Overview

Amazon has added a suite of B2B‑specific performance reports to Seller Central, letting sellers separate return, feedback, and A‑to‑Z Guarantee data generated by Amazon Business purchasers from the metrics that come from regular consumer sales. The change goes live this month and gives wholesale‑focused sellers the granularity they need to pinpoint problems that only appear when large‑volume buyers place orders.

Key Points

• B2B Return Rate & Units Refunded — Sellers now see a distinct return‑rate percentage and the total number of units refunded for Business orders, for example a vendor of office chairs can track that 4 % of 200‑unit bulk shipments were returned versus a 1 % return rate on single‑unit consumer sales.
• B2B Feedback Metrics — Separate counts for total feedback, negative feedback, and negative‑feedback rate from Business buyers appear, allowing a printer of promotional banners to notice that 12 % of business feedback is negative while overall account feedback stays under 2 %.
• B2B A‑to‑Z Guarantee Claims – The new view splits claims granted and the dollar value of those claims by Business orders, so a supplier of industrial lighting can identify that a single $1,200 claim from a corporate buyer represents a larger hit than the average $30 consumer claim.
• Dedicated Report View — All of the above metrics are housed under the Business Reports tab with a “B2B” filter, meaning a seller of bulk‑packaged snacks can pull a single dashboard that shows sales, returns, feedback and claims side‑by‑side for Business customers only.
• Segmentation Benefits — By isolating Business data, sellers can quickly tell whether a spike in returns is driven by bulk purchasers rather than casual shoppers, an insight that was impossible when the two data streams were merged into one report.
• Baseline Establishment — The reports encourage sellers to record their first‑month numbers as a benchmark, such as noting that a wholesale apparel brand’s initial B2B return rate of 6 % is higher than its 2 % consumer rate, prompting an early review of packaging specifications.

How B2B Performance Metrics Work