{"id":108924,"date":"2020-08-11T14:07:00","date_gmt":"2020-08-11T14:07:00","guid":{"rendered":"https:\/\/127.0.0.1\/blog\/tam-a-zpet-nebo-jak-dulezita-je-mira-vraceni-na-amazonu\/"},"modified":"2020-08-11T14:07:00","modified_gmt":"2020-08-11T14:07:00","slug":"tam-a-zpet-nebo-jak-dulezita-je-mira-vraceni-na-amazonu","status":"publish","type":"post","link":"https:\/\/www.sellerlogic.com\/cs\/blog\/tam-a-zpet-nebo-jak-dulezita-je-mira-vraceni-na-amazonu\/","title":{"rendered":"Tam a zp\u011bt, nebo: Jak d\u016fle\u017eit\u00e1 je m\u00edra vr\u00e1cen\u00ed na Amazonu?"},"content":{"rendered":"<p class=\"theme-wp-block gb-responsive-5526-identifier\">Pro v\u011bt\u0161inu online prodejc\u016f je to d\u016fle\u017eit\u00e1 v\u00fdkonnostn\u00ed metrika: m\u00edra vr\u00e1cen\u00ed. Pro prodejce na Amazonu v\u0161ak obvykle nehraje skute\u010dn\u011b velkou roli. Zvl\u00e1\u0161t\u011b reselle\u0159i, kte\u0159\u00ed maj\u00ed ve sv\u00e9m portfoliu p\u0159ev\u00e1\u017en\u011b obchodn\u00ed zbo\u017e\u00ed, se sp\u00ed\u0161e zam\u011b\u0159uj\u00ed na nespokojenost z\u00e1kazn\u00edk\u016f s vr\u00e1cen\u00edm. Ale i samotn\u00e1 Amazon reture m\u016f\u017ee m\u00edt vliv na v\u00fdkon produktu nebo online prodejce.<\/p><p class=\"theme-wp-block gb-responsive-78463-identifier\">Obecn\u011b si mus\u00ed prodejci uv\u011bdomit: Ka\u017ed\u00e1, i ta nejmen\u0161\u00ed hodnota KPI, je Amazonem zaznamen\u00e1v\u00e1na. Vr\u00e1cen\u00ed zbo\u017e\u00ed, doba dod\u00e1n\u00ed nebo prodejn\u00ed cena \u2013 to v\u0161e m\u00e1 pro tohoto giganta v oblasti e-commerce v\u00fdznam. To lze tak\u00e9 vy\u010d\u00edst z mnoha r\u016fzn\u00fdch faktor\u016f, na jejich\u017e z\u00e1klad\u011b se rozhoduje, <a href=\"\/cs\/blog\/die-wichtigsten-kriterien-fuer-den-gewinn-der-buy-box\/\">kter\u00fd prodejce se objev\u00ed v Buy Box<\/a>. <\/p><p class=\"theme-wp-block gb-responsive-342090-identifier\">Podobn\u011b je tomu i u hodnocen\u00ed produkt\u016f Private Label. Zde se nav\u00edc uplat\u0148uje faktor SEO. Pro A9 algoritmus hraj\u00ed nap\u0159\u00edklad kl\u00ed\u010dov\u00e1 slova rozhoduj\u00edc\u00ed roli. Ale na po\u0159ad\u00ed, v jak\u00e9m se zobrazuj\u00ed v\u00fdsledky vyhled\u00e1v\u00e1n\u00ed, m\u00e1 vliv tak\u00e9 m\u00edra vr\u00e1cen\u00ed prodejce na Amazonu. V tomto blogov\u00e9m p\u0159\u00edsp\u011bvku v\u00e1m chceme uk\u00e1zat, jak funguje vr\u00e1cen\u00ed zbo\u017e\u00ed na Amazonu a jak\u00fdm zp\u016fsobem m\u016f\u017ee tato m\u00edra ovlivnit hodnocen\u00ed a zisk Buy Box.<\/p><h2 class=\"theme-wp-block wp-block-heading gb-responsive-826364-identifier\">Jak funguje na Amazonu pr\u00e1vo na odstoupen\u00ed od smlouvy<\/h2><p class=\"theme-wp-block gb-responsive-891175-identifier\">Amazon je absolut orientov\u00e1n na z\u00e1kazn\u00edka. V centru pozornosti je v\u017edy dokonal\u00fd z\u00e1kaznick\u00fd z\u00e1\u017eitek. A to zahrnuje tak\u00e9 to, \u017ee z\u00e1kazn\u00edci mohou objednan\u00e9 zbo\u017e\u00ed relativn\u011b snadno vr\u00e1tit tomuto online gigantu, pokud tak u\u010din\u00ed v r\u00e1mci stanoven\u00e9 lh\u016fty pro vr\u00e1cen\u00ed. Proto\u017ee na konci se to vyplat\u00ed: D\u00edky jistot\u011b, \u017ee prakticky v\u0161e mohou vr\u00e1tit zp\u011bt Amazonu, a spokojenosti, kterou bezprobl\u00e9mov\u00e9 vr\u00e1cen\u00ed zbo\u017e\u00ed u z\u00e1kazn\u00edk\u016f vyvol\u00e1v\u00e1, nen\u00ed ani relativn\u011b vysok\u00e1 m\u00edra vr\u00e1cen\u00ed pro Amazon velk\u00fdm probl\u00e9mem: Vyhnut\u00ed se riziku u z\u00e1kazn\u00edka vede k v\u00fdrazn\u011b vy\u0161\u0161\u00edm po\u010dt\u016fm objedn\u00e1vek.<\/p><p class=\"theme-wp-block gb-responsive-657636-identifier\">V souladu s t\u00edm byl tak\u00e9 zaveden pom\u011brn\u011b p\u0159ehledn\u00fd syst\u00e9m. Z\u00e1kazn\u00edci Amazonu se p\u0159ihl\u00e1s\u00ed do <a href=\"https:\/\/www.amazon.de\/ap\/signin?openid.pape.max_auth_age=3600&amp;openid.return_to=https%3A%2F%2Fwww.amazon.de%2Fspr%2Freturns%2Fhomepage%2Fhomepage.html%2Fref%3Dsxts_snpl_4_1_79cb088e-3883-487e-a791-6bb23eba7edb%3Fpf_rd_p%3D79cb088e-3883-487e-a791-6bb23eba7edb%26pf_rd_r%3DNWV9B6N4VJ3XTC6M0KY7%26pd_rd_wg%3DwXYkm%26pd_rd_w%3DjMMZq%26qid%3D1596462035%26pd_rd_r%3Ddb9f7a3b-5d1f-4bdf-a005-0a1f982f29d6&amp;openid.identity=http%3A%2F%2Fspecs.openid.net%2Fauth%2F2.0%2Fidentifier_select&amp;openid.assoc_handle=amzn_psr_desktop_de&amp;openid.mode=checkid_setup&amp;language=de_DE&amp;openid.claimed_id=http%3A%2F%2Fspecs.openid.net%2Fauth%2F2.0%2Fidentifier_select&amp;openid.ns=http%3A%2F%2Fspecs.openid.net%2Fauth%2F2.0\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">online centra pro vracen\u00ed zbo\u017e\u00ed<\/a>. Zde se zobrazuj\u00ed v\u0161echny jejich objedn\u00e1vky, u kter\u00fdch mohou vr\u00e1tit zbo\u017e\u00ed. Kliknut\u00edm na p\u0159\u00edslu\u0161n\u00e9 tla\u010d\u00edtko se spust\u00ed vr\u00e1cen\u00ed a Amazon poskytne \u0161t\u00edtek pro vr\u00e1cen\u00ed. U objedn\u00e1vek z Marketplace mus\u00ed p\u0159\u00edpadn\u011b online prodejce nejprve ud\u011blit souhlas. Pot\u00e9 se toto vr\u00e1cen\u00ed tak\u00e9 zapo\u010d\u00edt\u00e1v\u00e1 do m\u00edry vr\u00e1cen\u00ed prodejce na Amazonu.