Overview

Amazon has added a dedicated set of B2B performance metrics to Seller Central, letting sellers view returns, feedback, and A‑to‑Z Guarantee claims that come exclusively from Amazon Business buyers. The change rolled out in early 2024 and separates wholesale‑specific data from the mixed consumer view, giving sellers the insight needed to fine‑tune their bulk‑selling operations.

Key Points

• B2B Return Rate — Sellers can now see the percentage of business orders that are returned, separate from consumer returns; for example, a 4.2 % B2B return rate on a packaging‑heavy SKU.
• Units Refunded (B2B) — The report lists the exact number of units refunded to business customers, such as 128 units of a printer cartridge returned in the last quarter.
• B2B Feedback Summary — Total feedback, negative count, and negative‑feedback ratio are shown only for Amazon Business buyers; a seller might notice a 7 % negative‑feedback rate on a bulk‑supply item.
• B2B A‑to‑Z Claims — Claim counts and the dollar value of those claims are isolated for business transactions, e.g., 15 claims totaling $3,750 for a high‑value industrial tool.
• Dedicated Report View — All the above metrics appear in the Business Reports section when the “B2B” filter is applied, replacing the previous blended view.
• Regular Monitoring Recommended — Amazon advises sellers to review the B2B dashboard weekly to catch emerging trends before they affect account health.

How the New B2B Reporting Works

1. Select the B2B Filter — In Seller Central, navigate to Business Reports → Report Views and choose “B2B.” The dashboard instantly switches to display only business‑customer transactions; a seller of office supplies will now see a clean list of bulk orders without consumer noise.
2. View Return Metrics — The “Return Rate” tile shows the percentage of B2B orders returned, while the “Units Refunded” tile lists the exact quantity; for instance, a 3.5 % return rate on a 500‑unit shipment of safety goggles.
3. — The feedback section breaks down total reviews, negative reviews, and the negative‑feedback ratio for business buyers; a vendor of networking cables might spot a 5 % negative‑feedback spike linked to delayed shipments.