{"id":108891,"date":"2022-07-05T06:03:00","date_gmt":"2022-07-05T06:03:00","guid":{"rendered":"https:\/\/127.0.0.1\/blog\/nova-studie-preferuje-amazon-sam-sebe-v-buy-box\/"},"modified":"2022-07-05T06:03:00","modified_gmt":"2022-07-05T06:03:00","slug":"nova-studie-preferuje-amazon-sam-sebe-v-buy-box","status":"publish","type":"post","link":"https:\/\/www.sellerlogic.com\/cs\/blog\/nova-studie-preferuje-amazon-sam-sebe-v-buy-box\/","title":{"rendered":"Nov\u00e1 studie: Preferuje Amazon s\u00e1m sebe v Buy Box?"},"content":{"rendered":"

Obvin\u011bn\u00ed: Amazon preferuje s\u00e1m sebe p\u0159i ud\u011blov\u00e1n\u00ed Buy Box. Tyto f\u00e1my existuj\u00ed ji\u017e l\u00e9ta. Zejm\u00e9na v komunit\u011b prodejc\u016f na Amazonu se obvin\u011bn\u00ed zd\u00e1 b\u00fdt ji\u017e etablov\u00e1no jako pravda. V sou\u010dasnosti neexistuj\u00ed konkr\u00e9tn\u00ed d\u016fkazy o obch\u00e1zen\u00ed pravidel sout\u011b\u017ee, ale alespo\u0148 antimonopoln\u00ed \u00fa\u0159ady tak\u00e9 vy\u0161et\u0159uj\u00ed tuto korporaci.<\/p>

Proto je dvoj\u00ed role, kterou Amazon zast\u00e1v\u00e1, zvl\u00e1\u0161\u0165 problematick\u00e1: Spole\u010dnost je z\u00e1rove\u0148 vlastn\u00edkem platformy a prodejcem na t\u00e9to platform\u011b. I kdy\u017e Amazon nem\u00e1 monopol, m\u00e1 velmi vysok\u00fd pod\u00edl na trhu v n\u011bmeck\u00e9m online maloobchod\u011b.<\/p>

Nyn\u00ed se tak\u00e9 obchodn\u00ed magaz\u00edn ARD Plusminus zab\u00fdval Amazonem a f\u00e1mami o Buy Box. Ve spolupr\u00e1ci se spole\u010dnost\u00ed pro anal\u00fdzu cen bylo sledov\u00e1no a vyhodnoceno n\u011bkolik des\u00edtek tis\u00edc produkt\u016f. V\u00fdsledky jsou docela p\u0159ekvapiv\u00e9 \u2013 ale odli\u0161n\u00e9 od toho, co by v\u011bt\u0161ina prodejc\u016f na trhu pravd\u011bpodobn\u011b p\u0159edpokl\u00e1dala.<\/p>

Pro\u010d je Buy Box tak z\u00e1sadn\u00ed?<\/h2>

Plusminus se zam\u011b\u0159il na Amazon Buy Box<\/a>. \u017dlut\u00e9 tla\u010d\u00edtko, kter\u00e9 umo\u017e\u0148uje p\u0159id\u00e1vat produkty do n\u00e1kupn\u00edho ko\u0161\u00edku, je zn\u00e1mo ka\u017ed\u00e9mu z\u00e1kazn\u00edkovi obchodn\u00ed platformy. A pro prodejce, zejm\u00e9na maloobchodn\u00edch zbo\u017e\u00ed, hraje pole pro n\u00e1kupn\u00ed ko\u0161\u00edk z\u00e1sadn\u00ed roli.<\/p>

