{"id":113334,"date":"2020-06-23T08:25:00","date_gmt":"2020-06-23T08:25:00","guid":{"rendered":"https:\/\/127.0.0.1\/blog\/en-onemli-amazon-kpi-lari-bir-bakista-saticilarin-kesinlikle-dikkat-etmesi-gereken-bu-metrikler\/"},"modified":"2026-05-19T20:27:22","modified_gmt":"2026-05-19T20:27:22","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\/tr\/blog\/the-key-amazon-kpis-at-a-glance-these-metrics-sellers-should-definitely-pay-attention-to\/","title":{"rendered":"En \u00f6nemli Amazon KPI’lar\u0131 bir bak\u0131\u015fta: Bu metrikler sat\u0131c\u0131lar\u0131n mutlaka dikkate almas\u0131 gerekenler!"},"content":{"rendered":"

Mit h\u00e2l\u00e2 devam eden bir efsane var: Amazon sat\u0131c\u0131lar\u0131 zengin ediyor. Ancak bu konuyla daha \u00f6nce ilgilenen herkes h\u0131zl\u0131ca \u015fu sonuca var\u0131r: Amazon sat\u0131c\u0131lar i\u00e7in iyi \u00e7al\u0131\u015fabilir, ancak kesinlikle kendi kendine y\u00fcr\u00fcyen bir i\u015f de\u011fil! Di\u011fer her i\u015fte oldu\u011fu gibi, giri\u015fimcilerin Amazon’da da \u00f6nemli KPI’lar\u0131 g\u00f6z \u00f6n\u00fcnde bulundurmas\u0131 gerekiyor.<\/p>

\u00c7\u00fcnk\u00fc e-ticaret devi, rakamlar\u0131n\u0131 kontrol edemeyen pazar yeri sat\u0131c\u0131lar\u0131n\u0131 h\u0131zl\u0131 bir \u015fekilde cezaland\u0131r\u0131yor. Ancak \u00f6ncelikle, s\u00f6zde Key Performance Indicator,<\/strong> k\u0131saca KPI’n\u0131n ne oldu\u011funu ve neye yarayabilece\u011fini a\u00e7\u0131kl\u0131\u011fa kavu\u015fturmak istiyoruz. Ard\u0131ndan Amazon KPI’lar\u0131n\u0131 derinlemesine inceleyece\u011fiz.<\/p>

KPI’lar nedir ve KPI’lar neden faydal\u0131d\u0131r?<\/h2>

\u201eKey Performance Indicator\u201c \u201ePerformans G\u00f6stergesi<\/strong>\u201c olarak \u00e7evrilebilir ve i\u015fletme y\u00f6netimi alan\u0131ndan gelmektedir. KPI’lar, \u00f6nemli hedeflerin ne \u00f6l\u00e7\u00fcde ger\u00e7ekle\u015ftirildi\u011fini veya ne kadar\u0131na ula\u015f\u0131ld\u0131\u011f\u0131n\u0131 \u00f6l\u00e7mek i\u00e7in kullan\u0131l\u0131r. \u00dcretim sekt\u00f6r\u00fcnde \u00f6nemli bir KPI, \u00f6rne\u011fin bir makinenin maksimum m\u00fcmk\u00fcn kapasitesine k\u0131yasla ortalama kullan\u0131m oran\u0131 olabilir.<\/p>

Bu kavram, Dijital sekt\u00f6rde<\/strong> de b\u00fcy\u00fck bir yayg\u0131nl\u0131k kazanm\u0131\u015ft\u0131r. Kendi \u00e7evrimi\u00e7i ma\u011fazan\u0131z olsun ya da Amazon \u2013 \u00f6nemli bir KPI, \u00f6rne\u011fin d\u00f6n\u00fc\u015f\u00fcm oran\u0131d\u0131r. Reklam verenler i\u00e7in ise KPI’lar, bir reklam\u0131n g\u00f6sterim say\u0131s\u0131n\u0131 ve t\u0131klama oran\u0131n\u0131 ilgilendirir. B2B web siteleri ise ba\u015far\u0131lar\u0131n\u0131 genellikle potansiyel m\u00fc\u015fteri say\u0131s\u0131na g\u00f6re \u00f6l\u00e7er.<\/p>

