{"id":115281,"date":"2022-07-05T06:03:00","date_gmt":"2022-07-05T06:03:00","guid":{"rendered":"https:\/\/127.0.0.1\/blog\/ny-studie-foredrar-amazon-sig-sjalv-i-buy-box\/"},"modified":"2022-07-05T06:03:00","modified_gmt":"2022-07-05T06:03:00","slug":"ny-studie-foredrar-amazon-sig-sjalv-i-buy-box","status":"publish","type":"post","link":"https:\/\/www.sellerlogic.com\/sv\/blog\/ny-studie-foredrar-amazon-sig-sjalv-i-buy-box\/","title":{"rendered":"Ny studie: F\u00f6redrar Amazon sig sj\u00e4lv i Buy Box?"},"content":{"rendered":"

Anklagelsen: Amazon f\u00f6redrar sig sj\u00e4lv vid tilldelningen av Buy Box. Ryktena har funnits i flera \u00e5r. Framf\u00f6r allt i gemenskapen av Amazon-s\u00e4ljare verkar anklagelsen redan ha etablerats som sanning. Konkreta bevis f\u00f6r en kringg\u00e5ende av konkurrensregler finns hittills inte, men \u00e5tminstone utreder \u00e4ven konkurrensmyndigheterna mot f\u00f6retaget.<\/p>

Eftersom s\u00e4rskilt problematiskt \u00e4r den dubbla rollen som Amazon intar: F\u00f6retaget \u00e4r \u00e4gare av plattformen och s\u00e4ljare p\u00e5 denna plattform samtidigt. \u00c4ven om Amazon inte har n\u00e5got monopol, har de en mycket h\u00f6g marknadsandel p\u00e5 den tyska onlinehandeln.<\/p>

Nu har \u00e4ven ARD:s ekonomimagasin Plusminus tagit sig an Amazon och ryktena om Buy Box. I samarbete med ett prisanalysf\u00f6retag har flera tiotusentals produkter observerats och utv\u00e4rderats. Resultaten \u00e4r ganska \u00f6verraskande \u2013 men annorlunda \u00e4n vad de flesta marknadsplatsf\u00f6rs\u00e4ljare nog skulle misst\u00e4nka.<\/p>

Varf\u00f6r \u00e4r Buy Box s\u00e5 avg\u00f6rande?<\/h2>

Plusminus fokus l\u00e5g p\u00e5 Amazon Buy Box<\/a>. Den gula knappen, med vilken produkter kan l\u00e4ggas i varukorgen, k\u00e4nner nog varje kund p\u00e5 handelsplattformen till. Och \u00e4ven f\u00f6r s\u00e4ljare, s\u00e4rskilt av handelsvaror, spelar varukorgsf\u00e4ltet en avg\u00f6rande roll.<\/p>

Eftersom ist\u00e4llet f\u00f6r att skapa en egen produktsida f\u00f6r varje erbjudande (som till exempel eBay g\u00f6r), sammanfattar Amazon alla erbjudanden f\u00f6r samma produkt p\u00e5 en detaljsida. F\u00f6r att avg\u00f6ra vilken s\u00e4ljare som f\u00e5r en inkommande best\u00e4llning och d\u00e4rmed har s\u00e5lt produkten fr\u00e5n sitt lager, anv\u00e4nder Amazons algoritm olika parametrar, inklusive pris, fraktmetod, frakthastighet och eventuella kundrecensioner.<\/p>

Eftersom de flesta kunder best\u00e4ller direkt via den gula knappen och inte g\u00f6r sig besv\u00e4ret att titta p\u00e5 de andra erbjudandena f\u00f6r produkten. Den som vinner Buy Box f\u00e5r cirka 90 % av f\u00f6rs\u00e4ljningen. Den som inte vinner Buy Buy Box g\u00e5r praktiskt taget tomh\u00e4nt. D\u00e4rf\u00f6r \u00e4r konkurrensen om varukorgsf\u00e4ltet avg\u00f6rande och tilldelningskriterierna \u00e4r konkurrensr\u00e4ttsligt betydelsefulla. Om Amazon skulle f\u00f6redra sig sj\u00e4lv h\u00e4r skulle det kanske missbruka sin marknadsmakt.<\/p>

