Ungaliwina Kanjani Ibhokisi Lokuthenga le-Amazon

Ngokusho kweMacrotrends, i-Amazon ikhiqiza $ 500 billion ezithengiswayo minyaka yonke futhi u-83% walokhu kuguqulwa kuvela e-Amazon's Buy Box. Lokho kunengqondo uma ucabangela iqiniso lokuthi kuvumela amakhasimende ukuthi athenge ngokushesha. Ngakho-ke, uma uthengisa ku-Amazon, ukuwina Ibhokisi Lokuthenga ekhasini lemininingwane yomkhiqizo kungenza umehluko omkhulu ekuthengisweni kwakho. Funda ukuze ufunde ukuthi ungawina kanjani i-Amazon Buy Box.

Okuqukethwe
Liyini Ibhokisi Lokuthenga ku-Amazon? Futhi kungani ibalulekile?
Izinto ezinqumayo ukuthi ubani ovela Ebhokisini Lokuthenga
Ungaliwina kanjani i-Amazon Buy Box
Kungani kungekho muntu owine Ibhokisi Lokuthenga ukuze afakwe ohlwini?
Imicabango yokugcina yokuthi ungawina kanjani i-Amazon Buy Box

Liyini Ibhokisi Lokuthenga ku-Amazon? Futhi kungani ibalulekile?

I-Amazon Buy Box yilapho amakhasimende ebona khona inketho ethi 'Thenga Manje', okwenza ukuthengwa komkhiqizo kube nzima nakakhulu ngokubavumela ukuthi bathenge ngokushesha. Ibhokisi le-Amazon Buy livela ngakwesokunene sekhasi lemininingwane yomkhiqizo we-Amazon.

Sishilo ukuthi ukuwina i-Amazon Buy Box kungaba nomthelela omkhulu ekuthengisweni kwakho, kodwa ngani?

Uma ikhasimende lichofoza inkinobho ethi 'Engeza Ekalishini,' lithenga kumthengisi oyedwa - lowo owine Ibhokisi Lokuthenga. Kodwa manje njengoba inketho eyengeziwe ethi 'Thenga Manje' isifakiwe Ebhokisini Lokuthenga, lokhu kuqinisekisa ukuthengiswa komnikazi Webhokisi Lokuthenga ngoba kuthengwa ngokushesha.

Ukuba yizindlu ezithengiswayo eziyinhloko ukukhulisa ukuthengisa kuyisizathu esiyinhloko sokuthi Ibhokisi Lokuthenga libalulekile, kodwa kunezinye izinzuzo zokuwina Ibhokisi Lokuthenga. Kubalulekile ukuguqula abathengi beselula ngoba ukuze bathole abanye abathengisi, badinga ukuskrola badlule kude neBhokisi Lokuthenga okuyinto amakhasimende amaningi angayenza. Futhi ngokwezibalo ze-Amazon, kunezivakashi ezingaphezu kwezigidi eziyi-126 eziyingqayizivele e-US ngenyanga uma kuqhathaniswa nabasebenzisi bedeskithophu abacishe babe yizigidi ezingama-42.

Ibhokisi Lokuthenga liphinde libe nomthelela ekukhangiseni ngezizathu ezimbili ezibalulekile:

• Uma usebenzisa izikhangiso ngaphakathi kwe-Amazon Seller Central, zonke izikhangiso zoMkhiqizo Oxhasiwe ziyayeka ukudlala lapho umkhiqizo ulahlekelwa Ibhokisi Lokuthenga.
• Uma unezikhangiso zemikhiqizo exhasiwe (ama-SBA), azincikile ku-Buy Box, ngakho-ke uzibeka engcupheni yokukhokhela ithrafikhi lapho omunye umthengisi ethola khona ukudayiswa.

Izinto ezinqumayo ukuthi ubani ovela Ebhokisini Lokuthenga

Ngakho-ke, njengoba usuqonda ukuthi i-Amazon Buy Box iyini nokuthi kungani ibalulekile ebhizinisini lakho, i-Amazon inquma kanjani ukuthi ubani ovela kuyo?

I-Amazon inquma ukuthi ubani ovela ebhokisini lokuthenga ngokusekelwe ezintweni ezimbalwa ezifana nenani, ukugcwaliseka kanye nesilinganiso somthengisi.