Bu nedenle KPI’lar, \u00f6nemli performans g\u00f6stergelerini g\u00f6z \u00f6n\u00fcnde bulundurmay\u0131 ve kritik ba\u015far\u0131 fakt\u00f6rlerini sistematik olarak kontrol etmeyi sa\u011flar<\/strong>. Sadece ba\u015far\u0131s\u0131n\u0131 veya ba\u015far\u0131s\u0131zl\u0131\u011f\u0131n\u0131 \u00f6l\u00e7enler, di\u015flilerde nerede sorun oldu\u011funu ve neyin iyi gitti\u011fini bilir. O zaman da mant\u0131kl\u0131 ve ak\u0131ll\u0131ca optimize etmek m\u00fcmk\u00fcnd\u00fcr.<\/p>

Amazon i\u00e7in hangi KPI’lar \u00f6nemlidir?<\/h2>

Kendi \u00e7evrimi\u00e7i ma\u011fazas\u0131 olan sat\u0131c\u0131lardan farkl\u0131 olarak, pazar yeri sat\u0131c\u0131lar\u0131 \u00f6zel zorluklarla kar\u015f\u0131 kar\u015f\u0131yad\u0131r. \u00c7\u00fcnk\u00fc Amazon’da ilgili KPI’lar \u00e7o\u011funlukla \u00e7evrimi\u00e7i dev taraf\u0131ndan belirlenmektedir<\/strong>. Bu performans g\u00f6stergelerini dikkate almayanlar, \u00fcr\u00fcnleriyle \u00fcst s\u0131ralarda yer alma veya Buy Box<\/a> kazanma \u015fans\u0131na sahip olamaz. Bunu ba\u015faramayanlar ise \u00fcr\u00fcn satmakta zorlan\u0131r.<\/p>

Zorla\u015ft\u0131ran bir di\u011fer durum ise, bir\u00e7ok yayg\u0131n KPI’n\u0131n, \u00f6rne\u011fin g\u00f6sterim say\u0131s\u0131 veya t\u0131klama oran\u0131 gibi, pazar yeri sat\u0131c\u0131lar\u0131 taraf\u0131ndan tam olarak veya yaln\u0131zca yakla\u015f\u0131k olarak \u00f6l\u00e7\u00fclememesidir. T\u0131klama oran\u0131n\u0131, d\u00f6n\u00fc\u015f\u00fcm oran\u0131n\u0131 ve sat\u0131\u015flar\u0131 etkileme \u015fans\u0131 en iyi \u015fekilde<\/a>, sat\u0131c\u0131lar Amazon’un belirledi\u011fi KPI metriklerini bildiklerinde ve i\u015flerini bu do\u011frultuda optimize ettiklerinde ortaya \u00e7\u0131kar.<\/p>

\u0130hlal durumunda ceza<\/h3>

Ancak, ilgili Amazon KPI’lar\u0131n\u0131n mutlaka izlenmesi gereken bir ba\u015fka \u00f6nemli neden daha var: Amazon da bunu yap\u0131yor. Sat\u0131c\u0131lar performans g\u00f6stergelerini ihmal ederse, gerekli standartlar\u0131 yerine getirememe riskiyle kar\u015f\u0131 kar\u015f\u0131ya kal\u0131rlar.<\/strong> Bu ger\u00e7ekle\u015fti\u011finde, Amazon bunu bilir \u2013 ve bu sadece s\u0131ralama veya Buy Box’\u00fcn kazanc\u0131n\u0131 etkilemekle kalmaz. Daha \u00f6nce bir eylem plan\u0131 olu\u015fturmak zorunda kalan herkes, bunun arzu edilen bir hedef olmad\u0131\u011f\u0131n\u0131 ve yaln\u0131zca gereksiz yere zaman ve para harcad\u0131\u011f\u0131n\u0131 bilir. En k\u00f6t\u00fc durumda, e-ticaret devi t\u00fcm sat\u0131c\u0131 hesab\u0131n\u0131 bile kapatabilir. Amazon’un ana i\u015f alan\u0131 olan giri\u015fimciler i\u00e7in bu bir felaket olur.<\/p>

Bu nedenle, t\u00fcm performans g\u00f6stergelerini izlemek i\u00e7in bir\u00e7ok neden var. Bir Amazon KPI’s\u0131 kritik bir alana kayma riski ta\u015f\u0131d\u0131\u011f\u0131nda, erken d\u00f6nemde \u00f6nlemler al\u0131nabilir ve hesap kapat\u0131lmas\u0131n\u0131n \u00f6n\u00fcne ge\u00e7ilebilir.<\/p>

