{"id":1689,"date":"2026-07-14T15:42:30","date_gmt":"2026-07-14T13:42:30","guid":{"rendered":"https:\/\/mairateam.com\/?p=1689"},"modified":"2026-07-14T15:58:41","modified_gmt":"2026-07-14T13:58:41","slug":"jak-prodavat-na-amazonu-pruvodce","status":"publish","type":"post","link":"https:\/\/mairateam.com\/cs\/jak-prodavat-na-amazonu-pruvodce\/","title":{"rendered":"Jak prod\u00e1vat na Amazonu: pr\u016fvodce pro e-shopy 2026"},"content":{"rendered":"\t\t\t\t<div class=\"component-article-highlight bg-secondary-500 text-center p-6 lg:p-10 my-10 lg:my-16 not-prose\">\n\t\t\t\t\t\t\t<div class=\"max-w-4xl mx-auto flex flex-col gap-y-5\">\n\t\t\t\t\t<div class=\"text-primary-500 uppercase text-xl text-balance\">\n\t\t\t\tTL;DR\n\t\t\t<\/div>\n\t\t\t\t<h2 class=\"text-white font-bold text-2xl lg:text-3xl uppercase\">\n\t\t\tJeden \u00fa\u010det, 10 evropsk\u00fdch trh\u016f, 450 milion\u016f z\u00e1kazn\u00edk\u016f\n\t\t<\/h2>\n\t\t<div class=\"prose prose-invert text-lg\/[1.25] lg:text-xl\/[1.25] text-balance\">\n\t\t\t<p>Prodej na Amazonu v&nbsp;Evrop\u011b za\u010d\u00edn\u00e1 registrac\u00ed v&nbsp;Seller Central: pl\u00e1n Professional stoj\u00ed 39 EUR m\u011bs\u00ed\u010dn\u011b bez DPH a&nbsp;pokr\u00fdv\u00e1 v\u0161echny evropsk\u00e9 obchody Amazonu najednou. K&nbsp;tomu plat\u00edte provizi, v\u011bt\u0161inou 8&nbsp;a\u017e 15&nbsp;% z&nbsp;celkov\u00e9 ceny v\u010detn\u011b po\u0161tovn\u00e9ho podle kategorie. Jedn\u00edm \u00fa\u010dtem oslov\u00edte p\u0159es 450 milion\u016f potenci\u00e1ln\u00edch z\u00e1kazn\u00edk\u016f v&nbsp;EU.<\/p>\n\n\t\t<\/div>\n\t<\/div>\n\t\t\t<\/div>\n\n\n\t\t\t\t<div class=\"component-article-stats not-prose my-8 lg:my-16\">\n\t\t\t\t\t\t\t<div class=\"grid border-y border-secondary-500\/10 divide-y divide-secondary-500\/10\">\n\t\t\t\t\t<div class=\"flex flex-col-reverse md:flex-row justify-between gap-y-2 gap-x-12 lg:gap-x-24 py-5\">\n\t\t\t\t\t\t\t\t\t<div class=\"flex items-center md:text-xl tracking-normal text-balance\">\n\t\t\t\t\t\t<div class=\"[&_strong]:font-bold [&_b]:font-bold\">\n\t\t\t\t\t\t\t<p>potenci\u00e1ln\u00edch z\u00e1kazn\u00edk\u016f v&nbsp;dosahu jednoho \u00fa\u010dtu<\/p>\n\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"sm:text-right text-5xl font-bold tabular-nums md:min-w-[12rem]\">\n\t\t\t\t\t\t\t\t\t\t\t\t<span gsap-animation=\"count-up\" gsap-start=\"1\" gsap-duration=\"1\" gsap-end=\"450 mil.\" gsap-decimals=\"0\" gsap-suffix=\" %\">450 mil.<\/span>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<div class=\"flex flex-col-reverse md:flex-row justify-between gap-y-2 gap-x-12 lg:gap-x-24 py-5\">\n\t\t\t\t\t\t\t\t\t<div class=\"flex items-center md:text-xl tracking-normal text-balance\">\n\t\t\t\t\t\t<div class=\"[&_strong]:font-bold [&_b]:font-bold\">\n\t\t\t\t\t\t\t<p>m\u011bs\u00ed\u010dn\u011b za pl\u00e1n Professional pro v\u0161echny trhy<\/p>\n\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"sm:text-right text-5xl font-bold tabular-nums md:min-w-[12rem]\">\n\t\t\t\t\t\t\t\t\t\t\t\t<span