Overview

Amazon has rolled out a new set of business-to-business reporting tools inside Seller Central, giving sellers their first dedicated look at how products perform with Amazon Business customers. The update introduces separate tracking for return rates, refund volumes, customer feedback, and A-to-Z Guarantee claims on B2B orders, allowing sellers to manage their wholesale and bulk operations independently from consumer sales data.

What's New

• B2B Return Rate and Units Refunded — Separate tracking of how often business customers return products and receive refunds, isolated from consumer transaction data
• B2B Feedback Metrics — Dedicated monitoring of total feedback received, negative feedback count, and negative feedback rate from business buyers
• B2B A-to-Z Guarantee Claims — Claim counts and dollar amounts broken out specifically for business customer orders
• Dedicated Report Views — All new metrics are accessible through Business Reports in Seller Central using the B2B filter

Why Separating B2B Data Matters

Amazon Business customers behave fundamentally differently from everyday consumers. They place larger orders, buy in bulk, and hold stricter expectations around product quality, packaging standards, and delivery timelines. Until now, sellers had no practical way to isolate business customer performance from consumer metrics, meaning B2B-specific problems could easily hide inside blended account data.

These new metrics close that visibility gap. A spike in returns among business customers might point to issues with bulk packaging, inaccurate commercial specifications, or fulfillment problems that disproportionately affect large orders. Without isolated data, sellers risk making broad changes that miss the actual root cause entirely.

Return and Refund Tracking

The B2B return rate and units refunded metrics allow sellers to monitor product returns from business buyers as a distinct data stream. This is particularly valuable for sellers offering quantity discounts or tiered bulk pricing, since B2B return patterns often differ sharply from consumer behavior. A business buyer sending back an entire pallet carries far greater financial consequences than a single consumer return.