9 Best B2B Loyalty Program Examples for Growing Repeat Business
A B2B loyalty program rewards business customers, or the people who buy on their behalf, for repeat purchases, higher spend and long-term commitment. It has to work with fewer and larger orders than a consumer scheme, longer buying cycles and a buying committee where the person who signs the contract often isn’t the person who reorders supplies on a Tuesday.
That split between the account and the buyer is where published lists of examples tend to get muddled. They mix customer programs with reseller programs, and some still cite schemes that no longer run in that form: Delta replaced SkyBonus with SkyMiles for Business in February 2024, and United is replacing PerksPlus with a new business program during 2026.
We’ve grouped the nine examples below by who earns the reward, because that one choice shapes everything else about a program, and checked each against the company’s own program pages as of October 2026.
Key takeaways
- Decide who earns the reward first: the business account, the individual buyer or a channel partner. This one choice shapes the currency, thresholds and tax rules that follow.
- Match the reward to that person: discounts and payment terms for small firms, gift cards and prepaid cards for individual buyers and partner reps.
- Set tier thresholds from your own revenue data, and let an earned tier hold through a slow year, as Home Depot’s two-year window does.
- Deliver rewards as soon as the order or deal clears, since a gift card that lands a week later does little to build the habit.
- Tie rewards to retention or certification as well as volume, so the program doesn’t pay out for revenue that churns.
- Check gift and tax rules before rewarding individuals: US business gift deductions cap at $25 per person a year, and prizes of $2,000 or more go on Form 1099-MISC from 2026.
B2B loyalty program examples at a glance
| Program | Who earns | Structure | Main rewards | What it drives |
|---|---|---|---|---|
| 1. Home Depot Pro Xtra | Business account | Spend tiers: Elite from $25K a year, VIP from $250K | Perks paid as digital reward cards, paint discounts up to 20% | Consolidating spend at one supplier |
| 2. MyLowe’s Pro Rewards | Business account | Points (1 to 1.5 per $1) plus tiers at $10K and $25K | MyLowe’s Money, gift cards, tools | Frequent repeat orders |
| 3. Amazon Business Prime | Business account | Paid plans from free (Duo) to $10,099 a year | Shipping, payment terms, up to 4% back on Amazon brands | Moving procurement onto one account |
| 4. Sherwin-Williams PRO+ | Business account | No points, no tiers, no minimums | 15% to 20% off paint supplies, free delivery | Simple value for small contractors |
| 5. AAdvantage Business | Business and its travelers | Miles for the company, Loyalty Points for each traveler | Flights, mile transfers, up to 4% off fares | Corporate travel share |
| 6. FedEx Rewards | An individual at the customer | Offers and points for the account’s primary contact | Gift cards, merchandise, tickets | Shipping volume from small businesses |
| 7. HubSpot Solutions Partner Program | Partner agency | Points per $100 of MRR, Gold to Elite tiers | 20% revenue share for 3 years, co-marketing funds | New customer acquisition |
| 8. QuickBooks ProAdvisor | Accounting firm | Points for client subscriptions and certifications | Software discounts, free QuickBooks for the firm | Client adoption |
| 9. Intel Partner Alliance | Partner company | Points on purchases, training and events | Digital gift cards, distributor vouchers, travel | Product mix and partner training |
9 B2B loyalty program examples in detail
1. Home Depot Pro Xtra
Home Depot’s program for contractors and facility buyers runs on annual spend. Every member starts in the base tier; Elite status kicks in at $25,000 of qualifying purchases in a calendar year and VIP at $250,000, and a tier, once earned, holds for that year and the next.
Rewards arrive as Perks, the first at $2,500 of spend and more at higher thresholds up to $1 million. Most are paid as Pro Xtra Dollars, digital Home Depot reward cards that expire 12 months after the member selects them, and purchases on the Pro Xtra credit card count four times toward each threshold. Paint has its own ladder, running from 10% off to 20% off as paint spend climbs from $1,000 to $6,500.
The two-year tier window is the detail worth copying. A contractor who has a slow year keeps their pricing, which removes the main reason to shop around.