gsap-animation=\"count-up\" gsap-start=\"1\" gsap-duration=\"2\" gsap-end=\"39 EUR\" gsap-decimals=\"0\" gsap-suffix=\" %\">39 EUR<\/span>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<div class=\"flex flex-col-reverse md:flex-row justify-between gap-y-2 gap-x-12 lg:gap-x-24 py-5\">\n\t\t\t\t\t\t\t\t\t<div class=\"flex items-center md:text-xl tracking-normal text-balance\">\n\t\t\t\t\t\t<div class=\"[&_strong]:font-bold [&_b]:font-bold\">\n\t\t\t\t\t\t\t<p>b\u011b\u017en\u00e1 provize z&nbsp;prodeje podle kategorie<\/p>\n\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"sm:text-right text-5xl font-bold tabular-nums md:min-w-[12rem]\">\n\t\t\t\t\t\t\t\t\t\t\t\t<span gsap-animation=\"count-up\" gsap-start=\"1\" gsap-duration=\"3\" gsap-end=\"8-15 %\" gsap-decimals=\"0\" gsap-suffix=\" %\">8\u2009\u2013\u200915&nbsp;%<\/span>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<div class=\"flex flex-col-reverse md:flex-row justify-between gap-y-2 gap-x-12 lg:gap-x-24 py-5\">\n\t\t\t\t\t\t\t\t\t<div class=\"flex items-center md:text-xl tracking-normal text-balance\">\n\t\t\t\t\t\t<div class=\"[&_strong]:font-bold [&_b]:font-bold\">\n\t\t\t\t\t\t\t<p>EUR ro\u010dn\u00ed obrat Amazon.de, nejv\u011bt\u0161\u00edho trhu Amazonu mimo USA (2024)<\/p>\n\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"sm:text-right text-5xl font-bold tabular-nums md:min-w-[12rem]\">\n\t\t\t\t\t\t\t\t\t\t\t\t<span gsap-animation=\"count-up\" gsap-start=\"1\" gsap-duration=\"4\" gsap-end=\"40.9 mld.\" gsap-decimals=\"0\" gsap-suffix=\" %\">40,9 mld.<\/span>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t<\/div>\n\n\n\n<p class=\"wp-block-paragraph\">Amazon je nejpopul\u00e1rn\u011bj\u0161\u00ed online tr\u017ei\u0161t\u011b v Evrop\u011b. Pro \u010desk\u00fd e-shop je to nejrychlej\u0161\u00ed cesta k z\u00e1kazn\u00edk\u016fm v N\u011bmecku, Francii nebo Nizozemsku bez nutnosti stav\u011bt lok\u00e1ln\u00ed web. Tento pr\u016fvodce vych\u00e1z\u00ed z na\u0161\u00ed intern\u00ed go-to-market metodiky: projdeme poplatky, registraci krok za krokem, volbu logistiky FBM vs FBA, tvorbu listing\u016f i reklamu Amazon Ads. Na konci budete v\u011bd\u011bt, jestli se v\u00e1m Amazon vyplat\u00ed a \u010d\u00edm za\u010d\u00edt.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Pro\u010d prod\u00e1vat na Amazonu v Evrop\u011b?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Amazon je nejv\u011bt\u0161\u00ed online tr\u017ei\u0161t\u011b v Evrop\u011b s dosahem p\u0159es 450 milion\u016f potenci\u00e1ln\u00edch z\u00e1kazn\u00edk\u016f. Jedn\u00edm prodejn\u00edm \u00fa\u010dtem obslou\u017e\u00edte evropsk\u00e9 obchody Amazonu: N\u011bmecko, Velkou Brit\u00e1nii, Francii, It\u00e1lii, \u0160pan\u011blsko, Nizozemsko, \u0160v\u00e9dsko, Polsko, Belgii a Irsko. Listingy, sklad i objedn\u00e1vky spravujete z jednoho rozhran\u00ed Seller Central.