{"id":228339,"date":"2024-12-04T12:52:27","date_gmt":"2024-12-04T12:52:27","guid":{"rendered":"https:\/\/127.0.0.1\/blog\/klucove-ukazovatele-vykonnosti-amazonu-metriky-ktore-potrebujete-poznat\/"},"modified":"2024-12-04T12:52:27","modified_gmt":"2024-12-04T12:52:27","slug":"klucove-ukazovatele-vykonnosti-amazonu-metriky-ktore-potrebujete-poznat","status":"publish","type":"post","link":"https:\/\/www.sellerlogic.com\/de\/blog\/klucove-ukazovatele-vykonnosti-amazonu-metriky-ktore-potrebujete-poznat\/","title":{"rendered":"K\u013e\u00fa\u010dov\u00e9 ukazovatele v\u00fdkonnosti Amazonu \u2013 Metriky, ktor\u00e9 potrebujete pozna\u0165!"},"content":{"rendered":"

K\u013e\u00fa\u010dov\u00e9 ukazovatele v\u00fdkonnosti (alebo ‚KPI‘) Amazonu s\u00fa \u010dasto prehliadan\u00e9 predajcami Amazonu. Dobrou spr\u00e1vou je, \u017ee v\u00e1m to poskytne konkuren\u010dn\u00fa v\u00fdhodu. Najm\u00e4 preto, \u017ee s\u00fa to metriky, ktor\u00fdmi Amazon meria \u00faspech, \u010do sa n\u00e1sledne premieta do vy\u0161\u0161\u00edch predajov pre v\u00e1s. In\u00fdmi slovami: ako predajca nezanedb\u00e1vajte KPI Amazonu.<\/p>

To je preto, \u017ee obchodn\u00fd gigant<\/a> r\u00fdchlo penalizuje predajcov na trhu, ktor\u00ed nemaj\u00fa svoje metriky pod kontrolou. Najprv sa v\u0161ak pozrime na to, \u010do sa mysl\u00ed, ke\u010f hovor\u00edme o ukazovate\u013eoch v\u00fdkonnosti Amazonu.<\/p>\t\t

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Ak\u00e9 s\u00fa KPI Amazonu a pre\u010do s\u00fa u\u017eito\u010dn\u00e9?<\/h2>

KPI sa m\u00f4\u017eu pou\u017ei\u0165 na meranie rozsahu, do ktor\u00e9ho boli implementovan\u00e9 d\u00f4le\u017eit\u00e9 ciele, alebo do akej miery boli dosiahnut\u00e9. V priemysle v\u00fdroby m\u00f4\u017ee by\u0165 napr\u00edklad d\u00f4le\u017eit\u00fdm KPI priemern\u00e9 vyu\u017eitie stroja v porovnan\u00ed s maxim\u00e1lnym mo\u017en\u00fdm vyu\u017eit\u00edm<\/p>

Koncept sa v\u0161ak stal aj roz\u0161\u00edren\u00fdm v digit\u00e1lnom priemysle. Ako pr\u00edklad, miera konverzie je \u017eivotne d\u00f4le\u017eit\u00fd KPI a je aplikovate\u013en\u00e1 na podniky v\u0161etk\u00fdch ve\u013ekost\u00ed – \u010di u\u017e ide o v\u00e1\u0161 online obchod alebo Amazon. Pre inzerentov sa KPI t\u00fdkaj\u00fa zobrazen\u00ed reklamy a jej miery prekliknutia. Webov\u00e9 str\u00e1nky B2B na druhej strane \u010dasto meraj\u00fa svoj \u00faspech na z\u00e1klade leadov.<\/p>

Na Amazone k\u013e\u00fa\u010dov\u00e9 ukazovatele v\u00fdkonnosti pom\u00e1haj\u00fa sledova\u0165 kritick\u00e9 faktory \u00faspechu. Iba t\u00ed, ktor\u00ed meraj\u00fa svoj \u00faspech alebo ne\u00faspech, vedia, kde sa veci pokazili a \u010do u\u017e ide dobre. Potom je tie\u017e mo\u017en\u00e9 optimalizova\u0165 s rozumom a porozumen\u00edm<\/p>