<\/p><p class=\"theme-wp-block gb-responsive-133475-identifier\">Obvykle mohou online nakupuj\u00edc\u00ed vr\u00e1tit zbo\u017e\u00ed Amazonu b\u011bhem 30denn\u00ed lh\u016fty pro vr\u00e1cen\u00ed. <a href=\"https:\/\/www.amazon.de\/gp\/help\/customer\/display.html\/ref=sxts_snpl_4_2_79cb088e-3883-487e-a791-6bb23eba7edb?pf_rd_p=79cb088e-3883-487e-a791-6bb23eba7edb&amp;pf_rd_r=NWV9B6N4VJ3XTC6M0KY7&amp;pd_rd_wg=wXYkm&amp;pd_rd_w=jMMZq&amp;nodeId=200804690&amp;qid=1596462035&amp;pd_rd_r=db9f7a3b-5d1f-4bdf-a005-0a1f982f29d6\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Podm\u00ednky vr\u00e1cen\u00ed<\/a> v\u0161ak rozli\u0161uj\u00ed r\u016fzn\u00e9 typy vr\u00e1cen\u00ed. Nap\u0159\u00edklad vadn\u00e9 zbo\u017e\u00ed m\u016f\u017ee b\u00fdt vr\u00e1ceno a\u017e do dvou let po obdr\u017een\u00ed zbo\u017e\u00ed, jin\u00e9 polo\u017eky, jako jsou potraviny, nemus\u00ed b\u00fdt v\u016fbec vr\u00e1ceny. Prodejci na Marketplace mohou naopak <a href=\"https:\/\/www.amazon.de\/gp\/help\/customer\/display.html\/ref=sxts_snpl_4_4_79cb088e-3883-487e-a791-6bb23eba7edb?pf_rd_p=79cb088e-3883-487e-a791-6bb23eba7edb&amp;pf_rd_r=NWV9B6N4VJ3XTC6M0KY7&amp;pd_rd_wg=wXYkm&amp;pd_rd_w=jMMZq&amp;nodeId=201819160&amp;qid=1596462035&amp;pd_rd_r=db9f7a3b-5d1f-4bdf-a005-0a1f982f29d6\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">definovat vlastn\u00ed podm\u00ednky<\/a> pro vr\u00e1cen\u00ed na Amazonu \u2013 tyto v\u0161ak mus\u00ed \u201ealespo\u0148 odpov\u00eddat podm\u00ednk\u00e1m vr\u00e1cen\u00ed Amazonu\u201c.<\/p><h2 class=\"theme-wp-block wp-block-heading gb-responsive-42682-identifier\">Jak\u00e1 je pr\u016fm\u011brn\u00e1 m\u00edra vr\u00e1cen\u00ed na Amazonu?<\/h2><figure class=\"theme-wp-block wp-block-image size-full gb-responsive-11008-identifier\"><img decoding=\"async\" width=\"844\" height=\"443\" src=\"https:\/\/d2bw95mh2ee04s.cloudfront.net\/prod\/content\/wp-content\/uploads\/2020\/08\/11083539\/amazon-retouren.jpeg\" alt=\"Prodejci na Amazonu by se m\u011bli vyhnout vracen\u00ed, ale to je snaz\u0161\u00ed \u0159\u00edct ne\u017e ud\u011blat.\" class=\"wp-image-55807\" srcset=\"https:\/\/d2bw95mh2ee04s.cloudfront.net\/prod\/content\/wp-content\/uploads\/2020\/08\/11083539\/amazon-retouren-407x214.jpeg 407w, https:\/\/d2bw95mh2ee04s.cloudfront.net\/prod\/content\/wp-content\/uploads\/2020\/08\/11083539\/amazon-retouren-768x403.jpeg 768w, https:\/\/d2bw95mh2ee04s.cloudfront.net\/prod\/content\/wp-content\/uploads\/2020\/08\/11083539\/amazon-retouren.jpeg 844w\" sizes=\"(max-width: 844px) 100vw, 844px\" \/><\/figure><p class=\"theme-wp-block gb-responsive-333486-identifier\">Obecn\u011b je m\u00edra vr\u00e1cen\u00ed na Amazonu v\u017edy vy\u0161\u0161\u00ed ne\u017e v ostatn\u00edm online obchod\u011b, pr\u00e1v\u011b proto, \u017ee tento e-commerce gigant je v\u016f\u010di sv\u00fdm z\u00e1kazn\u00edk\u016fm tak vst\u0159\u00edcn\u00fd. Obecn\u00e1 odpov\u011b\u010f na to, jak vysok\u00e1 je pr\u016fm\u011brn\u00e1 m\u00edra vr\u00e1cen\u00ed specifick\u00e1 pro Amazon, v\u0161ak vzhledem k rozmanitosti produktov\u00fdch kategori\u00ed a produkt\u016f nen\u00ed p\u0159\u00edli\u0161 seri\u00f3zn\u00ed. <a href=\"http:\/\/www.retourenforschung.de\/definition_statistiken-retouren-deutschland.html\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Univerzita v Bambergu shrom\u00e1\u017edila n\u011bkter\u00e1 data a fakta v r\u00e1mci sv\u00e9ho v\u00fdzkumu o vracen\u00ed<\/a>. Podle toho je \u010detnost vr\u00e1cen\u00ed zejm\u00e9na z\u00e1visl\u00e1 na<\/p><div class=\"theme-block-list\"><ul class=\"theme-wp-block gb-responsive-952223-identifier wp-block-list\"><li class=\"theme-wp-block gb-responsive-514616-identifier desktop-bg-style-square xl-bg-style-square lg-bg-style-square md-bg-style-square sm-bg-style-square desktop-gb-has-no-icon xl-gb-has-no-icon lg-gb-has-no-icon md-gb-has-no-icon sm-gb-has-no-icon\">produktov\u00e1 <strong>kategorie<\/strong> a<\/li><li class=\"theme-wp-block gb-responsive-959056-identifier desktop-bg-style-square xl-bg-style-square lg-bg-style-square md-bg-style-square sm-bg-style-square desktop-gb-has-no-icon xl-gb-has-no-icon lg-gb-has-no-icon md-gb-has-no-icon sm-gb-has-no-icon\">zp\u016fsob <strong>platby<\/strong>.<\/li><\/ul><\/div><p class=\"theme-wp-block gb-responsive-404733-identifier\">Podle Univerzity v Bambergu vypl\u00fdv\u00e1 pro prodejce v nejv\u00fdnosn\u011bj\u0161\u00edch produktov\u00fdch kategori\u00edch n\u00e1sleduj\u00edc\u00ed m\u00edra vr\u00e1cen\u00ed, kter\u00e1 bude na Amazonu pravd\u011bpodobn\u011b je\u0161t\u011b o n\u011bco vy\u0161\u0161\u00ed.<\/p><p class=\"theme-wp-block gb-responsive-276718-identifier\"><strong>Tabulka 1: Pravd\u011bpodobnost vr\u00e1cen\u00ed bal\u00edku (Alpha m\u00edra vr\u00e1cen\u00ed):<\/strong><\/p><figure class=\"theme-wp-block wp-block-table is-style-stripes\"><table><thead><tr><th><strong>Zp\u016fsob platby<\/strong><\/th><th><strong>Spot\u0159ebn\u00ed elektronika<\/strong><\/th><th><strong>M\u00f3da<\/strong><\/th><th><strong>Media\/Knihy<\/strong><\/th><\/tr><\/thead><tbody><tr><td>Rechnung<\/td><td>18,60%<\/td><td>55,65%<\/td><td>11,45%<\/td><\/tr><tr><td>E-Payment<\/td><td>13,68%<\/td><td>44,10%<\/td><td>8,08%<\/td><\/tr><tr><td>Vorkasse<\/td><td>8,59%<\/td><td>30,15%<\/td><td>4,46%<\/td><\/tr><\/tbody><\/table><\/figure><p class=\"theme-wp-block gb-responsive-937571-identifier\"><strong>Tabulka 2: Pravd\u011bpodobnost vr\u00e1cen\u00ed polo\u017eky (Beta m\u00edra vr\u00e1cen\u00ed):<\/strong><\/p><figure class=\"theme-wp-block wp-block-table is-style-stripes\"><table><thead><tr><th><strong>Zp\u016fsob platby<\/strong><\/th><th><strong>Spot\u0159ebn\u00ed elektronika<\/strong><\/th><th><strong>M\u00f3da<\/strong><\/th><th><strong>Media\/Knihy<\/strong><\/th><\/tr><\/thead><tbody><tr><td>Rechnung<\/td><td>14,35%<\/td><td>45,87%<\/td><td>5,83%<\/td><\/tr><tr><td>E-Payment<\/td><td>8,75%<\/td><td>37,31%<\/td><td>5,58%<\/td><\/tr><tr><td>Vorkasse<\/td><td>5,39%<\/td><td>26,13%<\/td><td>3,92%<\/td><\/tr><\/tbody><\/table><\/figure><p class=\"theme-wp-block gb-responsive-34170-identifier\" style=\"font-size:12px\"><em>Zdroj:\u00a0<a href=\"http:\/\/www.retourenforschung.de\/definition_statistiken-retouren-deutschland.html\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Retourenforschung<\/a>\u00a0Univerzity v Bamberku<\/em><\/p><p class=\"theme-wp-block gb-responsive-781579-identifier\">V tomto bod\u011b se asi v\u0161ichni shoduj\u00ed: V n\u011bmeck\u00e9m online obchod\u011b se vrac\u00ed p\u0159\u00edli\u0161 mnoho zbo\u017e\u00ed. Ka\u017ed\u00e1 reture toti\u017e stoj\u00ed pen\u00edze. Nejen \u017eivotn\u00ed prost\u0159ed\u00ed nebo spole\u010dnost jako celek, ale tak\u00e9 online prodejce. Pr\u016fm\u011brn\u011b ka\u017ed\u00e9 vr\u00e1cen\u00ed zp\u016fsobuje n\u00e1klady ve v\u00fd\u0161i 7,93 eura. Skute\u010dn\u00e9 n\u00e1klady v\u0161ak siln\u011b z\u00e1vis\u00ed na po\u010dtu zpracovan\u00fdch vr\u00e1cen\u00ed.