{"id":108564,"date":"2020-06-23T08:25:00","date_gmt":"2020-06-23T08:25:00","guid":{"rendered":"https:\/\/127.0.0.1\/blog\/nejdulezitejsi-kpi-amazonu-na-prvni-pohled-na-tyto-metriky-by-se-prodejci-meli-urcite-zamerit\/"},"modified":"2020-06-23T08:25:00","modified_gmt":"2020-06-23T08:25:00","slug":"nejdulezitejsi-kpi-amazonu-na-prvni-pohled-na-tyto-metriky-by-se-prodejci-meli-urcite-zamerit","status":"publish","type":"post","link":"https:\/\/www.sellerlogic.com\/cs\/blog\/nejdulezitejsi-kpi-amazonu-na-prvni-pohled-na-tyto-metriky-by-se-prodejci-meli-urcite-zamerit\/","title":{"rendered":"Nejd\u016fle\u017eit\u011bj\u0161\u00ed KPI Amazonu na prvn\u00ed pohled: Na tyto metriky by se prodejci m\u011bli ur\u010dit\u011b zam\u011b\u0159it!"},"content":{"rendered":"

M\u00fdtus p\u0159etrv\u00e1v\u00e1: Amazon d\u011bl\u00e1 prodejce bohat\u00fdmi. Nicm\u00e9n\u011b ka\u017ed\u00fd, kdo se t\u00edmto t\u00e9matem zab\u00fdval, rychle dojde k pozn\u00e1n\u00ed: Amazon m\u016f\u017ee pro prodejce fungovat dob\u0159e, ale rozhodn\u011b to nen\u00ed zaru\u010den\u00fd \u00fasp\u011bch! Stejn\u011b jako v ka\u017ed\u00e9m jin\u00e9m podnik\u00e1n\u00ed mus\u00ed podnikatel\u00e9 tak\u00e9 sledovat d\u016fle\u017eit\u00e9 KPI na Amazonu.<\/p>

E-commerce gigant rychle penalizuje prodejce na trhu, kte\u0159\u00ed nemaj\u00ed sv\u00e9 metriky pod kontrolou. Nejprve v\u0161ak chceme objasnit, co jsou takzvan\u00e9 kl\u00ed\u010dov\u00e9 ukazatele v\u00fdkonnosti<\/strong>, nebo KPI, a k \u010demu mohou b\u00fdt u\u017eite\u010dn\u00e9. Pot\u00e9 se pono\u0159\u00edme do KPI Amazonu.<\/p>

Co jsou KPI a pro\u010d jsou KPI u\u017eite\u010dn\u00e9?<\/h2>

\u201eKl\u00ed\u010dov\u00fd ukazatel v\u00fdkonnosti\u201c lze p\u0159elo\u017eit jako \u201ev\u00fdkonnostn\u00ed metrika<\/strong>\u201c a poch\u00e1z\u00ed z \u0159\u00edzen\u00ed podnik\u016f. KPI mohou m\u011b\u0159it m\u00edru, do jak\u00e9 byly d\u016fle\u017eit\u00e9 c\u00edle realizov\u00e1ny, nebo do jak\u00e9 m\u00edry byly dosa\u017eeny. V oblasti v\u00fdroby by d\u016fle\u017eit\u00fdm KPI mohla b\u00fdt nap\u0159\u00edklad pr\u016fm\u011brn\u00e1 vyu\u017eitelnost stroje ve srovn\u00e1n\u00ed s maxim\u00e1ln\u00ed mo\u017enou vyu\u017eitelnost\u00ed.<\/p>

Tento koncept si tak\u00e9 z\u00edskal \u0161irok\u00e9 uzn\u00e1n\u00ed v digit\u00e1ln\u00edm pr\u016fmyslu<\/strong>. A\u0165 u\u017e se jedn\u00e1 o osobn\u00ed online obchod nebo Amazon \u2013 d\u016fle\u017eit\u00fdm KPI je nap\u0159\u00edklad m\u00edra konverze. Pro inzerenty se KPI vztahuj\u00ed na zobrazen\u00ed reklamy a jej\u00ed m\u00edru prokliku. Na druh\u00e9 stran\u011b B2B webov\u00e9 str\u00e1nky \u010dasto m\u011b\u0159\u00ed sv\u016fj \u00fasp\u011bch na z\u00e1klad\u011b lead\u016f.<\/p>