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Tahounem je Amazon.de. N\u011bmecko je nejv\u011bt\u0161\u00ed trh Amazonu mimo USA s obratem 40,9 miliardy EUR za rok 2024 (hellotax, 2026). Pro e-shop, kter\u00fd pl\u00e1nuje expanzi do DACH regionu, je Amazon spolu s Kauflandem logick\u00fd vstupn\u00ed kan\u00e1l.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"wp-block-paragraph\">Amazon v Evrop\u011b oslovuje p\u0159es 450 milion\u016f potenci\u00e1ln\u00edch z\u00e1kazn\u00edk\u016f a jedn\u00edm prodejn\u00edm \u00fa\u010dtem pokryje 10 evropsk\u00fdch trh\u016f (Amazon Seller Central, 2026).<\/p>\n<\/blockquote>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1301\" height=\"1050\" src=\"https:\/\/mairateam.com\/wp-content\/uploads\/maira-gfx-amazon-evropa-trhy-mapa.png\" alt=\"Mapa Evropy: 10 trh\u016f Amazonu, kter\u00e9 pokr\u00fdv\u00e1 jeden \u00fa\u010det Seller Central\" class=\"wp-image-1711\" srcset=\"https:\/\/mairateam.com\/wp-content\/uploads\/maira-gfx-amazon-evropa-trhy-mapa.png 1301w, https:\/\/mairateam.com\/wp-content\/uploads\/maira-gfx-amazon-evropa-trhy-mapa-300x242.png 300w, https:\/\/mairateam.com\/wp-content\/uploads\/maira-gfx-amazon-evropa-trhy-mapa-1024x826.png 1024w, https:\/\/mairateam.com\/wp-content\/uploads\/maira-gfx-amazon-evropa-trhy-mapa-768x620.png 768w\" sizes=\"auto, (max-width: 1301px) 100vw, 1301px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">Kolik stoj\u00ed prodej na Amazonu?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Prodej na Amazonu stoj\u00ed p\u0159edplatn\u00e9 pl\u00e1nu Professional 39 EUR m\u011bs\u00ed\u010dn\u011b bez DPH, co\u017e je jeden poplatek pro v\u0161echny evropsk\u00e9 obchody. Alternativou je pl\u00e1n Individual za 0,99 EUR z ka\u017ed\u00e9ho prodan\u00e9ho kusu, kter\u00fd d\u00e1v\u00e1 smysl jen do 40 prodan\u00fdch kus\u016f m\u011bs\u00ed\u010dn\u011b. K tomu plat\u00edte provizi z prodeje, v\u011bt\u0161inou 8 a\u017e 15 % podle kategorie.<\/p>\n\n\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><thead><tr><th>Polo\u017eka<\/th><th>Professional<\/th><th>Individual<\/th><\/tr><\/thead><tbody><tr><td>M\u011bs\u00ed\u010dn\u00ed poplatek<\/td><td>39 EUR bez DPH<\/td><td>0 EUR<\/td><\/tr><tr><td>Poplatek za prodan\u00fd kus<\/td><td>0 EUR<\/td><td>0,99 EUR<\/td><\/tr><tr><td>Pokryt\u00ed trh\u016f<\/td><td>v\u0161echny evropsk\u00e9 obchody jedn\u00edm poplatkem<\/td><td>v\u0161echny evropsk\u00e9 obchody<\/td><\/tr><tr><td>Vyplat\u00ed se od<\/td><td>40+ prodan\u00fdch kus\u016f m\u011bs\u00ed\u010dn\u011b<\/td><td>do 40 kus\u016f m\u011bs\u00ed\u010dn\u011b<\/td><\/tr><tr><td>P\u0159\u00edstup k Amazon Ads<\/td><td>ano<\/td><td>omezen\u00fd<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Zdroj: cen\u00edk Amazon Seller Central, 2026.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Provize (referral fee) se po\u010d\u00edt\u00e1 z celkov\u00e9 ceny v\u010detn\u011b po\u0161tovn\u00e9ho a li\u0161\u00ed se podle kategorie, v\u011bt\u0161inou v rozmez\u00ed 8 a\u017e 15 %. Amazon nav\u00edc od ledna 2026 sn\u00ed\u017eil provize u vybran\u00fdch levn\u011bj\u0161\u00edch polo\u017eek: u oble\u010den\u00ed a dopl\u0148k\u016f do 15 EUR z 8 na 5 %, u dom\u00e1c\u00edch pot\u0159eb do 20 EUR z 15 na 8 % a u potravin a dopl\u0148k\u016f stravy do 10 EUR z 8 na 5 % (About Amazon, 2026).