<\/p><p class=\"theme-wp-block gb-responsive-517694-identifier\"><strong>Tabulka 3: Pr\u016fm\u011brn\u00e9 n\u00e1klady na reture v z\u00e1vislosti na zpracovan\u00fdch vr\u00e1cen\u00edch:<\/strong><\/p><figure class=\"theme-wp-block wp-block-table\"><table><tbody><tr><td><strong>Po\u010det retur za rok<\/strong><\/td><td><strong>N\u00e1klady na proces<\/strong><\/td><\/tr><tr><td>M\u00e9n\u011b ne\u017e 10.000 retur<\/td><td>17,70 Euro<\/td><\/tr><tr><td>Mezi 10.000 a 50.000 retur<\/td><td>6,61 Euro<\/td><\/tr><tr><td>V\u00edce ne\u017e 50.000 retur<\/td><td>5,18 Euro<\/td><\/tr><\/tbody><\/table><\/figure><p class=\"theme-wp-block gb-responsive-331253-identifier\">Hlavn\u011b Amazon vzbudil pozornost, proto\u017ee spole\u010dnost nechala ve velk\u00e9m m\u011b\u0159\u00edtku ni\u010dit zbo\u017e\u00ed, kter\u00e9 bylo sice vr\u00e1ceno, ale bylo zcela nepo\u0161kozen\u00e9. Je tedy v z\u00e1jmu jak firem, tak spot\u0159ebitel\u016f a \u017eivotn\u00edho prost\u0159ed\u00ed, aby se vracelo m\u00e9n\u011b bal\u00edk\u016f.<\/p><h3 class=\"theme-wp-block wp-block-heading gb-responsive-605469-identifier\">Jak lze sn\u00ed\u017eit vracen\u00ed zbo\u017e\u00ed u Amazonu?<\/h3><p class=\"theme-wp-block gb-responsive-693983-identifier\">Vzhledem k t\u011bmto d\u011bsiv\u011b vysok\u00fdm \u010d\u00edsl\u016fm je opr\u00e1vn\u011bn\u00e1 ot\u00e1zka, jak\u00e1 opat\u0159en\u00ed mohou online prodejci p\u0159ijmout, aby sv\u00e9 z\u00e1kazn\u00edky motivovali k vracen\u00ed men\u0161\u00edho mno\u017estv\u00ed bal\u00edk\u016f. A zat\u00edmco prodejci na tr\u017ei\u0161t\u00edch \u010dasto maj\u00ed jen m\u00e1lo mo\u017enost\u00ed, u m\u00edry vracen\u00ed je situace jin\u00e1.<\/p><p class=\"theme-wp-block gb-responsive-306337-identifier\">N\u00e1sleduj\u00edc\u00ed tipy pomohou, abyste nemuseli tak \u010dasto evidovat vracen\u00ed zbo\u017e\u00ed u Amazonu:<\/p><div class=\"theme-block-list\"><ul class=\"theme-wp-block gb-responsive-577661-identifier wp-block-list\"><li class=\"theme-wp-block gb-responsive-240915-identifier desktop-bg-style-square xl-bg-style-square lg-bg-style-square md-bg-style-square sm-bg-style-square desktop-gb-has-no-icon xl-gb-has-no-icon lg-gb-has-no-icon md-gb-has-no-icon sm-gb-has-no-icon\"><strong>Rychlost doru\u010den\u00ed<\/strong>: Pokud se ne\u00fa\u010dastn\u00edte programu FBA, m\u011bli by prodejci db\u00e1t na co nejrychlej\u0161\u00ed odesl\u00e1n\u00ed. \u010c\u00edm d\u00e9le z\u00e1kazn\u00edk \u010dek\u00e1 na svou objedn\u00e1vku, t\u00edm sp\u00ed\u0161e ji vr\u00e1t\u00ed.<\/li><li class=\"theme-wp-block gb-responsive-719014-identifier desktop-bg-style-square xl-bg-style-square lg-bg-style-square md-bg-style-square sm-bg-style-square desktop-gb-has-no-icon xl-gb-has-no-icon lg-gb-has-no-icon md-gb-has-no-icon sm-gb-has-no-icon\"><strong>Balen\u00ed<\/strong>: To by m\u011blo b\u00fdt co nejstabiln\u011bj\u0161\u00ed. Ji\u017e mal\u00e9 po\u0161kozen\u00ed m\u016f\u017ee v\u00e9st k tomu, \u017ee z\u00e1kazn\u00edci Amazon Marketplace zah\u00e1j\u00ed vr\u00e1cen\u00ed.<\/li><li class=\"theme-wp-block gb-responsive-552670-identifier desktop-bg-style-square xl-bg-style-square lg-bg-style-square md-bg-style-square sm-bg-style-square desktop-gb-has-no-icon xl-gb-has-no-icon lg-gb-has-no-icon md-gb-has-no-icon sm-gb-has-no-icon\"><strong>Popisy produkt\u016f<\/strong>: Na str\u00e1nce s podrobnostmi o produktu by m\u011bly b\u00fdt uvedeny p\u0159esn\u00e9 a p\u0159edev\u0161\u00edm pravdiv\u00e9 informace. Tak\u00e9 obsahov\u00e9 zam\u011b\u0159en\u00ed na r\u016fzn\u00e9 typy z\u00e1kazn\u00edk\u016f m\u016f\u017ee pomoci, <a href=\"\/cs\/blog\/kundentypen-im-onlinehandel\/\">sn\u00ed\u017eit m\u00edru vracen\u00ed na Amazonu<\/a>.<\/li><li class=\"theme-wp-block desktop-bg-style-square xl-bg-style-square lg-bg-style-square md-bg-style-square sm-bg-style-square desktop-gb-has-no-icon xl-gb-has-no-icon lg-gb-has-no-icon md-gb-has-no-icon sm-gb-has-no-icon gb-responsive-262428-identifier\"><strong>Obr\u00e1zky produkt\u016f<\/strong>: V online obchod\u011b je obzvl\u00e1\u0161\u0165 d\u016fle\u017eit\u00e9 pou\u017e\u00edvat v\u00fdsti\u017en\u00e9 obr\u00e1zky. Pouze pokud si z\u00e1kazn\u00edk dok\u00e1\u017ee dob\u0159e p\u0159edstavit zbo\u017e\u00ed, budou jeho o\u010dek\u00e1v\u00e1n\u00ed na konci odpov\u00eddat skute\u010dn\u00e9mu produktu. Jinak je na Amazonu pravd\u011bpodobn\u00e9, \u017ee dojde k vr\u00e1cen\u00ed.<li class=\"theme-wp-block desktop-bg-style-square xl-bg-style-square lg-bg-style-square md-bg-style-square sm-bg-style-square desktop-gb-has-no-icon xl-gb-has-no-icon lg-gb-has-no-icon md-gb-has-no-icon sm-gb-has-no-icon gb-responsive-732422-identifier\"><strong>A+ obsah<\/strong>: V sou\u010dasnosti m\u00e1 ka\u017ed\u00fd prodejce mo\u017enost roz\u0161\u00ed\u0159it sv\u00e9 str\u00e1nky s podrobnostmi o produktu o <a href=\"\/cs\/blog\/amazon-a-plus-content-hohe-conversion-rate\/\">A+ obsah<\/a>. Potenci\u00e1ln\u00ed z\u00e1kazn\u00edci tak z\u00edskaj\u00ed je\u0161t\u011b podrobn\u011bj\u0161\u00ed obr\u00e1zek o produktu a mohou se informovan\u011bji rozhodnout o koupi.