{"id":114720,"date":"2020-06-23T08:25:00","date_gmt":"2020-06-23T08:25:00","guid":{"rendered":"https:\/\/127.0.0.1\/blog\/de-viktigaste-amazon-kpi-erna-i-ett-notskal-dessa-matvarden-bor-saljare-definitivt-halla-koll-pa\/"},"modified":"2026-05-19T16:06:21","modified_gmt":"2026-05-19T16:06:21","slug":"the-key-amazon-kpis-at-a-glance-these-metrics-sellers-should-definitely-pay-attention-to","status":"publish","type":"post","link":"https:\/\/www.sellerlogic.com\/sv\/blog\/the-key-amazon-kpis-at-a-glance-these-metrics-sellers-should-definitely-pay-attention-to\/","title":{"rendered":"De viktigaste Amazon KPI:erna i ett n\u00f6tskal: Dessa m\u00e4tv\u00e4rden b\u00f6r handlare absolut beakta!"},"content":{"rendered":"

Myten lever kvar: Amazon g\u00f6r handlare rika. Men den som redan har sysslat med detta \u00e4mne kommer snabbt till insikten: Amazon kan fungera bra f\u00f6r s\u00e4ljare, men det \u00e4r l\u00e5ngt ifr\u00e5n en sj\u00e4lvg\u00e5ende verksamhet! Precis som i alla andra f\u00f6retag m\u00e5ste entrepren\u00f6rer ocks\u00e5 h\u00e5lla koll p\u00e5 de viktiga KPI:erna p\u00e5 Amazon.<\/p>

F\u00f6r e-handelsj\u00e4tten straffar snabbt marknadsplats-s\u00e4ljare som inte har koll p\u00e5 sina nyckeltal. Men f\u00f6rst vill vi klarg\u00f6ra vad s\u00e5 kallade Key Performance Indicator,<\/strong> f\u00f6rkortat KPI, egentligen \u00e4r och vad de kan vara anv\u00e4ndbara f\u00f6r. D\u00e4refter g\u00e5r vi p\u00e5 djupet med Amazon KPI:erna.<\/p>

Vad \u00e4r KPI:er och varf\u00f6r \u00e4r KPI:er anv\u00e4ndbara?<\/h2>

\u201eKey Performance Indicator\u201c kan \u00f6vers\u00e4ttas med \u201ePrestandaindikator<\/strong>\u201c och kommer fr\u00e5n f\u00f6retagsekonomi. Med KPI:er kan man m\u00e4ta i vilken utstr\u00e4ckning viktiga m\u00e5l har uppn\u00e5tts eller i vilken grad de har kunnat n\u00e5s. Inom tillverkningsindustrin kan en viktig KPI till exempel vara den genomsnittliga bel\u00e4ggningen av en maskin i f\u00f6rh\u00e5llande till den maximala m\u00f6jliga bel\u00e4ggningen.<\/p>

Konceptet har ocks\u00e5 f\u00e5tt stor spridning inom digitalbranschen<\/strong>. Oavsett om det handlar om en egen webbutik eller Amazon \u2013 en viktig KPI \u00e4r till exempel konverteringsgraden. F\u00f6r annons\u00f6rer handlar KPI:er om visningar av en annons och dess klickfrekvens. B2B-webbplatser m\u00e4ter sin framg\u00e5ng \u00e5 sin sida ofta utifr\u00e5n leads.<\/p>

S\u00e5 hj\u00e4lper KPI:er till att h\u00e5lla koll p\u00e5 viktiga prestandaindikatorer och systematiskt kontrollera kritiska framg\u00e5ngsfaktorer<\/strong>. Endast den som m\u00e4ter sin framg\u00e5ng eller misslyckande vet var det skaver i maskineriet och vad som redan fungerar bra. D\u00e5 \u00e4r det ocks\u00e5 m\u00f6jligt att optimera med f\u00f6rnuft och insikt.<\/p>

Vilka KPI:er \u00e4r relevanta f\u00f6r Amazon?<\/h2>

Till skillnad fr\u00e5n handlare som har en egen webbutik st\u00e5r marknadsplats-s\u00e4ljare inf\u00f6r s\u00e4rskilda utmaningar. F\u00f6r de KPI:er som \u00e4r relevanta f\u00f6r Amazon anges ofta av e-handelsj\u00e4tten sj\u00e4lv<\/strong>. Den som inte beaktar dessa prestandaindikatorer har ingen chans att ranka sina produkter h\u00f6gt eller vinna Buy Box<\/a>. Och den som inte lyckas med det kommer knappast att s\u00e4lja produkter.<\/p>