<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"wp-block-paragraph\">Provize Amazonu se ve v\u011bt\u0161in\u011b kategori\u00ed pohybuje mezi 8 a 15 % z celkov\u00e9 ceny v\u010detn\u011b po\u0161tovn\u00e9ho; od ledna 2026 Amazon sn\u00ed\u017eil sazby u vybran\u00fdch polo\u017eek s ni\u017e\u0161\u00ed cenou (About Amazon, 2026).<\/p>\n<\/blockquote>\n\n\n\n<p class=\"wp-block-paragraph\">Do jednotkov\u00e9 ekonomiky zapo\u010d\u00edtejte i logistiku. P\u0159esnou simulaci mar\u017ee pro konkr\u00e9tn\u00ed produkt ud\u011bl\u00e1te v n\u00e1stroji Revenue Calculator p\u0159\u00edmo v Seller Central: porovn\u00e1 n\u00e1klady vlastn\u00edho doru\u010dov\u00e1n\u00ed (FBM) s fulfillmentem Amazonu (FBA) na jedn\u00e9 obrazovce.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Jak prob\u00edh\u00e1 registrace na Amazon Seller Central?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Registrace na Amazonu m\u00e1 9 krok\u016f a zvl\u00e1dnete ji za p\u00e1r dn\u00ed, pokud m\u00e1te p\u0159ipraven\u00e9 firemn\u00ed dokumenty a \u00fadaje k DPH. Nejv\u00edc \u010dasu zabere ov\u011b\u0159en\u00ed identity a firmy, kter\u00e9 Amazon bere p\u0159\u00edsn\u011b. Bez dokon\u010den\u00e9ho ov\u011b\u0159en\u00ed nelze publikovat nab\u00eddky.<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>Zalo\u017een\u00ed \u00fa\u010dtu Seller Central.<\/strong> E-mail, telefon, platebn\u00ed karta.<\/li>\n\n\n\n<li><strong>Ov\u011b\u0159en\u00ed identity a firmy.<\/strong> Doklad toto\u017enosti, v\u00fdpis z obchodn\u00edho rejst\u0159\u00edku, bankovn\u00ed \u00fa\u010det.<\/li>\n\n\n\n<li><strong>\u00daaje k DPH.<\/strong> Amazon vy\u017eaduje da\u0148ov\u00e9 \u00fadaje pro trhy, kde skladujete nebo p\u0159ekra\u010dujete limity prodeje.<\/li>\n\n\n\n<li><strong>Volba prodejn\u00edho pl\u00e1nu.<\/strong> Professional (39 EUR\/m\u011bs.), nebo Individual (0,99 EUR\/kus).<\/li>\n\n\n\n<li><strong>V\u00fdb\u011br tr\u017ei\u0161\u0165.<\/strong> Aktivujete obchody, kde chcete prod\u00e1vat; \u00fa\u010det je pokr\u00fdv\u00e1 v\u0161echny.<\/li>\n\n\n\n<li><strong>Vytvo\u0159en\u00ed listing\u016f.<\/strong> Manu\u00e1ln\u011b, p\u0159es CSV, p\u0159es API nebo p\u0159es n\u00e1stroje t\u0159et\u00edch stran.<\/li>\n\n\n\n<li><strong>Volba logistiky.<\/strong> FBM (pos\u00edl\u00e1te sami), nebo FBA (sklad a doru\u010den\u00ed \u0159e\u0161\u00ed Amazon).<\/li>\n\n\n\n<li><strong>Brand Registry (voliteln\u011b).<\/strong> Ochrana zna\u010dky a p\u0159\u00edstup k roz\u0161\u00ed\u0159en\u00e9mu obsahu, vy\u017eaduje registrovanou ochrannou zn\u00e1mku.<\/li>\n\n\n\n<li><strong>Zve\u0159ejn\u011bn\u00ed nab\u00eddek.<\/strong> Kontrola, publikace a napojen\u00ed objedn\u00e1vek na v\u00e1\u0161 e-shop.