\"Najd\u00f4le\u017eitej\u0161ie<\/figure><\/div>

Ak\u00e9 KPI pou\u017e\u00edva Amazon?<\/h2>Na rozdiel od predajcov, ktor\u00ed maj\u00fa svoj vlastn\u00fd online obchod, \u010del\u00ed predajcovia na trhu \u0161peci\u00e1lnym v\u00fdzvam. To preto, \u017ee relevantn\u00e9 KPI Amazonu s\u00fa \u010dasto \u0161pecifikovan\u00e9 samotn\u00fdm online gigantom. Ak nevenujete pozornos\u0165 t\u00fdmto k\u013e\u00fa\u010dov\u00fdm ukazovate\u013eom v\u00fdkonnosti Amazonu, nem\u00e1te \u0161ancu dosiahnu\u0165 vysok\u00e9 umiestnenie so svojimi produktmi alebo vyhra\u0165 Buy Box. A t\u00ed, ktor\u00ed to nedok\u00e1\u017eu, \u0165a\u017eko predaj\u00fa ak\u00e9ko\u013evek produkty.Na zhor\u0161enie situ\u00e1cie mnoh\u00e9 z be\u017en\u00fdch KPI Amazonu, ako s\u00fa zobrazenia alebo miera kliknut\u00ed, m\u00f4\u017ee predajca na trhu mera\u0165 iba pribli\u017ene, alebo ich nem\u00f4\u017ee mera\u0165 v\u00f4bec. Najlep\u0161ia \u0161anca ovplyvni\u0165 mieru prekliknutia, mieru konverzie a predaj je, aby predajcovia poznali metriky KPI Amazonu<\/a> a optimalizovali svoje podnikanie pod\u013ea toho.

Trest za nedodr\u017eanie predpisov<\/h3>

Ale existuje aj \u010fal\u0161\u00ed d\u00f4le\u017eit\u00fd d\u00f4vod, pre\u010do by sa relevantn\u00e9 KPI Amazonu mali ur\u010dite sledova\u0165: Amazon to rob\u00ed tie\u017e. Ak predajcovia ignoruj\u00fa v\u00fdkonnostn\u00e9 metriky, riskuj\u00fa, \u017ee nebud\u00fa schopn\u00ed splni\u0165 po\u017eadovan\u00e9 \u0161tandardy. Hne\u010f ako sa to stane, Amazon o tom vie – a m\u00f4\u017ee to ma\u0165 dopad na viac ne\u017e len Buy Box umiestnenia alebo zisky. Ka\u017ed\u00fd, kto sa niekedy musel vyvin\u00fa\u0165 ak\u010dn\u00fd pl\u00e1n, ch\u00e1pe, \u017ee je to zbyto\u010dn\u00e9 \u00fasilie, ktor\u00e9 len plytv\u00e1 \u010dasom a peniazmi. V najhor\u0161om pr\u00edpade dokonca e-commerce gigant zablokuje cel\u00fd predajn\u00fd \u00fa\u010det. Pre podnikate\u013eov, ktor\u00fdch hlavn\u00fd biznis je Amazon, by to bola katastrofa.<\/p>

Existuje ve\u013ea d\u00f4vodov, pre\u010do sledova\u0165 v\u0161etky k\u013e\u00fa\u010dov\u00e9 ukazovatele v\u00fdkonnosti. Ak hroz\u00ed, \u017ee KPI Amazonu sa dostane do kritick\u00e9ho rozsahu, m\u00f4\u017eu sa prija\u0165 protiopatrenia v skorom \u0161t\u00e1diu a blokovanie \u00fa\u010dtu sa m\u00f4\u017ee vyhn\u00fa\u0165.<\/p>

