{"id":228105,"date":"2022-07-05T06:03:00","date_gmt":"2022-07-05T06:03:00","guid":{"rendered":"https:\/\/127.0.0.1\/blog\/nova-studia-uprednostnuje-amazon-sam-seba-v-buy-box\/"},"modified":"2022-07-05T06:03:00","modified_gmt":"2022-07-05T06:03:00","slug":"nova-studia-uprednostnuje-amazon-sam-seba-v-buy-box","status":"publish","type":"post","link":"https:\/\/www.sellerlogic.com\/sk\/blog\/nova-studia-uprednostnuje-amazon-sam-seba-v-buy-box\/","title":{"rendered":"Nov\u00e1 \u0161t\u00fadia: Uprednost\u0148uje Amazon s\u00e1m seba v Buy Box?"},"content":{"rendered":"

Obvinenie: Amazon uprednost\u0148uje s\u00e1m seba pri pride\u013eovan\u00ed Buy Box. Tieto f\u00e1my existuj\u00fa u\u017e roky. Predov\u0161etk\u00fdm v komunite predajcov a predajk\u00fd\u0148 na Amazone sa zd\u00e1, \u017ee sa obvinenie u\u017e etablovalo ako pravda. Hmatate\u013en\u00e9 d\u00f4kazy o obch\u00e1dzan\u00ed s\u00fa\u0165a\u017en\u00fdch pravidiel zatia\u013e neexistuj\u00fa, ale aspo\u0148 aj protimonopoln\u00e9 \u00farady vy\u0161etruj\u00fa tento koncern.<\/p>

Preto\u017ee obzvl\u00e1\u0161\u0165 problematick\u00e1 je dvojit\u00e1 \u00faloha, ktor\u00fa Amazon zast\u00e1va: Spolo\u010dnos\u0165 je vlastn\u00edkom platformy a predajcom na tejto platforme z\u00e1rove\u0148. Hoci Amazon nem\u00e1 monopol, m\u00e1 ve\u013emi vysok\u00fd podiel na trhu nemeck\u00e9ho online obchodu.<\/p>

Teraz sa aj hospod\u00e1rsky magaz\u00edn ARD Plusminus zaoberal Amazonom a f\u00e1mami okolo Buy Box. V spolupr\u00e1ci s firmou na anal\u00fdzu cien bolo sledovan\u00fdch a vyhodnoten\u00fdch nieko\u013eko desiatok tis\u00edc produktov. V\u00fdsledky s\u00fa celkom prekvapuj\u00face \u2013 ale in\u00e9, ne\u017e by v\u00e4\u010d\u0161ina predajcov na trhu pravdepodobne predpokladala.<\/p>

Pre\u010do je Buy Box tak rozhoduj\u00faca?<\/h2>

Pozornos\u0165 Plusminus sa s\u00fastredila na Amazon Buy Box<\/a>. \u017dlt\u00e9 tla\u010didlo, ktor\u00fdm je mo\u017en\u00e9 prid\u00e1va\u0165 produkty do n\u00e1kupn\u00e9ho ko\u0161\u00edka, pozn\u00e1 asi ka\u017ed\u00fd z\u00e1kazn\u00edk tejto obchodnej platformy. A pre predajcov, najm\u00e4 t\u00fdch, ktor\u00ed pred\u00e1vaj\u00fa obchodn\u00fd tovar, zohr\u00e1va pole n\u00e1kupn\u00e9ho ko\u0161\u00edka rozhoduj\u00facu \u00falohu.<\/p>

Preto\u017ee namiesto vytv\u00e1rania vlastnej produktovej str\u00e1nky pre ka\u017ed\u00fa ponuku (ako to rob\u00ed napr\u00edklad eBay), Amazon zhroma\u017e\u010fuje v\u0161etky ponuky toho ist\u00e9ho produktu na jednej detailnej str\u00e1nke. Aby sa rozhodlo, ktor\u00fd predajca dostane prich\u00e1dzaj\u00facu objedn\u00e1vku a t\u00fdm predal produkt zo svojho skladu, Amazon algoritmus zoh\u013ead\u0148uje r\u00f4zne parametre, vr\u00e1tane ceny, sp\u00f4sobu dopravy, r\u00fdchlosti dopravy a pr\u00edpadn\u00fdch hodnoten\u00ed z\u00e1kazn\u00edkov.<\/p>

Teraz je to tak, \u017ee v\u00e4\u010d\u0161ina z\u00e1kazn\u00edkov objedn\u00e1va priamo cez \u017elt\u00e9 tla\u010didlo a nenam\u00e1ha sa pozera\u0165 na ostatn\u00e9 ponuky produktu. Kto teda vyhr\u00e1 Buy Box, z\u00edska pribli\u017ene 90 % predaja. Kto nez\u00edska Buy Buy Box, prakticky odch\u00e1dza napr\u00e1zdno. Preto je konkurencia o pole n\u00e1kupn\u00e9ho ko\u0161\u00edka rozhoduj\u00faca a krit\u00e9ri\u00e1 pridelovania s\u00fa kartelovo v\u00fdznamn\u00e9. Keby sa Amazon uprednostnil, mohol by t\u00fdm mo\u017eno zneu\u017ei\u0165 svoju trhov\u00fa moc.<\/p>

