Overview

Amazon has added a set of B2B‑focused performance indicators to Seller Central, giving vendors in the Amazon Business program separate visibility into returns, feedback and A‑to‑Z Guarantee claims generated by corporate and institutional buyers. The rollout began in early 2024 and lets sellers diagnose B2B issues without the noise of consumer‑grade data, a change that can directly affect profitability and account retention.

Key Points

• B2B Return Rate & Units Refunded — Shows the percentage of business orders that are returned and the total units refunded, isolated from consumer returns.
• B2B Feedback Summary — Lists total feedback received from business buyers, the count of negative entries, and the resulting negative‑feedback ratio.
• B2B A‑to‑Z Claim Statistics — Provides the number of claims granted to corporate purchasers and the monetary value of those claims, broken out by product and geography.
• Dedicated B2B Report View — All three metrics appear in a new “B2B” filter within the Business Reports section, allowing a single‑click switch from the standard consumer dashboard.
• Region‑Level Claim Insights — Highlights claim frequency spikes in specific states or countries, helping sellers pinpoint logistical weak spots.
• Bulk‑Order Return Diagnostics — Flags unusually high return rates on large‑quantity shipments, signalling potential issues with packaging or specification accuracy.

How B2B Metrics Work

1. Select the B2B Filter — In Seller Central, navigate to Business Reports, click the drop‑down labeled Report view, and choose B2B. For example, a vendor selling office chairs can instantly see a separate table that lists only the returns from corporate accounts.
2. Review Return & Refund Data — The system calculates a return percentage based on the total number of business units shipped versus units refunded. A medical‑supplies seller might see a 2.3 % B2B return rate, compared with a 5 % overall rate that includes consumer sales.