Amazon Rolls Out Dedicated B2B Metrics in Seller Central for Returns, Feedback, and Claims
Amazon launched dedicated B2B performance metrics in Seller Central this week, adding B2B Return Rate, B2B Feedback and B2B A‑to‑Z Claims cards with region filters and CSV export. Sellers can now see a 3% B2B return rate versus a 7% overall rate, a 4% negative‑feedback ratio from hospitals, and $12,000 in Midwest claims tied to a single carrier.
Overview
Amazon has added a dedicated set of B2B performance metrics to Seller Central, letting sellers see return rates, feedback scores, and A‑to‑Z Guarantee claims that come only from Amazon Business buyers. The tools launched this week and give sellers the ability to separate professional‑buyer data from consumer data, a capability that has been missing since the Business marketplace opened.
Key Points
- B2B Return Rate & Units Refunded — Sellers can now view how often Amazon Business customers return items and the total units refunded, independent of the consumer return stream. For example, a vendor selling 500 bulk printer cartridges saw a 3 % B2B return rate while the overall account return rate sat at 7 %.
- B2B Feedback & Negative‑Feedback Ratio — Separate feedback scores are provided for business purchasers, highlighting issues that matter to institutions rather than individual shoppers. A health‑supplies seller discovered a 4 % negative‑feedback rate from hospitals, compared with a 1 % rate from retail shoppers.
- B2B A‑to‑Z Claims Granted & Claim Amount — Claims data is broken out by business transaction, allowing analysis by product line, carrier, or geographic region. One electronics vendor identified $12,000 in claims from the Midwest that were tied to a single freight carrier.
- Regional Drill‑Down — All three reports include a region filter, so sellers can pinpoint whether a particular state or country is driving higher returns or claims. A furniture supplier found that returns spiked in Canada after a packaging change.
- Time‑Series Comparison — The new dashboards let users compare month‑over‑month B2B metrics, making it easier to spot emerging trends. A chemical distributor noted a gradual rise in B2B claims over the past three months, prompting a review of safety‑data‑sheet uploads.
- Exportable CSV Files — Reports can be downloaded in CSV format for offline analysis or integration with third‑party BI tools. A data‑analytics firm used the export to feed a Tableau dashboard that visualizes B2B claim hotspots.
How the New B2B Metrics Work
Analysis & Recommendations
Why This Matters
Separating business‑buyer data lets sellers pinpoint problems that were hidden in aggregate metrics, such as higher B2B return rates or carrier‑specific claim spikes. This enables targeted actions—like redesigning bulk packaging or switching carriers—to protect profit margins and improve professional‑buyer satisfaction.
Key Takeaways
- B2B Return Rate & Units Refunded report shows a 3% return rate for a bulk printer cartridge vendor, compared with a 7% overall rate.
- B2B Feedback card reveals a 4% negative‑feedback ratio from hospital buyers versus 1% from retail shoppers.
- B2B A‑to‑Z Claims report identified $12,000 in claims from the Midwest linked to a single freight carrier.
- All three B2B reports include a region filter and can be exported as CSV files for offline BI analysis.
Recommended Actions
- →Log into Seller Central > Business Reports > Performance Metrics, select the ‘B2B Only’ toggle to view separate B2B Return, Feedback and Claims cards.
- →Use the region filter on each B2B card, then click ‘Export CSV’ and schedule a weekly email to download the data for monitoring.
- →On the Claims card, click ‘Link to Inventory’ to match high‑claim SKUs with supplier IDs and address quality or carrier issues.
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