Det f\u00f6rsv\u00e5rar ytterligare att m\u00e5nga av de vanliga KPI:erna, som till exempel visningar eller klickfrekvens, inte eller endast ungef\u00e4rligt kan m\u00e4tas av marknadsplats-s\u00e4ljaren. Den b\u00e4sta chansen att p\u00e5verka klickfrekvens, konverteringsgrad och f\u00f6rs\u00e4ljning<\/a> har handlare om de k\u00e4nner till de KPI-metriker som anges av Amazon och inriktar sin aff\u00e4rsoptimering d\u00e4refter.<\/p>

Straff vid \u00e5sidos\u00e4ttande<\/h3>

Det finns dock en annan viktig anledning till varf\u00f6r relevanta Amazon KPI:er absolut b\u00f6r \u00f6vervakas: Amazon g\u00f6r det ocks\u00e5. Om handlare \u00e5sidos\u00e4tter prestandaindikatorerna riskerar de att inte kunna uppfylla de krav som st\u00e4lls.<\/strong> S\u00e5 snart detta h\u00e4nder vet Amazon om det \u2013 och det kan inte bara p\u00e5verka rankingen eller vinsten av Buy Box. Den som n\u00e5gonsin har beh\u00f6vt skapa en \u00e5tg\u00e4rdsplan vet att det inte \u00e4r ett efterstr\u00e4vansv\u00e4rt m\u00e5l och bara slukar on\u00f6dig tid och pengar. I v\u00e4rsta fall kan e-handelsj\u00e4tten till och med st\u00e4nga av hela s\u00e4ljarkontot. F\u00f6r entrepren\u00f6rer vars k\u00e4rnverksamhet \u00e4r Amazon skulle det vara en katastrof.<\/p>

Det talar allts\u00e5 mycket f\u00f6r att \u00f6vervaka alla prestandaindikatorer. Om en Amazon KPI riskerar att falla in i ett kritiskt omr\u00e5de kan mot\u00e5tg\u00e4rder vidtas tidigt och kontosuspension undvikas.<\/p>

Viktiga KPI:er: S\u00e4ljarprestanda<\/h3>

Att fraktmetod<\/strong> och frakttid<\/strong> spelar en viktig roll, har nog varje marknadsplats-s\u00e4ljare m\u00e4rkt vid det h\u00e4r laget. Amazon f\u00f6redrar att handlare skickar via det egna programmet \u201eFulfillment by Amazon\u201c (FBA)<\/a>. \u00c5 ena sidan ger det ytterligare int\u00e4kter till plattformsleverant\u00f6ren, \u00e5 andra sidan garanterar det snabb och enkel leverans, vilket s\u00e4kerst\u00e4ller kundn\u00f6jdhet. Men \u00e4ven fraktmetoderna Prime genom s\u00e4ljare<\/em> eller Fulfillment by Merchant<\/em> uppfyller standarderna.<\/p>

Lika viktig som Amazon KPI \u00e4r dock den allm\u00e4nna s\u00e4ljarprestandan<\/strong>. Den best\u00e5r av olika indikatorer:<\/p>