KPI tedy pom\u00e1haj\u00ed udr\u017eovat d\u016fle\u017eit\u00e9 v\u00fdkonnostn\u00ed metriky na o\u010d\u00edch a systematicky kontrolovat kritick\u00e9 faktory \u00fasp\u011bchu<\/strong>. Pouze ti, kte\u0159\u00ed m\u011b\u0159\u00ed sv\u016fj \u00fasp\u011bch nebo ne\u00fasp\u011bch, v\u011bd\u00ed, kde le\u017e\u00ed probl\u00e9my v mechanismu a co ji\u017e funguje dob\u0159e. Pak je tak\u00e9 mo\u017en\u00e9 optimalizovat c\u00edlen\u011b a s porozum\u011bn\u00edm.<\/p>

Kter\u00e9 KPI jsou relevantn\u00ed pro Amazon?<\/h2>

Na rozd\u00edl od prodejc\u016f, kte\u0159\u00ed maj\u00ed sv\u016fj vlastn\u00ed online obchod, \u010del\u00ed prodejci na trhu zvl\u00e1\u0161tn\u00edm v\u00fdzv\u00e1m. Relevantn\u00ed KPI na Amazonu jsou \u010dasto stanoveny samotn\u00fdm online gigantem<\/strong>. Ti, kte\u0159\u00ed nev\u011bnuj\u00ed pozornost t\u011bmto v\u00fdkonnostn\u00edm metrik\u00e1m, nemaj\u00ed \u0161anci se sv\u00fdmi produkty dos\u00e1hnout vysok\u00e9ho hodnocen\u00ed nebo vyhr\u00e1t Buy Box<\/a>. A ti, kte\u0159\u00ed v tom neusp\u011bj\u00ed, budou jen t\u011b\u017eko prod\u00e1vat produkty.<\/p>

Krom\u011b toho mnoho obvykl\u00fdch KPI, jako jsou zobrazen\u00ed nebo m\u00edry prokliku, nem\u016f\u017ee b\u00fdt p\u0159esn\u011b nebo pouze p\u0159ibli\u017en\u011b m\u011b\u0159eno prodejcem na trhu. Nejlep\u0161\u00ed \u0161ance ovlivnit m\u00edru prokliku, m\u00edru konverze a prodeje<\/a> je, aby prodejci znali KPI metriky stanoven\u00e9 Amazonem a p\u0159izp\u016fsobili tomu optimalizaci sv\u00e9ho podnik\u00e1n\u00ed.<\/p>

Pokuta za nedodr\u017een\u00ed p\u0159edpis\u016f<\/h3>

Existuje dal\u0161\u00ed d\u016fle\u017eit\u00fd d\u016fvod, pro\u010d by m\u011bly b\u00fdt sledov\u00e1ny relevantn\u00ed KPI Amazonu: Amazon to tak\u00e9 d\u011bl\u00e1. Pokud prodejci ignoruj\u00ed v\u00fdkonnostn\u00ed metriky, riskuj\u00ed, \u017ee nespln\u00ed po\u017eadovan\u00e9 standardy.<\/strong> Jakmile k tomu dojde, Amazon si toho je v\u011bdom \u2013 a to m\u016f\u017ee m\u00edt vliv nejen na hodnocen\u00ed nebo zisk Buy Box. Kdo n\u011bkdy musel vytvo\u0159it ak\u010dn\u00ed pl\u00e1n, v\u00ed, \u017ee to nen\u00ed \u017e\u00e1douc\u00ed c\u00edl a pouze to pl\u00fdtv\u00e1 \u010dasem a pen\u011bzi. V nejhor\u0161\u00edm p\u0159\u00edpad\u011b m\u016f\u017ee e-commerce gigant dokonce pozastavit cel\u00fd \u00fa\u010det prodejce. Pro podnikatele, jejich\u017e hlavn\u00edm podnik\u00e1n\u00edm je Amazon, by to byla katastrofa.<\/p>

Proto je mnoho d\u016fvod\u016f pro sledov\u00e1n\u00ed v\u0161ech v\u00fdkonnostn\u00edch metrik. Pokud hroz\u00ed, \u017ee se n\u011bjak\u00fd KPI Amazonu dostane do kritick\u00e9 oblasti, mohou b\u00fdt v\u010das p\u0159ijata protiopat\u0159en\u00ed, aby se p\u0159ede\u0161lo pozastaven\u00ed \u00fa\u010dtu.<\/p>