<\/li><li class=\"theme-wp-block desktop-bg-style-square xl-bg-style-square lg-bg-style-square md-bg-style-square sm-bg-style-square desktop-gb-has-no-icon xl-gb-has-no-icon lg-gb-has-no-icon md-gb-has-no-icon sm-gb-has-no-icon gb-responsive-241004-identifier\"><strong>Virtu\u00e1ln\u00ed realita:<\/strong> Efektivn\u00edm n\u00e1strojem m\u016f\u017ee b\u00fdt tak\u00e9 vyu\u017eit\u00ed VR. Pokud si z\u00e1kazn\u00edci mohou produkt prakticky osahat, ot\u00e1\u010det a prohl\u00ed\u017eet, z\u00edskaj\u00ed pocit o produktu a o tom, zda vyhovuje jejich po\u017eadavk\u016fm.<li class=\"theme-wp-block gb-responsive-23336-identifier desktop-bg-style-square xl-bg-style-square lg-bg-style-square md-bg-style-square sm-bg-style-square desktop-gb-has-no-icon xl-gb-has-no-icon lg-gb-has-no-icon md-gb-has-no-icon sm-gb-has-no-icon\"><strong>Zp\u011btn\u00e1 vazba z\u00e1kazn\u00edk\u016f<\/strong>: Pozitivn\u00ed recenze jsou samoz\u0159ejm\u011b kl\u00ed\u010dov\u00e9 \u2013 ale tak\u00e9 jak\u00e9koli recenze, kter\u00e9 ostatn\u00edm u\u017eivatel\u016fm p\u0159ibl\u00ed\u017e\u00ed produkt, maj\u00ed sv\u016fj p\u0159\u00ednos a mohou sn\u00ed\u017eit m\u00edru vracen\u00ed p\u0159es Amazon.<\/ul><\/div><h2 class=\"theme-wp-block wp-block-heading gb-responsive-442766-identifier\"><strong>Jak\u00e9 dopady m\u00e1 vracen\u00ed na hodnocen\u00ed prodejc\u016f na Amazonu?<\/strong><\/h2><div class=\"wp-block-image gb-responsive-201322-identifier desktop-align-center xl-align-center lg-align-center md-align-center sm-align-center\"><figure class=\"theme-wp-block aligncenter size-full\"><img decoding=\"async\" width=\"844\" height=\"336\" src=\"https:\/\/d2bw95mh2ee04s.cloudfront.net\/prod\/content\/wp-content\/uploads\/2020\/08\/11083719\/amazon-rueckgaberecht.jpeg\" alt=\"Amazon poskytuje pr\u00e1vo na vr\u00e1cen\u00ed zbo\u017e\u00ed ka\u017ed\u00e9mu z\u00e1kazn\u00edkovi.\" class=\"wp-image-55813\" title=\"I proto z\u00e1kazn\u00edci miluj\u00ed Amazon \u2013 vr\u00e1cen\u00ed objedn\u00e1vky je jednoduch\u00e9.\" srcset=\"https:\/\/d2bw95mh2ee04s.cloudfront.net\/prod\/content\/wp-content\/uploads\/2020\/08\/11083719\/amazon-rueckgaberecht-407x162.jpeg 407w, https:\/\/d2bw95mh2ee04s.cloudfront.net\/prod\/content\/wp-content\/uploads\/2020\/08\/11083719\/amazon-rueckgaberecht-768x306.jpeg 768w, https:\/\/d2bw95mh2ee04s.cloudfront.net\/prod\/content\/wp-content\/uploads\/2020\/08\/11083719\/amazon-rueckgaberecht.jpeg 844w\" sizes=\"(max-width: 844px) 100vw, 844px\" \/><\/figure><\/div><p class=\"theme-wp-block gb-responsive-91571-identifier\">Bu\u010fme up\u0159\u00edmn\u00ed: P\u0159esn\u011b \u0159e\u010deno nev\u00edme, zda a jak Amazon zapo\u010d\u00edt\u00e1v\u00e1 m\u00edru vracen\u00ed do hodnocen\u00ed nebo Buy Box. Nicm\u00e9n\u011b je mnoho d\u016fvod\u016f, pro\u010d si to myslet. Proto\u017ee poka\u017ed\u00e9, kdy\u017e z\u00e1kazn\u00edk vr\u00e1t\u00ed objedn\u00e1vku, Amazon ztr\u00e1c\u00ed pen\u00edze. Zobrazovat z\u00e1kazn\u00edk\u016fm produkty, kter\u00e9 maj\u00ed v\u00fdrazn\u011b vysokou m\u00edru vracen\u00ed a t\u00edm p\u00e1dem n\u00edzk\u00fd obrat, tedy nem\u016f\u017ee b\u00fdt v z\u00e1jmu americk\u00e9ho koncernu.<\/p><p class=\"theme-wp-block gb-responsive-211640-identifier\">Z toho vypl\u00fdv\u00e1: Produkty s n\u00edzkou m\u00edrou vracen\u00ed budou Amazonem pravd\u011bpodobn\u011b preferov\u00e1ny v hodnocen\u00ed a p\u0159i p\u0159id\u011blov\u00e1n\u00ed <a href=\"\/cs\/blog\/amazon-buy-box\/\">Buy Box<\/a>. Nicm\u00e9n\u011b hraje zde tolik faktor\u016f roli, \u017ee je nemo\u017en\u00e9 \u0159\u00edci, jakou v\u00e1hu m\u00e1 m\u00edra vracen\u00ed na Amazonu. V ka\u017ed\u00e9m p\u0159\u00edpad\u011b panuje shoda, \u017ee nespokojenost z\u00e1kazn\u00edk\u016f s vr\u00e1cen\u00edm je d\u016fle\u017eit\u011bj\u0161\u00edm faktorem pro p\u0159id\u011blov\u00e1n\u00ed Buy Box.<\/p><blockquote class=\"theme-wp-block wp-block-quote gb-responsive-441281-identifier desktop-icon-size-2 xl-icon-size-2 lg-icon-size-2 md-icon-size-2 sm-icon-size-2 is-layout-flow wp-block-quote-is-layout-flow\"><p class=\"theme-wp-block gb-responsive-53185-identifier\">Mimochodem <a href=\"https:\/\/www.finanztip.de\/blog\/zu-viele-retouren-wenn-der-online-haendler-sie-rauswirft\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Amazon tak\u00e9 varuje z\u00e1kazn\u00edky s p\u0159\u00edli\u0161 vysokou m\u00edrou vracen\u00ed<\/a>. V extr\u00e9mn\u00edch p\u0159\u00edpadech mohou b\u00fdt dokonce zablokov\u00e1ny z\u00e1kaznick\u00e9 \u00fa\u010dty. Nicm\u00e9n\u011b neexistuje stanoven\u00e1 hranice, p\u0159i kter\u00e9 gigant aktivn\u011b zasahuje, nebo nebyla nikdy ve\u0159ejn\u011b ozn\u00e1mena. K ne\u017e\u00e1douc\u00edmu uzav\u0159en\u00ed z\u00e1kaznick\u00e9ho \u00fa\u010dtu by v\u0161ak m\u011blo uplynout n\u011bjak\u00fd \u010das.<\/p><\/blockquote><h3 class=\"theme-wp-block wp-block-heading gb-responsive-807306-identifier\">Co znamen\u00e1 KPI \u201eNespokojenost s vracen\u00edm\u201c?<\/h3><p class=\"theme-wp-block gb-responsive-754994-identifier\">Amazon m\u011b\u0159\u00ed nejen m\u00edru vracen\u00ed, ale p\u0159edev\u0161\u00edm, jak je z\u00e1kazn\u00edk spokojen s procesem vracen\u00ed. Z\u00e1kaznick\u00e1 zku\u0161enost je pova\u017eov\u00e1na za negativn\u00ed, pokud<\/p><div class=\"theme-block-list\"><ul class=\"theme-wp-block gb-responsive-145771-identifier wp-block-list\"><li class=\"theme-wp-block gb-responsive-565264-identifier desktop-bg-style-square xl-bg-style-square lg-bg-style-square md-bg-style-square sm-bg-style-square desktop-gb-has-no-icon xl-gb-has-no-icon lg-gb-has-no-icon md-gb-has-no-icon sm-gb-has-no-icon\">\u017e\u00e1dost o vr\u00e1cen\u00ed m\u00e1 <strong>negativn\u00ed z\u00e1kaznick\u00e9 hodnocen\u00ed<\/strong>,<\/li><li class=\"theme-wp-block gb-responsive-108076-identifier desktop-bg-style-square xl-bg-style-square lg-bg-style-square md-bg-style-square sm-bg-style-square desktop-gb-has-no-icon xl-gb-has-no-icon lg-gb-has-no-icon md-gb-has-no-icon sm-gb-has-no-icon\">jak\u00e9koli dotazy z\u00e1kazn\u00edka <strong>nebyly zodpov\u011bzeny do 48 hodin<\/strong> nebo<\/li><li class=\"theme-wp-block gb-responsive-676408-identifier desktop-bg-style-square xl-bg-style-square lg-bg-style-square md-bg-style-square sm-bg-style-square desktop-gb-has-no-icon xl-gb-has-no-icon lg-gb-has-no-icon md-gb-has-no-icon sm-gb-has-no-icon\">\u017e\u00e1dost o vr\u00e1cen\u00ed byla <strong>myln\u011b zam\u00edtnuta<\/strong>.