<\/li>\n<\/ol>\n\n\n\n<h2 class=\"wp-block-heading\">FBM, nebo FBA: jak\u00fd model logistiky vybrat?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">FBM (Fulfilled by Merchant) znamen\u00e1, \u017ee zbo\u017e\u00ed skladujete a pos\u00edl\u00e1te sami. FBA (Fulfillment by Amazon) znamen\u00e1, \u017ee zbo\u017e\u00ed po\u0161lete do skladu Amazonu, kter\u00fd \u0159e\u0161\u00ed doru\u010den\u00ed, z\u00e1kaznick\u00fd servis i vratky, a produkty z\u00edskaj\u00ed ozna\u010den\u00ed Prime. FBA zvy\u0161uje konverzn\u00ed pom\u011br, ale stoj\u00ed skladn\u00e9 a fulfillment poplatky.<\/p>\n\n\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><thead><tr><th>Krit\u00e9rium<\/th><th>FBM<\/th><th>FBA<\/th><\/tr><\/thead><tbody><tr><td>Skladov\u00e1n\u00ed<\/td><td>vlastn\u00ed sklad<\/td><td>sklad Amazonu<\/td><\/tr><tr><td>Doru\u010den\u00ed<\/td><td>\u0159e\u0161\u00edte sami<\/td><td>\u0159e\u0161\u00ed Amazon<\/td><\/tr><tr><td>Z\u00e1kaznick\u00fd servis a vratky<\/td><td>\u0159e\u0161\u00edte sami<\/td><td>\u0159e\u0161\u00ed Amazon<\/td><\/tr><tr><td>Ozna\u010den\u00ed Prime<\/td><td>obvykle ne<\/td><td>ano<\/td><\/tr><tr><td>Poplatky nav\u00edc<\/td><td>\u017e\u00e1dn\u00e9<\/td><td>skladn\u00e9 + fulfillment poplatek<\/td><\/tr><tr><td>Kontrola nad procesem<\/td><td>pln\u00e1<\/td><td>omezen\u00e1<\/td><\/tr><tr><td>Vhodn\u00e9 pro<\/td><td>t\u011b\u017ek\u00e9 a objemn\u00e9 zbo\u017e\u00ed, testov\u00e1n\u00ed<\/td><td>rychloobr\u00e1tkov\u00e9 zbo\u017e\u00ed, \u0161k\u00e1lov\u00e1n\u00ed<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Rozhodnut\u00ed ned\u011blejte od stolu. Spo\u010d\u00edtejte oba modely v Revenue Calculatoru pro konkr\u00e9tn\u00ed produkty: u levn\u00e9ho rychloobr\u00e1tkov\u00e9ho zbo\u017e\u00ed \u010dasto vyhraje FBA d\u00edky Prime, u objemn\u00fdch a t\u011b\u017ek\u00fdch polo\u017eek FBM. B\u011b\u017en\u00e1 praxe je kombinace: FBA na top sortiment, FBM na zbytek katalogu.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1601\" height=\"720\" src=\"https:\/\/mairateam.com\/wp-content\/uploads\/maira-gfx-fbm-vs-fba-diagram-cz.png\" alt=\"Diagram FBM vs FBA: tok zbo\u017e\u00ed, Prime badge a poplatky\" class=\"wp-image-1712\" srcset=\"https:\/\/mairateam.com\/wp-content\/uploads\/maira-gfx-fbm-vs-fba-diagram-cz.png 1601w, https:\/\/mairateam.com\/wp-content\/uploads\/maira-gfx-fbm-vs-fba-diagram-cz-300x135.png 300w, https:\/\/mairateam.com\/wp-content\/uploads\/maira-gfx-fbm-vs-fba-diagram-cz-1024x461.png 1024w, https:\/\/mairateam.com\/wp-content\/uploads\/maira-gfx-fbm-vs-fba-diagram-cz-768x345.png 768w, https:\/\/mairateam.com\/wp-content\/uploads\/maira-gfx-fbm-vs-fba-diagram-cz-1536x691.png 1536w\" sizes=\"auto, (max-width: 1601px) 100vw, 1601px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">Jak vytvo\u0159it listingy, kter\u00e9 prod\u00e1vaj\u00ed?