenging global economy, the CPO plays a pivotal role in addressing supply chain complexities, adapting to regulatory changes, and advancing sustainability initiatives – all of which enhance resilience and help to maintain a competitive edge. Having the CPO in the boardroom and involved in executive level decisions shows just how important procurement has become in driving business growth.
“A good CPO knows the value that data and advanced analytics can bring when it comes to a range of areas from risk, supply chain to sustainability and diversity. In fact, according to our recent State of Procurement Report, 98% of procurement leaders are planning investments in analytics, automation, and AI. CPOs recognise leveraging these tools in procurement will completely transform what’s possible in the future, and be key in reducing costs, increasing operational efficiencies and fuelling growth initiatives.”
What are the underlying issues in how companies are currently storing and looking at their supply chain data? Why is this a problem and how can they overcome those challenges?
Martin Schueler: “Many companies struggle with fragmented and siloed supply chain data, that is spread across diverse systems and departments. This scattered approach means it is almost impossible to obtain a complete picture, resulting in poor decision-making and missed opportunities.
“Amazon Business can help tackle this issue by centralising data and making it more accessible. With all information consolidated in one site, businesses can gain enhanced visibility and transparency across their organisation. Additionally, with machine learning, Amazon Business can process and connect vast amounts of data, offering a comprehensive view that facilitates smarter decision-making, anticipate disruptions, and streamline operations. By breaking down data silos, this solution boosts operational efficiency and creates a more resilient supply chain management system.”
In what ways can companies better collaborate with suppliers to drive mutual success and innovation?
Martin Schueler: “Collaboration needs to be built on a deep understanding of customer challenges, how they are evolving, and what you can do as a business to respond to them. At Amazon Business, we aim to supply our customers with the best business purchasing experience possible. And when it comes to driving mutual success and innovation, we’ve learned some things along the way.
“Consistent and open communication is critical. We’re always talking directly to our customers about the issues they are facing and how we can innovate, expand, and fine-tune our capabilities to resolve them. For example, our Buy Local feature, that helps buyers to easily identify sellers near to their location, was inspired by conversations we had with a public sector customer. They needed to respond to recently passed legislation which mandated the organisation to increase its spending with smaller businesses. It was a win-win situation, while it allowed them to successfully and easily comply, we were able to develop a feature that could help future customers facing similar problems.”
How exciting is the future of procurement and supply chain? Some people say that now is the greatest time to be in procurement. Is that true?
Martin Schueler: “Absolutely, it’s an incredibly exciting time to be in procurement as the rapid advancements in technology are transforming how we operate. This evolution allows us to predict trends, manage risks more effectively, and make more informed decisions, which is thrilling for anyone in the field.
“Moreover, the strategic importance of procurement has never been higher. Procurement is no longer a back-office function. Companies are realising that a well-managed supply chain is a significant competitive advantage and are relying more on their procurement function to drive value and meet diverse business goals. It’s not just a cost centre anymore; procurement is responsible for driving innovation, sustainability, and resilience.
“This shift in perception makes now a fantastic time to be in procurement, as it is offers those working in the field increased opportunity to directly impact their organisation’s future.”
What’s next for your department within Amazon Business? Anything exciting on the horizon?
Martin Schueler: “Amazon Business is committed to continuous innovation for our customers, with plans to expand our offerings this year. For example, at 2024 Amazon Business Reshape, one of the new initiatives shared by our CTO Doug Gray was about Program Dashboard, a new Business Prime exclusive feature. This powerful tool will provide data-driven insights to help our customers better manage their spend agreements and optimise their procurement strategies.
“In addition, we’re expanding our partnerships to offer even more seamless experiences for our customers. We’re introducing a new Punch-in integration with SAP Ariba and a Punchout integration with Oracle NetSuite’s Suite Procurement module. These integrations will allow for smoother workflows and better compliance within existing e-procurement systems.
“These innovations are just some examples of some of the upcoming developments and they reflect our commitment to leveraging AI, enhancing personalisation, balancing compliance with ease of use, and expanding our business services. We’re excited to bring these advancements to our customers and continue transforming the procurement landscape.”