[{"@context":"https:\/\/schema.org\/","@type":"Article","@id":"https:\/\/www.fasc.cz\/klicove-zvazeni-pro-dosazeni-uspechu-na-amazonu\/#Article","mainEntityOfPage":"https:\/\/www.fasc.cz\/klicove-zvazeni-pro-dosazeni-uspechu-na-amazonu\/","headline":"Kl\u00ed\u010dov\u00e9 zv\u00e1\u017een\u00ed pro dosa\u017een\u00ed \u00fasp\u011bchu na Amazonu","name":"Kl\u00ed\u010dov\u00e9 zv\u00e1\u017een\u00ed pro dosa\u017een\u00ed \u00fasp\u011bchu na Amazonu","description":"Tipy expert\u016f na to, jak vyd\u011blat co mo\u017en\u00e1 nejv\u00edce na nab\u00eddk\u00e1ch inzerce na Amazonu a faktory, kter\u00e9 byste m\u011bli \u201ezm\u00e1knout\u201c d\u0159\u00edve, ne\u017e se do toho v\u0161eho pust\u00edte. \u00a0 Amazon dok\u00e1\u017ee uspokojit sv\u00e9 z\u00e1kazn\u00edky v\u00a0dosud nev\u00eddan\u00e9m rozsahu, av\u0161ak aby tohle mohl d\u011blat, pot\u0159ebuje velice nezanedbateln\u00e9 investice prodejc\u016f, na rozd\u00edl od spu\u0161t\u011bn\u00ed reklamn\u00ed kampan\u011b na Google. Todd […]","datePublished":"2026-05-21","dateModified":"2026-05-21","author":{"@type":"Person","@id":"https:\/\/www.fasc.cz\/author\/#Person","name":"","url":"https:\/\/www.fasc.cz\/author\/","identifier":1,"image":{"@type":"ImageObject","@id":"https:\/\/secure.gravatar.com\/avatar\/ac70c9e5ac34d1687bd81eed3e0a5127e2920111fdfe832b53d740bc4b86c4fd?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/ac70c9e5ac34d1687bd81eed3e0a5127e2920111fdfe832b53d740bc4b86c4fd?s=96&d=mm&r=g","height":96,"width":96}},"publisher":{"@type":"Organization","name":"fasc.cz","logo":{"@type":"ImageObject","@id":"\/logo.png","url":"\/logo.png","width":600,"height":60}},"url":"https:\/\/www.fasc.cz\/klicove-zvazeni-pro-dosazeni-uspechu-na-amazonu\/","wordCount":821,"articleBody":"Tipy expert\u016f na to, jak vyd\u011blat co mo\u017en\u00e1 nejv\u00edce na nab\u00eddk\u00e1ch inzerce na Amazonu a faktory, kter\u00e9 byste m\u011bli \u201ezm\u00e1knout\u201c d\u0159\u00edve, ne\u017e se do toho v\u0161eho pust\u00edte.\u00a0Amazon dok\u00e1\u017ee uspokojit sv\u00e9 z\u00e1kazn\u00edky v\u00a0dosud nev\u00eddan\u00e9m rozsahu, av\u0161ak aby tohle mohl d\u011blat, pot\u0159ebuje velice nezanedbateln\u00e9 investice prodejc\u016f, na rozd\u00edl od spu\u0161t\u011bn\u00ed reklamn\u00ed kampan\u011b na Google. Todd Bowman, hlavn\u00ed vedouc\u00ed Amazonu a eRetail v\u00a0Merkle, kter\u00fd to sd\u011blil obecenstvu na SMX West v\u00a0San Jose, Kalifornii, minul\u00fd t\u00fdden.\u00a0V\u00a0tom sam\u00e9m v\u00fdstupu Bryan Garvin, vedouc\u00ed inzerce u e-komer\u010dn\u00edho partnera Pattern, diskutoval o spoust\u011b z\u00a0t\u011bchto faktor\u016f, zat\u00edmco zd\u016fraz\u0148oval, aby prodejci s\u00a0adekv\u00e1tn\u00edmi zdroji a mo\u017enostmi nemuseli b\u00fdt nijak odstra\u0161eni t\u011bmito d\u016fle\u017eit\u00fdmi a nezbytn\u00fdmi adaptacemi.