Amazon KPI<\/strong><\/th>Beskrivning<\/strong><\/th>Maximiv\u00e4rde \/ Idealt v\u00e4rde<\/strong><\/th><\/tr><\/thead>
Klickfrekvens och best\u00e4llningsm\u00e4ngd<\/td>Negativ bed\u00f6mning, servicebaserad kreditkorts\u00e5terbetalning, A-till-\u00d6-garantifr\u00e5ga<\/a><\/td>under 1%, helst 0%<\/td><\/tr>
Avbokningsfrekvens<\/td>Avbokningar av s\u00e4ljaren f\u00f6re orderhantering<\/td>under 2,5%, helst 0%<\/td><\/tr>
Frekvens av giltighet f\u00f6r sp\u00e5rningsnummer<\/td>Sp\u00e5rningsnummer som \u00e4r giltiga<\/td>minst 95%, helst 100%<\/td><\/tr>
Frekvens av f\u00f6rsenade leveranser<\/td>f\u00f6rsenad leverans = fraktbekr\u00e4ftelse efter det f\u00f6rv\u00e4ntade fraktdatumet<\/td>under 4%, helst 0%<\/td><\/tr>
Missn\u00f6je med returer<\/td>Returf\u00f6rfr\u00e5gan med negativ kundbed\u00f6mning, fr\u00e5gor om retur som inte besvarats inom 48 timmar, felaktigt avvisade returf\u00f6rfr\u00e5gningar<\/td>under 10%, helst 0%<\/td><\/tr>
S\u00e4ljarbed\u00f6mningar<\/td>Genomsnittlig bed\u00f6mning av s\u00e4ljaren och antal bed\u00f6mningar<\/td>s\u00e5 positiv som m\u00f6jligt, s\u00e5 h\u00f6g som m\u00f6jligt<\/td><\/tr>
Reaktionstid<\/td>genomsnittlig tid under de senaste 90 dagarna som beh\u00f6vdes f\u00f6r att besvara kundf\u00f6rfr\u00e5gningar<\/td>under 24h, helst under 12h<\/td><\/tr>
Lagerstatus<\/td>Slut i lager, leveransproblem<\/td>s\u00e5 s\u00e4llan som m\u00f6jligt<\/td><\/tr>
Missn\u00f6je med kundservice<\/td>negativ bed\u00f6mning av en kund p\u00e5 ett svar i k\u00f6pare-s\u00e4ljare-postl\u00e5dan<\/td>s\u00e5 l\u00e5g som m\u00f6jligt<\/td><\/tr>
Frekvens av \u00e5terbetalningar<\/td>F\u00f6rh\u00e5llandet mellan \u00e5terbetalningar de senaste 30 dagarna och det totala antalet best\u00e4llningar<\/td>s\u00e5 l\u00e5g som m\u00f6jligt<\/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\tDe 14 viktigaste kriterierna f\u00f6r att vinna BuyBox p\u00e5 Amazon och hur man h\u00e5ller sina m\u00e4tv\u00e4rden under kontroll<\/a>\n\t\t\t<\/div>\n\t\t\t
En utf\u00f6rlig beskrivning av alla avg\u00f6rande KPI:er p\u00e5 Amazon<\/strong> f\u00f6r handlare och hur de kan hantera optimeringen har vi redan diskuterat h\u00e4r<\/a> i detalj. Vi n\u00e4mner inte bara minimikraven och alla idealv\u00e4rden, utan \u00e4ven den underliggande ber\u00e4kningsformeln.<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/div>\t\t<\/div>\n\t<\/div>\n

Ytterligare relevanta KPI:er f\u00f6r Amazon<\/h3>

Professionella s\u00e4ljare listar inte bara sina produkter p\u00e5 Amazon, \u00f6vervakar viktiga KPI-metriker och g\u00e5r sedan hem. Det handlar om mer. Speciellt Private Label-s\u00e4ljare m\u00e5ste ocks\u00e5\u00a0syssla med \u00e4mnet annonsering<\/a>. Och samma prestationsm\u00e5tt g\u00e4ller p\u00e5 Amazon som de som anv\u00e4nds inom\u00a0marknadsf\u00f6ring<\/strong>\u00a0generellt som KPIs.<\/p>

En annan viktig Amazon KPI \u00e4r d\u00e4rf\u00f6r\u00a0ACoS<\/strong>, kort f\u00f6r \u201eAdvertising Cost of Sale\u201c. Denna indikator s\u00e4tter kostnaderna f\u00f6r reklamkampanjer i f\u00f6rh\u00e5llande till int\u00e4kterna som genererats genom denna reklam: ACoS = Reklamkostnader \/ Int\u00e4kter.<\/p>

Vid en oms\u00e4ttning p\u00e5 50 000 Euro och reklamkostnader p\u00e5 3 000 Euro skulle ACoS allts\u00e5 vara 6%. Hur h\u00f6g ACoS maximalt f\u00e5r vara \u00e4r dock\u00a0olika fr\u00e5n produkt till produkt<\/strong>. F\u00f6r detta m\u00e5ste alla kostnader som s\u00e4ljaren har ut\u00f6ver f\u00f6rs\u00e4ljningspriset dras av, allts\u00e5 exempelvis tillverkningskostnader, moms eller omkostnader. Om s\u00e4ljaren g\u00f6r en vinst p\u00e5 15 procent av f\u00f6rs\u00e4ljningspriset med en kaffemaskin f\u00e5r ACoS inte \u00f6verstiga 15 procent. Annars skulle det bli en f\u00f6rlustaff\u00e4r.<\/p>

