{"id":114489,"date":"2022-07-05T06:03:00","date_gmt":"2022-07-05T06:03:00","guid":{"rendered":"https:\/\/127.0.0.1\/blog\/new-study-does-amazon-prefer-itself-in-the-buy-box\/"},"modified":"2022-07-05T06:03:00","modified_gmt":"2022-07-05T06:03:00","slug":"new-study-does-amazon-prefer-itself-in-the-buy-box","status":"publish","type":"post","link":"https:\/\/www.sellerlogic.com\/pl\/blog\/new-study-does-amazon-prefer-itself-in-the-buy-box\/","title":{"rendered":"New study: Does Amazon prefer itself in the Buy Box?"},"content":{"rendered":"

Zarzut: Amazon faworyzuje siebie przy przydzielaniu Buy Box. Plotki te istniej\u0105 od lat. Zw\u0142aszcza w spo\u0142eczno\u015bci sprzedawc\u00f3w Amazon wydaje si\u0119, \u017ce zarzut ten ju\u017c ugruntowa\u0142 si\u0119 jako prawda. Jak dot\u0105d nie ma konkretnych dowod\u00f3w na obej\u015bcie zasad konkurencji, ale przynajmniej organy antymonopolowe r\u00f3wnie\u017c prowadz\u0105 dochodzenie przeciwko koncernowi.<\/p>

Poniewa\u017c szczeg\u00f3lnie problematyczna jest podw\u00f3jna rola, jak\u0105 pe\u0142ni Amazon: firma jest jednocze\u015bnie w\u0142a\u015bcicielem platformy i sprzedawc\u0105 na tej platformie. Cho\u0107 Amazon nie ma monopolu, to jednak ma bardzo wysoki udzia\u0142 w rynku niemieckiego handlu internetowego.<\/p>

Teraz magazyn gospodarczy ARD Plusminus r\u00f3wnie\u017c zaj\u0105\u0142 si\u0119 Amazonem i plotkami o Buy Box. We wsp\u00f3\u0142pracy z firm\u0105 zajmuj\u0105c\u0105 si\u0119 analiz\u0105 cen, obserwowano i oceniano kilka dziesi\u0105tek tysi\u0119cy produkt\u00f3w. Wyniki s\u0105 do\u015b\u0107 zaskakuj\u0105ce \u2013 ale inaczej, ni\u017c wi\u0119kszo\u015b\u0107 sprzedawc\u00f3w na rynku by przypuszcza\u0142a.<\/p>

Dlaczego Buy Box jest tak decyduj\u0105ce?<\/h2>

Uwaga Plusminus skupi\u0142a si\u0119 na Amazon Buy Box<\/a>. \u017b\u00f3\u0142ty przycisk, za pomoc\u0105 kt\u00f3rego mo\u017cna doda\u0107 produkty do koszyka, zna chyba ka\u017cdy klient platformy handlowej. A dla sprzedawc\u00f3w, szczeg\u00f3lnie tych oferuj\u0105cych towary handlowe, pole koszyka odgrywa kluczow\u0105 rol\u0119.<\/p>

Poniewa\u017c zamiast tworzy\u0107 osobn\u0105 stron\u0119 produktu dla ka\u017cdej oferty (jak to robi na przyk\u0142ad eBay), Amazon \u0142\u0105czy wszystkie oferty tego samego produktu na jednej stronie szczeg\u00f3\u0142owej. Aby zdecydowa\u0107, kt\u00f3ry sprzedawca otrzyma zam\u00f3wienie i tym samym sprzeda produkt ze swojego stanu, algorytm Amazonu bierze pod uwag\u0119 r\u00f3\u017cne parametry, w tym cen\u0119, metod\u0119 wysy\u0142ki, szybko\u015b\u0107 wysy\u0142ki oraz ewentualne opinie klient\u00f3w.<\/p>

