{"id":227799,"date":"2020-06-23T08:25:00","date_gmt":"2020-06-23T08:25:00","guid":{"rendered":"https:\/\/127.0.0.1\/blog\/najdolezitejsie-amazon-kpi-na-prvy-pohlad-tieto-metriky-by-mali-predajcovia-urcite-zohladnit\/"},"modified":"2020-06-23T08:25:00","modified_gmt":"2020-06-23T08:25:00","slug":"najdolezitejsie-amazon-kpi-na-prvy-pohlad-tieto-metriky-by-mali-predajcovia-urcite-zohladnit","status":"publish","type":"post","link":"https:\/\/www.sellerlogic.com\/sk\/blog\/najdolezitejsie-amazon-kpi-na-prvy-pohlad-tieto-metriky-by-mali-predajcovia-urcite-zohladnit\/","title":{"rendered":"Najd\u00f4le\u017eitej\u0161ie Amazon KPI na prv\u00fd poh\u013ead: Tieto metriky by mali predajcovia ur\u010dite zoh\u013eadni\u0165!"},"content":{"rendered":"

M\u00fdtus pretrv\u00e1va: Amazon rob\u00ed predajcov bohat\u00fdmi. Ale ka\u017ed\u00fd, kto sa touto t\u00e9mou u\u017e zaoberal, r\u00fdchlo dospeje k poznaniu: Amazon m\u00f4\u017ee pre predajcov dobre fungova\u0165, ale rozhodne to nie je samozrejmos\u0165! Rovnako ako v ka\u017edom inom podnikan\u00ed musia podnikatelia aj na Amazone sledova\u0165 d\u00f4le\u017eit\u00e9 KPI.<\/p>

Preto\u017ee e-commerce gigant r\u00fdchlo trest\u00e1 predajcov na trhu, ktor\u00ed nemaj\u00fa svoje \u010d\u00edsla pod kontrolou. Ale najprv si objasn\u00edme, \u010do s\u00fa tzv. k\u013e\u00fa\u010dov\u00e9 ukazovatele v\u00fdkonnosti<\/strong>, skr\u00e1tene KPI, a na \u010do m\u00f4\u017eu by\u0165 u\u017eito\u010dn\u00e9. N\u00e1sledne sa podrobne pozrieme na Amazon KPI.<\/p>

\u010co s\u00fa KPI a pre\u010do s\u00fa KPI u\u017eito\u010dn\u00e9?<\/h2>

\u201eK\u013e\u00fa\u010dov\u00fd ukazovate\u013e v\u00fdkonnosti\u201c sa d\u00e1 prelo\u017ei\u0165 ako \u201ev\u00fdkonnostn\u00e1 miera<\/strong>\u201c a poch\u00e1dza z podnikovej ekonomiky. S KPI sa d\u00e1 mera\u0165, do akej miery boli splnen\u00e9 d\u00f4le\u017eit\u00e9 ciele alebo do akej miery sa ich podarilo dosiahnu\u0165. V priemyselnom sektore m\u00f4\u017ee by\u0165 d\u00f4le\u017eit\u00fdm KPI napr\u00edklad priemern\u00e9 vy\u0165a\u017eenie stroja v porovnan\u00ed s maxim\u00e1lnym mo\u017en\u00fdm vy\u0165a\u017een\u00edm.<\/p>

Ve\u013ek\u00e9 roz\u0161\u00edrenie na\u0161lo toto koncept aj v digit\u00e1lnom odvetv\u00ed<\/strong>. \u010ci u\u017e ide o vlastn\u00fd online obchod alebo Amazon \u2013 d\u00f4le\u017eit\u00fdm KPI je napr\u00edklad miera konverzie. Pre inzerentov sa KPI t\u00fdkaj\u00fa zobrazen\u00ed reklamy a jej miery prekliknutia. B2B webov\u00e9 str\u00e1nky meraj\u00fa svoj \u00faspech \u010dasto na z\u00e1klade leadov.<\/p>