1. I-akhawunti yomthengisi ochwepheshe: Ukuze ufaneleke, kufanele ube ne-akhawunti yomdayisi ochwepheshe. I-akhawunti yomthengisi onguchwepheshe itholakala kunoma ubani, kodwa iyisevisi esekelwe kokubhaliselwe edinga imali yanyanga zonke ngaphezu kwezinkokhelo zokuthengisa.
2. Ubude besikhathi ku-Amazon: Labo abebethengisa e-Amazon maningi amathuba okuthi bawine i-Buy Box ngoba i-Amazon ingabona irekhodi lokuthengisa.
3. Ukuthengisa izinto ezintsha: Imikhiqizo esetshenzisiwe ikhishwa ngokuzenzakalelayo Ebhokisini Lokuthenga.
4. Ukutholakala okungaguquki kokusungula: Awudingi nje kuphela imikhiqizo etholakalayo ongayithengisa, kodwa uma unaleveli yokusungula engaguquki, maningi amathuba okuthi uwine Ibhokisi Lokuthenga.
5. Price: Amanani okuncintisana abalulekile; sizoxoxa ngemininingwane yesu lokuncintisana lamanani esigabeni esilandelayo.
6. Ukulethwa okusebenzayo: Uma uzigcwalisela ama-oda, i-Amazon izocubungula izikhathi ezithenjisiwe nezangempela zokuthumela ukuze inqume ukuthi uzowina yini Ibhokisi Lokuthenga.
7. Amamethrikhi athengisa kahle: I-Amazon ibheka amamethrikhi akho okusebenza afana nokubuyiselwa kwemali, ukukhansela kanye namazinga okuthunyelwa sekwephuzile; sizoklelisa wonke amamethrikhi abalulekile okufanele uwalandele ngezansi.
8. Oda amanani amaphutha: Gcina impendulo engemihle, njenge Izimangalo ze-AZ futhi ukukhokhelwa emuva, okungenani.
9. Ikhwalithi yesevisi yamakhasimende: Nikeza isevisi yamakhasimende esezingeni eliphezulu. I-Amazon izobheka isikhathi sokuphendula kwamakhasimende (kufanele sibe phakathi kwamahora angu-24) kanye nezinga lokunganeliseki kwamakhasimende (ivumela abathengisi abanamamaki aphezulu avela ezinhlolovo zamakhasimende).

Amamethrikhi ozowabuka azokusiza ukuthi uwine Ibhokisi Lokuthenga le-Amazon

Lawa mamethrikhi abalulekile ukuze uwabuke ukuze kwandiswe amathuba okuwina Ibhokisi Lokuthenga. Ngenkathi Kugcwaliswa yi-Amazon (FBA), umthengisi angase adinge ukuthi abuyekeze futhi athuthuke kwamanye alawa mamethrikhi; I-Amazon isingatha izinkinga eziningi zokuthumela nezinsizakalo zamakhasimende. Nokho, lawa mamethrikhi abalulekile uma uzigcwalisela ama-oda.

I-Amazon ibala isilinganiso somthengisi Ogcwalise Umthengisi ngokusekelwe kulawa mamethrikhi:

Impendulo

• Isilinganiso Sokuphutha Kwe-oda (Ithagethi = <1%)
• Izinga Lempendulo Engalungile
• Kugcwaliswe Isilinganiso Sesimangalo A kuya ku-Z
• Izinga lokukhokhiswa kwesevisi
• Buyisela Izinga Lokunganeliseki (Ithagethi = < 10%)
• Izinga Lempendulo Engalungile

Isikhathi sempendulo

• Izinga Lokuphendula Sekwephuzile
• Izinga Lokwenqatshwa Elingavumelekile
• Amamethrikhi Okuxhumana Nomthengi (Ithagethi = <25%)
• Izikhathi Zokuphendula Ngaphansi Kwamahora angu-24 (Ithagethi = > 90%)
• Izimpendulo Zamuva (Ithagethi = < 10%)
• Isikhathi sokuphendula esimaphakathi
• Idatha Yakamuva Yemethrikhi Yekhasimende

