{"id":113076,"date":"2022-07-05T06:03:00","date_gmt":"2022-07-05T06:03:00","guid":{"rendered":"https:\/\/127.0.0.1\/blog\/ny-undersogelse-foretraekker-amazon-sig-selv-i-buy-box\/"},"modified":"2022-07-05T06:03:00","modified_gmt":"2022-07-05T06:03:00","slug":"ny-undersogelse-foretraekker-amazon-sig-selv-i-buy-box","status":"publish","type":"post","link":"https:\/\/www.sellerlogic.com\/da\/blog\/ny-undersogelse-foretraekker-amazon-sig-selv-i-buy-box\/","title":{"rendered":"Ny unders\u00f8gelse: Foretr\u00e6kker Amazon sig selv i Buy Box?"},"content":{"rendered":"

Anklagen: Amazon foretr\u00e6kker sig selv ved tildelingen af Buy Box. Rygterne har eksisteret i \u00e5revis. Is\u00e6r i f\u00e6llesskabet af Amazon-s\u00e6lgere ser det ud til, at anklagen allerede er blevet etableret som sandhed. Der er indtil videre ikke h\u00e5ndfaste beviser for en omg\u00e5else af konkurrencereglerne, men i det mindste efterforsker konkurrencemyndighederne ogs\u00e5 koncernen.<\/p>

For det er is\u00e6r problematisk den dobbelte rolle, som Amazon indtager: Virksomheden er b\u00e5de ejer af platformen og s\u00e6lger p\u00e5 denne platform samtidig. Selvom Amazon ikke har monopol, har de en meget h\u00f8j markedsandel i den tyske onlinehandel.<\/p>

Nu har ARD-\u00f8konomimagasinet Plusminus ogs\u00e5 besk\u00e6ftiget sig med Amazon og rygterne om Buy Box. I samarbejde med et prisanalyseseselskab er flere titusinde produkter blevet observeret og evalueret. Resultaterne er ganske overraskende \u2013 men anderledes, end de fleste markedsplads-s\u00e6lgere nok ville formode.<\/p>

Hvorfor er Buy Box s\u00e5 afg\u00f8rende?<\/h2>

Fokus for Plusminus var p\u00e5 Amazon Buy Box<\/a>. Den gule knap, som g\u00f8r det muligt at l\u00e6gge produkter i indk\u00f8bskurven, kender nok enhver kunde p\u00e5 handelsplatformen. Og ogs\u00e5 for s\u00e6lgere, is\u00e6r af handelsvarer, spiller indk\u00f8bsvognfeltet en afg\u00f8rende rolle.<\/p>

For i stedet for at oprette en egen produktside for hvert tilbud (som for eksempel eBay g\u00f8r), samler Amazon alle tilbud p\u00e5 det samme produkt p\u00e5 en detaljeside. For at beslutte, hvilken s\u00e6lger der modtager en indg\u00e5ende ordre og dermed har solgt produktet fra sit lager, tr\u00e6kker Amazon-algoritmen p\u00e5 forskellige parametre, herunder prisen, forsendelsesmetoden, forsendelseshastigheden og eventuelle kundeanmeldelser.<\/p>

Nu er det s\u00e5dan, at langt de fleste kunder bestiller direkte via den gule knap og ikke g\u00f8r sig umage med at se p\u00e5 de andre tilbud p\u00e5 produktet. Den, der vinder Buy Box, f\u00e5r omkring 90 % af salget. Den, der ikke vinder Buy Buy Box, g\u00e5r praktisk talt glip af alt. Derfor er konkurrencen om indk\u00f8bsvognfeltet afg\u00f8rende, og tildelingskriterierne er konkurrenceretligt betydningsfulde. Hvis Amazon skulle foretr\u00e6kke sig selv her, ville det m\u00e5ske misbruge sin markedsmagt.<\/p>

Foretr\u00e6kker Amazon sig selv og sit eget tilbud? \u2013 Studieresultater<\/h2>

For Amazon-studiet har Plusminus unders\u00f8gt 64.000 produkter p\u00e5 onlinegigantens markedsplads. I betragtningen blev b\u00e5de prisen og leveringshastigheden taget i betragtning, men ikke andre kriterier som for eksempel p\u00e5lideligheden eller kundeanmeldelsen af en s\u00e6lger. Alle de produkter, der blev inkluderet i unders\u00f8gelsen, blev tilbudt af flere s\u00e6lgere samt af Amazon selv.<\/p>

\u00bb Ved 20.000 af de 64.000 produkter havde Amazon if\u00f8lge Plusminus Buy Box<\/strong>. Det er lidt mere end 31 %<\/strong>.<\/span><\/p>

\u00bb Ved cirka 8.000 produkter (12,5 %<\/strong>) havde Amazon Buy Box, selvom der var andre udbydere, der tilb\u00f8d en lavere pris. Her var Amazon i gennemsnit 1,83 Euro dyrere<\/strong>, men var ofte ogs\u00e5 udbyderen med den hurtigste leveringstid.<\/span><\/p>