Takto pom\u00e1haj\u00fa KPI pri sledovan\u00ed d\u00f4le\u017eit\u00fdch v\u00fdkonnostn\u00fdch ukazovate\u013eov a systematickom overovan\u00ed kritick\u00fdch faktorov \u00faspechu<\/strong>. Iba ten, kto meria svoj \u00faspech alebo ne\u00faspech, vie, na ktor\u00fdch miestach v mechanizme to \u0161kr\u00edpe a \u010do u\u017e funguje dobre. Potom je mo\u017en\u00e9 optimalizova\u0165 s rozumom a zmyslom.<\/p>

Ktor\u00e9 KPI s\u00fa pre Amazon relevantn\u00e9?<\/h2>

Na rozdiel od predajcov, ktor\u00ed maj\u00fa vlastn\u00fd online obchod, \u010del\u00ed predajcovia na trhu osobitn\u00fdm v\u00fdzvam. Preto s\u00fa relevantn\u00e9 KPI pre Amazon \u010dasto stanoven\u00e9 samotn\u00fdm online gigantom<\/strong>. Kto tieto v\u00fdkonnostn\u00e9 ukazovatele ignoruje, nem\u00e1 \u0161ancu, aby sa jeho produkty umiestnili vysoko v rebr\u00ed\u010dku alebo aby z\u00edskal Buy Box<\/a>. A kto to nedok\u00e1\u017ee, \u0165a\u017eko pred\u00e1 produkty.<\/p>

S\u0165a\u017euje to aj to, \u017ee mnoh\u00e9 z be\u017en\u00fdch KPI, ako napr\u00edklad zobrazenia alebo miera kliknut\u00ed, nie je mo\u017en\u00e9 alebo len pribli\u017ene mera\u0165 predajcom na trhu. Najlep\u0161iu \u0161ancu ovplyvni\u0165 mieru kliknut\u00ed, mieru konverzie a predaje<\/a> maj\u00fa predajcovia, ak poznaj\u00fa KPI metriky stanoven\u00e9 Amazonom a prisp\u00f4sobia optimaliz\u00e1ciu svojho podnikania t\u00fdmto smerom.<\/p>

Trest za ignorovanie<\/h3>

Existuje v\u0161ak \u010fal\u0161\u00ed d\u00f4le\u017eit\u00fd d\u00f4vod, pre\u010do by sa relevantn\u00e9 Amazon KPI mali nevyhnutne sledova\u0165: Amazon to rob\u00ed tie\u017e. Ak predajcovia ignoruj\u00fa v\u00fdkonnostn\u00e9 ukazovatele, vystavuj\u00fa sa riziku, \u017ee nebud\u00fa schopn\u00ed dodr\u017ea\u0165 po\u017eadovan\u00e9 \u0161tandardy.<\/strong> Ak sa to stane, Amazon o tom vie \u2013 a to m\u00f4\u017ee ma\u0165 nielen dopad na umiestnenie alebo zisk Buy Box. Ka\u017ed\u00fd, kto u\u017e musel vytvori\u0165 pl\u00e1n opatren\u00ed, vie, \u017ee to nie je \u017eiad\u00faci cie\u013e a len zbyto\u010dne pohlcuje \u010das a peniaze. V najhor\u0161om pr\u00edpade e-commerce gigant dokonca zablokuje cel\u00e9 predajn\u00e9 konto. Pre podnikate\u013eov, ktor\u00fdch hlavn\u00fdm podnikan\u00edm je Amazon, by to bola katastrofa.<\/p>

Existuje teda mnoho d\u00f4vodov na monitorovanie v\u0161etk\u00fdch v\u00fdkonnostn\u00fdch ukazovate\u013eov. Ak hroz\u00ed, \u017ee sa nejak\u00fd Amazon KPI dostane do kritickej oblasti, m\u00f4\u017eu sa u\u017e v\u010das prija\u0165 protiopatrenia a vyhn\u00fa\u0165 sa zablokovaniu \u00fa\u010dtu.<\/p>