Proto\u017ee m\u00edsto toho, aby Amazon vytvo\u0159il samostatnou str\u00e1nku produktu pro ka\u017edou nab\u00eddku (jak to d\u011bl\u00e1 nap\u0159\u00edklad eBay), konsoliduje v\u0161echny nab\u00eddky stejn\u00e9ho produktu na jedn\u00e9 detailn\u00ed str\u00e1nce. Aby se rozhodlo, kter\u00fd prodejce obdr\u017e\u00ed p\u0159ich\u00e1zej\u00edc\u00ed objedn\u00e1vku a t\u00edm prodal produkt ze sv\u00e9ho invent\u00e1\u0159e, algoritmus Amazonu zohled\u0148uje r\u016fzn\u00e9 parametry, v\u010detn\u011b ceny, zp\u016fsobu dopravy, rychlosti dopravy a jak\u00fdchkoli z\u00e1kaznick\u00fdch recenz\u00ed.<\/p>

Nyn\u00ed je faktem, \u017ee naprost\u00e1 v\u011bt\u0161ina z\u00e1kazn\u00edk\u016f objedn\u00e1v\u00e1 p\u0159\u00edmo p\u0159es \u017elut\u00e9 tla\u010d\u00edtko a neobt\u011b\u017euje se pod\u00edvat na dal\u0161\u00ed nab\u00eddky produktu. Proto ten, kdo vyhraje Buy Box, z\u00edsk\u00e1v\u00e1 p\u0159ibli\u017en\u011b 90 % prodeje. Ti, kte\u0159\u00ed nevyhraj\u00ed Buy Buy Box, prakticky odch\u00e1zej\u00ed s pr\u00e1zdnou. T\u00edm p\u00e1dem je sout\u011b\u017e o pole n\u00e1kupn\u00edho ko\u0161\u00edku z\u00e1sadn\u00ed a krit\u00e9ria pro ud\u011blov\u00e1n\u00ed jsou antimonopoln\u011b v\u00fdznamn\u00e1. Pokud by Amazon d\u00e1val p\u0159ednost s\u00e1m sob\u011b, mohl by zneu\u017e\u00edvat svou tr\u017en\u00ed s\u00edlu.<\/p>

D\u00e1v\u00e1 Amazon p\u0159ednost s\u00e1m sob\u011b a sv\u00e9 vlastn\u00ed nab\u00eddce? \u2013 V\u00fdsledky studie<\/h2>

Pro studii Amazonu Plusminus zkoumal 64 000 produkt\u016f na tr\u017ei\u0161ti online giganta. V anal\u00fdze byly zohledn\u011bny jak cena, tak rychlost dod\u00e1n\u00ed, ale \u017e\u00e1dn\u00e1 jin\u00e1 krit\u00e9ria, jako je spolehlivost nebo hodnocen\u00ed z\u00e1kazn\u00edk\u016f prodejce, nebyla zahrnuta. V\u0161echny produkty zahrnut\u00e9 do studie byly nab\u00edzeny n\u011bkolika obchodn\u00edky, stejn\u011b jako samotn\u00fdm Amazonem.<\/p>

\u00bb Podle Plusminus Amazon dr\u017eel Buy Box<\/strong> u 20 000 z 64 000 produkt\u016f. To je n\u011bco m\u00e1lo p\u0159es 31%<\/strong>. <\/span><\/p>

\u00bb U p\u0159ibli\u017en\u011b 8 000 produkt\u016f (12,5%<\/strong>) m\u011bl Amazon Buy Box, i kdy\u017e existovali jin\u00ed poskytovatel\u00e9 nab\u00edzej\u00edc\u00ed ni\u017e\u0161\u00ed cenu. Zde byl Amazon v pr\u016fm\u011bru o 1,83 eura dra\u017e\u0161\u00ed<\/strong>, ale obvykle tak\u00e9 poskytovatel s nejrychlej\u0161\u00ed dobou dod\u00e1n\u00ed.<\/span><\/p>

\u00bb Naopak, u 156 produkt\u016f m\u011bl Amazon nejen Buy Box s vy\u0161\u0161\u00ed cenou, ale tak\u00e9 existoval alespo\u0148 jeden dal\u0161\u00ed prodejce, kter\u00fd mohl dodat stejn\u011b rychle jako Amazon<\/strong>. To p\u0159edstavuje pouze 0,25%<\/strong> z prozkouman\u00fdch produkt\u016f.<\/span><\/p><\/blockquote>