\u00d6nemli KPI’lar: Sat\u0131c\u0131 Performans\u0131<\/h3>

G\u00f6nderim t\u00fcr\u00fcn\u00fcn g\u00f6nderim s\u00fcresi<\/strong> ile birlikte \u00f6nemli bir rol oynad\u0131\u011f\u0131, art\u0131k her pazar yeri sat\u0131c\u0131s\u0131n\u0131n fark\u0131nda oldu\u011fu bir durumdur. Amazon, sat\u0131c\u0131lar\u0131n \u015firketin kendi program\u0131 “Fulfillment by Amazon” (FBA)<\/a> arac\u0131l\u0131\u011f\u0131yla g\u00f6ndermesini tercih eder. Bir yandan bu, platform sa\u011flay\u0131c\u0131s\u0131n\u0131n kasas\u0131na ek gelir sa\u011flar, di\u011fer yandan h\u0131zl\u0131 ve sorunsuz teslimat garantisi sunarak m\u00fc\u015fteri memnuniyetini g\u00fcvence alt\u0131na al\u0131r. Ancak Sat\u0131c\u0131lar taraf\u0131ndan Prime<\/em> veya T\u00fcccar taraf\u0131ndan yerine getirme<\/em> gibi g\u00f6nderim t\u00fcrleri de standartlar\u0131 kar\u015f\u0131lamaktad\u0131r.<\/p>

Amazon KPI’s\u0131 kadar \u00f6nemli olan bir di\u011fer konu ise genel sat\u0131c\u0131 performans\u0131<\/strong>‘d\u0131r. Bu, farkl\u0131 g\u00f6stergelerden olu\u015fmaktad\u0131r:<\/p>

Amazon KPI<\/strong><\/th>A\u00e7\u0131klama<\/strong><\/th>Maksimum De\u011fer \/ \u0130deal De\u011fer<\/strong><\/th><\/tr><\/thead>
Sipari\u015f Hatalar\u0131 Oran\u0131<\/td>Olumsuz de\u011ferlendirme, hizmetle ilgili kredi kart\u0131 geri \u00f6demesi, A’dan Z’ye Garanti Talebi<\/a><\/td>%1’in alt\u0131nda, m\u00fcmk\u00fcnse %0<\/td><\/tr>
\u0130ptal Oran\u0131<\/td>Sat\u0131c\u0131n\u0131n sipari\u015f i\u015flenmeden \u00f6nceki iptalleri<\/td>%2,5’in alt\u0131nda, m\u00fcmk\u00fcnse %0<\/td><\/tr>
G\u00f6nderi Takip Numaralar\u0131n\u0131n Ge\u00e7erlilik Oran\u0131<\/td>Ge\u00e7erli g\u00f6nderi takip numaralar\u0131<\/td>en az %95, m\u00fcmk\u00fcnse %100<\/td><\/tr>
Gecikmeli Teslimat Oran\u0131<\/td>gecikmeli teslimat = tahmini g\u00f6nderim tarihinden sonra g\u00f6nderim onay\u0131<\/td>%4’\u00fcn alt\u0131nda, m\u00fcmk\u00fcnse %0<\/td><\/tr>
\u0130ade ile ilgili memnuniyetsizlik<\/td>Olumsuz m\u00fc\u015fteri de\u011ferlendirmesi ile iade talebi, 48 saat i\u00e7inde yan\u0131tlanmayan iade ile ilgili sorular, yanl\u0131\u015fl\u0131kla reddedilen iade talepleri<\/td>%10’un alt\u0131nda, m\u00fcmk\u00fcnse %0<\/td><\/tr>
Sat\u0131c\u0131 De\u011ferlendirmeleri<\/td>Sat\u0131c\u0131n\u0131n ortalama de\u011ferlendirmesi ve de\u011ferlendirme say\u0131s\u0131<\/td>m\u00fcmk\u00fcn oldu\u011funca olumlu, m\u00fcmk\u00fcn oldu\u011funca y\u00fcksek<\/td><\/tr>
Yan\u0131t S\u00fcresi<\/td>Son 90 g\u00fcnde m\u00fc\u015fteri taleplerine yan\u0131t vermek i\u00e7in gereken ortalama s\u00fcre<\/td>24 saatin alt\u0131nda, m\u00fcmk\u00fcnse 12 saatin alt\u0131nda<\/td><\/tr>
Stok Miktar\u0131<\/td>Stokta yok, teslimat zorluklar\u0131<\/td>m\u00fcmk\u00fcn oldu\u011funca nadir<\/td><\/tr>
M\u00fc\u015fteri hizmetleri ile ilgili memnuniyetsizlik<\/td>Bir m\u00fc\u015fteri taraf\u0131ndan al\u0131c\u0131-sat\u0131c\u0131 posta kutusundaki bir yan\u0131ttan olumsuz de\u011ferlendirme<\/td>m\u00fcmk\u00fcn oldu\u011funca az<\/td><\/tr>
\u0130ade Oran\u0131<\/td>Son 30 g\u00fcnde yap\u0131lan iadelerin toplam sipari\u015f say\u0131s\u0131na oran\u0131<\/td>m\u00fcmk\u00fcn oldu\u011funca d\u00fc\u015f\u00fck<\/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\tAmazon’da BuyBox’u kazanmak i\u00e7in en \u00f6nemli 14 kriter ve metriklerinizi nas\u0131l kontrol alt\u0131nda tutaca\u011f\u0131n\u0131z<\/a>\n\t\t\t<\/div>\n\t\t\t
Amazon’da sat\u0131c\u0131lar i\u00e7in belirleyici olan t\u00fcm KPI’lar\u0131n ayr\u0131nt\u0131l\u0131 bir a\u00e7\u0131klamas\u0131n\u0131<\/strong> ve bunlar\u0131n optimizasyonu nas\u0131l ele ald\u0131\u011f\u0131n\u0131 zaten burada<\/a> detayl\u0131 bir \u015fekilde ele ald\u0131k. Size sadece asgari gereksinimleri ve t\u00fcm ideal de\u011ferleri de\u011fil, ayn\u0131 zamanda temel hesaplama form\u00fcl\u00fcn\u00fc de sunuyoruz.<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/div>\t\t<\/div>\n\t<\/div>\n