D\u00f4le\u017eit\u00e9 KPI: V\u00fdkon predajcu<\/h3>

\u017de sp\u00f4sob dopravy<\/strong> a doba dopravy<\/strong> zohr\u00e1vaj\u00fa d\u00f4le\u017eit\u00fa \u00falohu, si u\u017e pravdepodobne v\u0161imli v\u0161etci predajcovia na trhu. Amazon m\u00e1 najrad\u0161ej, ke\u010f predajcovia posielaj\u00fa cez vlastn\u00fd program \u201eFulfillment by Amazon\u201c (FBA)<\/a>. Na jednej strane to prin\u00e1\u0161a \u010fal\u0161ie pr\u00edjmy do pokladn\u00edc poskytovate\u013ea platformy, na druhej strane je t\u00fdm zaru\u010den\u00e1 r\u00fdchla a jednoduch\u00e1 dod\u00e1vka, \u010do zabezpe\u010duje spokojnos\u0165 z\u00e1kazn\u00edkov. Ale aj sp\u00f4soby dopravy Prime cez predajcu<\/em> alebo Fulfillment by Merchant<\/em> sp\u013a\u0148aj\u00fa \u0161tandardy.<\/p>

Rovnako d\u00f4le\u017eit\u00e1 ako Amazon KPI je v\u0161ak v\u0161eobecn\u00e1 v\u00fdkonnos\u0165 predajcu<\/strong>. T\u00e1 sa sklad\u00e1 z r\u00f4znych ukazovate\u013eov:<\/p>

Amazon KPI<\/strong><\/th>Popis<\/strong><\/th>Maxim\u00e1lna hodnota \/ Ide\u00e1lna hodnota<\/strong><\/th><\/tr><\/thead>
Miera a objedn\u00e1vky<\/td>Negat\u00edvne hodnotenie, reklam\u00e1cia s\u00favisiaca so slu\u017ebami, \u017eiados\u0165 o z\u00e1ruku A a\u017e Z<\/a><\/td>pod 1%, \u010do najlep\u0161ie 0%<\/td><\/tr>
Miera zru\u0161en\u00ed<\/td>Zru\u0161enia predajcu pred spracovan\u00edm objedn\u00e1vky<\/td>pod 2,5%, \u010do najlep\u0161ie 0%<\/td><\/tr>
Miera platnosti sledovac\u00edch \u010d\u00edsiel z\u00e1sielok<\/td>Sledovacie \u010d\u00edsla z\u00e1sielok, ktor\u00e9 s\u00fa platn\u00e9<\/td>min. 95%, \u010do najlep\u0161ie 100%<\/td><\/tr>
Miera oneskoren\u00fdch dod\u00e1vok<\/td>oneskoren\u00e9 dodanie = potvrdenie o odoslan\u00ed po uplynut\u00ed predpokladan\u00e9ho d\u00e1tumu odoslania<\/td>pod 4%, \u010do najviac 0%<\/td><\/tr>
nespokojnos\u0165 s vr\u00e1teniami<\/td>\u017eiados\u0165 o vr\u00e1tenie s negat\u00edvnym hodnoten\u00edm z\u00e1kazn\u00edka, na ot\u00e1zky t\u00fdkaj\u00face sa vr\u00e1tenia, ktor\u00e9 neboli zodpovedan\u00e9 do 48 hod\u00edn, nespr\u00e1vne zamietnut\u00e9 \u017eiadosti o vr\u00e1tenie<\/td>pod 10%, \u010do najviac 0%<\/td><\/tr>
hodnotenia predajcov<\/td>priemern\u00e9 hodnotenie predajcu a po\u010det hodnoten\u00ed<\/td>\u010do najpozit\u00edvnej\u0161ie, \u010do najvy\u0161\u0161ie<\/td><\/tr>
reak\u010dn\u00e1 doba<\/td>priemern\u00fd \u010das za posledn\u00fdch 90 dn\u00ed, ktor\u00fd bol potrebn\u00fd na odpovedanie na z\u00e1kazn\u00edcke ot\u00e1zky<\/td>pod 24h, \u010do najviac pod 12h<\/td><\/tr>
z\u00e1soby<\/td>nedostupn\u00e9, 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 na odpove\u010f v po\u0161tovej schr\u00e1nke kupuj\u00faci-predajca<\/td>\u010do najmen\u0161ie<\/td><\/tr>
miera vr\u00e1ten\u00ed<\/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>\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\t14 najd\u00f4le\u017eitej\u0161\u00edch krit\u00e9ri\u00ed na v\u00ed\u0165azstvo v Buy Box na Amazone a ako udr\u017ea\u0165 svoje metriky pod kontrolou<\/a>\n\t\t\t<\/div>\n\t\t\t
Podrobn\u00fd popis v\u0161etk\u00fdch na Amazone rozhoduj\u00facich KPI<\/strong> pre predajcov a ako sa k optimaliz\u00e1cii postavi\u0165, sme u\u017e tu<\/a> podrobne prebrali. Uvedieme v\u00e1m nielen minim\u00e1lne po\u017eiadavky a v\u0161etky ide\u00e1lne hodnoty, ale aj z\u00e1kladn\u00fd v\u00fdpo\u010dtov\u00fd vzorec.<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/div>\t\t<\/div>\n\t<\/div>\n