F\u00f6redrar Amazon sig sj\u00e4lv och sitt eget erbjudande? \u2013 Studienresultat<\/h2>

F\u00f6r Amazon-studien har Plusminus 64 000 produkter p\u00e5 marknadsplatsen f\u00f6r n\u00e4tj\u00e4tten granskats. I bed\u00f6mningen har b\u00e5de pris och leveranshastighet beaktats, men inga ytterligare kriterier som till exempel tillf\u00f6rlitlighet eller kundbetyg f\u00f6r en s\u00e4ljare har tagits med. Alla produkter som ingick i unders\u00f6kningen erbj\u00f6ds av flera handlare samt av Amazon sj\u00e4lv.<\/p>

\u00bb Av 20 000 av de 64 000 produkterna h\u00f6ll enligt Plusminus Amazon Buy Box<\/strong>. Det \u00e4r lite mer \u00e4n 31 %<\/strong>.\u00a0<\/span><\/p>F\u00f6r cirka 8 000 produkter (12,5 %<\/strong>) hade Amazon Buy Box inne, trots att det fanns andra leverant\u00f6rer som erbj\u00f6d ett l\u00e4gre pris. H\u00e4r var Amazon i genomsnitt 1,83 Euro dyrare<\/strong>, men oftast ocks\u00e5 den leverant\u00f6r med den snabbaste leveranstiden.

\u00bb Av 156 produkter h\u00f6ll Amazon inte bara Buy Box med ett h\u00f6gre pris, utan det fanns ocks\u00e5 minst en annan s\u00e4ljare som kunde leverera lika snabbt som Amazon<\/strong>. Det \u00e4r avrundat endast 0,25 %<\/strong> av de unders\u00f6kta produkterna.<\/span><\/p><\/blockquote>

F\u00fcr jeden der 156 H\u00e4ndler und H\u00e4ndlerinnen kann es unter Umst\u00e4nden ein herber Verlust sein, sollte sich Amazon hier tats\u00e4chlich selbst bevorzugen und damit Wettbewerbsregeln au\u00dfer Acht lassen. Im Hinblick auf die gesamte Untersuchung f\u00e4llt das Ergebnis allerdings anders aus, als viele Marktplatz-Verk\u00e4ufer das vorher wahrscheinlich vermutet h\u00e4tten. 156 von 64.000 Produkten sind ein verschwindend geringer Anteil.<\/p>

Dessutom betraktar Plusminus-studien Amazon Buy Box endast utifr\u00e5n tv\u00e5 tilldelningskriterier: pris och leveranshastighet. B\u00e5da aspekterna \u00e4r utan tvekan mycket viktiga, men de \u00e4r inte ensamma avg\u00f6rande. Minst elva andra Buy Box-kriterier<\/a> kan identifieras, som ocks\u00e5 spelar en roll f\u00f6r tilldelningen av varukorgsf\u00e4ltet. Om man bortser fr\u00e5n dessa f\u00e5r man endast en f\u00f6rvr\u00e4ngd bild av verkligheten.<\/p>

