{"id":112788,"date":"2020-06-23T08:25:00","date_gmt":"2020-06-23T08:25:00","guid":{"rendered":"https:\/\/127.0.0.1\/blog\/de-vigtigste-amazon-kpi-er-i-et-overblik-disse-malinger-bor-saelgere-bestemt-vaere-opmaerksomme-pa\/"},"modified":"2025-12-10T08:28:36","modified_gmt":"2025-12-10T08:28:36","slug":"de-vigtigste-amazon-kpi-er-i-et-overblik-disse-malinger-bor-saelgere-bestemt-vaere-opmaerksomme-pa","status":"publish","type":"post","link":"https:\/\/www.sellerlogic.com\/da\/blog\/de-vigtigste-amazon-kpi-er-i-et-overblik-disse-malinger-bor-saelgere-bestemt-vaere-opmaerksomme-pa\/","title":{"rendered":"De vigtigste Amazon KPI’er i et overblik: Disse m\u00e5linger b\u00f8r s\u00e6lgere bestemt v\u00e6re opm\u00e6rksomme p\u00e5!"},"content":{"rendered":"\n

Myten holder sig h\u00e5rdnakket: Amazon g\u00f8r s\u00e6lgere rige. Men enhver, der allerede har besk\u00e6ftiget sig med dette emne, kommer hurtigt til den erkendelse: Amazon kan fungere godt for s\u00e6lgere, men det er langt fra en selvf\u00f8lge! Som med enhver anden virksomhed skal iv\u00e6rks\u00e6ttere ogs\u00e5 holde \u00f8je med de vigtige KPI’er p\u00e5 Amazon.<\/p>\n\n\n\n

For e-handelsgiganten straffer hurtigt markedsplads-s\u00e6lgere, der ikke har styr p\u00e5 deres n\u00f8gletal. Men f\u00f8rst vil vi afklare, hvad s\u00e5kaldte Key Performance Indicator,<\/strong> kort KPI, overhovedet er, og hvad de kan v\u00e6re nyttige til. Derefter dykker vi ned i Amazon KPI’erne.<\/p>\n\n\n\n

Hvad er KPI’er, og hvorfor er KPI’er nyttige?<\/h2>\n\n\n\n

\u201eKey Performance Indicator\u201c kan overs\u00e6ttes til \u201ePr\u00e6stationsindikator<\/strong>\u201c og stammer fra erhvervs\u00f8konomi. Med KPI’er kan man m\u00e5le, i hvilken grad vigtige m\u00e5l er blevet opfyldt, eller i hvilket omfang de er blevet n\u00e5et. I fremstillingsindustrien kan en vigtig KPI for eksempel v\u00e6re den gennemsnitlige udnyttelse af en maskine sammenlignet med den maksimalt mulige udnyttelse.<\/p>\n\n\n\n

Konceptet har ogs\u00e5 fundet stor udbredelse i digitalbranchen<\/strong>. Uanset om det er en egen webshop eller Amazon \u2013 en vigtig KPI er for eksempel konverteringsraten. For annonc\u00f8rer vedr\u00f8rer KPI’er visningerne af en annonce og dens klikrate. B2B-websites m\u00e5ler derimod ofte deres succes ud fra leads.<\/p>\n\n\n\n

S\u00e5 hj\u00e6lper KPI’er med at holde \u00f8je med vigtige pr\u00e6stationsindikatorer og systematisk tjekke kritiske succesfaktorer<\/strong>. Kun den, der m\u00e5ler sin succes eller fiasko, ved, hvor der er problemer i mekanismen, og hvad der allerede fungerer godt. S\u00e5 er det ogs\u00e5 muligt at optimere med fornuft og omtanke.<\/p>\n\n\n\n