Teraz jest tak, \u017ce zdecydowana wi\u0119kszo\u015b\u0107 klient\u00f3w zamawia bezpo\u015brednio przez \u017c\u00f3\u0142ty przycisk i nie zadaje sobie trudu, aby przyjrze\u0107 si\u0119 innym ofertom produktu. Kto wi\u0119c zdob\u0119dzie Buy Box, otrzymuje oko\u0142o 90% sprzeda\u017cy. Kto nie zdob\u0119dzie Buy Buy Box, praktycznie nie ma nic. Dlatego konkurencja o pole koszyka jest decyduj\u0105ca, a kryteria przydzia\u0142u maj\u0105 znaczenie antymonopolowe. Gdyby Amazon faworyzowa\u0142 siebie w tym przypadku, mog\u0142oby to oznacza\u0107 nadu\u017cycie jego si\u0142y rynkowej.<\/p>

Czy Amazon faworyzuje siebie i swoj\u0105 ofert\u0119? \u2013 Wyniki bada\u0144<\/h2>

W badaniu Amazon Plusminus przyjrza\u0142 si\u0119 64 000 produkt\u00f3w na rynku internetowego giganta. W analizie uwzgl\u0119dniono zar\u00f3wno cen\u0119, jak i szybko\u015b\u0107 dostawy, jednak nie brano pod uwag\u0119 innych kryteri\u00f3w, takich jak niezawodno\u015b\u0107 czy ocena klient\u00f3w sprzedawcy. Wszystkie produkty uwzgl\u0119dnione w badaniu by\u0142y oferowane przez kilku sprzedawc\u00f3w oraz przez samego Amazona.<\/p>

\u00bb W przypadku 20 000 z 64 000 produkt\u00f3w, wed\u0142ug Plusminus Amazon mia\u0142 Buy Box<\/strong>. To nieco ponad 31 %<\/strong>.<\/span><\/p>

\u00bb W przypadku oko\u0142o 8 000 produkt\u00f3w (12,5 %<\/strong>) Amazon mia\u0142 Buy Box, mimo \u017ce istnieli inni dostawcy oferuj\u0105cy ni\u017csz\u0105 cen\u0119. Tutaj Amazon by\u0142 \u015brednio dro\u017cszy o 1,83 euro<\/strong>, ale zazwyczaj by\u0142 r\u00f3wnie\u017c dostawc\u0105 z najszybszym czasem dostawy.<\/span><\/p>

\u00bb W przypadku 156 produkt\u00f3w Amazon nie tylko mia\u0142 Buy Box z wy\u017csz\u0105 cen\u0105, ale istnia\u0142 r\u00f3wnie\u017c przynajmniej jeden inny sprzedawca, kt\u00f3ry m\u00f3g\u0142 dostarczy\u0107 r\u00f3wnie szybko jak Amazon<\/strong>. To zaledwie 0,25 %<\/strong> badanych produkt\u00f3w.<\/span><\/p><\/blockquote>

Dla ka\u017cdego z 156 sprzedawc\u00f3w mo\u017ce to by\u0107 powa\u017cna strata, je\u015bli Amazon rzeczywi\u015bcie faworyzuje siebie i tym samym ignoruje zasady konkurencji. W kontek\u015bcie ca\u0142ego badania wyniki s\u0105 jednak inne, ni\u017c wielu sprzedawc\u00f3w na rynku prawdopodobnie wcze\u015bniej przypuszcza\u0142o. 156 z 64 000 produkt\u00f3w to znikomy udzia\u0142.<\/p>

Ponadto badanie Plusminus analizuje Amazon Buy Box jedynie na podstawie dw\u00f3ch kryteri\u00f3w przydzia\u0142u: ceny i szybko\u015bci dostawy. Oba aspekty s\u0105 niew\u0105tpliwie bardzo wa\u017cne, ale nie s\u0105 jedynymi decyduj\u0105cymi. Mo\u017cna zidentyfikowa\u0107 co najmniej jedena\u015bcie innych kryteri\u00f3w Buy Box<\/a>, kt\u00f3re r\u00f3wnie\u017c odgrywaj\u0105 rol\u0119 w przydziale pola koszyka. Ignoruj\u0105c je, otrzymuje si\u0119 jedynie zniekszta\u0142cony obraz rzeczywisto\u015bci.<\/p>

Jak sprzedawcy na rynku mog\u0105 zdoby\u0107 Buy Box z mo\u017cliwie najwy\u017csz\u0105 cen\u0105<\/h2>

