Amazon Business (B2B on Amazon)
Amazon Business analytics for a seller live in three places in Seller Central: B2B Central, which is the dashboard for business sales and business-specific recommendations; the Business Reports, where the sales and traffic tables carry separate B2B columns; and the order reports, where every row has a flag telling you whether the buyer was a business account. Between them you can see which ASINs businesses buy, how much they buy at a time, and whether they come back.
There is no equivalent of Brand Analytics for the B2B side, no search term report that separates business buyers, and no view of who the buyer is beyond an organisation type. What you do get is enough to answer the only question that matters for the next channel: which of your products do businesses already reorder at quantity.
B2B Central: the dashboard
Under the B2B menu in Seller Central sits B2B Central. The top of it is a sales snapshot with your business sales and units alongside your consumer sales for the period, so you can see at a glance what share of the account is B2B and whether it is growing. Below that are product-level views: which of your ASINs are selling to business buyers, which have a business price and which do not, and Amazon's suggestions for where a business price or a quantity discount would likely convert.
Treat the recommendations as a to-do list, not as analysis. Amazon suggests adding a business price on ASINs where business accounts are already buying at the consumer price, which is useful, and it suggests quantity discounts where business carts already contain multiple units. Both are cheap to act on. How to set the flat price is in business prices on Amazon, and the tier arithmetic is in quantity discounts for sellers.
B2B Central also holds Manage Quotes if your account receives requests for quotation from large buyers, and the certification settings where you declare a business as small, veteran-owned, minority-owned and so on. Buyers with procurement policies filter on those, so if any apply to you, fill them in.
Business Reports: the split you will use most
Open Reports, then Business Reports, and look at the sales and traffic report by ASIN. Alongside the columns you already watch, units ordered, ordered product sales, sessions, unit session percentage, there is a set with a B2B suffix: units ordered B2B, ordered product sales B2B, and the B2B share of each.
This is the report that tells you where business demand is concentrated. Sort by the B2B units column and you will usually find that business buying is not spread across the catalogue. It clusters on a handful of ASINs, often not the ones with the highest consumer volume. A consumables product, a multipack, a plain unbranded-looking variant, a larger size. Those are the products with a use case inside an organisation.
Compare the B2B unit share to the B2B sales share for each ASIN. Where the sales share is higher than the unit share, business buyers are paying more per unit than consumers, which usually means they are buying larger variants or not waiting for coupons. Where it is lower, your business price and tiers are doing their job of trading a little margin for order size, and you should check the fee side in Amazon Business fees for sellers to make sure the trade still clears your floor.
Order reports: the flag that makes it personal
Business Reports give you aggregates. The order reports give you rows. In the order report, whether you pull it from Reports or from the Orders tab, each order carries a column that says whether the buyer was a business account, and for FBA orders the same flag appears in the fulfilled shipments report.
Filter to business orders and you can see three things Business Reports cannot show. Order size, as the quantity per order per ASIN, which tells you where your tier thresholds should be. Repeat behaviour, since the same buyer identifier and ship-to city appear again and again for reorders. And the organisation type, where Amazon exposes it, which tells you whether that repeat buyer is a school, a clinic, a business or a government office.
Building a small spreadsheet from this once a quarter is worth the hour. One row per ASIN: business orders, business units, average units per business order, number of repeat buyers, and the most common organisation type. That table is the closest thing you have to a wholesale demand study, and it came out of a report you already had.
What the data cannot tell you
Be honest about the limits before you build a plan on it.
You never see the buyer's company name in a way you can act on outside Amazon, and contacting them off-platform is against the rules anyway. You do not see what they searched for. You do not see whether they bought a competitor's product last month. And the analytics stop at the edge of Amazon: a school district that buys from you on Amazon Business is also buying from an office supply distributor, and Amazon's reports will never show you that distributor's name.
Most importantly, the business buyers in these reports are buying to use. The people who stock shelves, the distributors and chain buyers, do not appear in B2B Central at all, because they do not buy inventory through Amazon. The types of buyer you will actually find in the data are described in who buys on Amazon Business, and the absence of resellers from that list is the point.
So the analytics prove demand. They do not find the wholesale buyer. Those are two different jobs.
Turning the numbers into a pitch a buyer believes
A retail buyer or a distributor does not care about your ACoS or your Best Sellers Rank. They care whether the product moves, whether it moves repeatedly, and whether it moves in the kind of place they sell to. Your B2B data speaks to all three if you translate it.
Take a plausible ASIN: a 12-pack of microfibre cleaning cloths. Over a quarter, business orders were 340 units across 41 orders from 19 distinct buyers, 11 of whom ordered more than once, and the most common organisation type was small business, with a cluster of ship-to addresses that look like auto detailing shops and salons. Consumer sales of the same ASIN were 2,900 units.
The consumer number is irrelevant to a janitorial supply distributor. The business number is the pitch: nineteen businesses found this product on their own, paid a near-retail price for it, and more than half came back. Average order was around 8 units. In a distributor's catalogue at a real wholesale price, those same shops would take a case of 24 at a time, and the distributor's reps would put it in front of hundreds more shops like them. That sentence is built entirely from Business Reports and an order report.
Write it on one page with a product photo, the reorder count, the organisation types and your wholesale price and case pack, and you have a sell sheet with evidence instead of adjectives.
A quarterly routine
Once a quarter, pull the sales and traffic report with B2B columns and sort by B2B units. Pull the order report, filter to business orders, and build the per-ASIN table with order size, repeat buyers and organisation type. Fix the obvious things in B2B Central: add business prices where businesses already buy at consumer price, add tiers where carts already hold multiple units, and fill in any certifications that apply.
Then take the three or four ASINs at the top of the B2B table and ask where those organisation types actually buy the rest of their supplies. That is the wholesale channel for that product, and the Amazon data is the proof you bring to it. To see which distributors and stores that would be for a specific listing, paste the ASIN into WholesalePilot and look at the preview.
The analytics on Amazon are limited, but they are limited in a useful direction. They show you the products businesses want and hide the buyers who could put those products on shelves. Use them for the first and go elsewhere for the second.