Hvilke KPI’er er relevante for Amazon?<\/h2>\n\n\n\n

I mods\u00e6tning til forhandlere, der har en egen webshop, st\u00e5r markedsplads-s\u00e6lgere over for s\u00e6rlige udfordringer. For de p\u00e5 Amazon relevante KPI’er bliver ofte fastsat af onlinegiganten selv<\/strong>. Den, der ikke tager h\u00f8jde for disse pr\u00e6stationsindikatorer, har ingen chance for at rangere h\u00f8jt med sine produkter eller vinde Buy Box<\/a>. Og den, der ikke lykkes med det, vil n\u00e6ppe s\u00e6lge produkter.<\/p>\n\n\n\n

Det g\u00f8r det endnu sv\u00e6rere, at mange af de s\u00e6dvanlige KPI’er, s\u00e5som visninger eller klikrater, ikke eller kun omtrent kan m\u00e5les af markedsplads-s\u00e6lgeren. Den bedste chance for at p\u00e5virke klikrate, konverteringsrate og salg<\/a> har forhandlere, n\u00e5r de kender de KPI-metrikker, som Amazon fasts\u00e6tter, og tilpasser optimeringen af deres forretning derefter.<\/p>\n\n\n\n

Straffe ved fors\u00f8mmelse<\/h3>\n\n\n\n

Der er dog en anden vigtig grund til, at relevante Amazon KPI’er absolut b\u00f8r overv\u00e5ges: Amazon g\u00f8r det ogs\u00e5. Hvis forhandlere ignorerer pr\u00e6stationsindikatorerne, risikerer de at ikke kunne overholde de kr\u00e6vede standarder.<\/strong> S\u00e5 snart dette sker, ved Amazon det \u2013 og det kan ikke kun have indflydelse p\u00e5 rangeringen eller fortjenesten af Buy Box. Enhver, der nogensinde har skullet udarbejde en handlingsplan, ved, at det ikke er et \u00f8nskeligt m\u00e5l og kun spilder un\u00f8dvendig tid og penge. I v\u00e6rste fald sp\u00e6rrer e-handelsgiganten endda hele s\u00e6lgerkontoen. For iv\u00e6rks\u00e6ttere, hvis kerneforretning er Amazon, ville det v\u00e6re en katastrofe.<\/p>\n\n\n\n

Der taler alts\u00e5 meget for at overv\u00e5ge alle pr\u00e6stationsindikatorer. Hvis en Amazon KPI truer med at falde ind i et kritisk omr\u00e5de, kan der tidligt tr\u00e6ffes modforanstaltninger, og kontosuspensionen kan undg\u00e5s.<\/p>\n\n\n\n

Vigtige KPI’er: S\u00e6lgerpr\u00e6station<\/h3>\n\n\n\n

At forsendelsesmetoden<\/strong> og forsendelsestiden<\/strong> spiller en vigtig rolle, er der n\u00e6ppe nogen markedsplads-s\u00e6lger, der ikke har bem\u00e6rket. Amazon foretr\u00e6kker, at forhandlere sender via det egenudviklede program \u201eFulfillment by Amazon\u201c (FBA)<\/a>. P\u00e5 den ene side giver det yderligere indt\u00e6gter til platformudbyderen, og p\u00e5 den anden side garanterer det hurtig og enkel levering, hvilket sikrer kundetilfredshed. Men ogs\u00e5 forsendelsesmetoderne Prime gennem s\u00e6lgere<\/em> eller Fulfillment by Merchant<\/em> opfylder standarderne.<\/p>\n\n\n\n

Lige s\u00e5 vigtig som Amazon KPI’en er dog den generelle s\u00e6lgerpr\u00e6station<\/strong>. Denne best\u00e5r af forskellige indikatorer:<\/p>\n\n\n\n