Uprednost\u0148uje Amazon seba a vlastn\u00fa ponuku? \u2013 V\u00fdsledky \u0161t\u00fadi\u00ed<\/h2>

Pre \u0161t\u00fadiu Amazonu sa Plusminus 64 000 produktov na trhu online giganta podrobilo anal\u00fdze. Pri posudzovan\u00ed sa zoh\u013eadnila cena aj r\u00fdchlos\u0165 dodania, av\u0161ak \u017eiadne \u010fal\u0161ie krit\u00e9ri\u00e1, ako napr\u00edklad spo\u013eahlivos\u0165 alebo hodnotenie z\u00e1kazn\u00edkov predajcu alebo predajkyne. Pri tom boli v\u0161etky v \u0161t\u00fadii zahrnut\u00e9 produkty pon\u00fakan\u00e9 viacer\u00fdmi predajcami, ako aj samotn\u00fdm Amazonom.<\/p>

\u00bb Pri 20 000 z 64 000 produktov pod\u013ea Plusminus Amazon dr\u017eal Buy Box<\/strong>. To je o nie\u010do viac ako 31 %<\/strong>.\u00a0<\/span><\/p>

\u00bb Pri pribli\u017ene 8 000 produktoch (12,5 %<\/strong>) mal Amazon Buy Box vo vlastn\u00edctve, hoci existovali in\u00ed poskytovatelia, ktor\u00ed pon\u00fakali lacnej\u0161iu cenu. Tu bol Amazon priemerne o 1,83 eura drah\u0161\u00ed<\/strong>, ale v\u00e4\u010d\u0161inou aj poskytovate\u013e s najr\u00fdchlej\u0161ou dodacou lehotou.<\/span><\/p>

\u00bb Pri 156 produktoch v\u0161ak Amazon nielen\u017ee dr\u017eal Buy Box s vy\u0161\u0161ou cenou, ale existoval aj minim\u00e1lne jeden in\u00fd predajca, ktor\u00fd mohol doda\u0165 rovnako r\u00fdchlo ako Amazon<\/strong>. To je zaokr\u00fahlene iba 0,25 %<\/strong> sk\u00faman\u00fdch produktov.<\/span><\/p><\/blockquote>

Pre ka\u017ed\u00e9ho z 156 predajcov a predajk\u00fd\u0148 to m\u00f4\u017ee by\u0165 za ur\u010dit\u00fdch okolnost\u00ed zna\u010dn\u00e1 strata, ak by sa Amazon skuto\u010dne uprednostnil a t\u00fdm ignoroval pravidl\u00e1 s\u00fa\u0165a\u017ee. Z h\u013eadiska celej \u0161t\u00fadie v\u0161ak v\u00fdsledok vych\u00e1dza inak, ako by mnoh\u00ed predajcovia na trhu pravdepodobne predt\u00fdm predpokladali. 156 z 64 000 produktov je zanedbate\u013en\u00fd podiel.<\/p>

Navy\u0161e \u0161t\u00fadia Plusminus posudzuje Amazon Buy Box iba na z\u00e1klade dvoch krit\u00e9ri\u00ed pridelovania: cena a r\u00fdchlos\u0165 dodania. Obe aspekty s\u00fa nepochybne ve\u013emi d\u00f4le\u017eit\u00e9, ale nie s\u00fa jedin\u00fdm rozhoduj\u00facim faktorom. Minim\u00e1lne jeden\u00e1s\u0165 \u010fal\u0161\u00edch Buy Box krit\u00e9ri\u00ed<\/a> sa d\u00e1 identifikova\u0165, ktor\u00e9 zohr\u00e1vaj\u00fa tie\u017e \u00falohu pri pridelovan\u00ed po\u013ea n\u00e1kupn\u00e9ho ko\u0161\u00edka. Ak sa na tieto zabudne, dostane sa iba skreslen\u00fd obraz reality.<\/p>

Ako predajcovia na trhu vyhr\u00e1vaj\u00fa Buy Box s najvy\u0161\u0161ou mo\u017enou cenou<\/h2>

Dr\u017ea\u0165 Buy Box nie s najni\u017e\u0161ou, ale s vy\u0161\u0161ou cenou je pre v\u00e4\u010d\u0161inu poskytovate\u013eov obchodn\u00e9ho tovaru celkom mo\u017en\u00e9. Av\u0161ak manu\u00e1lne prisp\u00f4sobenie ceny je bezn\u00e1dejn\u00fd podnik \u2013 pr\u00edli\u0161 ve\u013ea krit\u00e9ri\u00ed a konkurentov, ktor\u00fdch v\u0161etk\u00fdch je potrebn\u00e9 sledova\u0165. S vhodn\u00fdm n\u00e1strojom na prisp\u00f4sobenie cien je to v\u0161ak celkom spo\u013eahlivo realizovate\u013en\u00e9. Presne to rob\u00ed SELLERLOGIC u\u017e roky pre svojich z\u00e1kazn\u00edkov a z\u00e1kazn\u00ed\u010dky. Buy Box podiel 95 %<\/a> nie je pritom \u017eiadnou raritou.<\/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