Hur h\u00f6g eller l\u00e5g ACoS som Amazon KPI f\u00e5r vara beror dock p\u00e5 m\u00e5nga andra faktorer som m\u00e5ste bed\u00f6mas individuellt, exempelvis p\u00e5\u00a0m\u00e5let f\u00f6r PPC-kampanjerna<\/strong>,\u00a0marginalen<\/strong>\u00a0och hur stort\u00a0konkurrenstrycket<\/strong>\u00a0inom produktkategorin \u00e4r. Till skillnad fr\u00e5n Google Ads p\u00e5verkar Amazon Ads inte bara f\u00f6rs\u00e4ljningen av en produkt, utan har ocks\u00e5 alltid en inverkan p\u00e5 den organiska synligheten.<\/p>

P\u00e5 grund av denna mer holistiska effekt har m\u00e5nga s\u00e4ljare b\u00f6rjat fokusera mer p\u00e5\u00a0Cost per Order (CPO)<\/strong>\u00a0som Amazon KPI. H\u00e4r delas reklamkostnaderna f\u00f6r en viss tidsperiod med de totala f\u00f6rs\u00e4ljningarna under samma period. P\u00e5 s\u00e5 s\u00e4tt tar man h\u00e4nsyn till det faktum att Amazon Ads har en st\u00f6rre p\u00e5verkan.<\/p>

Slutsats: Den som inte \u00f6vervakar, f\u00f6rlorar!<\/h2>

S\u00e4lja p\u00e5 Amazon<\/a>, men inte regelbundet kontrollera viktiga KPI-metriker? Man kan f\u00f6rs\u00f6ka, men det \u00e4r meningsl\u00f6st. F\u00f6r den som inte vet var felet i systemet ligger, \u00e4r knappt kapabel att optimera sitt f\u00f6retag i tid. F\u00f6ljderna kan vara inte bara en nedgradering i rankingen eller f\u00f6rlusten av Buy Box \u2013 \u00e4ven en kontosuspension \u00e4r en helt realistisk utsikt.<\/p>

D\u00e4rf\u00f6r b\u00f6r Amazon-s\u00e4ljare alltid ha viktiga KPI-nyckeltal i \u00e5tanke och reagera i tid vid problem.<\/strong> Detsamma g\u00e4ller f\u00f6r prestationen av PPC-kampanjer i Amazon-kosmos, \u00e4ven om kraven h\u00e4r inte \u00e4r lika konkreta som f\u00f6r s\u00e4ljarens prestation. H\u00e4r b\u00f6r ACoS och CPO h\u00e5llas under uppsikt f\u00f6r att kunna bed\u00f6ma om en kampanj n\u00e5r sitt m\u00e5l.<\/p>

Bildk\u00e4llor i ordning efter bilderna: \u00a9 WrightStudio \u2013 stock.adobe.com<\/p>","protected":false},"excerpt":{"rendered":"

Myten lever kvar: Amazon g\u00f6r handlare rika. Men den som redan har sysslat med detta \u00e4mne kommer snabbt till insikten: Amazon kan fungera bra f\u00f6r s\u00e4ljare, men det \u00e4r l\u00e5ngt ifr\u00e5n en sj\u00e4lvg\u00e5ende verksamhet! Precis som i alla andra f\u00f6retag m\u00e5ste entrepren\u00f6rer ocks\u00e5 h\u00e5lla koll p\u00e5 de viktiga KPI:erna p\u00e5 Amazon. F\u00f6r e-handelsj\u00e4tten straffar snabbt<\/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":[765],"tags":[],"class_list":["post-114720","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-allt-om-buy-box"],"yoast_head":"\nAmazon KPI: Det h\u00e4r \u00e4r de viktigaste prestationsm\u00e5tten f\u00f6r s\u00e4ljare!<\/title>\n<meta name=\"description\" content=\"Vi avsl\u00f6jar vilka Amazon KPI som varje s\u00e4ljare absolut m\u00e5ste \u00f6vervaka. 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