Managing business-to-business (B2B) sales starts with good data. With the right information, you can make smarter choices about your ecommerce business. But too much information can be overwhelming. You need a way to focus on what matters most.
That’s why Amazon provides specialized reports and dashboards designed to help you focus on vital information and improve your B2B operations, from understanding business customer patterns to optimizing your business pricing strategies.
In this article, you’ll learn:
- What the B2B Central dashboard is
- How to get additional B2B insights from the Sales dashboard in Seller Central
- Where to find detailed B2B information in Amazon business reports
- What B2B metrics can tell you about your business
What is the Amazon B2B Central dashboard?
B2B Central is your command center for business selling inside Seller Central. It includes a powerful dashboard that shows how business customers interact with your products, what they buy, and how your B2B business is performing.
To access B2B Central, select B2B from the Seller Central main menu, then select B2B Central.
The B2B Central dashboard has five key areas:
Sales snapshot
Compare B2B and non-B2B sales to understand how business customers impact your overall sales. View data by sales or units, and track changes over time. You can also compare your current performance to previous periods to spot growth trends.
Amazon Business performance summary
Track your B2B performance through star ratings for B2B sales performance, B2B pricing, B2B product, and B2B business profile. Hover over each rating for insights and personalized recommendations to help optimize your performance.
Top B2B products by customer segment
Find your best-selling products with business customers. Sort by industry to see what different businesses buy, and take quick actions on your listings.
B2B performance by customer segment
See how different businesses buy from you. Filter by Industry, Sales, or Unit, or date to understand your business customer base. View year-over-year growth, total sales, and average order values for each customer segment.
B2B quantity discount impact
See how quantity discounts impact your sales and views on product detail pages. Generate and download a report to compare the number of units sold, orders received, and Featured Offer percentage before and after adding or updating quantity discounts.
Get B2B insights from the Sales dashboard
The Sales dashboard is another tool in Seller Central that you can use to explore your sales to business customers. It gives you an up-to-the-hour view of your B2B performance. Here you can quickly see how business customers are responding to your products, compare B2B and non-B2B sales, and spot emerging trends.
To access the Sales dashboard, select Reports from the Seller Central main menu, then select Business Reports.
This interactive dashboard lets you:
- View B2B and non-B2B sales using graphs or tables
- Filter results by date and fulfillment channel
- Track changes against previous periods
- Download data for further analysis
Get AI-powered business performance insights
Get personalized insights about your business performance through AI analysis. See how your ordered product sales, units sold, average selling price, page views, and Featured Offer percentage change over time. These insights can help you understand year-over-year changes and spot business trends.
Review a sales snapshot and compare sales
Filter your results by date, sales break down, and fulfillment channel to analyze your performance. When comparing sales, choose periods that matter to your business. For example, select Today to compare with yesterday, the same day last week, and the same day last year. Or choose Year to Date to see how this year’s performance compares to last year.
Deep dive your ASIN performance
Compare your ASIN performance week over week to spot changes in your business. Select any week to compare it with the previous week and see which products have significant changes in ordered product sales.
This feature can help you identify which products need attention and which strategies are working well. For example, you can view:
- Products with declining sales
- Products with increasing sales
- Declining traffic products
- Products below market average
Learn more about the Sales dashboard (login required)
Find detailed B2B information in Amazon business reports
While in the Sales dashboard, you can access additional reports to look deeper into your B2B sales. You’ll find these reports in the “Business Reports” section in the Reports menu on the left-hand side.
These reports show important B2B information about your sales, like:
- How much business customers spend on your products
- How many units they order
- Average order sizes and values
- Average selling prices for B2B orders
You can also see B2B traffic information, like:
- How many business customers visit your pages
- How often they view your products
- How well your pages convert business customers
- How often business customers see your Featured Offer
Here are the different types of reports you’ll see:
By date reports
See your daily, weekly, or monthly B2B performance through these reports:
- Sales and Traffic: Track overall B2B sales and traffic patterns.
- Detail Page Sales and Traffic: See how business customers interact with your product pages.
- Seller Performance: Monitor your B2B selling metrics and customer satisfaction.
Common uses:
- Track seasonal buying patterns for business customers.
- Monitor the effect of business pricing changes.
- See how promotional events impact B2B sales.
By ASIN reports
Look at how individual products perform with business customers through these reports:
- Detail Page Sales and Traffic: Track performance for specific products.
- Detail Page Sales and Traffic By Parent Item: See how product variations perform as a group.
- Detail Page Sales and Traffic By Child Item: Monitor individual variations within a product group.
Common uses:
- Identify which products are most popular with business buyers.
- Spot products that could benefit from quantity discounts.
- Find opportunities to expand your B2B catalog.
Other report
Sales and Orders by Month: Track your monthly B2B sales trends and order patterns to understand your business performance over time.
Common uses:
- Monitor month-over-month B2B sales growth.
- Track seasonal patterns in business customer orders.
- Identify long-term trends in your B2B performance.
Learn more about Amazon business reports (login required)
Learn how to use different types of Amazon business reports (login required)
Review these B2B metrics to better understand your business
B2B metrics can help show how business customers interact with your products in the Amazon store. Each metric can help you reach different goals and guide your business decisions when reviewed regularly.
Order metrics
See how many units business customers order and their total spending. Track order sizes and purchase patterns to understand B2B buying behavior.
For example, if you notice business customers regularly order in quantities of 10 or more, you might consider creating quantity discounts at those levels. Review these metrics monthly to spot seasonal patterns and adjust your inventory planning.
Traffic metrics
Monitor how many business customers visit your product pages. See how often they view your products and which products attract the most attention.
For example, if you see high page views but low sales for certain products, you might review your business pricing or product information. Compare these metrics month over month to understand if your product visibility improves.
Conversion metrics
Understand how well your products perform with business customers. See which products turn views into sales, and spot opportunities for growth.
For example, if your B2B conversion rate increases when you offer quantity discounts, you might expand your discount strategy to similar products. Track these changes over time to measure the effectiveness of your pricing strategies.
Note that, in sales and traffic business reports, the conversion metric is labeled as “Session percentage - B2B,” “Unit session percentage - B2B,” or “Session percentage - Total - B2B.” The labels without “B2B” include both B2B and B2C data.
Featured Offer metrics
Track how often your products appear as the Featured Offer to business customers. Monitor your B2B Featured Offer percentage to understand your visibility.
For example, if your Featured Offer percentage is low for popular business products, you might review your pricing strategy. Use the Sales dashboard to track immediate changes, then analyze detailed reports to understand longer-term trends.
Business pricing metrics
See how business customers respond to your quantity discounts and business-specific pricing. Learn which pricing strategies work best for business buyers.
For example, if certain discount tiers drive more sales, you could adjust other product discounts to match these successful levels. Compare performance across different periods to identify your most successful pricing strategies.
To get the most from these metrics:
- Set a consistent schedule for reviewing your B2B data
- Compare similar periods like month-to-month for more accurate insights
- Download detailed reports when you spot interesting patterns
- Use both dashboards and reports to understand short and long-term trends
Make informed B2B decisions with Amazon business reports
Managing your B2B sales means making informed decisions based on good data. And that’s what Amazon Business reports and dashboards can help provide—good data that shows how business customers interact with your products. These insights help you understand your business customers and make smarter choices about your B2B operations.
Start using these tools today to help your business grow.
Frequently Asked Questions
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