Ukukhansela/Ukuthumela

• Izinga Lokukhansela Lokugcwaliseka Kwangaphambili (Ithagethi = <2.5%)
• Izinga Lokuthumela Sekwephuzile (Ithagethi = <4%)
• Isilinganiso sokubuyiselwa imali
• Izinga Lokulandelela Elivumelekile
• Ngesigaba (Okuhlosiwe = > 90%)
• Kulethwe Ngesikhathi (Ithagethi => 97%)

Izindinganiso ze-Amazon zalawa mamethrikhi zinolaka, ikakhulukazi uma kukhulunywa ngokufaneleka kwe-Buy Box. Ungathola isithombe sisonke ngaphansi kokuthi “Impilo Ye-akhawunti” ku-Seller Central yakho.

Ungaliwina kanjani i-Amazon Buy Box

Njengoba ubona, i-Amazon ithanda abathengisi abathembekile, abangochwepheshe okungenzeka ukuthi bathengise imikhiqizo esezingeni eliphakeme, bathumele ngesikhathi futhi banikeze isevisi yamakhasimende engaphezulu kwesilinganiso. Kodwa kusho ukuthini lokho uma kuziwa ekuwineni Ibhokisi Lokuthenga? Lapha, sizobheka izindlela ezisebenzayo zokwandisa amathuba akho okuwina.

Hlola isimo sokufaneleka

Isinyathelo sokuqala siwukuqinisekisa ukuthi uyalifanelekela Ibhokisi Lokuthenga njengomthengisi.

Nansi indlela yokunquma isimo sohlu lwakho:

• Yiya engxenyeni ethi “Phatha Inventory” ye-akhawunti yakho ye-Amazon Seller Central.

• Ekhoneni elingakwesokudla, chofoza okuthi “Izintandokazi” kanye “Nokuthenga Ibhokisi Kuyafaneleka” kumenyu eyehlayo.

• Le nqubo ingeza enye ikholomu eyenza ukufaneleka kube yebo noma cha.

Ake sithi ufuna ukubuka ngeso lezinyoni imikhiqizo yakho kanye namaphesenti ayo amanje e-Buy Box. Uma kunjalo, ungabuka lokhu ngaphansi kwemibiko kokuthi Seller Central. Bheka ngaphansi kokuthi “Imibiko > Nge-ASIN > Imininingwane Yekhasi Lokuthengiswa Ne-Traffic Into Yengane.”

Sebenzisa ukugcwaliseka kwe-Amazon

Uma uthumela imikhiqizo yakho, kungaba inselele kakhulu ukufakazela uhlu lwakho lwamagama, futhi kuthatha isikhathi eside ukukhombisa irekhodi lokugcwalisa ama-oda ngesikhathi. Nokho, uma usebenzisa Ukugcwaliseka kwe-Amazon (FBA), ungase ukwazi ukubona imikhiqizo yakho ku-Buy Box ngokushesha, ikakhulukazi njengomthengisi omusha, njengoba i-Amazon inohlu lwamagama futhi ingaqinisekisa kangcono ikhwalithi nenani.

Ngaphezu kwalokho, ama-akhawunti amaphakathi nomthengisi amasha sha afakwe abathengisi awafaneleki Ibhokisi Lokuthenga ngaphandle uma enza ivolumu yokuthengisa eyanele. I-Amazon inquma le volumu, futhi iyahlukahluka ngezigaba.

Uma ufuna ukwandisa amathuba akho okuwina i-Buy Box, ukugcwaliseka kwe-Amazon cishe kuyindlela okufanele uhambe ngayo.

Yiqiniso, kunezimo lapho kungenangqondo ukusebenzisa ukugcwaliseka kwe-Amazon. Isibonelo, uma uthengisa izinto ezibolayo ezingase ziphelelwe yisikhathi uhleli esitolo noma usuvele usungule ukukhiqizwa komkhiqizo ngengqalasizinda eyakhelwe ngaphakathi yokuthunyelwa.

Kungase kube nezimo lapho eminye yemikhiqizo yakho igcwaliswa yi-Amazon kuyilapho eminye igcwaliswa nguwe. Kodwa khumbula ukuthi uma ugcwalisa ama-oda akho, udinga ukuthumela imikhiqizo futhi usebenzelane namakhasimende ngezinga eliqhathanisekayo nalokho okulindeleke e-Amazon.