Utrzymanie Buy Box nie z najni\u017csz\u0105, lecz z wy\u017csz\u0105 cen\u0105 jest jednak dla wi\u0119kszo\u015bci dostawc\u00f3w towar\u00f3w handlowych jak najbardziej mo\u017cliwe. Jednak r\u0119czna regulacja cen to beznadziejna sprawa \u2013 zbyt wiele kryteri\u00f3w i konkurent\u00f3w, kt\u00f3rych wszystkich trzeba mie\u0107 na oku. Z odpowiednim narz\u0119dziem do repricingu mo\u017cna to jednak do\u015b\u0107 niezawodnie zrealizowa\u0107. Dok\u0142adnie to robi SELLERLOGIC od lat dla swoich klient\u00f3w. Buy Box udzia\u0142 na poziomie 95 %<\/a> nie jest w tym przypadku rzadko\u015bci\u0105.<\/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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Za\u0142o\u017cycielka i dyrektor generalna<\/strong> 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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\u201eOstatecznie firmy mog\u0105 prowadzi\u0107 skuteczn\u0105 strategi\u0119 cenow\u0105 tylko z oprogramowaniem, r\u0119cznie to nie jest mo\u017cliwe. Dzi\u0119ki SELLERLOGIC Repricer mog\u0142em zwi\u0119kszy\u0107 m\u00f3j Buy Box udzia\u0142 do 95%!\u201d<\/p><\/div>\n\t\t\t<\/div>\n\t\t<\/div>\n\t<\/div>\n\n

W przeciwie\u0144stwie do badania Amazon przeprowadzonego przez Plusminus, Repricer uwzgl\u0119dnia z za\u0142o\u017cenia wa\u017cne kryteria Buy Box. Dzi\u0119ki temu zdobywa Buy Box nie po najni\u017cszej, lecz po najwy\u017cszej mo\u017cliwej cenie w zale\u017cno\u015bci od aktualnego statusu innych metryk oferuj\u0105cego sprzedawcy.<\/p>

Chcesz r\u00f3wnie\u017c osi\u0105gn\u0105\u0107 udzia\u0142 Buy Box prawie 100 %? W takim razie przetestuj SELLERLOGIC Repricer teraz przez 14 dni za darmo<\/a>! <\/p>

Wnioski: Badanie Plusminus dotycz\u0105ce Amazon Buy Box<\/h2>

Podw\u00f3jna rola Amazona w zwi\u0105zku z wysokim udzia\u0142em w rynku, jaki firma ma w e-commerce, jest z pewno\u015bci\u0105 problematyczna, nawet je\u015bli nie ma klasycznego monopolu w handlu online. Jednak wyniki tego du\u017cego badania prawie 64 000 produkt\u00f3w pokazuj\u0105 r\u00f3wnie\u017c, dlaczego tak wa\u017cne jest, aby nie skupia\u0107 si\u0119 tylko na cenie lub szybko\u015bci dostawy jako decyduj\u0105cej metryce.<\/p>

Opr\u00f3cz tego istnieje wiele innych kryteri\u00f3w istotnych dla klient\u00f3w, kt\u00f3re wp\u0142ywaj\u0105 na to, po jakiej cenie sprzedawca mo\u017ce zdoby\u0107 Buy Box dla swojej oferty. Tylko z inteligentnym oprogramowaniem ustalanie cen dla sprzedawc\u00f3w Amazona jest dzisiaj sensowne i przede wszystkim ekonomicznie wykonalne. Wa\u017cne jest, aby wybra\u0107 dynamiczny Repricer, kt\u00f3ry nie tylko monitoruje cen\u0119, ale tak\u017ce inne wa\u017cne metryki i konkurent\u00f3w.<\/p>

\u0179r\u00f3d\u0142o zdj\u0119cia: \u00a9 Nuthawut \u2013 stock.adobe.com<\/p>","protected":false},"excerpt":{"rendered":"