<\/li><\/ul><\/div><p class=\"theme-wp-block gb-responsive-425177-identifier\">Z celkov\u00e9ho po\u010dtu vr\u00e1cen\u00ed prodejce na tr\u017ei\u0161ti by maxim\u00e1ln\u011b 10 procent m\u011blo b\u00fdt klasifikov\u00e1no jako negativn\u00ed. Vy\u0161\u0161\u00ed negativn\u00ed m\u00edra vracen\u00ed trest\u00e1 Amazon v\u00fdrazn\u011b sn\u00ed\u017eenou pravd\u011bpodobnost\u00ed z\u00edsk\u00e1n\u00ed Buy Box. Ide\u00e1ln\u011b by tento <a href=\"\/cs\/blog\/amazon-kpi\/\">KPI<\/a> m\u011bl dokonce sm\u011b\u0159ovat k nule.<\/p><blockquote class=\"theme-wp-block wp-block-quote gb-responsive-390055-identifier desktop-icon-size-2 xl-icon-size-2 lg-icon-size-2 md-icon-size-2 sm-icon-size-2 is-layout-flow wp-block-quote-is-layout-flow\"><p class=\"theme-wp-block gb-responsive-926588-identifier\">Podrobn\u00e9 informace o tom, kter\u00e9 metriky jsou rozhoduj\u00edc\u00ed pro Buy Box, naleznete zde: <a href=\"\/cs\/blog\/die-wichtigsten-kriterien-fuer-den-gewinn-der-buy-box\/\">Nejd\u016fle\u017eit\u011bj\u0161\u00ed krit\u00e9ria pro z\u00edsk\u00e1n\u00ed Buy Box<\/a>!<\/p><\/blockquote><h2 class=\"theme-wp-block wp-block-heading is-style-default gb-responsive-589316-identifier\"><strong>Jak\u00fd vliv maj\u00ed vracen\u00ed na ziskovost va\u0161ich produkt\u016f?<\/strong><\/h2><p class=\"theme-wp-block gb-responsive-659869-identifier\">Vr\u00e1cen\u00ed mohou m\u00edt nejen negativn\u00ed vliv na hodnocen\u00ed, ale tak\u00e9 na obchodn\u00ed v\u00fdsledky. Jak bylo jasn\u011b uvedeno v p\u0159edchoz\u00edm odstavci, vracen\u00ed stoj\u00ed prodejce hodn\u011b pen\u011bz. Z toho vypl\u00fdv\u00e1, \u017ee produkty s vysokou m\u00edrou vracen\u00ed mohou ohrozit \u00fasp\u011bch va\u0161eho podnik\u00e1n\u00ed na Amazonu. Proto je nesm\u00edrn\u011b d\u016fle\u017eit\u00e9 zn\u00e1t a sledovat dopady vracen\u00ed na ziskovost va\u0161ich produkt\u016f.<\/p><p class=\"theme-wp-block gb-responsive-324203-identifier\">V tomto kontextu se prodejci na Amazonu nevyhnou anal\u00fdze sv\u00fdch financ\u00ed. Vzhledem k tomu, \u017ee manu\u00e1ln\u00ed anal\u00fdza dat se v\u011bt\u0161inou ukazuje jako velmi slo\u017eit\u00e1, spol\u00e9h\u00e1 na softwarov\u00e1 \u0159e\u0161en\u00ed mnoho z nich, aby se vyhnuli vysok\u00fdm n\u00e1klad\u016fm na odborn\u00edky a u\u0161et\u0159ili \u010das. Tak <a target=\"_blank\" rel=\"nofollow noopener\" href=\"https:\/\/www.sellerlogic.com\/cs\/business-analytics-tool-amazon\/\">SELLERLOGIC Business Analytics<\/a> \u2013 speci\u00e1ln\u011b vyvinut\u00fd profitn\u00ed dashboard pro prodejce na Amazonu \u2013 poskytuje podrobn\u00fd p\u0159ehled o n\u00e1kladech na vracen\u00ed a dal\u0161\u00edch relevantn\u00edch \u00fadaj\u00edch o produktech v jednom n\u00e1stroji. A to a\u017e dva roky zp\u011btn\u011b od okam\u017eiku va\u0161\u00ed registrace a t\u00e9m\u011b\u0159 v re\u00e1ln\u00e9m \u010dase.<\/p><p class=\"theme-wp-block gb-responsive-609349-identifier\">S SELLERLOGIC Business Analytics m\u016f\u017eete sledovat v\u00fdvoj ztr\u00e1t a zisk\u016f produktu na \u00farovni \u00fa\u010dtu Amazon, ale tak\u00e9 na \u00farovni cel\u00e9ho tr\u017ei\u0161t\u011b Amazon. N\u00e1stroj umo\u017e\u0148uje identifikovat neprofitabiln\u00ed produkty, ale tak\u00e9 v\u00fddaje, kter\u00e9 je t\u0159eba optimalizovat (nap\u0159. n\u00e1klady vznikl\u00e9 vracen\u00edm), a v\u010das p\u0159ij\u00edmat rozhodnut\u00ed.<\/p>\t\t<div  class=\"theme-wp-block theme-block-text-banner gb-responsive-258171-identifier layout-cta\">\n\n\t\t<div class=\"text-banner-cta\">\n\t<div class=\"wrap-content\">\n\t\t<div class=\"wrap-title\">\n\t\t\tZa\u010dn\u011bte svou cestu od prodejce k bestselleru &#8211; s SELLERLOGIC.\t\t<\/div>\n\t\t<div class=\"wrap-description\">\n\t\t\t<div class=\"text-description\">\n\t\t\t\tZ\u00edskejte dnes bezplatnou zku\u0161ebn\u00ed verzi a uvid\u00edte, jak spr\u00e1vn\u00e9 slu\u017eby mohou posunout va\u0161e podnik\u00e1n\u00ed z dobr\u00e9ho na NEJLEP\u0160\u00cd. Ne\u010dekejte. Jednejte nyn\u00ed.\t\t\t<\/div>\n\t\t\t<div class=\"wp-block-button is-style-theme-white\">\n\t\t\t\t\t\t\t\t<a class=\"wp-block-button__link\" href=\"https:\/\/auth.sellerlogic.com\/en\/site\/register\" target=\"_blank\" rel=\"noreferrer noopener\">Za\u010dn\u011bte nyn\u00ed<\/a>\n\t\t\t<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/div>\n\t<\/div>\n\n<h2 class=\"theme-wp-block wp-block-heading gb-responsive-550249-identifier\">Z\u00e1v\u011br: Vracen\u00ed nelze zabr\u00e1nit<\/h2><p class=\"theme-wp-block gb-responsive-300823-identifier\">I kdy\u017e se pou\u017e\u00edv\u00e1 virtu\u00e1ln\u00ed realita, m\u00edra vr\u00e1cen\u00ed zbo\u017e\u00ed na Amazonu a obecn\u011b v online obchod\u011b bude v\u017edy vy\u0161\u0161\u00ed ne\u017e v maloobchod\u011b. To je norm\u00e1ln\u00ed a n\u011bco, s \u010d\u00edm se mus\u00ed vyrovnat v\u0161ichni prodejci s dod\u00e1vkou. Amazon dokonce v extr\u00e9mn\u00edch p\u0159\u00edpadech blokuje z\u00e1kaznick\u00e9 \u00fa\u010dty online nakupuj\u00edc\u00edch, pokud bylo vr\u00e1ceno p\u0159\u00edli\u0161 mnoho objedn\u00e1vek v ur\u010dit\u00e9m \u010dasov\u00e9m obdob\u00ed.