\u00bb Ved 156 produkter havde Amazon derimod ikke kun Buy Box med en h\u00f8jere pris, men der var ogs\u00e5 mindst en anden s\u00e6lger, der kunne levere lige s\u00e5 hurtigt som Amazon<\/strong>. Det er afrundet kun 0,25 %<\/strong> af de unders\u00f8gte produkter.<\/span><\/p><\/blockquote>

For hver af de 156 s\u00e6lgere kan det under omst\u00e6ndigheder v\u00e6re et stort tab, hvis Amazon faktisk foretr\u00e6kker sig selv her og dermed ser bort fra konkurrencereglerne. Med hensyn til hele unders\u00f8gelsen er resultatet dog anderledes, end mange markedsplads-s\u00e6lgere sandsynligvis tidligere har antaget. 156 ud af 64.000 produkter er en forsvindende lille andel.<\/p>

Desuden betragter Plusminus-studiet Amazon Buy Box kun ud fra to tildelingskriterier: pris og leveringshastighed. Begge aspekter er uden tvivl meget vigtige, men de er ikke alene afg\u00f8rende. Mindst elleve andre Buy Box-kriterier<\/a> kan identificeres, som ogs\u00e5 spiller en rolle for tildelingen af indk\u00f8bsvognfeltet. Hvis man ser bort fra disse, f\u00e5r man kun et forvr\u00e6nget billede af virkeligheden.<\/p>

Hvordan markedsplads-s\u00e6lgere vinder Buy Box med den h\u00f8jest mulige pris<\/h2>

At holde Buy Box ikke med den laveste, men med en h\u00f8jere pris er imidlertid muligt for flertallet af udbydere af handelsvarer. Men manuelt er prisjusteringen en h\u00e5bl\u00f8s opgave \u2013 for mange kriterier og konkurrenter, der alle skal holdes \u00f8je med. Med et passende repricing-v\u00e6rkt\u00f8j er det derimod ret p\u00e5lideligt at klare. Netop det har SELLERLOGIC gjort for sine kunder i \u00e5revis. En Buy Box-andel p\u00e5 95 %<\/a> er ikke us\u00e6dvanlig.<\/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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Grundl\u00e6gger og administrerende direkt\u00f8r<\/strong> for 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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\u201eI sidste ende kan virksomheder kun f\u00f8re en succesfuld prisstrategi med software, manuelt er det slet ikke muligt. Med SELLERLOGIC Repricer kunne jeg \u00f8ge min Buy Box andel til 95%!\u201d<\/p><\/div>\n\t\t\t<\/div>\n\t\t<\/div>\n\t<\/div>\n\n

I mods\u00e6tning til den af Plusminus udf\u00f8rte Amazon-unders\u00f8gelse tager Repricer s\u00e5 at sige fra starten h\u00f8jde for de vigtige Buy Box-kriterier. Derved vinder han Buy Box ikke med den laveste, men med den h\u00f8jest mulige pris afh\u00e6ngig af den nuv\u00e6rende status for de andre metrikker fra den tilbudsgivende forhandler<\/p>

\u00d8nsker du ogs\u00e5 at opn\u00e5 en Buy Box-andel p\u00e5 n\u00e6sten 100 %? S\u00e5 test SELLERLOGIC Repricer gratis i 14 dage<\/a>! <\/p>

Konklusion: Plusminus-unders\u00f8gelse om Amazon Buy Box<\/h2>

Amazons dobbeltrolle i forbindelse med den h\u00f8je markedsandel, som virksomheden har inden for e-handel, er bestemt problematisk, selvom der ikke er et klassisk monopol i onlinehandelen. Men resultatet af denne storskala unders\u00f8gelse af n\u00e6sten 64.000 produkter viser ogs\u00e5, hvorfor det er s\u00e5 vigtigt ikke kun at se p\u00e5 prisen eller leveringshastigheden som afg\u00f8rende metrik.<\/p>

Derudover er der mange andre kunde-relevante kriterier, der p\u00e5virker, hvilken pris en forhandler kan vinde Buy Box for sit tilbud. Kun med intelligent software er priss\u00e6tningen for Amazon-forhandlere i dag stadig meningsfuld og is\u00e6r \u00f8konomisk afbildelig. Det er vigtigt at v\u00e6lge en dynamisk Repricer, der ikke kun holder \u00f8je med prisen, men ogs\u00e5 andre vigtige metrikker og konkurrenter.<\/p>

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

Anklagen: Amazon foretr\u00e6kker sig selv ved tildelingen af Buy Box. Rygterne har eksisteret i \u00e5revis. Is\u00e6r i f\u00e6llesskabet af Amazon-s\u00e6lgere ser det ud til, at anklagen allerede er blevet etableret som sandhed. Der er indtil videre ikke h\u00e5ndfaste beviser for en omg\u00e5else af konkurrencereglerne, men i det mindste efterforsker konkurrencemyndighederne ogs\u00e5 koncernen. For det er<\/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":[636],"tags":[],"class_list":["post-113076","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-alt-om-buy-box"],"yoast_head":"\nNy unders\u00f8gelse: Bliver markedsplads s\u00e6lgere systematisk ulempe?<\/title>\n<meta name=\"description\" content=\"I en storskala unders\u00f8gelse unders\u00f8gte magasinet Plusminus tildelingen af Amazon Buy Box. 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