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New Industry Vertical Pricing Audience Values for Listings Items API

May 20th, 2026 by FabioR_Amazon

Starting May 27, 2026, the Listings Items API will accept new Industry Vertical Pricing (IVP) audience values in the purchasable_offer.audience field for eligible third-party sellers in the US marketplace.

The Listings Items API (/listings/2021-08-01/items/{sellerId}/{sku}) is expanding the set of supported values for the purchasable_offer.audience field. This update introduces new audience values corresponding to IVP program segments, including B2B_EDUCATION, B2B_HEALTHCARE, and other vertical-specific audiences such as B2B_EDUCATION, B2B_HEALTHCARE, B2B_GOVERNMENT, B2B_FED_GOVERNMENT, B2B_INDUSTRIAL, B2B_AUTOMOTIVE, B2B_REAL_ESTATE, B2B_STARTUP, B2B_FOODSERVICE_HOSPITALITY. This API can be used to create both single unit discounts (SUDs) and quantity discounts (QDs).

This is a backwards-compatible, additive change. No existing API operations, endpoints, request parameters, or response structures are modified. The purchasable_offer.audience field already accepts string values — this update expands the set of accepted values to include IVP segment audiences, in addition to the existing B2B and ALL audiences. Applications that do not use IVP audiences will not be affected.

Which marketplaces are affected?

This change applies to the US marketplace.

What action is required?

For developers not using IVP audiences: No action required. Existing integrations will continue to function without modification.

For developers who want to use IVP audiences via API:

  • Update your Listings Items API integration to submit the new IVP audience values in the purchasable_offer.audience field when creating or updating listings.
  • Refer to the updated API documentation (available May 27, 2026) for the full list of supported IVP audience values and usage guidance.
  • Sellers must be enrolled in the Amazon Business Industry Vertical Pricing program to use these audience values. Contact your Amazon Business representative for enrollment details.

For more information

To learn more about the Listings Items API, refer to Manage Amazon Haul, Advanced Multiple-Offer, and Multiple-Fulfillment Use Cases.