2. MyLowe’s Pro Rewards
Lowe’s renamed its contractor program from MVPs Pro Rewards to MyLowe’s Pro Rewards in February 2025, and it runs on a plain points ladder. Gold Pro members earn 1 point per dollar, Platinum Pro (from $10,000 a year) earns 1.25 and Titanium Pro (from $25,000) earns 1.5, on up to $1.5 million of purchases.
Every 100 points converts to $1 of MyLowe’s Money, or points go toward gift cards and tools. Expiry does a lot of the work here: MyLowe’s Money lapses 60 days after it’s issued and points expire every June 30 and December 31, so members have a reason to come back twice a year.
Set next to Home Depot, it shows the trade-off clearly. Points give a steady drip of value on every order, while threshold Perks make the next spend milestone feel worth chasing.
3. Amazon Business Prime
Amazon flips the usual model: the business pays for membership and gets its rewards as price, payment terms and shipping. Plans run from Duo, free for sole proprietors with personal Prime, through Essentials at $179 a year, Small at $499 and Medium at $1,299, up to Enterprise at $10,099 with unlimited users.
Higher plans add 45- and 60-day payment terms and spend controls, and Prime Business Rewards pays up to 4% back on brands by Amazon on the Small plan. For a procurement team, the pull isn’t really the rebate; it’s getting every department buying through one account with one set of controls.
4. Sherwin-Williams PRO+
Sherwin-Williams sells PRO+ with a blunt line: “No Points. No Minimums. All Benefits.” Painting contractors get 15% off paint supplies, or 20% when buying in case quantities, along with free scheduled delivery and 0% interest credit subject to approval.
It’s the right model when customers are small firms that will never track a points balance. A painter who saves 15% on every order understands the program on day one, and the company has no unredeemed points sitting on its books.
5. AAdvantage Business
American Airlines built AAdvantage Business so that one trip pays two parties. The company earns 1 mile per dollar on eligible travel, while each registered traveler earns an extra Loyalty Point per dollar toward their personal elite status.
To redeem, a business needs at least five active travelers and $5,000 of eligible American spend in the calendar year. Companies spending $250,000 or more reach the Select tier, added in July 2025, with up to 4% off eligible fares. The design handles a classic B2B tension well: the traveler picks the airline, the company pays, and both now have a reason to stay.
6. FedEx Rewards
FedEx Rewards pays the person rather than the account. The member is whoever is listed as the primary contact on a business’s FedEx account, and the program currently offers a 10-dollar gift card of their choice after the first eligible shipment, followed by monthly bonus offers.
With small businesses, where the person booking shipments is often the owner or office manager, that’s an effective lever. It also shifts the tax question onto the recipient: FedEx’s terms state that members are responsible for “any and all taxes” on what they receive, a clause any program paying individuals should spell out.
7. HubSpot Solutions Partner Program
HubSpot’s agency program is the most numbers-driven example here. Partners earn points for every 100 dollars of monthly recurring revenue they bring in or look after (5 for sourced, 3 for assisted and 1 for managed revenue), and sourced points expire after a year.
Tiers run from Gold through Platinum and Diamond to Elite, and the top two also require 75% and 80% gross revenue retention, so an agency can’t climb by selling accounts that churn. The reward that keeps partners selling is a 20% revenue share for three years on deals they source. HubSpot restructured the program in July 2026, so articles quoting older thresholds are out of date.
8. QuickBooks ProAdvisor
Intuit rewards accounting firms for the clients they bring onto QuickBooks and the certifications they earn. Each active QuickBooks Online subscription is worth 50 points, Advanced or Payments subscriptions 75, and passing Level 1 or Level 2 certification adds 100 or 200.
Points place a firm in Silver, Gold (from 500), Platinum (from 2,400) or Elite (from 7,000), with ProConnect Tax discounts, free QuickBooks Online Advanced for the firm’s own books and premium support along the way. Because points come from client adoption rather than the firm’s own purchases, the program pays partners for exactly the thing that grows Intuit’s customer base.
9. Intel Partner Alliance
Intel’s channel program pays points on qualifying purchases through authorized distributors, and also for training, events and webinars. In late 2025 Intel cut its tiers from three to two, Partner and Prestige, and raised points per unit by 25%.
