Overview

Amazon has rolled out a new set of B2B‑specific traffic metrics inside the Business Reports area of Seller Central. The change, effective immediately, separates activity from Amazon Business buyers from the traditional consumer data. Sellers who participate in Amazon Business can now see exactly how corporate purchasers locate and interact with their listings, giving them a clearer view of a fast‑growing sales channel.

Key Points

• Dedicated B2B traffic column — Business Reports now list a separate “B2B Sessions” column that captures only visits from verified business accounts.
• Recalculated historic figures — Amazon altered the algorithm that generates B2B metrics, so numbers reported before the update may not match the new data.
• Side‑by‑side dashboard — The B2B metrics appear on the same screen as consumer metrics, allowing instant comparison without switching pages.
• Channel‑specific pathways — Sellers can now trace traffic that originates from quantity‑discount pages, business‑only offers, or filtered searches that are unique to Amazon Business.
• Baseline reset recommended — Because of the calculation changes, Amazon advises sellers to capture a fresh snapshot of their reports and treat it as the new reference point.

How the New B2B Metrics Work

1. Data capture — Amazon tags every session that originates from a logged‑in Amazon Business account. For example, a procurement officer at a hospital searching for “industrial disinfectant” triggers a B2B session flag, which is then logged in the report.
2. Metric calculation — The platform aggregates flagged sessions into distinct columns such as “B2B Sessions,” “B2B Units Ordered,” and “B2B Conversion Rate.” A seller offering a bulk discount on printer cartridges will see those purchases reflected only in the B2B columns, not in the consumer totals.
3. Report presentation — Within the Business Reports UI, the new B2B columns sit next to the existing consumer columns. A seller can instantly compare “Consumer Sessions” versus “B2B Sessions” for the same SKU, spotting, for instance, that a medical supply item receives 2,400 consumer sessions but 7,800 B2B sessions in a single week.