\"Najd\u00f4le\u017eitej\u0161ie<\/figure><\/div>

D\u00f4le\u017eit\u00e9 KPI: Metriky v\u00fdkonnosti predajcu Amazonu<\/h3>

Ale existuje aj \u010fal\u0161\u00ed d\u00f4le\u017eit\u00fd d\u00f4vod, pre\u010do by sa relevantn\u00e9 KPI Amazonu mali ur\u010dite sledova\u0165: Amazon to rob\u00ed tie\u017e. Ak predajcovia ignoruj\u00fa v\u00fdkonnostn\u00e9 metriky, riskuj\u00fa, \u017ee nebud\u00fa schopn\u00ed splni\u0165 po\u017eadovan\u00e9 \u0161tandardy. Hne\u010f ako sa to stane, Amazon o tom vie – a m\u00f4\u017ee to ma\u0165 dopad na viac ne\u017e len Buy Box umiestnenia alebo zisky. Ka\u017ed\u00fd, kto sa niekedy musel vyvin\u00fa\u0165 ak\u010dn\u00fd pl\u00e1n, ch\u00e1pe, \u017ee je to zbyto\u010dn\u00e9 \u00fasilie, ktor\u00e9 len plytv\u00e1 \u010dasom a peniazmi. V najhor\u0161om pr\u00edpade dokonca e-commerce gigant zablokuje cel\u00fd predajn\u00fd \u00fa\u010det. Pre podnikate\u013eov, ktor\u00fdch hlavn\u00fd biznis je Amazon, by to bola katastrofa.<\/p>Rovnako d\u00f4le\u017eit\u00fd ako k\u013e\u00fa\u010dov\u00e9 ukazovatele v\u00fdkonnosti Amazonu<\/a> je v\u0161ak aj v\u0161eobecn\u00fd v\u00fdkon predajcu. Ten sa sklad\u00e1 z r\u00f4znych ukazovate\u013eov:

KPI Amazon<\/strong><\/td>Popis<\/strong><\/td>Maxim\u00e1lna hodnota \/ Ide\u00e1lna hodnota<\/strong><\/td><\/tr>
Miera ch\u00fdb objedn\u00e1vok<\/td>Negat\u00edvne hodnotenie, kreditn\u00e1 karta spojen\u00e1 so slu\u017ebou, \u017eiados\u0165 o z\u00e1ruku A-to-Z<\/a>.<\/td>pod 1 %, ide\u00e1lne 0 %<\/td><\/tr>
Miera zru\u0161en\u00ed<\/td>Zru\u0161enia predajcu pred spracovan\u00edm objedn\u00e1vky<\/td>pod 2,5 %, ide\u00e1lne 0 %<\/td><\/tr>
Miera platnosti sledovac\u00edch \u010d\u00edsel<\/td>Platn\u00e9 sledovacie \u010d\u00edsla<\/td>min. 95 %, ide\u00e1lne 100 %<\/td><\/tr>
Miera oneskoren\u00fdch dod\u00e1vok<\/td>oneskoren\u00e1 dod\u00e1vka = potvrdenie o odoslan\u00ed po uplynut\u00ed o\u010dak\u00e1vanej dodacej lehoty<\/td>pod 4 %, ide\u00e1lne 0 %<\/td><\/tr>
Nespokojnos\u0165 s vr\u00e1ten\u00edm tovaru<\/td>\u017diados\u0165 o vr\u00e1tenie tovaru s negat\u00edvnym hodnoten\u00edm z\u00e1kazn\u00edka, ot\u00e1zky o vr\u00e1ten\u00ed, na ktor\u00e9 nebolo odpovedan\u00e9 do 48 hod\u00edn, nespr\u00e1vne zamietnut\u00e9 ot\u00e1zky o vr\u00e1ten\u00ed<\/td>pod 10 %, ak je to mo\u017en\u00e9 0 %<\/td><\/tr>
Hodnotenia predajcu<\/td>Priemern\u00e9 hodnotenie predajcu a po\u010det recenzi\u00ed<\/td>\u010do najpozit\u00edvnej\u0161ie, \u010do najvy\u0161\u0161ie<\/td><\/tr>
\u010cas odpovede<\/td>Priemern\u00fd \u010das potrebn\u00fd na odpove\u010f na ot\u00e1zky z\u00e1kazn\u00edkov za posledn\u00fdch 90 dn\u00ed<\/td>pod 24 hod\u00edn, ak je to mo\u017en\u00e9 pod 12 hod\u00edn<\/td><\/tr>
Sklad<\/td>Nedostupn\u00e9 na sklade, probl\u00e9my s dod\u00e1vkou<\/td>\u010do najzriedkavej\u0161ie<\/td><\/tr>
Nespokojnos\u0165 so z\u00e1kazn\u00edckym servisom<\/td>negat\u00edvne hodnotenie z\u00e1kazn\u00edka z odpovede v schr\u00e1nke kupuj\u00faci-predajca<\/td>\u010do najni\u017e\u0161ie<\/td><\/tr>
Miera n\u00e1hrady<\/td>Pomer vr\u00e1ten\u00ed za posledn\u00fdch 30 dn\u00ed k celkov\u00e9mu po\u010dtu objedn\u00e1vok<\/td>\u010do najni\u017e\u0161ie<\/td><\/tr><\/tbody><\/table><\/figure>