Amazon KPI<\/strong><\/th>Beskrivelse<\/strong><\/th>Maksimalv\u00e6rdi \/ Ideelv\u00e6rdi<\/strong><\/th><\/tr><\/thead>
Rate ved bestillingsm\u00e6ngder<\/td>Negativ vurdering, service-relateret kreditkort tilbagef\u00f8rsel, A-til-Z-garantianmodning<\/a><\/td>under 1%, helst 0%<\/td><\/tr>
Afbestillingsrate<\/td>Afbestillinger fra s\u00e6lgeren f\u00f8r ordrebehandling<\/td>under 2,5%, helst 0%<\/td><\/tr>
Rate for gyldighed af sporingsnumre<\/td>Sporingsnumre, der er gyldige<\/td>mindst 95%, helst 100%<\/td><\/tr>
Rate for forsinkede leveringer<\/td>forsinket levering = forsendelsesbekr\u00e6ftelse efter udl\u00f8bet af den forventede afsendelsesdato<\/td>under 4%, helst 0%<\/td><\/tr>
Utilfredshed med returneringer<\/td>Returneringsanmodning med negativ kundevurdering, ikke besvarede foresp\u00f8rgsler om returnering inden for 48 timer, fejlagtigt afviste returneringsanmodninger<\/td>under 10%, helst 0%<\/td><\/tr>
S\u00e6lgeranmeldelser<\/td>Gennemsnitlig vurdering af s\u00e6lgeren og antal vurderinger<\/td>s\u00e5 positiv som muligt, s\u00e5 h\u00f8j som muligt<\/td><\/tr>
Reaktionstid<\/td>gennemsnitlig tid de sidste 90 dage, der er brugt p\u00e5 at besvare kundesp\u00f8rgsm\u00e5l<\/td>under 24 timer, helst under 12 timer<\/td><\/tr>
Lagerbeholdning<\/td>Udsolgt, leveringsvanskeligheder<\/td>s\u00e5 sj\u00e6ldent som muligt<\/td><\/tr>
Utilfredshed med kundeservice<\/td>negativ vurdering fra en kunde af et svar i k\u00f8ber-s\u00e6lger-postkassen<\/td>s\u00e5 lav som muligt<\/td><\/tr>
Rate for refusioner<\/td>Forholdet mellem refusioner de sidste 30 dage og det samlede antal bestillinger<\/td>s\u00e5 lav som muligt<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\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\tDe 14 vigtigste kriterier for at vinde BuyBox p\u00e5 Amazon og hvordan man holder sine m\u00e5linger under kontrol<\/a>\n\t\t\t<\/div>\n\t\t\t
En detaljeret beskrivelse af alle afg\u00f8rende KPI’er p\u00e5 Amazon<\/strong> for forhandlere og hvordan de griber optimeringen an, har vi allerede her<\/a> grundigt diskuteret. Vi n\u00e6vner ikke kun minimumskravene og alle idealv\u00e6rdierne, men ogs\u00e5 den underliggende beregningsformel.<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/div>\t\t<\/div>\n\t<\/div>\n\n\n\n

Yderligere relevante KPI’er for Amazon<\/h3>\n\n\n\n

Professionelle forhandlere opf\u00f8rer ikke kun deres produkter p\u00e5 Amazon, overv\u00e5ger vigtige KPI-metrikker og g\u00e5r s\u00e5 hjem. Der h\u00f8rer mere til. Is\u00e6r private label-s\u00e6lgere skal ogs\u00e5 besk\u00e6ftige sig med emnet reklame<\/a>. Og her g\u00e6lder de samme pr\u00e6stationsindikatorer p\u00e5 Amazon, som generelt anvendes som KPI’er i marketing<\/strong>.<\/p>\n\n\n\n

En ligeledes vigtig Amazon KPI er derfor ACoS<\/strong>, kort for \u201eAdvertising Cost of Sale\u201c. Denne indikator s\u00e6tter omkostningerne til reklamekampagner i forhold til den oms\u00e6tning, der er opn\u00e5et gennem denne reklame: ACoS = reklameomkostninger \/ oms\u00e6tning.<\/p>\n\n\n\n