\u00a0\tFaktory zv\u00e1\u017een\u00ed unik\u00e1tn\u00ed pro marketing na Amazonu\u00a0Jedn\u00edm z\u00a0nejv\u011bt\u0161\u00edch rozd\u00edl\u016f mezi Amazonem a Googlem, jak \u0159ekl Garvin, je vztah mezi organickou a reklamn\u00ed optimalizac\u00ed. Algoritmus Amazonu je vytvo\u0159en tak, aby odm\u011b\u0148oval prodeje: s\u00a0v\u011bt\u0161\u00edm prodejem p\u0159ich\u00e1z\u00ed v\u00edce viditelnosti. Na za\u010d\u00e1tek to znamen\u00e1, \u017ee inzerenti na Amazonu mus\u00ed db\u00e1t zv\u00fd\u0161en\u00e9 pozornosti na str\u00e1nk\u00e1ch detail\u016f produkt\u016f, proto\u017ee krom\u011b toho, \u017ee se jedn\u00e1 o p\u0159ist\u00e1vac\u00ed str\u00e1nky pro v\u011bt\u0161inu z\u00e1kazn\u00edk\u016f, se tak\u00e9 jedn\u00e1 o detaily, kter\u00e9 se n\u00e1sledn\u011b prom\u00edtnou i do reklam na Amazonu.\u00a0Ocen\u011bn\u00ed, recenze, obr\u00e1zky, zp\u011btn\u00e1 vazba z\u00e1kazn\u00edk\u016f, rychlost doru\u010den\u00ed, rychlost odpov\u00edd\u00e1n\u00ed a tak\u00e9 uskladn\u011bn\u00e9 zbo\u017e\u00ed jsou v\u0161echno kritick\u00e9 faktory pro prodejce na Amazonu. A k\u00a0tomu v\u0161emu je nutn\u00e9 p\u0159ipo\u010d\u00edtat tak\u00e9 to, \u017ee se jedn\u00e1 tak\u00e9 o unik\u00e1tn\u00ed vlastnosti Amazonu jako je Buy box (p\u0159idat do ko\u0161\u00edku) a tak\u00e9 Prime zp\u016fsobilost k\u00a0p\u0159eprav\u011b, kter\u00e1 m\u016f\u017ee ur\u010dit \u017eivotaschopnost a tak\u00e9 \u00fasp\u011bch va\u0161ich reklamn\u00edch kampan\u00ed.\u00a0\t\u010cty\u0159n\u00e1sobn\u00e9 reklamn\u00ed strategie\u00a0Bowman p\u0159edlo\u017eil \u010dty\u0159i kroky, kter\u00e9 zaru\u010d\u00ed \u00fasp\u011bch reklamn\u00ed kampan\u011b na Amazonu pro prodejce na t\u00e9to platform\u011b. Prvn\u00ed prioritou, \u0159ekl, je ochrana zna\u010dky s\u00a0reklamami, kter\u00e9 c\u00edl\u00ed na kl\u00ed\u010dov\u00e1 slova zna\u010dky relevantn\u00ed k\u00a0va\u0161im vysoce prioritn\u00edm produkt\u016fm. Dal\u0161\u00ed je zam\u011b\u0159en\u00ed se na akvizici nov\u00fdch z\u00e1kazn\u00edk\u016f t\u00edm, \u017ee roz\u0161\u00ed\u0159\u00edte va\u0161e c\u00edlen\u00ed na kl\u00ed\u010dov\u00fd slova i na ne-na\u010dkov\u00e9 a jin\u00e9 term\u00edny v\u00a0relevantn\u00edch kategori\u00edch a oblastech z\u00e1jmu. T\u0159et\u00edm krokem jsou p\u0159\u00edle\u017eitosti pro p\u0159edprodej a prodej na trhu. A kone\u010dn\u011b, dob\u00fdv\u00e1n\u00ed pod\u00edlu trhu c\u00edlen\u00edm na kl\u00ed\u010dov\u00e1 slova konkurence a produkty.\u00a0Garvin zmapoval podobn\u00fd strategick\u00fd p\u0159\u00edstup, kter\u00fd byl zam\u011b\u0159en\u00fd na nastaven\u00ed reklamn\u00edch kampan\u00ed na z\u00e1klad\u011b c\u00edl\u016f, kter\u00e9 nazval zkr\u00e1cen\u011b CABN \u2013 dob\u00fdv\u00e1n\u00ed, automatizovan\u00e9, zna\u010dkov\u00e9 a nezna\u010dkov\u00e9 c\u00edlen\u00ed (Conquest, automatic, brand and non-brand targeting). Pot\u00e9 zmapoval zp\u016fsob, jak\u00fdm tyto