Nikeza ngokuthumela okusheshayo

Uma ungasebenzisi i-Fulfillment by Amazon (FBA), isikhathi sakho sokuthumela sithinta ikhono lakho lokuba umnikazi Webhokisi Lokuthenga. I-Amazon ibala ukuthi wenza kahle kangakanani ngomkhumbi ngokuqhathanisa isikhathi sokuthumela esiqanjiwe nesikhathi sangempela sokuthumela.

I-Amazon ihlaziya isikhathi sokuthumela ngokususelwa kumafreyimu esikhathi alandelayo, kodwa khumbula, amakhasimende e-Amazon awalindeli nje ukuthunyelwa okushibhile noma kwamahhala; nabo balindele ukuthi isheshe ( sibonga uPrime).

• izinsuku 0-2
• izinsuku 3-7
• izinsuku 8-13
• Izinsuku ze-14 +

Gcina amanani entengo aphansi

Uma intengo yehla, maningi amathuba okuthi uzowina Ibhokisi Lokuthenga. Intengo efikile ihlanganisa izindleko zokuthumela nezokuphatha.

Nakuba kungase kulingeke ukwehlisa izintengo zakho ngaphansi kwezimbangi zakho ukuze uthole inzuzo ekuwineni Ibhokisi Lokuthenga, ukhiye lapha ukugcina amanani akho ephansi futhi ehambisana nabanye abathengisi kusayithi.

Kunjalo, abathengisi abaningi abangochwepheshe be-Amazon bahlala beshintsha amanani ukuze bahlangane ku-Buy Box, noma kunjalo, ungawenzi amanani akho abe phansi kunalokho ongakwazi ukukukhokhela.

Nquma ukuthi ungakwazi yini ukukhokhela Ibhokisi Lokuthenga ngentengo yalo yamanje ngokucabangela eyakho:

• Izimali zomthengisi we-Amazon
• Amanqamu
• Izindleko zokubuyisela
• Izindleko zokuhambisa
• Isabelomali se-Amazon

Amasu entengo

Nakuba ishibhile, okungcono kakhulu kungakusiza ukuthi uwine Ibhokisi Lokuthenga, yimaphi amasu entengo asebenza kubathengisi abahamba ngenani eliphezulu lokuthengisa ezintweni ezijwayelekile awahlali esebenza kubathengisi bezinga elincane. Ngakho-ke, nawa amanye amasu entengo angakusiza ukuthi uwine Ibhokisi Lokuthenga, kodwa khumbula ukuthi wenza kanjani ibhizinisi lapho ukhetha phakathi kwawo.

1. Ukufaka amanani mathupha: Ungakwazi ukusetha mathupha intengo yokuncintisana ngokubuka imikhiqizo yezimbangi futhi ulungise ngokufanele. Le ndlela ingasebenza kahle kubathengisi abanemikhiqizo embalwa kuphela, abenza imikhiqizo ngokwabo, noma abanemikhiqizo engenakho ukuncintisana okuningi. Nokho, abathengisi abaningi abanaso isikhathi sokwenza lokhu.
2. Intengo esekelwe kumthetho: Izintengo ezisekelwe emthethweni ziyisisekelo - njengoba negama lisho, umisa isimiso sokulungisa intengo yomkhiqizo wakho. Leli su lingakusebenzela uma ungakhathazeki ngokweqile mayelana nokulahleka kwemajini okungaba khona. Ububi obukhulu obukhulu ukuthi kungaholela ezimpini zamanani (cabanga uma umthengisi angaphezu koyedwa esebenzisa leli su emkhiqizweni ofanayo). Enye into okufanele icatshangelwe ukuthi leli su kwesinye isikhathi lisho ukuthi imikhiqizo yentengo iphansi kunesidingo lapho amanye amamethrikhi ewodwa engagcina Ibhokisi Lokuthenga ngaphandle kwentengo. Isibonelo, uma ufuna umkhiqizo wakho ube ngaphansi kuka-$1 kunanoma yimuphi omunye umthengisi.
3. Ukuphindaphinda kwe-algorithmic: Lelisu lihlakaniphile ithuluzi lokubeka amanani esebenzisa ama-algorithms ukusetha intengo engcono kakhulu ngokusekelwe kuzo zonke izimo zemakethe, njengezintengo zesiqhudelana naye, amaphromoshini, njll. Ngokusekelwe kuyo yonke inzuzo yomkhiqizo wakho, izongena futhi ithole indawo ephakathi nendawo engcono kakhulu phakathi kokuwina Ibhokisi Lokuthenga kanye nenzuzo ekuthengisweni.