Amazon i\u00e7in di\u011fer ilgili KPI’lar<\/h3>

Profesyonel sat\u0131c\u0131lar \u00fcr\u00fcnlerini sadece Amazon’da listelemekle kalmaz, \u00f6nemli KPI metriklerini izler ve ard\u0131ndan i\u015flerini kapatmazlar. Bunun \u00f6tesinde daha fazlas\u0131 vard\u0131r. \u00d6zellikle \u00d6zel Etiket sat\u0131c\u0131lar\u0131 da Reklamc\u0131l\u0131k konusuyla ilgilenmelidir<\/a>. Ve bu s\u00fcre\u00e7te, genel olarak Pazarlama<\/strong>‘da KPI olarak kullan\u0131lan ayn\u0131 performans g\u00f6stergeleri Amazon’da da ge\u00e7erlidir.<\/p>

Dolay\u0131s\u0131yla, \u00f6nemli bir Amazon KPI’s\u0131 da ACoS<\/strong>, yani “Reklam Sat\u0131\u015f Maliyeti”dir. Bu g\u00f6sterge, reklam kampanyalar\u0131n\u0131n maliyetlerini, bu reklamlar arac\u0131l\u0131\u011f\u0131yla elde edilen ciro ile orant\u0131lar: ACoS = Reklam Maliyetleri \/ Ciro.<\/p>

50.000 Euro ciro ve 3.000 Euro reklam harcamas\u0131 ile ACoS %6 olacakt\u0131r. Ancak, ACoS’un maksimum ne kadar olabilece\u011fi \u00fcr\u00fcnden \u00fcr\u00fcne de\u011fi\u015fir<\/strong>. Bunun i\u00e7in sat\u0131\u015f fiyat\u0131ndan, sat\u0131c\u0131n\u0131n ek olarak sahip oldu\u011fu t\u00fcm maliyetler, yani \u00f6rne\u011fin \u00fcretim maliyetleri, katma de\u011fer vergisi veya genel giderler d\u00fc\u015f\u00fclmelidir. \u00d6rne\u011fin, bir kahve makinesi ile sat\u0131c\u0131 sat\u0131\u015f fiyat\u0131n\u0131n %15’i kadar kar elde ediyorsa, ACoS %15’i ge\u00e7memelidir. Aksi takdirde, bu bir zarar durumu yarat\u0131r.<\/p>

Ancak, ACoS’un bir Amazon KPI’s\u0131 olarak ne kadar y\u00fcksek veya d\u00fc\u015f\u00fck olabilece\u011fi, bireysel olarak de\u011ferlendirilmesi gereken bir\u00e7ok ba\u015fka fakt\u00f6re ba\u011fl\u0131d\u0131r, \u00f6rne\u011fin PPC kampanyalar\u0131n\u0131n hedefi<\/strong>, kar marj\u0131<\/strong> ve \u00fcr\u00fcn kategorisindeki rekabet bask\u0131s\u0131<\/strong> ne kadar y\u00fcksektir. Google Ads’in aksine, Amazon Reklamlar\u0131 yaln\u0131zca bir \u00fcr\u00fcn\u00fcn sat\u0131\u015flar\u0131na etki etmekle kalmaz, ayn\u0131 zamanda organik g\u00f6r\u00fcn\u00fcrl\u00fck \u00fczerinde de her zaman bir etkiye sahiptir.<\/p>