In\u00e9 relevantn\u00e9 KPI pre Amazon<\/h3>

Profesion\u00e1lni predajcovia sa nielen\u017ee uv\u00e1dzaj\u00fa svoje produkty na Amazone, sleduj\u00fa k\u013e\u00fa\u010dov\u00e9 metriky KPI a pova\u017euj\u00fa to za hotov\u00e9. Je toho viac. Predajcovia s priv\u00e1tnou zna\u010dkou sa musia zaobera\u0165 aj ot\u00e1zkou reklamy. Pokia\u013e ide o KPI marketingu Amazonu, rovnak\u00e9 v\u00fdkonnostn\u00e9 metriky platia pre logistick\u00e9ho giganta, ktor\u00e9 sa pou\u017e\u00edvaj\u00fa v konven\u010dnom marketingu.<\/p>Rovnako d\u00f4le\u017eit\u00fd KPI Amazonu<\/a> je preto ACoS, skratka pre „N\u00e1klady na reklamu v pomere k predaju“<\/a>. Tento ukazovate\u013e uv\u00e1dza n\u00e1klady na reklamn\u00e9 kampane v s\u00favislosti s predajom generovan\u00fdm touto reklamou: ACoS = n\u00e1klady na reklamu\/predaj.

S obratom 50 000 eur a v\u00fddavkami na reklamu 3 000 eur by teda ACoS bol 6 %. Maxim\u00e1lny ACoS sa v\u0161ak l\u00ed\u0161i od produktu k produktu. Na tento \u00fa\u010del musia by\u0165 v\u0161etky dodato\u010dn\u00e9 n\u00e1klady, ktor\u00e9 zn\u00e1\u0161a predajca, odpo\u010d\u00edtan\u00e9 od predajnej ceny, napr. n\u00e1klady na v\u00fdrobu, da\u0148 z predaja alebo re\u017eijn\u00e9 n\u00e1klady. Ak napr\u00edklad predajca dosiahne zisk 15 percent z predajnej ceny na k\u00e1vovare, ACoS nesmie prekro\u010di\u0165 15 percent. Inak by to bola stratov\u00e1 \u010dinnos\u0165.<\/p>

Av\u0161ak, ak\u00e1 vysok\u00e1 alebo n\u00edzka je ACoS ako KPI Amazonu, je ur\u010den\u00e1 r\u00f4znymi \u010fal\u0161\u00edmi faktormi, ktor\u00e9 musia by\u0165 posudzovan\u00e9 individu\u00e1lne, ako napr\u00edklad cie\u013e PPC kampane<\/a>, mar\u017ea a konkuren\u010dn\u00fd tlak v r\u00e1mci produktovej l\u00ednie. Na rozdiel od Google Ads, Amazon Ads sa nevypl\u00e1caj\u00fa len pri predaji produktu, ale maj\u00fa aj vplyv na organick\u00fa vidite\u013enos\u0165.<\/p>

V d\u00f4sledku tohto holistick\u00e9ho efektu sa mnoh\u00ed predajcovia za\u010dali zameriava\u0165 na in\u00e9 KPI Amazonu<\/a>, ako je n\u00e1klad na objedn\u00e1vku (CPO) ako KPI Amazonu. Tu s\u00fa v\u00fddavky na reklamu za ur\u010dit\u00e9 obdobie rozdelen\u00e9 celkov\u00fdmi predajmi dosiahnut\u00fdmi v rovnakom obdob\u00ed. To zoh\u013ead\u0148uje \u0161ir\u0161\u00ed vplyv Amazon Ads.<\/p>