Zarzut: Amazon faworyzuje siebie przy przydzielaniu Buy Box. Plotki te istniej\u0105 od lat. Zw\u0142aszcza w spo\u0142eczno\u015bci sprzedawc\u00f3w Amazon wydaje si\u0119, \u017ce zarzut ten ju\u017c ugruntowa\u0142 si\u0119 jako prawda. Jak dot\u0105d nie ma konkretnych dowod\u00f3w na obej\u015bcie zasad konkurencji, ale przynajmniej organy antymonopolowe r\u00f3wnie\u017c prowadz\u0105 dochodzenie przeciwko koncernowi. Poniewa\u017c szczeg\u00f3lnie problematyczna jest podw\u00f3jna rola, jak\u0105 pe\u0142ni<\/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":[702],"tags":[],"class_list":["post-114489","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-wszystko-o-buy-box"],"yoast_head":"\nNowe badanie: Czy sprzedawcy na rynku s\u0105 systematycznie dyskryminowani?<\/title>\n<meta name=\"description\" content=\"W du\u017cym badaniu magazyn Plusminus zbada\u0142 przyznawanie Buy Box Amazona. 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Wyniki s\u0105 zaskakuj\u0105ce!\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.sellerlogic.com\/pl\/blog\/new-study-does-amazon-prefer-itself-in-the-buy-box\/\" \/>\n<meta property=\"og:site_name\" content=\"SELLERLOGIC - Smarte Tools f\u00fcr Amazon-Seller\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/SellerLogic\/\" \/>\n<meta property=\"article:published_time\" content=\"2022-07-05T06:03:00+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/d2bw95mh2ee04s.cloudfront.net\/prod\/content\/wp-content\/uploads\/2022\/06\/23140250\/plusminus-amazon.jpeg\" \/>\n\t<meta property=\"og:image:width\" content=\"844\" \/>\n\t<meta property=\"og:image:height\" content=\"443\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Robin Bals\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@sellerlogic\" \/>\n<meta name=\"twitter:site\" content=\"@sellerlogic\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Robin Bals\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.sellerlogic.com\/pl\/blog\/new-study-does-amazon-prefer-itself-in-the-buy-box\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.sellerlogic.com\/pl\/blog\/new-study-does-amazon-prefer-itself-in-the-buy-box\/\"},\"author\":{\"name\":\"Robin Bals\",\"@id\":\"https:\/\/www.sellerlogic.com\/pl\/#\/schema\/person\/a05487915912c5ddeb279af2540bd467\"},\"headline\":\"New study: Does Amazon prefer itself in the Buy Box?\",\"datePublished\":\"2022-07-05T06:03:00+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.sellerlogic.com\/pl\/blog\/new-study-does-amazon-prefer-itself-in-the-buy-box\/\"},\"wordCount\":955,\"publisher\":{\"@id\":\"https:\/\/www.sellerlogic.com\/pl\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.sellerlogic.com\/pl\/blog\/new-study-does-amazon-prefer-itself-in-the-buy-box\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/d2bw95mh2ee04s.cloudfront.net\/prod\/content\/wp-content\/uploads\/2022\/06\/23140250\/plusminus-amazon.jpeg\",\"articleSection\":[\"Wszystko o Buy Box\"],\"inLanguage\":\"pl-PL\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.sellerlogic.com\/pl\/blog\/new-study-does-amazon-prefer-itself-in-the-buy-box\/\",\"url\":\"https:\/\/www.sellerlogic.com\/pl\/blog\/new-study-does-amazon-prefer-itself-in-the-buy-box\/\",\"name\":\"Nowe badanie: Czy sprzedawcy na rynku s\u0105 systematycznie dyskryminowani?\",\"isPartOf\":{\"@id\":\"https:\/\/www.sellerlogic.com\/pl\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.sellerlogic.com\/pl\/blog\/new-study-does-amazon-prefer-itself-in-the-buy-box\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.sellerlogic.com\/pl\/blog\/new-study-does-amazon-prefer-itself-in-the-buy-box\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/d2bw95mh2ee04s.cloudfront.net\/prod\/content\/wp-content\/uploads\/2022\/06\/23140250\/plusminus-amazon.jpeg\",\"datePublished\":\"2022-07-05T06:03:00+00:00\",\"description\":\"W du\u017cym badaniu magazyn Plusminus zbada\u0142 przyznawanie Buy Box Amazona. 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