D\u016fle\u017eit\u00e9 KPI: V\u00fdkon prodejce<\/h3>

\u017de zp\u016fsob dopravy<\/strong> a doba dopravy<\/strong> hraj\u00ed d\u016fle\u017eitou roli, by si nyn\u00ed m\u011bl ka\u017ed\u00fd prodejce na trhu uv\u011bdomit. Amazon d\u00e1v\u00e1 p\u0159ednost, kdy\u017e obchodn\u00edci odes\u00edlaj\u00ed prost\u0159ednictv\u00edm intern\u00edho programu “Pln\u011bno Amazonem” (FBA)<\/a>. Na jedn\u00e9 stran\u011b to p\u0159in\u00e1\u0161\u00ed dodate\u010dn\u00e9 p\u0159\u00edjmy do pokladny poskytovatele platformy, na druh\u00e9 stran\u011b to zaru\u010duje rychl\u00e9 a bezprobl\u00e9mov\u00e9 doru\u010den\u00ed, kter\u00e9 zaji\u0161\u0165uje spokojenost z\u00e1kazn\u00edk\u016f. Ale zp\u016fsoby dopravy Prime od prodejc\u016f<\/em> nebo pln\u011bn\u00ed obchodn\u00edkem<\/em> tak\u00e9 spl\u0148uj\u00ed standardy.<\/p>

Stejn\u011b d\u016fle\u017eit\u00fdm KPI Amazonu je celkov\u00fd v\u00fdkon prodejce<\/strong>. Ten se skl\u00e1d\u00e1 z r\u016fzn\u00fdch ukazatel\u016f:<\/p>

KPI Amazonu<\/strong><\/th>Popis<\/strong><\/th>Maxim\u00e1ln\u00ed hodnota \/ Ide\u00e1ln\u00ed hodnota<\/strong><\/th><\/tr><\/thead>
Hodnotit nedostatky objedn\u00e1vky<\/td>Negativn\u00ed hodnocen\u00ed, kreditn\u00ed karta spojen\u00e1 se slu\u017ebou, n\u00e1rok na z\u00e1ruku A-to-Z<\/a><\/td>pod 1 %, ide\u00e1ln\u011b 0 %<\/td><\/tr>
M\u00edra zru\u0161en\u00ed<\/td>Zru\u0161en\u00ed ze strany prodejce p\u0159ed zpracov\u00e1n\u00edm objedn\u00e1vky<\/td>pod 2,5 %, ide\u00e1ln\u011b 0 %<\/td><\/tr>
M\u00edra platnosti sledovac\u00edch \u010d\u00edsel<\/td>Sledovac\u00ed \u010d\u00edsla, kter\u00e1 jsou platn\u00e1<\/td>alespo\u0148 95 %, nejl\u00e9pe 100 %<\/td><\/tr>
M\u00edra pozdn\u00edch dod\u00e1vek<\/td>pozdn\u00ed dod\u00e1vka = potvrzen\u00ed o odesl\u00e1n\u00ed po uplynut\u00ed o\u010dek\u00e1van\u00e9ho data odesl\u00e1n\u00ed<\/td>pod 4 %, nejl\u00e9pe 0 %<\/td><\/tr>
Nespokojenost s vr\u00e1cen\u00edm<\/td>\u017d\u00e1dost o vr\u00e1cen\u00ed s negativn\u00edm hodnocen\u00edm z\u00e1kazn\u00edka, dotazy na vr\u00e1cen\u00ed, na kter\u00e9 nebylo odpov\u011bzeno do 48 hodin, nespr\u00e1vn\u011b zam\u00edtnut\u00e9 \u017e\u00e1dosti o vr\u00e1cen\u00ed<\/td>pod 10 %, nejl\u00e9pe 0 %<\/td><\/tr>
Hodnocen\u00ed prodejc\u016f<\/td>Pr\u016fm\u011brn\u00e9 hodnocen\u00ed prodejce a po\u010det hodnocen\u00ed<\/td>co nejpozitivn\u011bj\u0161\u00ed, co nejvy\u0161\u0161\u00ed<\/td><\/tr>
Doba odezvy<\/td>pr\u016fm\u011brn\u00e1 doba pot\u0159ebn\u00e1 k odpov\u011bdi na dotazy z\u00e1kazn\u00edk\u016f za posledn\u00edch 90 dn\u00ed<\/td>pod 24 hodin, nejl\u00e9pe pod 12 hodin<\/td><\/tr>
Z\u00e1soby<\/td>Nen\u00ed skladem, pot\u00ed\u017ee s dod\u00e1vkou<\/td>co nejm\u00e9n\u011b \u010dasto<\/td><\/tr>
Nespokojenost se z\u00e1kaznick\u00fdm servisem<\/td>negativn\u00ed hodnocen\u00ed z\u00e1kazn\u00edka z odpov\u011bdi v inboxu kupuj\u00edc\u00edho a prod\u00e1vaj\u00edc\u00edho<\/td>co nejni\u017e\u0161\u00ed<\/td><\/tr>
M\u00edra vr\u00e1cen\u00ed pen\u011bz<\/td>Pom\u011br vr\u00e1cen\u00ed pen\u011bz za posledn\u00edch 30 dn\u00ed k celkov\u00e9mu po\u010dtu objedn\u00e1vek<\/td>co nejni\u017e\u0161\u00ed<\/td><\/tr><\/tbody><\/table><\/figure>\t\t
\n\t\t
\n\t\t\t
\n\t
\n\t\t
\n\t\t\t\t\t\t\t\n\t\t\t\t\t\"Die\t\t\t\t<\/a>\n\t\t\t\t\t<\/div>\n\t\t
\n\t\t\t
\n\t\t\t\t14 nejd\u016fle\u017eit\u011bj\u0161\u00edch krit\u00e9ri\u00ed pro z\u00edsk\u00e1n\u00ed BuyBoxu na Amazonu a jak udr\u017eet sv\u00e9 metriky pod kontrolou<\/a>\n\t\t\t<\/div>\n\t\t\t
Podrobn\u00fd popis v\u0161ech kl\u00ed\u010dov\u00fdch KPI, kter\u00e9 jsou rozhoduj\u00edc\u00ed na Amazonu<\/strong> pro prodejce a jak p\u0159istupuj\u00ed k optimalizaci, byl ji\u017e podrobn\u011b projedn\u00e1n zde<\/a>. Nejen\u017ee v\u00e1m poskytujeme minim\u00e1ln\u00ed po\u017eadavky a v\u0161echny ide\u00e1ln\u00ed hodnoty, ale tak\u00e9 z\u00e1kladn\u00ed v\u00fdpo\u010detn\u00ed vzorec.<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/div>\t\t<\/div>\n\t<\/div>\n