Partners redeem points for digital gift cards, distributor vouchers or travel, and a partner admin can name individual employees as recipients of digital rewards. Intel’s own FAQ says digital gift cards arrive in three to seven business days, which is a long wait for something earned on the day a deal closed. Issuing the card through a rewards API like Phaze at the moment the deal is logged removes that gap.
How to build a B2B loyalty program that drives repeat business
Strip away the branding and all nine programs make the same decisions, in roughly this order, with each one narrowing the next.
- Decide who earns: account-level rewards (Home Depot, Lowe’s, Amazon) keep the business loyal, individual rewards (FedEx) motivate the person placing orders, and partner rewards (HubSpot, Intuit, Intel) keep the channel selling. AAdvantage Business shows you can reward the account and the person from the same transaction.
- Match the reward currency to that person: discounts and payment terms suit small firms that will never track a balance, while gift cards and prepaid cards suit individuals and partner reps who want something personal rather than a lower invoice.
- Set thresholds from your own revenue data: Home Depot’s lines at $25,000 and $250,000 reflect where its own customers cluster, so borrowing them rewards whichever of your segments happens to fit someone else’s numbers.
- Pay out while the purchase is still fresh: a digital reward that lands when the order clears reinforces the habit; one that turns up a week later reads as a pleasant surprise and changes nothing. This is where the payout platform matters: with Phaze, the same backend event that confirms the order can send the gift card or prepaid card.
- Reward quality, not just volume: HubSpot’s retention requirements and Intuit’s certification points both stop a program from paying out for revenue that churns.
Tax and gift rules when rewards reach individuals
Rewarding people at a customer company raises questions that account-level discounts never do. In the US, those rewards may count as business gifts, where IRS Publication 463 caps your deduction at 25 dollars per recipient per year. Prizes and awards are treated differently: you report them on Form 1099-MISC once a person receives 2,000 dollars or more in 2026, up from the old 600-dollar threshold. How the program is structured decides which applies, so have a tax advisor review it before launch.
The customer’s own rules matter as much as yours. Many corporate gift policies limit what employees can accept from suppliers, and public-sector buyers are often barred outright; Home Depot’s terms, for example, exclude government buyers purchasing under OMNIA Partners cooperative contracts from Perks.
Delivering B2B loyalty rewards with Phaze
For the programs above that pay out in gift cards or digital reward cards, the experience depends on how quickly that value reaches the person who earned it. Phaze is an API-first digital payouts and rewards platform: when an order clears, an account crosses a tier or a partner closes a deal, your backend calls the API and the recipient gets a digital gift card, prepaid Visa or Mastercard, or mobile top-up by email, SMS or in-app.
With 2,500+ brands and 500+ mobile carriers across 150+ countries, the same integration works for a contractor in Ohio and a reseller in Jakarta.
Talk to us about building rewards into your B2B loyalty program.
B2B loyalty program FAQ
What is a B2B loyalty program?
A B2B loyalty program rewards business customers, or the people who buy for them, for repeat purchases, higher spend or long-term contracts. Rewards range from tiered pricing and rebates to points, priority service and perks for individual buyers.
How is B2B loyalty different from B2C loyalty?
B2B programs deal with fewer, larger orders, longer sales cycles and several decision-makers per account. They reward the relationship and the account’s growth rather than frequent small purchases, and often need separate rewards for the business and the buyer.
What rewards work best in a B2B loyalty program?
Account-level rewards like rebates, volume pricing and faster service suit the business itself. Individual buyers and partner reps respond to gift cards, prepaid cards and status perks, provided their employer’s gift policy allows them.
Can you give gift cards to employees of client companies?
Yes, if their employer’s gift policy allows it. In the US, your deduction for business gifts is capped at $25 per person per year, and from 2026 prizes of $2,000 or more to non-employees go on Form 1099-MISC.
How do you measure a B2B loyalty program?
Compare repeat purchase rate, share of wallet and net revenue retention for enrolled accounts against similar accounts that haven’t joined. Reward cost per dollar of incremental revenue tells you whether the program pays for itself.