<\/p><p class=\"theme-wp-block gb-responsive-468734-identifier\">To v\u0161ak neznamen\u00e1, \u017ee prodejci na tr\u017ei\u0161t\u00edch by m\u011bli ztr\u00e1cet ze z\u0159etele d\u016fle\u017eit\u00e9 KPI t\u00fdkaj\u00edc\u00ed se vr\u00e1cen\u00ed zbo\u017e\u00ed. M\u00edra vr\u00e1cen\u00ed zbo\u017e\u00ed by m\u011bla b\u00fdt co nejni\u017e\u0161\u00ed pod pr\u016fm\u011brem produktov\u00e9 kategorie. Rozhoduj\u00edc\u00ed je v\u0161ak, kolik vr\u00e1cen\u00ed bylo klasifikov\u00e1no jako negativn\u00ed. V\u00edce ne\u017e 10 % je naprosto nep\u0159ijateln\u00e9; co nejbl\u00ed\u017ee k 0 % by m\u011blo b\u00fdt v\u017edy c\u00edlem prodejc\u016f na Amazonu.<\/p><h2 class=\"theme-wp-block wp-block-heading gb-responsive-768102-identifier\">\u010casto kladen\u00e9 ot\u00e1zky<\/h2><div class=\"theme-wp-block schema-faq wp-block-yoast-faq-block\"><div class=\"schema-faq-section\" id=\"faq-question-1726043106360\"><strong class=\"schema-faq-question\"><strong>Co je m\u00edra vr\u00e1cen\u00ed zbo\u017e\u00ed?<\/strong><\/strong> <p class=\"schema-faq-answer\">M\u00edra vr\u00e1cen\u00ed zbo\u017e\u00ed online prodejce ud\u00e1v\u00e1, kolik objedn\u00e1vek z\u00e1kazn\u00edk znovu vr\u00e1t\u00ed. Univerzita v Bambergu tak\u00e9 definuje alfa m\u00edru vr\u00e1cen\u00ed zbo\u017e\u00ed jako pravd\u011bpodobnost vr\u00e1cen\u00ed bal\u00ed\u010dku versus beta m\u00edru vr\u00e1cen\u00ed zbo\u017e\u00ed jako pravd\u011bpodobnost vr\u00e1cen\u00ed polo\u017eky.<\/p> <\/div><div class=\"schema-faq-section\" id=\"faq-question-1726043115046\"><strong class=\"schema-faq-question\"><strong>Jak\u00e1 je pr\u016fm\u011brn\u00e1 m\u00edra vr\u00e1cen\u00ed zbo\u017e\u00ed?<\/strong><\/strong> <p class=\"schema-faq-answer\">To z\u00e1vis\u00ed na r\u016fzn\u00fdch faktorech, jako je nap\u0159\u00edklad kategorie. Univerzita v Bambergu nap\u0159\u00edklad zaznamen\u00e1v\u00e1 m\u00edru 14,35 % vr\u00e1cen\u00fdch polo\u017eek v oblasti elektroniky. V m\u00f3dn\u00edm odv\u011btv\u00ed v\u0161ak v\u011bdci dosp\u011bli k v\u00fdsledku a\u017e 45,87 % vr\u00e1cen\u00fdch polo\u017eek.<\/p> <\/div><div class=\"schema-faq-section\" id=\"faq-question-1726043134981\"><strong class=\"schema-faq-question\"><strong>Jak\u00e1 je m\u00edra vr\u00e1cen\u00ed zbo\u017e\u00ed na Amazonu?<\/strong><\/strong> <p class=\"schema-faq-answer\">Jak vysok\u00e1 je pr\u016fm\u011brn\u00e1 m\u00edra vr\u00e1cen\u00ed zbo\u017e\u00ed na Amazonu, nelze p\u0159esn\u011b odpov\u011bd\u011bt, proto\u017ee spole\u010dnost tyto \u00fadaje nezve\u0159ej\u0148uje. Vzhledem k velmi z\u00e1kaznicky p\u0159\u00edv\u011btiv\u00fdm z\u00e1sad\u00e1m vracen\u00ed by m\u011bla b\u00fdt m\u00edra vr\u00e1cen\u00ed zbo\u017e\u00ed tohoto e-commerce giganta vy\u0161\u0161\u00ed ne\u017e v ostatn\u00edm online obchod\u011b.<\/p> <\/div><div class=\"schema-faq-section\" id=\"faq-question-1726043163047\"><strong class=\"schema-faq-question\"><strong>Kolik vr\u00e1cen\u00ed zbo\u017e\u00ed je na Amazonu?<\/strong><\/strong> <p class=\"schema-faq-answer\">Kolik vr\u00e1cen\u00ed zbo\u017e\u00ed bude m\u00edt prodejce na Amazonu, z\u00e1vis\u00ed p\u0159edev\u0161\u00edm na kategorii, typu produktu, zp\u016fsobu platby a n\u011bkolika dal\u0161\u00edch faktorech. Proto na tuto ot\u00e1zku nelze jednozna\u010dn\u011b odpov\u011bd\u011bt.<\/p> <\/div><div class=\"schema-faq-section\" id=\"faq-question-1726043176410\"><strong class=\"schema-faq-question\"><strong>Jak se kontroluje pr\u00e1vo na vr\u00e1cen\u00ed zbo\u017e\u00ed na Amazonu?<\/strong><\/strong> <p class=\"schema-faq-answer\">Amazon je opakovan\u011b obvi\u0148ov\u00e1n, \u017ee nedostate\u010dn\u011b kontroluje vr\u00e1cen\u00ed zbo\u017e\u00ed. Tak\u00e9 se objevily zpr\u00e1vy, \u017ee vr\u00e1cen\u00ed zbo\u017e\u00ed jsou ve velk\u00e9m ni\u010den\u00e1, i kdy\u017e se jednalo o nepo\u0161kozen\u00e9 produkty.<\/p> <\/div><div class=\"schema-faq-section\" id=\"faq-question-1726043193590\"><strong class=\"schema-faq-question\"><strong>Jak lze sn\u00ed\u017eit vr\u00e1cen\u00ed zbo\u017e\u00ed?<\/strong><\/strong> <p class=\"schema-faq-answer\">Aby bylo mo\u017en\u00e9 efektivn\u011b sn\u00ed\u017eit vr\u00e1cen\u00ed zbo\u017e\u00ed, m\u011bli by prodejci db\u00e1t na stabiln\u00ed balen\u00ed, rychl\u00e9 dod\u00e1n\u00ed a podrobn\u00e9 popisy produkt\u016f. \u010c\u00edm realisti\u010dt\u011bj\u0161\u00ed je p\u0159edstava z\u00e1kazn\u00edka o produktu, t\u00edm ni\u017e\u0161\u00ed je obvykle m\u00edra vr\u00e1cen\u00ed zbo\u017e\u00ed, proto\u017ee se t\u00edm p\u0159edch\u00e1z\u00ed chybn\u011b proveden\u00fdm n\u00e1kup\u016fm.<\/p> <\/div><div class=\"schema-faq-section\" id=\"faq-question-1726043208679\"><strong class=\"schema-faq-question\"><strong>Jak\u00fd vliv m\u00e1 m\u00edra vr\u00e1cen\u00ed zbo\u017e\u00ed na hodnocen\u00ed prodejc\u016f na Amazonu?<\/strong><\/strong> <p class=\"schema-faq-answer\">Produkty s n\u00edzkou m\u00edrou vr\u00e1cen\u00ed zbo\u017e\u00ed budou pravd\u011bpodobn\u011b preferov\u00e1ny Amazonem v hodnocen\u00ed a p\u0159i p\u0159id\u011blov\u00e1n\u00ed Buy Box. Nicm\u00e9n\u011b hraje tolik faktor\u016f roli, \u017ee nen\u00ed mo\u017en\u00e9 \u0159\u00edci, jakou v\u00e1hu m\u00e1 m\u00edra vr\u00e1cen\u00ed zbo\u017e\u00ed na Amazonu.<\/p> <\/div><div class=\"schema-faq-section\" id=\"faq-question-1726043227713\"><strong class=\"schema-faq-question\"><strong>Jak dlouh\u00e1 je lh\u016fta pro vr\u00e1cen\u00ed zbo\u017e\u00ed na Amazonu?<\/strong><\/strong> <p class=\"schema-faq-answer\">Amazon obecn\u011b nab\u00edz\u00ed 30denn\u00ed lh\u016ftu pro vr\u00e1cen\u00ed zbo\u017e\u00ed. Podm\u00ednky se li\u0161\u00ed v z\u00e1vislosti na typu zbo\u017e\u00ed a prodejci. Defektn\u00ed zbo\u017e\u00ed m\u00e1 lh\u016ftu 2 roky. N\u011bkter\u00e9 polo\u017eky, jako jsou potraviny, nemus\u00ed b\u00fdt mo\u017en\u00e9 vr\u00e1tit.