{"id":228852,"date":"2022-07-05T06:03:00","date_gmt":"2022-07-05T06:03:00","guid":{"rendered":"https:\/\/127.0.0.1\/blog\/nova-studija-ali-amazon-daje-prednost-samemu-sebi-v-buy-box\/"},"modified":"2022-07-05T06:03:00","modified_gmt":"2022-07-05T06:03:00","slug":"nova-studija-ali-amazon-daje-prednost-samemu-sebi-v-buy-box","status":"publish","type":"post","link":"https:\/\/www.sellerlogic.com\/sl\/blog\/nova-studija-ali-amazon-daje-prednost-samemu-sebi-v-buy-box\/","title":{"rendered":"Nova \u0161tudija: Ali Amazon daje prednost samemu sebi v Buy Box?"},"content":{"rendered":"

Obto\u017eba: Amazon daje prednost samemu sebi pri dodeljevanju Buy Box. Govorice o tem obstajajo \u017ee leta. \u0160e posebej v skupnosti prodajalcev na Amazonu se zdi, da se je obto\u017eba \u017ee uveljavila kot resnica. Konkretni dokazi o kr\u0161itvi konkuren\u010dnih pravil doslej \u0161e niso bili predstavljeni, vendar pa tudi protimonopolni organi preiskujejo podjetje.<\/p>

Kajti \u0161e posebej problemati\u010dna je dvojna vloga, ki jo Amazon prevzema: Podjetje je lastnik platforme in prodajalec na tej platformi hkrati. \u010ceprav Amazon nima monopola, pa ima zelo visok tr\u017eni dele\u017e v nem\u0161kem spletnem trgovanju.<\/p>

Zdaj se je tudi gospodarski magazin ARD Plusminus ukvarjal z Amazonom in govoricami o Buy Box. V sodelovanju s podjetjem za analizo cen so opazovali in analizirali ve\u010d deset tiso\u010d izdelkov. Rezultati so precej presenetljivi \u2013 vendar druga\u010dni, kot bi ve\u010dina prodajalcev na tr\u017enici verjetno domnevala.<\/p>

Zakaj je Buy Box tako odlo\u010dilna?<\/h2>

Pozornost Plusminusa je bila usmerjena na Amazon Buy Box<\/a>. Rumeni gumb, s katerim lahko izdelke dodamo v nakupovalni vozi\u010dek, pozna verjetno vsak kupec te trgovske platforme. In tudi za prodajalce, zlasti tistih, ki prodajajo trgovsko blago, ima polje nakupovalnega vozi\u010dka odlo\u010dilno vlogo.<\/p>

Kajti namesto da bi za vsako ponudbo ustvaril svojo stran izdelka (kot to po\u010dne na primer eBay), Amazon zdru\u017euje vse ponudbe istega izdelka na eni strani s podrobnostmi. Da bi odlo\u010dil, kateri prodajalec prejme naro\u010dilo in s tem proda izdelek iz svojega skladi\u0161\u010da, Amazonov algoritem upo\u0161teva razli\u010dne parametre, med drugim ceno, na\u010din dostave, hitrost dostave in morebitne ocene strank.<\/p>

Zdaj je tako, da ve\u010dina strank naro\u010da neposredno preko rumenega gumba in si ne da truda, da bi si ogledala druge ponudbe izdelka. Kdor torej osvoji Buy Box, pridobi pribli\u017eno 90 % prodaje. Kdor ne osvoji Buy Buy Box, prakti\u010dno ostane praznih rok. Zato je konkurenca za polje nakupovalnega vozi\u010dka odlo\u010dilna in so merila za dodelitev kartelno pomembna. \u010ce bi se Amazon tukaj sam sebi dajal prednost, bi morda zlorabil svojo tr\u017eno mo\u010d.<\/p>

Ali Amazon daje prednost samemu sebi in svoji ponudbi? \u2013 Rezultati \u0161tudije<\/h2>

Za \u0161tudijo o Amazonu je Plusminus preu\u010dil 64.000 izdelkov na tr\u017enici spletnega velikana. Pri pregledu so bili upo\u0161tevani tako cena kot hitrost dostave, vendar ne drugi kriteriji, kot so zanesljivost ali ocena stranke prodajalca. Pri tem so bili vsi izdelki, vklju\u010deni v raziskavo, ponujeni s strani ve\u010d trgovcev kot tudi s strani samega Amazona.<\/p>

\u00bb Pri 20.000 od 64.000 izdelkov je po podatkih Plusminus Amazon imel Buy Box<\/strong>. To je nekoliko ve\u010d kot 31 %<\/strong>.<\/span><\/p>

\u00bb Pri pribli\u017eno 8.000 izdelkih (12,5 %<\/strong>) je Amazon imel Buy Box, \u010deprav so bili na voljo drugi ponudniki, ki so ponujali ugodnej\u0161o ceno. Tukaj je Amazon povpre\u010dno 1,83 evra dra\u017eji<\/strong>, vendar je bil ve\u010dinoma tudi ponudnik z najhitrej\u0161o dostavo.<\/span><\/p>

