Amazon Launches Dedicated B2B Metrics in Seller Central for Returns, Feedback, and Claims
In early 2024 Amazon launched a B2B filter in Seller Central Business Reports that isolates B2B Return Rate (e.g., 4.2%), Units Refunded (128 units), B2B Feedback (7% negative‑feedback ratio) and B2B A‑to‑Z claims (15 claims, $3,750). The dedicated B2B dashboard replaces the blended view and includes an Export CSV button for deeper analysis.
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
- 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.
- 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.
- — 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.
Analysis & Recommendations
Why This Matters
Separating B2B metrics lets sellers pinpoint bulk‑order issues, such as a 9% B2B return rate versus a 2% consumer rate, enabling targeted packaging or service changes. Accurate claim and feedback data can reduce claim dollars by thousands and improve segment‑specific account health.
Key Takeaways
- B2B Return Rate is shown separately; example SKU had a 4.2% rate in Q1 2024.
- Units Refunded tile listed 128 printer‑cartridge units returned in the last quarter.
- B2B A‑to‑Z claims report displayed 15 claims totaling $3,750 for a high‑value tool.
- The new B2B filter adds an Export CSV button for raw data extraction.
Recommended Actions
- →In Seller Central go to Business Reports → Report Views, select the “B2B” filter to view the dedicated dashboard.
- →Review the B2B Return Rate and Units Refunded tiles weekly and compare against consumer metrics.
- →Export the B2B reports via the CSV button and analyze SKU‑level return or claim trends in Excel.
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