<\/p> <\/div><\/div><p class=\"theme-wp-block gb-responsive-71384-identifier has-small-font-size\">Odkazy na obr\u00e1zky v po\u0159ad\u00ed obr\u00e1zk\u016f: \u00a9 Mediaparts \u2013 stock.adobe.com \/ \u00a9 Moonpie \u2013 stock.adobe.com \/ \u00a9 sizsus \u2013 stock.adobe.com<\/p>","protected":false},"excerpt":{"rendered":"<p>Pro v\u011bt\u0161inu online prodejc\u016f je to d\u016fle\u017eit\u00e1 v\u00fdkonnostn\u00ed metrika: m\u00edra vr\u00e1cen\u00ed. Pro prodejce na Amazonu v\u0161ak obvykle nehraje skute\u010dn\u011b velkou roli. Zvl\u00e1\u0161t\u011b reselle\u0159i, kte\u0159\u00ed maj\u00ed ve sv\u00e9m portfoliu p\u0159ev\u00e1\u017en\u011b obchodn\u00ed zbo\u017e\u00ed, se sp\u00ed\u0161e zam\u011b\u0159uj\u00ed na nespokojenost z\u00e1kazn\u00edk\u016f s vr\u00e1cen\u00edm. Ale i samotn\u00e1 Amazon reture m\u016f\u017ee m\u00edt vliv na v\u00fdkon produktu nebo online prodejce. Obecn\u011b si<\/p>\n","protected":false},"author":3,"featured_media":55825,"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-108924","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-vse-o-buy-box-2"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>M\u00edra vr\u00e1cen\u00ed zbo\u017e\u00ed na Amazonu: V\u0161e d\u016fle\u017eit\u00e9 o KPI<\/title>\n<meta name=\"description\" content=\"M\u00edra vr\u00e1cen\u00ed zbo\u017e\u00ed je d\u016fle\u017eit\u00fdm KPI na Amazonu. Ale jak \u010dasto z\u00e1kazn\u00edci Amazonu zahajuj\u00ed vr\u00e1cen\u00ed? 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Since 2019, he has been part of the SELLERLOGIC team and has made it his mission to communicate complex topics in an understandable and engaging way. With a feel for relevant trends and a clear writing style, he makes sophisticated content accessible to a broad audience.\",\"sameAs\":[\"https:\/\/www.linkedin.com\/in\/robin-bals-b4599b182\/\"],\"url\":\"https:\/\/www.sellerlogic.com\/cs\/blog\/author\/robinbals\/\"},{\"@type\":\"Question\",\"@id\":\"https:\/\/www.sellerlogic.com\/cs\/blog\/tam-a-zpet-nebo-jak-dulezita-je-mira-vraceni-na-amazonu\/#faq-question-1726043106360\",\"position\":1,\"url\":\"https:\/\/www.sellerlogic.com\/cs\/blog\/tam-a-zpet-nebo-jak-dulezita-je-mira-vraceni-na-amazonu\/#faq-question-1726043106360\",\"name\":\"Co je m\u00edra vr\u00e1cen\u00ed zbo\u017e\u00ed?\",\"answerCount\":1,\"acceptedAnswer\":{\"@type\":\"Answer\",\"text\":\"M\u00edra vr\u00e1cen\u00ed zbo\u017e\u00ed online prodejce ud\u00e1v\u00e1, kolik objedn\u00e1vek z\u00e1kazn\u00edk znovu vr\u00e1t\u00ed. Univerzita v Bambergu tak\u00e9 definuje alfa m\u00edru vr\u00e1cen\u00ed zbo\u017e\u00ed jako pravd\u011bpodobnost vr\u00e1cen\u00ed bal\u00ed\u010dku versus beta m\u00edru vr\u00e1cen\u00ed zbo\u017e\u00ed jako pravd\u011bpodobnost vr\u00e1cen\u00ed polo\u017eky.\",\"inLanguage\":\"cs-CZ\"},\"inLanguage\":\"cs-CZ\"},{\"@type\":\"Question\",\"@id\":\"https:\/\/www.sellerlogic.com\/cs\/blog\/tam-a-zpet-nebo-jak-dulezita-je-mira-vraceni-na-amazonu\/#faq-question-1726043115046\",\"position\":2,\"url\":\"https:\/\/www.sellerlogic.com\/cs\/blog\/tam-a-zpet-nebo-jak-dulezita-je-mira-vraceni-na-amazonu\/#faq-question-1726043115046\",\"name\":\"Jak\u00e1 je pr\u016fm\u011brn\u00e1 m\u00edra vr\u00e1cen\u00ed zbo\u017e\u00ed?\",\"answerCount\":1,\"acceptedAnswer\":{\"@type\":\"Answer\",\"text\":\"To z\u00e1vis\u00ed na r\u016fzn\u00fdch faktorech, jako je nap\u0159\u00edklad kategorie. Univerzita v Bambergu nap\u0159\u00edklad zaznamen\u00e1v\u00e1 m\u00edru 14,35 % vr\u00e1cen\u00fdch polo\u017eek v oblasti elektroniky. 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Since 2019, he has been part of the SELLERLOGIC team and has made it his mission to communicate complex topics in an understandable and engaging way. With a feel for relevant trends and a clear writing style, he makes sophisticated content accessible to a broad audience.","sameAs":["https:\/\/www.linkedin.com\/in\/robin-bals-b4599b182\/"],"url":"https:\/\/www.sellerlogic.com\/cs\/blog\/author\/robinbals\/"},{"@type":"Question","@id":"https:\/\/www.sellerlogic.com\/cs\/blog\/tam-a-zpet-nebo-jak-dulezita-je-mira-vraceni-na-amazonu\/#faq-question-1726043106360","position":1,"url":"https:\/\/www.sellerlogic.com\/cs\/blog\/tam-a-zpet-nebo-jak-dulezita-je-mira-vraceni-na-amazonu\/#faq-question-1726043106360","name":"Co je m\u00edra vr\u00e1cen\u00ed zbo\u017e\u00ed?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"M\u00edra vr\u00e1cen\u00ed zbo\u017e\u00ed online prodejce ud\u00e1v\u00e1, kolik objedn\u00e1vek z\u00e1kazn\u00edk znovu vr\u00e1t\u00ed. Univerzita v Bambergu tak\u00e9 definuje alfa m\u00edru vr\u00e1cen\u00ed zbo\u017e\u00ed jako pravd\u011bpodobnost vr\u00e1cen\u00ed bal\u00ed\u010dku versus beta m\u00edru vr\u00e1cen\u00ed zbo\u017e\u00ed jako pravd\u011bpodobnost vr\u00e1cen\u00ed polo\u017eky.","inLanguage":"cs-CZ"},"inLanguage":"cs-CZ"},{"@type":"Question","@id":"https:\/\/www.sellerlogic.com\/cs\/blog\/tam-a-zpet-nebo-jak-dulezita-je-mira-vraceni-na-amazonu\/#faq-question-1726043115046","position":2,"url":"https:\/\/www.sellerlogic.com\/cs\/blog\/tam-a-zpet-nebo-jak-dulezita-je-mira-vraceni-na-amazonu\/#faq-question-1726043115046","name":"Jak\u00e1 je pr\u016fm\u011brn\u00e1 m\u00edra vr\u00e1cen\u00ed zbo\u017e\u00ed?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"To z\u00e1vis\u00ed na r\u016fzn\u00fdch faktorech, jako je nap\u0159\u00edklad kategorie. Univerzita v Bambergu nap\u0159\u00edklad zaznamen\u00e1v\u00e1 m\u00edru 14,35 % vr\u00e1cen\u00fdch polo\u017eek v oblasti elektroniky. V m\u00f3dn\u00edm odv\u011btv\u00ed v\u0161ak v\u011bdci dosp\u011bli k v\u00fdsledku a\u017e 45,87 % vr\u00e1cen\u00fdch polo\u017eek.","inLanguage":"cs-CZ"},"inLanguage":"cs-CZ"},{"@type":"Question","@id":"https:\/\/www.sellerlogic.com\/cs\/blog\/tam-a-zpet-nebo-jak-dulezita-je-mira-vraceni-na-amazonu\/#faq-question-1726043134981","position":3,"url":"https:\/\/www.sellerlogic.com\/cs\/blog\/tam-a-zpet-nebo-jak-dulezita-je-mira-vraceni-na-amazonu\/#faq-question-1726043134981","name":"Jak\u00e1 je m\u00edra vr\u00e1cen\u00ed zbo\u017e\u00ed na Amazonu?