\u010eal\u0161ie relevantn\u00e9 KPI pre Amazon<\/h3>

Profesion\u00e1lni predajcovia nezverej\u0148uj\u00fa svoje produkty len na Amazone, nesleduj\u00fa d\u00f4le\u017eit\u00e9 KPI metriky a potom neodch\u00e1dzaj\u00fa domov. Patr\u00ed sem viac. Predov\u0161etk\u00fdm predajcovia s priv\u00e1tnymi zna\u010dkami sa musia tie\u017e zaobera\u0165 t\u00e9mou reklamy<\/a>. A pritom platia tie ist\u00e9 v\u00fdkonnostn\u00e9 ukazovatele na Amazone, ktor\u00e9 sa v marketingu<\/strong> v\u0161eobecne pou\u017e\u00edvaj\u00fa ako KPI.<\/p>

Rovnako d\u00f4le\u017eit\u00fdm Amazon KPI je preto ACoS<\/strong>, skratka pre \u201en\u00e1klady na reklamu v pomere k predaju\u201c. Tento ukazovate\u013e porovn\u00e1va n\u00e1klady na reklamn\u00e9 kampane s tr\u017ebami, ktor\u00e9 boli dosiahnut\u00e9 prostredn\u00edctvom tejto reklamy: ACoS = n\u00e1klady na reklamu \/ tr\u017eby.<\/p>

Pri tr\u017eb\u00e1ch 50 000 eur a reklamn\u00fdch v\u00fddavkoch 3 000 eur by teda ACoS bol 6%. To, ak\u00e1 maxim\u00e1lna hodnota ACoS m\u00f4\u017ee by\u0165, je v\u0161ak od produktu k produktu r\u00f4zna<\/strong>. Na to je potrebn\u00e9 od predajnej ceny odpo\u010d\u00edta\u0165 v\u0161etky n\u00e1klady, ktor\u00e9 m\u00e1 predajca navy\u0161e, teda napr\u00edklad n\u00e1klady na v\u00fdrobu, DPH alebo re\u017eijn\u00e9 n\u00e1klady. Ak predajca s k\u00e1vovarom dosiahne napr\u00edklad zisk 15 percent z predajnej ceny, ACoS nesmie prekro\u010di\u0165 15 percent. Inak by to znamenalo stratu.<\/p>

To, ak\u00fd vysok\u00fd alebo n\u00edzky ACoS ako Amazon KPI m\u00f4\u017ee by\u0165, z\u00e1vis\u00ed v\u0161ak od mnoh\u00fdch \u010fal\u0161\u00edch faktorov, ktor\u00e9 je potrebn\u00e9 posudzova\u0165 individu\u00e1lne, napr\u00edklad od cie\u013ea PPC kampan\u00ed<\/strong>, mar\u017ee<\/strong> a ak\u00fd vysok\u00fd je tlak konkurencie<\/strong> v r\u00e1mci produktovej kateg\u00f3rie. Na rozdiel od Google Ads, Amazon Ads neovplyv\u0148uj\u00fa len predaj produktu, ale maj\u00fa v\u017edy aj vplyv na organick\u00fa vidite\u013enos\u0165.<\/p>