Gcina umphumela wempendulo ephezulu

Isikolo sempendulo yomthengisi ophezulu sibalulekile. Eyakho isilinganiso sempendulo isekelwe kuzibuyekezo ezivela kuma-oda (ama-oda asuka onyakeni odlule, kodwa izinsuku ezingu-90 zisindwa kakhulu) kanye nesilinganiso sazo zonke izilinganiso zempendulo yomthengisi.

Uhlelo lwe-Amazon Seller Feedback lwakhiwe ukuze amakhasimende akwazi ukubona okuhlangenwe nakho kwabanye abathengi nabathengisi abahlukene - futhi abasebenzise ukunquma ukuthi yimuphi umthengisi azothenga kuye. Abathengisi abaningi abaqapheli ukuthi Impendulo Yomthengisi ihlukile kokuthi Impendulo Yomkhiqizo. Amakhasimende avame ukushiya ngephutha izibuyekezo zomkhiqizo emakhasini Empendulo Yomthengisi, okungalimaza kakhulu uma ubona izibuyekezo eziningi ezingezinhle.

Abathengi kwesinye isikhathi bangashiya isibuyekezo somkhiqizo kumpendulo yakho yomthengisi, okuyinkinga yesikolo sakho somthengisi. Ngenhlanhla, ungaxhumana ne-Amazon mayelana nenkinga, futhi bazoyilungisa ngokushesha. Ungaya e-Amazon ngecala bese uthi, 'lokhu akulungile; le mpendulo ihlobene nomkhiqizo,' futhi i-Amazon izoyisusa.

Ukwengeza, uma kungumkhiqizo we-FBA futhi othile eshiya isilinganiso esibi somthengisi mayelana nokupakishwa noma ukuthumela - okungumthwalo wemfanelo we-Amazon, uma kunjalo - ungafaka isimangalo, futhi i-Amazon izosisusa.

Gcina i-inventory kanye nevolumu yokuthengisa

Uma ugcina isitoko somkhiqizo kangcono, maningi amathuba okuthi uwine. Isibonelo, uma uneyunithi eyodwa ye-inventory esele ngenkathi omunye umthengisi enama-30, omunye umthengisi uzoba maningi amathuba okuthi awine (kunjalo, ezinye izici nazo ziyacatshangelwa).

Uma usebenzisa inqubo yakho yokugcwalisa, qinisekisa ukuphathwa kwempahla futhi ukugcwaliseka kuqondiswe ngakho imikhiqizo ihlala isitokweni.

Kubathengisi abasebenzisa i-Amazon Fulfillment, khumbula ukutholakala komkhiqizo kunqunywa uhlu lwempahla e-Amazon warehouse (hhayi lokho okusendlini yakho yokugcina impahla noma okuthunyelwa e-Amazon). Ngakho-ke, khumbula ukugcwaliseka kokucubungula kanye nesikhathi sokulethwa lapho uthumela imikhiqizo e-Amazon.

Futhi, qaphela ukuthi kubaluleke kakhulu ukugcina imininingwane ye-inventory yakho isesikhathini njengoba kuwukuba ne-inventory etholakalayo. Amaphutha ngesitoko esitholakalayo angaholela kumakhasimende anganelisekile kanye nokubuyekezwa okungekuhle.

Isikhathi esihle sokuphendula samakhasimende

Lapho abathengisi bebhalisa, bavumelana neSivumelwano Sezinga Lensizakalo yenkampani (i-SLA). Lokhu kudinga impendulo emibuzweni yekhasimende phakathi namahora angu-24. Ngakho-ke, akugcini nje kuphela ukuthi isikhathi sokuphendula esihle sandise ithuba lakho lokuwina i-Buy Box, kodwa kudingwa yi-Amazon.