rozli\u010dn\u00e9 elementy ekosyst\u00e9mu reklam Amazonu \u2013 co\u017e zahrnuje Sponzorovan\u00e9 zna\u010dky, Sponzorovan\u00e9 produkty, form\u00e1ty zobrazen\u00ed produkt\u016f, stejn\u011b jako kategorie a c\u00edlen\u00ed na obecenstvo a tak\u00e9 remarketing skrze Amazon DSP \u2013 m\u016f\u017ee b\u00fdt pou\u017eito v\u00a0kombinac\u00edch k\u00a0dosa\u017een\u00ed u\u017eivatel\u016f ve v\u0161ech f\u00e1z\u00edch cesty za n\u00e1kupem od pov\u011bdom\u00ed o produktu a\u017e k\u00a0n\u00e1kupu, op\u011btovn\u00e9m n\u00e1kupu a p\u0159eprodeji.\u00a0\tV\u00fdhody hromadn\u00fdch list\u016f\u00a0Pokud nespolupracujete s\u00a0n\u011bjak\u00fdm API partnerem, m\u016f\u017eete pou\u017e\u00edt hromadn\u00e9 listy Amazonu (Bulk Sheets) pro zm\u011b\u0159en\u00ed va\u0161ich inzer\u010dn\u00edch snah, m\u016f\u017eete zde tak\u00e9 ud\u011blat celou \u0159adu zm\u011bn a spustit spoustu kampan\u00ed velice rychle. Merkle m\u00e1 svou vlastn\u00ed technologii, kter\u00e1 vyu\u017e\u00edv\u00e1 nyn\u00ed API, ale p\u0159edt\u00edm to bylo pouze dostupn\u00e9. Bowman sd\u011blil, \u017ee jeho t\u00fdm byl schopen vytvo\u0159it a spustit t\u0159icet \u010dty\u0159i nov\u00fdch kampan\u00ed s\u00a0t\u0159i tis\u00edci sedmi sty kl\u00ed\u010dov\u00fdmi slovy b\u011bhem dvou dn\u00ed po z\u00edsk\u00e1n\u00ed p\u0159\u00edr\u016fstku k\u00a0rozpo\u010dtu a po revizi c\u00edl\u016f od klienta.\u00a0Hromadn\u00e9 listy ale st\u00e1le pot\u0159ebuj\u00ed trochu pr\u00e1ce, to p\u0159iznal, av\u0161ak filtrov\u00e1n\u00ed list\u016f k\u00a0zahrnut\u00ed pot\u0159ebn\u00fdch sloupc\u016f, kde si m\u016f\u017eete vybrat, kter\u00e9 z\u00a0nich chcete aktualizovat, je st\u00e1le d\u011bl\u00e1 velice lehk\u00e9 na spravov\u00e1n\u00ed.\u00a0Bowman poznamenal, \u017ee spousta z\u00a0aktualizac\u00ed Amazonu, kter\u00e9 u\u010dinil v\u00a0jeho n\u00e1stroj\u00edch a platform\u00e1ch pro inzerci minul\u00fd rok, pomohla p\u0159in\u00e9st daleko v\u011bt\u0161\u00ed paritu mezi prodejci t\u0159et\u00edch stran a dodavateli na stran\u011b podnik\u016f. Mezi t\u011bmito v\u00fdhody pat\u0159\u00ed tak\u00e9 to, \u017ee reklamy nyn\u00ed mohou b\u00fdt schv\u00e1leny b\u011bhem hodin, nikoliv dn\u00ed.                                                                                                                                                                                                                                                                                                                                                                                                "},{"@context":"https:\/\/schema.org\/","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"name":"Kl\u00ed\u010dov\u00e9 zv\u00e1\u017een\u00ed pro dosa\u017een\u00ed \u00fasp\u011bchu na Amazonu","item":"https:\/\/www.fasc.cz\/klicove-zvazeni-pro-dosazeni-uspechu-na-amazonu\/#breadcrumbitem"}]}]