Ved en oms\u00e6tning p\u00e5 50.000 Euro og reklameudgifter p\u00e5 3.000 Euro ville ACoS derfor v\u00e6re 6%. Hvor h\u00f8j ACoS maksimalt m\u00e5 v\u00e6re, er dog forskelligt fra produkt til produkt<\/strong>. Her skal alle omkostninger, som forhandleren har ud over salgsprisen, tr\u00e6kkes fra, s\u00e5som produktionsomkostninger, moms eller faste omkostninger. Hvis forhandleren for eksempel har en fortjeneste p\u00e5 15 procent af salgsprisen med en kaffemaskine, m\u00e5 ACoS ikke overstige 15 procent. Ellers ville det blive en tabsgivende forretning.<\/p>\n\n\n\n

Hvor h\u00f8j eller lav ACoS som Amazon KPI m\u00e5 v\u00e6re, afh\u00e6nger dog af mange andre faktorer, der skal betragtes individuelt, s\u00e5som m\u00e5let for PPC-kampagnerne<\/strong>, marginen<\/strong> og hvor stort konkurrencepresset<\/strong> inden for produktkategorien er. I mods\u00e6tning til Google Ads p\u00e5virker Amazon Ads dog ikke kun salget af et produkt, men har ogs\u00e5 altid indflydelse p\u00e5 den organiske synlighed.<\/p>\n\n\n\n

P\u00e5 grund af denne mere holistiske effekt er mange s\u00e6lgere begyndt at fokusere mere p\u00e5 Cost per Order (CPO)<\/strong> som Amazon KPI. Her deles reklameudgifterne for en bestemt periode med de samlede salg, der er opn\u00e5et i samme periode. P\u00e5 den m\u00e5de tager man h\u00f8jde for det faktum, at Amazon Ads har en st\u00f8rre effekt.<\/p>\n\n\n\n

Konklusion: Den, der ikke overv\u00e5ger, taber!<\/h2>\n\n\n\n

S\u00e6lge p\u00e5 Amazon, vigtige KPI-metrikker men ikke regelm\u00e6ssigt tjekke? Man kan fors\u00f8ge, men det er meningsl\u00f8st. For den, der ikke ved, hvor fejlen i systemet ligger, er n\u00e6ppe i stand til at optimere sin forretning i tide. F\u00f8lgerne kan ikke kun v\u00e6re en nedgradering i rangeringen eller tabet af Buy Box \u2013 ogs\u00e5 en kontosuspension er en ganske realistisk udsigt.<\/p>\n\n\n\n

Derfor b\u00f8r Amazon-handlere altid holde \u00f8je med vigtige KPI-n\u00f8gletal og reagere rettidigt ved problemer.<\/strong> Det samme g\u00e6lder for performance af PPC-kampagner i Amazon-kosmos, selvom kravene her ikke er s\u00e5 konkrete som ved s\u00e6lgerens pr\u00e6station. Her b\u00f8r ACoS og CPO holdes i fokus for at kunne vurdere, om en kampagne n\u00e5r sit m\u00e5l.<\/p>\n\n\n\n

Billedkreditter i r\u00e6kkef\u00f8lge af billeder: \u00a9 WrightStudio \u2013 stock.adobe.com<\/p>\n","protected":false},"excerpt":{"rendered":"

Myten holder sig h\u00e5rdnakket: Amazon g\u00f8r s\u00e6lgere rige. Men enhver, der allerede har besk\u00e6ftiget sig med dette emne, kommer hurtigt til den erkendelse: Amazon kan fungere godt for s\u00e6lgere, men det er langt fra en selvf\u00f8lge! Som med enhver anden virksomhed skal iv\u00e6rks\u00e6ttere ogs\u00e5 holde \u00f8je med de vigtige KPI’er p\u00e5 Amazon. For e-handelsgiganten straffer<\/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":[636],"tags":[],"class_list":["post-112788","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-alt-om-buy-box"],"yoast_head":"\nAmazon KPI: Disse er de vigtigste pr\u00e6stationsmetrikker for s\u00e6lgere!<\/title>\n<meta name=\"description\" content=\"Vi vil fort\u00e6lle dig, hvilke Amazon KPI'er hver s\u00e6lger skal overv\u00e5ge. 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