Bu daha b\u00fct\u00fcnsel etki nedeniyle, bir\u00e7ok sat\u0131c\u0131 Sipari\u015f Ba\u015f\u0131na Maliyet (CPO)<\/strong>‘yu bir Amazon KPI’s\u0131 olarak daha fazla dikkate almaya ba\u015flam\u0131\u015ft\u0131r. Bu durumda, belirli bir zaman dilimindeki reklam harcamalar\u0131, ayn\u0131 zaman diliminde elde edilen toplam sat\u0131\u015flara b\u00f6l\u00fcnmektedir. B\u00f6ylece, Amazon Reklamlar\u0131n\u0131n daha geni\u015f bir etki alan\u0131na sahip oldu\u011fu ger\u00e7e\u011fi g\u00f6z \u00f6n\u00fcnde bulundurulmaktad\u0131r.<\/p>

Sonu\u00e7: \u0130zlemeyen kaybeder!<\/h2>

Amazon’da sat\u0131\u015f yapmak<\/a>, \u00f6nemli KPI metriklerini d\u00fczenli olarak kontrol etmemek mi? Denemek m\u00fcmk\u00fcn, ama anlams\u0131z. \u00c7\u00fcnk\u00fc sistemdeki hatan\u0131n nerede oldu\u011funu bilmeyen biri, i\u015fini zaman\u0131nda optimize etme kapasitesine sahip olamaz. Sonu\u00e7lar sadece s\u0131ralamada d\u00fc\u015f\u00fc\u015f veya Buy Box kayb\u0131 de\u011fil – bir hesap kapatma da olduk\u00e7a ger\u00e7ek\u00e7i bir olas\u0131l\u0131kt\u0131r.<\/p>

Bu nedenle, Amazon sat\u0131c\u0131lar\u0131 \u00f6nemli KPI g\u00f6stergelerini her zaman g\u00f6z \u00f6n\u00fcnde bulundurmal\u0131 ve sorunlarda zaman\u0131nda tepki vermelidir.<\/strong> Ayn\u0131 \u015fey, Amazon evrenindeki PPC kampanyalar\u0131n\u0131n performans\u0131 i\u00e7in de ge\u00e7erlidir, burada belirlemeler sat\u0131c\u0131 performans\u0131 kadar somut olmasa da. Burada ACoS ve CPO’nun izlenmesi, bir kampanyan\u0131n hedefini ula\u015f\u0131p ula\u015fmad\u0131\u011f\u0131n\u0131 de\u011ferlendirebilmek i\u00e7in \u00f6nemlidir.<\/p>

G\u00f6r\u00fcnt\u00fc Kredileri, resimlerin s\u0131ras\u0131na g\u00f6re: \u00a9 WrightStudio \u2013 stock.adobe.com<\/p>","protected":false},"excerpt":{"rendered":"

Mit h\u00e2l\u00e2 devam eden bir efsane var: Amazon sat\u0131c\u0131lar\u0131 zengin ediyor. Ancak bu konuyla daha \u00f6nce ilgilenen herkes h\u0131zl\u0131ca \u015fu sonuca var\u0131r: Amazon sat\u0131c\u0131lar i\u00e7in iyi \u00e7al\u0131\u015fabilir, ancak kesinlikle kendi kendine y\u00fcr\u00fcyen bir i\u015f de\u011fil! Di\u011fer her i\u015fte oldu\u011fu gibi, giri\u015fimcilerin Amazon’da da \u00f6nemli KPI’lar\u0131 g\u00f6z \u00f6n\u00fcnde bulundurmas\u0131 gerekiyor. \u00c7\u00fcnk\u00fc e-ticaret devi, rakamlar\u0131n\u0131 kontrol edemeyen<\/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":[573],"tags":[],"class_list":["post-113334","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tuem-buy-box-hakkinda"],"yoast_head":"\nAmazon KPI: \u0130\u015fletmeler i\u00e7in en \u00f6nemli performans g\u00f6stergeleri!<\/title>\n<meta name=\"description\" content=\"Size her sat\u0131c\u0131n\u0131n mutlaka izlemesi gereken Amazon KPI'lar\u0131n\u0131 a\u00e7\u0131klayaca\u011f\u0131z. 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