Dal\u0161\u00ed relevantn\u00ed KPI pro Amazon<\/h3>

Profesion\u00e1ln\u00ed prodejci nejen\u017ee uv\u00e1d\u011bj\u00ed sv\u00e9 produkty na Amazonu, sleduj\u00ed d\u016fle\u017eit\u00e9 KPI metriky a t\u00edm to kon\u010d\u00ed. Je toho v\u00edc. Zejm\u00e9na prodejci priv\u00e1tn\u00edch zna\u010dek se mus\u00ed tak\u00e9 zab\u00fdvat t\u00e9matem reklamy<\/a>. A stejn\u00e9 v\u00fdkonnostn\u00ed metriky plat\u00ed na Amazonu, kter\u00e9 se pou\u017e\u00edvaj\u00ed jako KPI v marketingu<\/strong> obecn\u011b.<\/p>

Dal\u0161\u00edm d\u016fle\u017eit\u00fdm KPI na Amazonu je tedy ACoS<\/strong>, co\u017e je zkratka pro “N\u00e1klady na reklamu v pom\u011bru k prodeji”. Tento ukazatel vztahuje n\u00e1klady na reklamn\u00ed kampan\u011b k p\u0159\u00edjm\u016fm generovan\u00fdm touto reklamou: ACoS = N\u00e1klady na reklamu \/ P\u0159\u00edjmy.<\/p>

P\u0159i p\u0159\u00edjmu 50 000 eur a reklamn\u00edch n\u00e1kladech 3 000 eur by byl ACoS 6 %. Jak vysok\u00fd ACoS m\u016f\u017ee b\u00fdt, se v\u0161ak li\u0161\u00ed od produktu k produktu<\/strong>. K tomu, aby se to ur\u010dilo, je t\u0159eba ode\u010d\u00edst v\u0161echny n\u00e1klady, kter\u00e9 prodejce nese nav\u00edc, od prodejn\u00ed ceny, jako jsou v\u00fdrobn\u00ed n\u00e1klady, da\u0148 z prodeje nebo re\u017eijn\u00ed n\u00e1klady. Nap\u0159\u00edklad pokud prodejce dosahuje zisku 15 procent z prodejn\u00ed ceny u k\u00e1vovaru, ACoS nesm\u00ed p\u0159ekro\u010dit 15 procent. Jinak by to vedlo ke ztr\u00e1t\u011b.<\/p>

Jak vysok\u00fd nebo n\u00edzk\u00fd m\u016f\u017ee b\u00fdt ACoS jako KPI na Amazonu, z\u00e1vis\u00ed na mnoha dal\u0161\u00edch faktorech, kter\u00e9 je t\u0159eba posuzovat individu\u00e1ln\u011b, jako jsou c\u00edle PPC kampan\u00ed<\/strong>, mar\u017ee<\/strong> a jak vysok\u00fd je konkuren\u010dn\u00ed tlak<\/strong> v r\u00e1mci produktov\u00e9 kategorie. Na rozd\u00edl od Google Ads, Amazon Ads nejen\u017ee p\u0159isp\u00edvaj\u00ed k prodeji produktu, ale tak\u00e9 v\u017edy maj\u00ed vliv na organickou viditelnost.<\/p>