Wie Marktplatz-Verk\u00e4ufer die Buy Box mit dem h\u00f6chstm\u00f6glichen Preis gewinnen<\/h2>Die Buy Box nicht mit dem niedrigsten, sondern mit einem h\u00f6heren Preis zu halten, ist indes f\u00fcr die Mehrheit der Anbieter von Handelsware durchaus m\u00f6glich. Doch manuell ist die Preisanpassung ein aussichtsloses Unterfangen \u2013 zu viele Kriterien und Mitbewerber, die alle im Blick behalten werden wollen. Mit einem geeigneten Repricing-Tool ist das hingegen recht zuverl\u00e4ssig zu bewerkstelligen. Genau das schafft SELLERLOGIC seit Jahren f\u00fcr seine Kunden und Kundinnen. Ein Buy Box Share von 95 %<\/a> ist dabei keine Seltenheit.\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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Grundare och verkst\u00e4llande direkt\u00f6r<\/strong> f\u00f6r 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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\u201eI slut\u00e4ndan kan f\u00f6retag endast med programvara driva en framg\u00e5ngsrik prisstrategi, manuellt \u00e4r det helt enkelt inte genomf\u00f6rbart. Med SELLERLOGIC Repricer kunde jag \u00f6ka min Buy Box andel till 95 %!\u201d<\/div>\n\t\t\t<\/div>\n\t\t<\/div>\n\t<\/div>\n\n

Im Gegensatz zur von Plusminus durchgef\u00fchrten Amazon-Studie ber\u00fccksichtigt der Repricer sozusagen von Hause aus die wichtigen Buy Box-Kriterien. Dadurch gewinnt er die Buy Box nicht mit dem niedrigsten, sondern mit dem h\u00f6chstm\u00f6glichen Preis in Abh\u00e4ngigkeit zum aktuellen Status der anderen Metriken des anbietenden H\u00e4ndlers.<\/p>Sie m\u00f6chten auch einen Buy Box-Anteil von fast 100 % erreichen? Dann testen Sie den SELLERLOGIC Repricer jetzt 14 Tage kostenlos<\/a>!

Fazit: Plusminus-Studie zur Amazon Buy Box<\/h2>

Amazons dubbla roll i samband med den h\u00f6ga marknadsandel som f\u00f6retaget har inom e-handel \u00e4r s\u00e4kert problematisk, \u00e4ven om det inte finns n\u00e5got klassiskt monopol inom onlinehandeln. Men resultatet av denna storskaliga unders\u00f6kning av n\u00e4stan 64 000 produkter visar ocks\u00e5 varf\u00f6r det \u00e4r s\u00e5 viktigt att inte bara titta p\u00e5 priset eller leveranshastigheten som avg\u00f6rande m\u00e4tv\u00e4rden.<\/p>

Daneben gibt es noch viele weitere kundenrelevante Kriterien, die beeinflussen, mit welchem Preis ein H\u00e4ndler die Buy Box f\u00fcr sein Angebot gewinnen kann. Nur mit intelligenter Software ist die Preisgestaltung f\u00fcr Amazon-H\u00e4ndler heutzutage noch sinnvoll und vor allem wirtschaftlich abbildbar. Dabei ist es wichtig, einen dynamischen Repricer zu w\u00e4hlen, der nicht nur den Preis, sondern auch weitere wichtige Metriken und Mitbewerber im Blick beh\u00e4lt.<\/p>

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

Anklagelsen: Amazon f\u00f6redrar sig sj\u00e4lv vid tilldelningen av Buy Box. Ryktena har funnits i flera \u00e5r. Framf\u00f6r allt i gemenskapen av Amazon-s\u00e4ljare verkar anklagelsen redan ha etablerats som sanning. Konkreta bevis f\u00f6r en kringg\u00e5ende av konkurrensregler finns hittills inte, men \u00e5tminstone utreder \u00e4ven konkurrensmyndigheterna mot f\u00f6retaget. Eftersom s\u00e4rskilt problematiskt \u00e4r den dubbla rollen som 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":[765],"tags":[],"class_list":["post-115281","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-allt-om-buy-box"],"yoast_head":"\nNy studie: \u00c4r marknadsplatsf\u00f6rs\u00e4ljare systematiskt missgynnade?<\/title>\n<meta name=\"description\" content=\"I en storskalig studie unders\u00f6kte tidskriften Plusminus tilldelningen av Amazon Buy Box. 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