Pro ka\u017ed\u00e9ho z t\u011bchto 156 prodejc\u016f by to mohlo b\u00fdt potenci\u00e1ln\u011b v\u00fdznamnou ztr\u00e1tou, pokud by Amazon skute\u010dn\u011b d\u00e1val p\u0159ednost s\u00e1m sob\u011b a ignoroval pravidla sout\u011b\u017ee. Nicm\u00e9n\u011b, pokud jde o celkovou studii, v\u00fdsledek je odli\u0161n\u00fd od toho, co by mnoz\u00ed prodejci na trhu pravd\u011bpodobn\u011b p\u0159edpokl\u00e1dali p\u0159edem. 156 z 64 000 produkt\u016f p\u0159edstavuje zanedbateln\u011b mal\u00fd pod\u00edl.<\/p>

Krom\u011b toho studie Plusminus zva\u017euje Amazon Buy Box v\u00fdhradn\u011b na z\u00e1klad\u011b dvou hodnot\u00edc\u00edch krit\u00e9ri\u00ed: cena a rychlost dod\u00e1n\u00ed. Oba aspekty jsou nepochybn\u011b velmi d\u016fle\u017eit\u00e9, ale nejsou jedin\u00fdmi rozhoduj\u00edc\u00edmi faktory. Nejmen\u011b jeden\u00e1ct dal\u0161\u00edch Buy Box krit\u00e9ri\u00ed<\/a> lze identifikovat, kter\u00e1 tak\u00e9 hraj\u00ed roli p\u0159i p\u0159id\u011blov\u00e1n\u00ed pole n\u00e1kupn\u00edho ko\u0161\u00edku. Ignorov\u00e1n\u00ed t\u011bchto poskytuje pouze zkreslen\u00fd obraz reality.<\/p>

Jak prodejci na tr\u017ei\u0161ti vyhr\u00e1vaj\u00ed Buy Box s co nejvy\u0161\u0161\u00ed cenou<\/h2>

Dr\u017een\u00ed Buy Box ne s nejni\u017e\u0161\u00ed, ale s vy\u0161\u0161\u00ed cenou je skute\u010dn\u011b mo\u017en\u00e9 pro v\u011bt\u0161inu poskytovatel\u016f maloobchodn\u00edho zbo\u017e\u00ed. Nicm\u00e9n\u011b, ru\u010dn\u00ed \u00faprava cen je beznad\u011bjn\u00fd podnik \u2013 p\u0159\u00edli\u0161 mnoho krit\u00e9ri\u00ed a konkurent\u016f je t\u0159eba m\u00edt na pam\u011bti. S vhodn\u00fdm n\u00e1strojem pro p\u0159ecen\u011bn\u00ed lze toto spravovat pom\u011brn\u011b spolehliv\u011b. To je p\u0159esn\u011b to, co SELLERLOGIC d\u011bl\u00e1 pro sv\u00e9 z\u00e1kazn\u00edky ji\u017e l\u00e9ta. Buy Box pod\u00edl 95%<\/a> nen\u00ed neobvykl\u00fd.<\/p>\t\t

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Annemarie Raluca Schuster<\/strong><\/p>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t

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Zakladatelka a gener\u00e1ln\u00ed \u0159editelka<\/strong> spole\u010dnosti SiAura Material<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t
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\u201eNakonec mohou spole\u010dnosti implementovat \u00fasp\u011b\u0161nou cenovou strategii pouze se softwarem; ru\u010dn\u011b to nen\u00ed provediteln\u00e9. S SELLERLOGIC Repricer jsem byl schopen zv\u00fd\u0161it sv\u016fj Buy Box pod\u00edl na 95 %!\u201c<\/p><\/div>\n\t\t\t<\/div>\n\t\t<\/div>\n\t<\/div>\n\n