Amazon Advertising KPIs<\/h3>

Pri hovore o v\u00fdkonnostn\u00fdch ukazovate\u013eoch predajcov Amazonu je potrebn\u00e9 spomen\u00fa\u0165 reklamn\u00e9 KPI. D\u00f4vodom je, \u017ee reklamn\u00e9 KPI Amazonu v\u00e1m poskytn\u00fa pou\u017eite\u013en\u00e9 poznatky o \u00fa\u010dinnosti a ziskovosti kampan\u00ed, ktor\u00e9 prev\u00e1dzkujete. To zase umo\u017e\u0148uje rozhodovanie na z\u00e1klade \u00fadajov na optimaliz\u00e1ciu v\u00fdkonu a maximaliz\u00e1ciu v\u00e1\u0161ho ROI.<\/p>

Aby ste sa zamerali na najkritickej\u0161ie reklamn\u00e9 KPI Amazonu, zv\u00e1\u017ete nasleduj\u00facich p\u00e4\u0165:<\/p>

1. N\u00e1klady na reklamu v pomere k predaju (ACoS)<\/h4>

Pre\u010do je to d\u00f4le\u017eit\u00e9: ACoS priamo meria efekt\u00edvnos\u0165 va\u0161ich v\u00fddavkov na reklamu pri generovan\u00ed predaja. Je to k\u013e\u00fa\u010dov\u00fd ukazovate\u013e ziskovosti, ktor\u00fd v\u00e1m pom\u00e1ha pochopi\u0165, \u010di m\u00ed\u0148ate pr\u00edli\u0161 ve\u013ea na reklamu v porovnan\u00ed s predajom, ktor\u00fd produkuj\u00fa.<\/p>

2. N\u00e1vratnos\u0165 v\u00fddavkov na reklamu (ROAS)<\/h4>

Pre\u010do je to d\u00f4le\u017eit\u00e9: ROAS dop\u013a\u0148a ACoS t\u00fdm, \u017ee ukazuje pr\u00edjmy generovan\u00e9 za ka\u017ed\u00fd dol\u00e1r vynalo\u017een\u00fd na reklamu. Poskytuje jasn\u00fd obraz o celkovej ziskovosti va\u0161ich kampan\u00ed. Vy\u0161\u0161\u00ed ROAS znamen\u00e1 efekt\u00edvnej\u0161ie v\u00fddavky na reklamu.<\/p>

3. Miera prekliknutia (CTR)<\/h4>

Pre\u010do je to d\u00f4le\u017eit\u00e9: CTR nazna\u010duje, ako dobre va\u0161a reklama rezonuje s va\u0161ou cie\u013eovou skupinou. Vy\u0161\u0161ia CTR znamen\u00e1, \u017ee va\u0161a reklama je dostato\u010dne presved\u010div\u00e1 na to, aby \u013eud\u00ed prin\u00fatila klikn\u00fa\u0165, \u010do je nevyhnutn\u00e9 na zv\u00fd\u0161enie n\u00e1v\u0161tevnosti va\u0161ich produktov\u00fdch zoznamov.<\/p>

4. Miera konverzie (CVR)<\/h4>

Pre\u010do je to d\u00f4le\u017eit\u00e9: CVR ukazuje, ako efekt\u00edvne va\u0161a reklama a produktov\u00fd zoznam premie\u0148aj\u00fa kliknutia na predaje. Je to k\u013e\u00fa\u010dov\u00fd ukazovate\u013e kvality va\u0161ej vstupnej str\u00e1nky a ponuky produktu.<\/p>

5. Priraden\u00e9 predaje<\/h4>

Pre\u010do je to d\u00f4le\u017eit\u00e9: Tento ukazovate\u013e ukazuje priamy predajn\u00fd dopad va\u0161ich rekl\u00e1m. Je k\u013e\u00fa\u010dov\u00fd pre pochopenie pr\u00edjmov generovan\u00fdch z va\u0161ich reklamn\u00fdch kampan\u00ed a hodnotenie ich celkovej efekt\u00edvnosti.<\/p>

