Amazon adds new B2B performance metrics to help sellers track business customer behaviour
New Amazon Business reports on Seller Central offer deeper insights into refunds, feedback, and A to Z claims
By ChannelMAX Staff Writer
Jan-2026#06
Amazon has rolled out new performance metrics on its Seller Central platform to help sellers better understand how their products perform with business customers. The update is aimed at sellers who cater to Amazon Business buyers and want clearer visibility into return trends, customer feedback, and claim patterns in the B2B segment. The announcement was made on Seller Central, where Amazon confirmed that the newly introduced metrics are designed to support data driven decision making for sellers focused on growing their Amazon Business sales.
What the new update includes
The latest update introduces several B2B specific metrics that allow sellers to track behaviour patterns unique to Amazon Business customers. These metrics help identify which products work best for business buyers and where improvements may be required.
Also Read: Amazon Repricing Strategies That Actually Work
Key new B2B metrics explained
1. Refund and return insights
Sellers can now view Refund rate (B2B) and Units refunded (B2B). These metrics show how often business customers return products and receive refunds. This data can help sellers identify issues related to packaging, bulk quantities, product quality, or mismatched expectations for corporate buyers.
2. Business customer feedback tracking
Amazon has added Negative feedback received (B2B), Feedback received (B2B), and Received negative feedback rate (B2B). These indicators help sellers monitor satisfaction levels among business buyers. Sellers can use this feedback to improve B2B product listings, adjust specifications, or refine bulk fulfilment and delivery processes.
3. A to Z claims for B2B orders
The update also includes A to Z Claims granted (B2B) and Claims amount (B2B). These metrics help sellers understand claim trends specific to business customers. Sellers can spot higher claim frequencies linked to certain products, regions, or shipping methods and take corrective steps.
Where sellers can access the new reports
To view these metrics, sellers need to go to Business Reports in Seller Central and select B2B under Dashboard views. The reports are available alongside existing performance data, making it easier for sellers to compare retail and business customer trends.
Why this update matters for Amazon sellers
Amazon Business customers often place larger orders, expect consistent quality, and follow stricter procurement standards. With these new metrics, sellers can fine tune pricing, packaging, and fulfilment strategies specifically for B2B buyers. The data also helps sellers reduce returns, prevent negative feedback, and lower the risk of claims, which can protect account health.
Sellers are advised to regularly review B2B refund and feedback trends, update product descriptions with clearer specifications for business buyers, and ensure bulk orders meet packaging and delivery expectations. Monitoring these metrics can also help sellers identify high performing B2B ASINs and scale them through Amazon Business pricing and quantity discounts.
With the introduction of new Amazon Business metrics on Seller Central, Amazon is giving sellers better tools to understand and serve B2B customers more effectively. By using these insights, sellers can improve customer satisfaction, reduce operational issues, and build a stronger presence in the growing Amazon Business marketplace.
Also Read: Amazon guides sellers to convert gift card spending into January sales
Disclaimer:
Amazon is the registered trademark of the e-commerce brand.
About ChannelMAX.NET:
ChannelMAX offers Amazon Repricer that runs on the latest AI Repricing algorithm to do Amazon Pricing Management or Amazon Repricing. Based on Amazon SP API, the repricing engine or repricer runs 24/7 and efficiently manages Amazon prices to maximize your BuyBox with profit optimization. Established in 2005, ChannelMAX has been integrated with Amazon technology since 2007, helping thousands of third-party sellers on various eCommerce platforms. Some of the eCommerce platforms, aka marketplaces, supported by ChannelMAX.NET, are Amazon, Walmart, eBay, and Shopify. Some of ChannelMAX key offerings include ChannelMAX Amazon Repricer, 2ndly, ChannelMAX Amazon FBA Audits and FBA Refunds management, an offering for managing Amazon FBA Refunds Reimbursement management for lost or damaged or misplaced inventory for which Amazon is responsible and for which sellers deserve appropriate credit reimbursement from Amazon. ChannelMAX Services offer Remote (aka Virtual) Full-Time eCommerce Assistant to help 3P sellers run their daytoday business.