\n\t\t\t\t\t\t\t
Zakladate\u013eka a gener\u00e1lna riadite\u013eka<\/strong> spolo\u010dnosti SiAura Material<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t
\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t
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\u201eNakoniec m\u00f4\u017eu spolo\u010dnosti \u00faspe\u0161ne realizova\u0165 cenov\u00fa strat\u00e9giu iba so softv\u00e9rom, manu\u00e1lne to nie je mo\u017en\u00e9. S SELLERLOGIC Repricer som mohol zv\u00fd\u0161i\u0165 svoj Buy Box podiel na 95 %!\u201d<\/p><\/div>\n\t\t\t<\/div>\n\t\t<\/div>\n\t<\/div>\n\n

Na rozdiel od \u0161t\u00fadie Amazonu vykonanej Plusminus zoh\u013ead\u0148uje Repricer akoby od za\u010diatku d\u00f4le\u017eit\u00e9 Buy Box krit\u00e9ri\u00e1. T\u00fdmto sp\u00f4sobom vyhr\u00e1va Buy Box nie s najni\u017e\u0161ou, ale s najvy\u0161\u0161ou mo\u017enou cenou v z\u00e1vislosti od aktu\u00e1lneho stavu ostatn\u00fdch metr\u00edk pon\u00fakaj\u00faceho predajcu.<\/p>

Chcete dosiahnu\u0165 aj podiel Buy Box takmer 100 %? Potom vysk\u00fa\u0161ajte SELLERLOGIC Repricer teraz 14 dn\u00ed zadarmo<\/a>!\u00a0<\/p>

Z\u00e1ver: Plusminus \u0161t\u00fadia o Amazon Buy Box<\/h2>

Amazons dvojit\u00e1 \u00faloha v spojen\u00ed s vysok\u00fdm podielom na trhu, ktor\u00fd m\u00e1 spolo\u010dnos\u0165 v oblasti elektronick\u00e9ho obchodu, je ur\u010dite problematick\u00e1, aj ke\u010f neexistuje klasick\u00e9 monopoln\u00e9 postavenie v online obchode. Av\u0161ak v\u00fdsledok tejto rozsiahlej \u0161t\u00fadie takmer 64 000 produktov ukazuje aj to, pre\u010do je tak d\u00f4le\u017eit\u00e9 nepozera\u0165 sa len na cenu alebo r\u00fdchlos\u0165 dodania ako rozhoduj\u00facu metriku.<\/p>

Okrem toho existuje e\u0161te mnoho \u010fal\u0161\u00edch krit\u00e9ri\u00ed relevantn\u00fdch pre z\u00e1kazn\u00edkov, ktor\u00e9 ovplyv\u0148uj\u00fa, s akou cenou m\u00f4\u017ee predajca z\u00edska\u0165 Buy Box pre svoju ponuku. Iba s inteligentn\u00fdm softv\u00e9rom je cenotvorba pre predajcov Amazonu v s\u00fa\u010dasnosti e\u0161te zmyslupln\u00e1 a predov\u0161etk\u00fdm ekonomicky realizovate\u013en\u00e1. Pri tom je d\u00f4le\u017eit\u00e9 zvoli\u0165 dynamick\u00fd Repricer, ktor\u00fd nielen\u017ee sleduje cenu, ale aj \u010fal\u0161ie d\u00f4le\u017eit\u00e9 metriky a konkurentov.<\/p>

Obrazov\u00fd kredit: \u00a9 Nuthawut \u2013 stock.adobe.com<\/p>","protected":false},"excerpt":{"rendered":"

Obvinenie: Amazon uprednost\u0148uje s\u00e1m seba pri pride\u013eovan\u00ed Buy Box. Tieto f\u00e1my existuj\u00fa u\u017e roky. Predov\u0161etk\u00fdm v komunite predajcov a predajk\u00fd\u0148 na Amazone sa zd\u00e1, \u017ee sa obvinenie u\u017e etablovalo ako pravda. Hmatate\u013en\u00e9 d\u00f4kazy o obch\u00e1dzan\u00ed s\u00fa\u0165a\u017en\u00fdch pravidiel zatia\u013e neexistuj\u00fa, ale aspo\u0148 aj protimonopoln\u00e9 \u00farady vy\u0161etruj\u00fa tento koncern. Preto\u017ee obzvl\u00e1\u0161\u0165 problematick\u00e1 je dvojit\u00e1 \u00faloha, ktor\u00fa Amazon<\/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":[1440],"tags":[],"class_list":["post-228105","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-vsetko-o-buy-box"],"yoast_head":"\nNov\u00e1 \u0161t\u00fadia: S\u00fa predajcovia na trhu systematicky znev\u00fdhodnen\u00ed?<\/title>\n<meta name=\"description\" content=\"V rozsiahlej \u0161t\u00fadii \u010dasopis Plusminus presk\u00famal pridelovanie Amazon Buy Box. 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