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"Jak vysok\u00e1 je pr\u016fm\u011brn\u00e1 m\u00edra vr\u00e1cen\u00ed zbo\u017e\u00ed na Amazonu, nelze p\u0159esn\u011b odpov\u011bd\u011bt, proto\u017ee spole\u010dnost tyto \u00fadaje nezve\u0159ej\u0148uje. Vzhledem k velmi z\u00e1kaznicky p\u0159\u00edv\u011btiv\u00fdm z\u00e1sad\u00e1m vracen\u00ed by m\u011bla b\u00fdt m\u00edra vr\u00e1cen\u00ed zbo\u017e\u00ed tohoto e-commerce giganta vy\u0161\u0161\u00ed ne\u017e v ostatn\u00edm online obchod\u011b.","inLanguage":"cs-CZ"},"inLanguage":"cs-CZ"},{"@type":"Question","@id":"https:\/\/www.sellerlogic.com\/cs\/blog\/tam-a-zpet-nebo-jak-dulezita-je-mira-vraceni-na-amazonu\/#faq-question-1726043163047","position":4,"url":"https:\/\/www.sellerlogic.com\/cs\/blog\/tam-a-zpet-nebo-jak-dulezita-je-mira-vraceni-na-amazonu\/#faq-question-1726043163047","name":"Kolik vr\u00e1cen\u00ed zbo\u017e\u00ed je na Amazonu?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"Kolik vr\u00e1cen\u00ed zbo\u017e\u00ed bude m\u00edt prodejce na Amazonu, z\u00e1vis\u00ed p\u0159edev\u0161\u00edm na kategorii, typu produktu, zp\u016fsobu platby a n\u011bkolika dal\u0161\u00edch faktorech. Proto na tuto ot\u00e1zku nelze jednozna\u010dn\u011b odpov\u011bd\u011bt.","inLanguage":"cs-CZ"},"inLanguage":"cs-CZ"},{"@type":"Question","@id":"https:\/\/www.sellerlogic.com\/cs\/blog\/tam-a-zpet-nebo-jak-dulezita-je-mira-vraceni-na-amazonu\/#faq-question-1726043176410","position":5,"url":"https:\/\/www.sellerlogic.com\/cs\/blog\/tam-a-zpet-nebo-jak-dulezita-je-mira-vraceni-na-amazonu\/#faq-question-1726043176410","name":"Jak se kontroluje pr\u00e1vo na vr\u00e1cen\u00ed zbo\u017e\u00ed na Amazonu?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"Amazon je opakovan\u011b obvi\u0148ov\u00e1n, \u017ee nedostate\u010dn\u011b kontroluje vr\u00e1cen\u00ed zbo\u017e\u00ed. Tak\u00e9 se objevily zpr\u00e1vy, \u017ee vr\u00e1cen\u00ed zbo\u017e\u00ed jsou ve velk\u00e9m ni\u010den\u00e1, i kdy\u017e se jednalo o nepo\u0161kozen\u00e9 produkty.","inLanguage":"cs-CZ"},"inLanguage":"cs-CZ"},{"@type":"Question","@id":"https:\/\/www.sellerlogic.com\/cs\/blog\/tam-a-zpet-nebo-jak-dulezita-je-mira-vraceni-na-amazonu\/#faq-question-1726043193590","position":6,"url":"https:\/\/www.sellerlogic.com\/cs\/blog\/tam-a-zpet-nebo-jak-dulezita-je-mira-vraceni-na-amazonu\/#faq-question-1726043193590","name":"Jak lze sn\u00ed\u017eit vr\u00e1cen\u00ed zbo\u017e\u00ed?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"Aby bylo mo\u017en\u00e9 efektivn\u011b sn\u00ed\u017eit vr\u00e1cen\u00ed zbo\u017e\u00ed, m\u011bli by prodejci db\u00e1t na stabiln\u00ed balen\u00ed, rychl\u00e9 dod\u00e1n\u00ed a podrobn\u00e9 popisy produkt\u016f. \u010c\u00edm realisti\u010dt\u011bj\u0161\u00ed je p\u0159edstava z\u00e1kazn\u00edka o produktu, t\u00edm ni\u017e\u0161\u00ed je obvykle m\u00edra vr\u00e1cen\u00ed zbo\u017e\u00ed, proto\u017ee se t\u00edm p\u0159edch\u00e1z\u00ed chybn\u011b proveden\u00fdm n\u00e1kup\u016fm.","inLanguage":"cs-CZ"},"inLanguage":"cs-CZ"},{"@type":"Question","@id":"https:\/\/www.sellerlogic.com\/cs\/blog\/tam-a-zpet-nebo-jak-dulezita-je-mira-vraceni-na-amazonu\/#faq-question-1726043208679","position":7,"url":"https:\/\/www.sellerlogic.com\/cs\/blog\/tam-a-zpet-nebo-jak-dulezita-je-mira-vraceni-na-amazonu\/#faq-question-1726043208679","name":"Jak\u00fd vliv m\u00e1 m\u00edra vr\u00e1cen\u00ed zbo\u017e\u00ed na hodnocen\u00ed prodejc\u016f na Amazonu?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"Produkty s n\u00edzkou m\u00edrou vr\u00e1cen\u00ed zbo\u017e\u00ed budou pravd\u011bpodobn\u011b preferov\u00e1ny Amazonem v hodnocen\u00ed a p\u0159i p\u0159id\u011blov\u00e1n\u00ed Buy Box. Nicm\u00e9n\u011b hraje tolik faktor\u016f roli, \u017ee nen\u00ed mo\u017en\u00e9 \u0159\u00edci, jakou v\u00e1hu m\u00e1 m\u00edra vr\u00e1cen\u00ed zbo\u017e\u00ed na Amazonu.","inLanguage":"cs-CZ"},"inLanguage":"cs-CZ"},{"@type":"Question","@id":"https:\/\/www.sellerlogic.com\/cs\/blog\/tam-a-zpet-nebo-jak-dulezita-je-mira-vraceni-na-amazonu\/#faq-question-1726043227713","position":8,"url":"https:\/\/www.sellerlogic.com\/cs\/blog\/tam-a-zpet-nebo-jak-dulezita-je-mira-vraceni-na-amazonu\/#faq-question-1726043227713","name":"Jak dlouh\u00e1 je lh\u016fta pro vr\u00e1cen\u00ed zbo\u017e\u00ed na Amazonu?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"Amazon obecn\u011b nab\u00edz\u00ed 30denn\u00ed lh\u016ftu pro vr\u00e1cen\u00ed zbo\u017e\u00ed. Podm\u00ednky se li\u0161\u00ed v z\u00e1vislosti na typu zbo\u017e\u00ed a prodejci. Defektn\u00ed zbo\u017e\u00ed m\u00e1 lh\u016ftu 2 roky. N\u011bkter\u00e9 polo\u017eky, jako jsou potraviny, nemus\u00ed b\u00fdt mo\u017en\u00e9 vr\u00e1tit.","inLanguage":"cs-CZ"},"inLanguage":"cs-CZ"}]}},"_links":{"self":[{"href":"https:\/\/www.sellerlogic.com\/cs\/wp-json\/wp\/v2\/posts\/108924","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.sellerlogic.com\/cs\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.sellerlogic.com\/cs\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.sellerlogic.com\/cs\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/www.sellerlogic.com\/cs\/wp-json\/wp\/v2\/comments?post=108924"}],"version-history":[{"count":0,"href":"https:\/\/www.sellerlogic.com\/cs\/wp-json\/wp\/v2\/posts\/108924\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.sellerlogic.com\/cs\/wp-json\/wp\/v2\/media\/55825"}],"wp:attachment":[{"href":"https:\/\/www.sellerlogic.com\/cs\/wp-json\/wp\/v2\/media?parent=108924"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.sellerlogic.com\/cs\/wp-json\/wp\/v2\/categories?post=108924"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.sellerlogic.com\/cs\/wp-json\/wp\/v2\/tags?post=108924"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}