Check ChannelMAX at Amazon Selling Partner Appstore, an application with a 5 star rating.
By ChannelMAX Staff Writer
Jan-2026#06
Amazon has rolled out new performance metrics on its Seller Central platform to help sellers better understand how their products perform with business customers. The update is aimed at sellers who cater to Amazon Business buyers and want clearer visibility into return trends, customer feedback, and claim patterns in the B2B segment. The announcement was made on Seller Central, where Amazon confirmed that the newly introduced metrics are designed to support data driven decision making for sellers focused on growing their Amazon Business sales.
What the new update includes
The latest update introduces several B2B specific metrics that allow sellers to track behaviour patterns unique to Amazon Business customers. These metrics help identify which products work best for business buyers and where improvements may be required.
Also Read: Amazon Repricing Strategies That Actually Work
Key new B2B metrics explained
1. Refund and return insights
Sellers can now view Refund rate (B2B) and Units refunded (B2B). These metrics show how often business customers return products and receive refunds. This data can help sellers identify issues related to packaging, bulk quantities, product quality, or mismatched expectations for corporate buyers.
2. Business customer feedback tracking
Amazon has added Negative feedback received (B2B), Feedback received (B2B), and Received negative feedback rate (B2B). These indicators help sellers monitor satisfaction levels among business buyers. Sellers can use this feedback to improve B2B product listings, adjust specifications, or refine bulk fulfilment and delivery processes.
3. A to Z claims for B2B orders
The update also includes A to Z Claims granted (B2B) and Claims amount (B2B). These metrics help sellers understand claim trends specific to business customers. Sellers can spot higher claim frequencies linked to certain products, regions, or shipping methods and take corrective steps.
Where sellers can access the new reports
To view these metrics, sellers need to go to Business Reports in Seller Central and select B2B under Dashboard views. The reports are available alongside existing performance data, making it easier for sellers to compare retail and business customer trends.
Why this update matters for Amazon sellers
Amazon Business customers often place larger orders, expect consistent quality, and follow stricter procurement standards. With these new metrics, sellers can fine tune pricing, packaging, and fulfilment strategies specifically for B2B buyers. The data also helps sellers reduce returns, prevent negative feedback, and lower the risk of claims, which can protect account health.
Sellers are advised to regularly review B2B refund and feedback trends, update product descriptions with clearer specifications for business buyers, and ensure bulk orders meet packaging and delivery expectations. Monitoring these metrics can also help sellers identify high performing B2B ASINs and scale them through Amazon Business pricing and quantity discounts.
With the introduction of new Amazon Business metrics on Seller Central, Amazon is giving sellers better tools to understand and serve B2B customers more effectively. By using these insights, sellers can improve customer satisfaction, reduce operational issues, and build a stronger presence in the growing Amazon Business marketplace.
Also Read: Amazon guides sellers to convert gift card spending into January sales
Disclaimer:
Amazon is the registered trademark of the e-commerce brand.
About ChannelMAX.NET:
ChannelMAX offers Amazon Repricer that runs on the latest AI Repricing algorithm to do Amazon Pricing Management or Amazon Repricing. Based on Amazon SP API, the repricing engine or repricer runs 24/7 and efficiently manages Amazon prices to maximize your BuyBox with profit optimization. Established in 2005, ChannelMAX has been integrated with Amazon technology since 2007, helping thousands of third-party sellers on various eCommerce platforms. Some of the eCommerce platforms, aka marketplaces, supported by ChannelMAX.NET, are Amazon, Walmart, eBay, and Shopify. Some of ChannelMAX key offerings include ChannelMAX Amazon Repricer, 2ndly, ChannelMAX Amazon FBA Audits and FBA Refunds management, an offering for managing Amazon FBA Refunds Reimbursement management for lost or damaged or misplaced inventory for which Amazon is responsible and for which sellers deserve appropriate credit reimbursement from Amazon. ChannelMAX Services offer Remote (aka Virtual) Full-Time eCommerce Assistant to help 3P sellers run their daytoday business.
Check ChannelMAX at Amazon Selling Partner Appstore, an application with a 5 star rating.