Vzh\u013eadom na tento sk\u00f4r celkov\u00fd \u00fa\u010dinok pre\u0161lo mnoho predajcov k tomu, aby sa viac zamerali na n\u00e1klady na objedn\u00e1vku (CPO)<\/strong> ako na Amazon KPI. Pri tom sa reklamn\u00e9 v\u00fddavky za ur\u010dit\u00e9 obdobie delia celkov\u00fdmi predajmi dosiahnut\u00fdmi v rovnakom obdob\u00ed. T\u00fdmto sa zoh\u013ead\u0148uje fakt, \u017ee Amazon Ads maj\u00fa v\u00e4\u010d\u0161\u00ed dosah.<\/p>

Z\u00e1ver: Kto nesleduje, str\u00e1ca!<\/h2>

Pred\u00e1va\u0165 na Amazone<\/a>, d\u00f4le\u017eit\u00e9 KPI metriky v\u0161ak pravidelne nekontrolova\u0165? M\u00f4\u017ee sa to sk\u00fasi\u0165, ale je to zbyto\u010dn\u00e9. Preto\u017ee kto nevie, kde je chyba v syst\u00e9me, \u0165a\u017eko dok\u00e1\u017ee v\u010das optimalizova\u0165 svoje podnikanie. D\u00f4sledkom m\u00f4\u017eu by\u0165 nielen zn\u00ed\u017eenie v hodnoten\u00ed alebo strata Buy Box \u2013 aj zablokovanie \u00fa\u010dtu je celkom realistick\u00e1 vyhliadka.<\/p>

Preto by mali predajcovia na Amazone v\u017edy sledova\u0165 d\u00f4le\u017eit\u00e9 KPI ukazovatele a v pr\u00edpade probl\u00e9mov v\u010das reagova\u0165.<\/strong> To ist\u00e9 plat\u00ed pre v\u00fdkonnos\u0165 PPC kampan\u00ed v prostred\u00ed Amazon, aj ke\u010f po\u017eiadavky tu nie s\u00fa tak\u00e9 konkr\u00e9tne ako pri v\u00fdkonnosti predajcov. Tu by sa mali sledova\u0165 ACoS a CPO, aby sa dalo pos\u00fadi\u0165, \u010di kampa\u0148 dosahuje svoj cie\u013e.<\/p>

Obrazov\u00e9 kredity v porad\u00ed obr\u00e1zkov: \u00a9 WrightStudio \u2013 stock.adobe.com<\/p>","protected":false},"excerpt":{"rendered":"

M\u00fdtus pretrv\u00e1va: Amazon rob\u00ed predajcov bohat\u00fdmi. Ale ka\u017ed\u00fd, kto sa touto t\u00e9mou u\u017e zaoberal, r\u00fdchlo dospeje k poznaniu: Amazon m\u00f4\u017ee pre predajcov dobre fungova\u0165, ale rozhodne to nie je samozrejmos\u0165! Rovnako ako v ka\u017edom inom podnikan\u00ed musia podnikatelia aj na Amazone sledova\u0165 d\u00f4le\u017eit\u00e9 KPI. Preto\u017ee e-commerce gigant r\u00fdchlo trest\u00e1 predajcov na trhu, ktor\u00ed nemaj\u00fa svoje<\/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":[1440],"tags":[],"class_list":["post-227799","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-vsetko-o-buy-box"],"yoast_head":"\nAmazon KPI: Toto s\u00fa najd\u00f4le\u017eitej\u0161ie v\u00fdkonnostn\u00e9 metriky pre predajcov!<\/title>\n<meta name=\"description\" content=\"Povieme v\u00e1m, ktor\u00e9 Amazon KPI mus\u00ed ka\u017ed\u00fd predajca sledova\u0165. 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