\u00bb Pri 156 izdelkih pa Amazon ni imel le Buy Box z vi\u0161jo ceno, temve\u010d je bil tudi vsaj en drugi prodajalec, ki je lahko dostavil prav tako hitro kot Amazon<\/strong>. To je zaokro\u017eeno le 0,25 %<\/strong> preu\u010devanih izdelkov.<\/span><\/p><\/blockquote>

Za vsakega od 156 trgovcev je lahko to v dolo\u010denih okoli\u0161\u010dinah velik izgubljenek, \u010de bi se Amazon resni\u010dno dajal prednost in s tem zanemarjal konkuren\u010dna pravila. Glede na celotno raziskavo pa so rezultati druga\u010dni, kot bi mnogi prodajalci na tr\u017enici verjetno predhodno domnevali. 156 od 64.000 izdelkov je zanemarljiv dele\u017e.<\/p>

Poleg tega Plusminusova \u0161tudija obravnava Amazon Buy Box le na podlagi dveh meril za dodelitev: cena in hitrost dostave. Obe vidiki sta nedvomno zelo pomembni, vendar nista edini odlo\u010dilni. Vsaj enajst drugih Buy Box-meril<\/a> lahko identificiramo, ki prav tako igrajo vlogo pri dodelitvi polja nakupovalnega vozi\u010dka. \u010ce jih zanemarimo, dobimo le izkrivljen pogled na resni\u010dnost.<\/p>

Kako prodajalci na tr\u017enici osvojijo Buy Box z najvi\u0161jo mo\u017eno ceno<\/h2>

Obdr\u017eati Buy Box ne z najni\u017ejo, temve\u010d z vi\u0161jo ceno, je za ve\u010dino ponudnikov trgovskega blaga povsem mogo\u010de. Vendar je ro\u010dna prilagoditev cen obupno prizadevanje \u2013 preve\u010d kriterijev in konkurentov, ki jih je treba vse spremljati. S primernim orodjem za prilagajanje cen pa je to precej zanesljivo izvedljivo. Prav to dosega SELLERLOGIC \u017ee vrsto let za svoje stranke. Buy Box dele\u017e 95 %<\/a> pri tem ni redkost.<\/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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Ustanoviteljica in generalna direktorica<\/strong> podjetja 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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\u201eNa koncu lahko podjetja uspe\u0161no izvajajo strategijo cen le s programsko opremo, ro\u010dno to ni izvedljivo. S SELLERLOGIC Repricer sem lahko svoj Buy Box dele\u017e pove\u010dal na 95 %!\u201d<\/p><\/div>\n\t\t\t<\/div>\n\t\t<\/div>\n\t<\/div>\n\n

V nasprotju s \u0161tudijo o Amazonu, ki jo je izvedel Plusminus, Repricer tako reko\u010d \u017ee od doma upo\u0161teva pomembna Buy Box-merila. S tem osvoji Buy Box ne z najni\u017ejo, temve\u010d z najvi\u0161jo mo\u017eno ceno, odvisno od trenutnega stanja drugih metrik ponujajo\u010dega trgovca.<\/p>

\u017delite tudi dose\u010di Buy Box dele\u017e skoraj 100 %? Potem preizkusite SELLERLOGIC Repricer zdaj 14 dni brezpla\u010dno<\/a>! <\/p>

Zaklju\u010dek: Plusminusova \u0161tudija o Amazon Buy Box<\/h2>

Amazonova dvojna vloga v povezavi z visokim tr\u017enim dele\u017eem, ki ga ima podjetje v e-trgovini, je zagotovo problemati\u010dna, tudi \u010de v spletnem trgovanju ne obstaja klasi\u010den monopol. Vendar pa rezultat te obse\u017ene raziskave skoraj 64.000 izdelkov ka\u017ee tudi, zakaj je tako pomembno, da ne gledamo le na ceno ali hitrost dostave kot odlo\u010dilno metriko.<\/p>

Poleg tega obstaja \u0161e mnogo drugih kriterijev, ki so pomembni za stranke in vplivajo na to, s katero ceno lahko trgovec osvoji Buy Box za svojo ponudbo. Le s pametno programsko opremo je oblikovanje cen za prodajalce na Amazonu danes \u0161e smiselno in predvsem ekonomsko izvedljivo. Pri tem je pomembno izbrati dinami\u010den Repricer, ki ne le spremlja ceno, temve\u010d tudi druge pomembne metrike in konkurente.<\/p>

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

Obto\u017eba: Amazon daje prednost samemu sebi pri dodeljevanju Buy Box. Govorice o tem obstajajo \u017ee leta. \u0160e posebej v skupnosti prodajalcev na Amazonu se zdi, da se je obto\u017eba \u017ee uveljavila kot resnica. Konkretni dokazi o kr\u0161itvi konkuren\u010dnih pravil doslej \u0161e niso bili predstavljeni, vendar pa tudi protimonopolni organi preiskujejo podjetje. Kajti \u0161e posebej problemati\u010dna<\/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":[1443],"tags":[],"class_list":["post-228852","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-vse-o-buy-box"],"yoast_head":"\nNova \u0161tudija: Ali so prodajalci na tr\u017enici sistemati\u010dno prikraj\u0161ani?<\/title>\n<meta name=\"description\" content=\"V obse\u017eni \u0161tudiji je revija Plusminus preu\u010dila dodeljevanje Amazon Buy Box. 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