Vzhledem k tomuto sp\u00ed\u0161e holistick\u00e9mu efektu se mnoz\u00ed prodejci za\u010dali st\u00e1le v\u00edce zam\u011b\u0159ovat na n\u00e1klady na objedn\u00e1vku (CPO)<\/strong> jako na KPI na Amazonu. V tomto p\u0159\u00edpad\u011b se reklamn\u00ed n\u00e1klady za konkr\u00e9tn\u00ed obdob\u00ed d\u011bl\u00ed celkov\u00fdmi tr\u017ebami dosa\u017een\u00fdmi ve stejn\u00e9m obdob\u00ed. To zohled\u0148uje skute\u010dnost, \u017ee Amazon Ads maj\u00ed v\u011bt\u0161\u00ed dosah.<\/p>

Z\u00e1v\u011br: Kdo nesleduje, prohr\u00e1v\u00e1!<\/h2>

Prodej na Amazonu<\/a>, ale pravideln\u011b nekontrolujete d\u016fle\u017eit\u00e9 KPI metriky? M\u016f\u017eete to zkusit, ale je to zbyte\u010dn\u00e9. Proto\u017ee ti, kte\u0159\u00ed nev\u011bd\u00ed, kde je chyba v syst\u00e9mu, jsou jen st\u011b\u017e\u00ed schopni v\u010das optimalizovat sv\u00e9 podnik\u00e1n\u00ed. D\u016fsledky mohou b\u00fdt nejen sn\u00ed\u017een\u00ed hodnocen\u00ed nebo ztr\u00e1ta Buy Box \u2013 pozastaven\u00ed \u00fa\u010dtu je tak\u00e9 zcela realistick\u00e1 vyhl\u00eddka.<\/p>

Proto by prodejci na Amazonu m\u011bli v\u017edy m\u00edt na pam\u011bti d\u016fle\u017eit\u00e9 KPI metriky a rychle reagovat na probl\u00e9my.<\/strong> To plat\u00ed i pro v\u00fdkonnost PPC kampan\u00ed v ekosyst\u00e9mu Amazonu, i kdy\u017e pokyny zde nejsou tak konkr\u00e9tn\u00ed jako pro v\u00fdkonnost prodejc\u016f. Zde by se m\u011bly sledovat ACoS a CPO, aby se posoudilo, zda kampa\u0148 dosahuje sv\u00e9ho c\u00edle.<\/p>

Kredity k obr\u00e1zk\u016fm v po\u0159ad\u00ed obr\u00e1zk\u016f: \u00a9 WrightStudio \u2013 stock.adobe.com<\/p>","protected":false},"excerpt":{"rendered":"

M\u00fdtus p\u0159etrv\u00e1v\u00e1: Amazon d\u011bl\u00e1 prodejce bohat\u00fdmi. Nicm\u00e9n\u011b ka\u017ed\u00fd, kdo se t\u00edmto t\u00e9matem zab\u00fdval, rychle dojde k pozn\u00e1n\u00ed: Amazon m\u016f\u017ee pro prodejce fungovat dob\u0159e, ale rozhodn\u011b to nen\u00ed zaru\u010den\u00fd \u00fasp\u011bch! Stejn\u011b jako v ka\u017ed\u00e9m jin\u00e9m podnik\u00e1n\u00ed mus\u00ed podnikatel\u00e9 tak\u00e9 sledovat d\u016fle\u017eit\u00e9 KPI na Amazonu. E-commerce gigant rychle penalizuje prodejce na trhu, kte\u0159\u00ed nemaj\u00ed sv\u00e9 metriky pod<\/p>\n","protected":false},"author":3,"featured_media":1587,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"sidebar_recommended_resources":{"data":[]},"sidebar_header_settings":{"hide_buttons":{"register":false}},"_use_new_theme":false,"inline_featured_image":false,"footnotes":""},"categories":[906],"tags":[],"class_list":["post-108564","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-vse-o-buy-box-2"],"yoast_head":"\nAmazon KPI: Toto jsou nejd\u016fle\u017eit\u011bj\u0161\u00ed v\u00fdkonnostn\u00ed metriky pro prodejce!<\/title>\n<meta name=\"description\" content=\"Pov\u00edme v\u00e1m, kter\u00e9 KPI na Amazonu mus\u00ed ka\u017ed\u00fd prodejce sledovat. 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