Tieto KPI s\u00fa nevyhnutn\u00e9 na sledovanie \u00faspechu va\u0161ich reklamn\u00fdch kampan\u00ed na Amazone a optimaliz\u00e1ciu ziskovosti, relevantnosti a predajn\u00e9ho dopadu.<\/p>\t\t

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\n\t\t\tEntdecken Sie Ihr Wachstumspotenzial\t\t<\/div>\n\t\t
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\n\t\t\t\tVerkaufen mit Gewinn? Halten Sie Ihre Rentabilit\u00e4t mit SELLERLOGIC Business Analytics f\u00fcr Amazon aufrecht. Probieren Sie es jetzt 14 Tage lang aus\t\t\t<\/div>\n\t\t\t
\n\t\t\t\t\t\t\n\t\t\t\tMehr erfahren\t\t\t<\/a>\n\t\t\t<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/div>\n\t<\/div>\n\n

Z\u00e1ver: Ak nesledujete, prich\u00e1dzate o!<\/h2>

Pred\u00e1vate na Amazone, ale pravidelne neanalyzujete svoje KPI Amazonu? Aj ke\u010f m\u00f4\u017eete pokra\u010dova\u0165 v prev\u00e1dzke t\u00fdmto sp\u00f4sobom, nie je to odpor\u00fa\u010dan\u00e9. Bez pochopenia, kde s\u00fa nedostatky v syst\u00e9me, je \u0165a\u017ek\u00e9 efekt\u00edvne optimalizova\u0165 va\u0161e podnikanie. To m\u00f4\u017ee vies\u0165 k n\u00e1sledkom, ako je zn\u00ed\u017eenie hodnotenia, strata Buy Box alebo dokonca pozastavenie \u00fa\u010dtu.<\/p>

Preto by si predajcovia Amazonu mali v\u017edy d\u00e1va\u0165 pozor na d\u00f4le\u017eit\u00e9 KPI metriky a v\u010das reagova\u0165 v pr\u00edpade probl\u00e9mov. To ist\u00e9 plat\u00ed pre v\u00fdkon PPC kampan\u00ed<\/a> v ekosyst\u00e9me Amazon, aj ke\u010f \u0161pecifik\u00e1cie tu nie s\u00fa tak\u00e9 konkr\u00e9tne ako pre v\u00fdkon predajcov. Tu by sa ACoS a CPO mali ma\u0165 na pam\u00e4ti, aby bolo mo\u017en\u00e9 pos\u00fadi\u0165, \u010di kampa\u0148 dosahuje svoj cie\u013e.<\/p>

Image credits in order of appearance: \u00a9 Microone \u2013 stock.adobe.com \/ \u00a9 ANDA EUATHAM\u2013 stock.adobe.com \/ \u00a9 ivector \u2013 stock.adobe.com<\/p>

<\/p>","protected":false},"excerpt":{"rendered":"

K\u013e\u00fa\u010dov\u00e9 ukazovatele v\u00fdkonnosti (alebo ‚KPI‘) Amazonu s\u00fa \u010dasto prehliadan\u00e9 predajcami Amazonu. Dobrou spr\u00e1vou je, \u017ee v\u00e1m to poskytne konkuren\u010dn\u00fa v\u00fdhodu. Najm\u00e4 preto, \u017ee s\u00fa to metriky, ktor\u00fdmi Amazon meria \u00faspech, \u010do sa n\u00e1sledne premieta do vy\u0161\u0161\u00edch predajov pre v\u00e1s. In\u00fdmi slovami: ako predajca nezanedb\u00e1vajte KPI Amazonu. To je preto, \u017ee obchodn\u00fd gigant r\u00fdchlo penalizuje predajcov<\/p>\n","protected":false},"author":6,"featured_media":13470,"comment_status":"open","ping_status":"open","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":[1482],"tags":[],"class_list":["post-228339","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-predaj-na-amazone"],"yoast_head":"\nV\u00fdkonnostn\u00e9 ukazovatele Amazonu: Najd\u00f4le\u017eitej\u0161ie metriky<\/title>\n<meta name=\"description\" content=\"Tu je d\u00f4vod, pre\u010do by ste mali d\u00e1va\u0165 pozor na najd\u00f4le\u017eitej\u0161ie KPI na Amazone. 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