Na rozd\u00edl od studie Amazonu proveden\u00e9 Plusminus, Repricer inherentn\u011b zohled\u0148uje d\u016fle\u017eit\u00e1 Buy Box krit\u00e9ria. V d\u016fsledku toho vyhr\u00e1v\u00e1 Buy Box ne s nejni\u017e\u0161\u00ed, ale s co nejvy\u0161\u0161\u00ed cenou v z\u00e1vislosti na aktu\u00e1ln\u00edm stavu ostatn\u00edch metrik nab\u00edzej\u00edc\u00edho prodejce.<\/p>

Chcete tak\u00e9 dos\u00e1hnout Buy Box pod\u00edlu t\u00e9m\u011b\u0159 100 %? Pak vyzkou\u0161ejte SELLERLOGIC Repricer nyn\u00ed na 14 dn\u00ed zdarma<\/a>!<\/p>

Z\u00e1v\u011br: Studie Plusminus o Amazonu Buy Box<\/h2>

Dvoj\u00ed role Amazonu v souvislosti s vysok\u00fdm pod\u00edlem na trhu, kter\u00fd m\u00e1 v e-commerce, je ur\u010dit\u011b problematick\u00e1, i kdy\u017e v online maloobchodu neexistuje klasick\u00fd monopol. V\u00fdsledek t\u00e9to rozs\u00e1hl\u00e9 studie t\u00e9m\u011b\u0159 64 000 produkt\u016f tak\u00e9 ukazuje, pro\u010d je tak d\u016fle\u017eit\u00e9 nesoust\u0159edit se pouze na cenu nebo rychlost dod\u00e1n\u00ed jako na rozhoduj\u00edc\u00ed metriky.<\/p>

Krom\u011b toho existuje mnoho dal\u0161\u00edch z\u00e1kaznicky relevantn\u00edch krit\u00e9ri\u00ed, kter\u00e1 ovliv\u0148uj\u00ed cenu, se kterou m\u016f\u017ee prodejce vyhr\u00e1t Buy Box pro svou nab\u00eddku. Pouze s inteligentn\u00edm softwarem je cenotvorba pro prodejce na Amazonu dnes st\u00e1le smyslupln\u00e1 a p\u0159edev\u0161\u00edm ekonomicky provediteln\u00e1. Je d\u016fle\u017eit\u00e9 zvolit dynamick\u00e9 Repricer, kter\u00e9 nejen sleduje cenu, ale tak\u00e9 dal\u0161\u00ed d\u016fle\u017eit\u00e9 metriky a konkurenty.<\/p>

Image credit: \u00a9 Nuthawut \u2013 stock.adobe.com<\/p>","protected":false},"excerpt":{"rendered":"

Obvin\u011bn\u00ed: Amazon preferuje s\u00e1m sebe p\u0159i ud\u011blov\u00e1n\u00ed Buy Box. Tyto f\u00e1my existuj\u00ed ji\u017e l\u00e9ta. Zejm\u00e9na v komunit\u011b prodejc\u016f na Amazonu se obvin\u011bn\u00ed zd\u00e1 b\u00fdt ji\u017e etablov\u00e1no jako pravda. V sou\u010dasnosti neexistuj\u00ed konkr\u00e9tn\u00ed d\u016fkazy o obch\u00e1zen\u00ed pravidel sout\u011b\u017ee, ale alespo\u0148 antimonopoln\u00ed \u00fa\u0159ady tak\u00e9 vy\u0161et\u0159uj\u00ed tuto korporaci. Proto je dvoj\u00ed role, kterou Amazon zast\u00e1v\u00e1, zvl\u00e1\u0161\u0165 problematick\u00e1: Spole\u010dnost<\/p>\n","protected":false},"author":3,"featured_media":21030,"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-108891","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-vse-o-buy-box-2"],"yoast_head":"\nNov\u00e1 studie: Jsou prodejci na tr\u017ei\u0161ti systematicky znev\u00fdhodn\u011bni?<\/title>\n<meta name=\"description\" content=\"V rozs\u00e1hl\u00e9 studii \u010dasopis Plusminus zkoumal p\u0159id\u011blov\u00e1n\u00ed Amazonu Buy Box. 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