Phendula ngesikhathi; uma ungakwazi, phendula ngokushesha ngangokunokwenzeka. Ukwehluleka ukuphendula phakathi namahora angu-24 kuzonciphisa amathuba akho okuwina Ibhokisi Lokuthenga.

Izinga lokukhubazeka kwe-oda eliphansi (ODR)

Izinga lokukhubazeka kwe-oda eliphansi (ODR) libalulekile ekuwineni i-Amazon Buy Box, kodwa yini i-ODR?

I-ODR iyimethrikhi esetshenziselwa ukukala ikhwalithi yesevisi yamakhasimende. Ikala iphesenti lama-oda abuyiswayo ngenxa yeziphambeko (ezilahlekile, azilungile noma ezilimele). Izinto ezingenza i-oda libe nephutha zihlanganisa ukukhokhelwa emuva kwekhadi lesikweletu, impendulo engemihle kanye nezimangalo ze-AZ.

Siyini isimangalo se-AZ? I-Amazon inikeza i Isiqinisekiso se-A-to-Z ukusiza ukuvikela amakhasimende okungenzeka ahlangabezane ne-oda enesici. Isiqinisekiso se-A-to-z sikhava ama-oda afika alimele, sekwephuzile, noma angalungile futhi angafaka nama-oda ashodayo noma angafani nencazelo. Ake sithi ikhasimende lifaneleka ukuthola imbuyiselo ngaphansi Kwesiqinisekiso sika-A-to-z. Uma kunjalo, i-Amazon izophenya isimangalo futhi ingase ikhiphe imbuyiselo noma enye indawo.

Lapho i-ODR ifinyelela ku-1%, umthengisi uthole izikhalazo zekhasimende ezeqile noma impendulo engemihle ehlobene nama-oda, futhi i-Amazon izothatha isinyathelo ukuvikela ulwazi lwamakhasimende. I-Amazon ingase imise okwesikhashana i-akhawunti yomthengisi noma yehlise ukubonakala endaweni yemakethe.

Ukuze ugcine i-ODR yakho iphansi, landelela amamethrikhi akho okusebenza nsuku zonke. Ngokukhethekile, hlose ukugcina amanani emali mbuyiselo kanye nokukhansela angaphansi kuka-2.5%

Kungani kungekho muntu owine Ibhokisi Lokuthenga ukuze afakwe ohlwini?

Kwesinye isikhathi imikhiqizo ayibonisi Ibhokisi Lokuthenga, okusho ukuthi akekho owinile. Esikhundleni senketho ethi 'Thenga Manje', amakhasimende cishe azobona inkinobho ethi 'Bona Zonke Izinketho Zokuthenga.'

Ayikho impendulo elula yokuthi kungani engekho owinile ku-Buy Box, kodwa nazi izizathu zokuthi kungani lokhu kungenzeka:

• Ushintsho lwentengo olumangalisayo: Uma owinile ku-Buy Box enoshintsho lwentengo kungazelelwe futhi olukhulu. Uma lokhu kwenzeka, i-Amazon ithatha izinyathelo zokuphepha ukuze ivikele amakhasimende ezimpahleni zomgunyathi ezingaba khona ezisohlwini lwamanani ehliswe kakhulu.
• Ukwephulwa kokulingana kwentengo: Uma umthengisi ethengisa umkhiqizo ngentengo ephansi kuwebhusayithi yakhe noma kwesinye isiteshi, i-Amazon ingase ibajezise.
• Ukwenyuka kwezikhalazo zamakhasimende: I-Amazon ingase isuse i-Buy Box okwesikhashana ukuze iphenye izikhalazo ngomkhiqizo.

Imicabango yokugcina yokuthi ungawina kanjani i-Amazon Buy Box

Ukuwina i-Amazon Buy Box kuyisikhundla esibalulekile okufanele ube kuso lapho ufuna ukwandisa ukuguqulwa kanye nenzuzo. I-Amazon ibigxile futhi isazoqhubeka nokugxila kumakhasimende okusho ukuthi ukugcizelela okwengeziwe kumakhasimende akho kuzokwandisa amathuba akho okuthola amabhokisi okuthenga emikhiqizo eminingi.