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Produktov\u00e1 karta je m\u00edsto, kde z\u00e1kazn\u00edk rozhoduje o n\u00e1kupu. O konverzi rozhoduje n\u00e1zev, odr\u00e1\u017eky s parametry, fotografie a recenze. Kvalitn\u00ed a p\u0159esn\u00e9 popisy nav\u00edc sni\u017euj\u00ed vratky, proto\u017ee z\u00e1kazn\u00edk dostane p\u0159esn\u011b to, co \u010dekal. Listingy nahrajete manu\u00e1ln\u011b, p\u0159es CSV, p\u0159es API nebo p\u0159es n\u00e1stroje t\u0159et\u00edch stran jako Base nebo Expando.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>N\u00e1zev s kl\u00ed\u010dov\u00fdmi parametry.<\/strong> Zna\u010dka, produkt, varianta, kl\u00ed\u010dov\u00e1 vlastnost. N\u00e1zev je hlavn\u00ed faktor vyhledatelnosti na tr\u017ei\u0161ti.<\/li>\n\n\n\n<li><strong>Odr\u00e1\u017eky (bullet points).<\/strong> 5 bod\u016f s benefity a parametry, \u017e\u00e1dn\u00e9 fr\u00e1ze.<\/li>\n\n\n\n<li><strong>Fotografie.<\/strong> \u010cist\u00e9 produktov\u00e9 fotky na b\u00edl\u00e9m pozad\u00ed plus lifestyle z\u00e1b\u011bry a infografiky rozm\u011br\u016f.<\/li>\n\n\n\n<li><strong>P\u0159esn\u00fd popis.<\/strong> Materi\u00e1ly, rozm\u011bry, kompatibilita. Nep\u0159esnost znamen\u00e1 vratky a \u0161patn\u00e9 recenze.<\/li>\n\n\n\n<li><strong>Spr\u00e1vn\u00e1 kategorie a atributy.<\/strong> Rozhoduj\u00ed o provizn\u00ed sazb\u011b i o tom, kde v\u00e1s z\u00e1kazn\u00edk najde.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Zdrojov\u00e1 data listing\u016f jsou stejn\u00e1 discipl\u00edna jako produktov\u00fd feed pro Google: chyby v datech zab\u00edjej\u00ed v\u00fdkon d\u0159\u00edv, ne\u017e za\u010dnete \u0159e\u0161it reklamu. Pro expanzi do dal\u0161\u00edch zem\u00ed pou\u017eijte funkci Build International Listings: automaticky p\u0159elo\u017e\u00ed nab\u00eddky do jazyk\u016f jednotliv\u00fdch tr\u017ei\u0161\u0165 a synchronizuje ceny. Strojov\u00fd p\u0159eklad ale u top sortimentu v\u017edy zkontrolujte, n\u00e1zev karty rozhoduje o vyhledatelnosti.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Jak funguje reklama Amazon Ads?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Amazon Ads funguje na CPC modelu: plat\u00edte za proklik a reklamy se zobrazuj\u00ed ve v\u00fdsledc\u00edch vyhled\u00e1v\u00e1n\u00ed, na produktov\u00fdch str\u00e1nk\u00e1ch, v aplikaci Amazonu a na webech t\u0159et\u00edch stran. Z\u00e1kladem jsou Sponsored Products, kter\u00e9 tla\u010d\u00ed konkr\u00e9tn\u00ed nab\u00eddky na p\u0159edn\u00ed pozice. Bez reklamy se nov\u00fd prodejce v konkuren\u010dn\u00edch kategori\u00edch prosazuje pomalu.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Praktick\u00e1 doporu\u010den\u00ed z kampan\u00ed, kter\u00e9 spravujeme:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>za\u010dn\u011bte s automatickou kampan\u00ed Sponsored Products na top sortiment a sb\u00edrejte search terms,<\/li>\n\n\n\n<li>v\u00edt\u011bzn\u00e9 v\u00fdrazy p\u0159esu\u0148te do manu\u00e1ln\u00edch kampan\u00ed s vlastn\u00edmi bidy,<\/li>\n\n\n\n<li>hl\u00eddejte ACOS proti re\u00e1ln\u00e9 mar\u017ei produktu, ne proti obratu,<\/li>\n\n\n\n<li>reklamu \u0161k\u00e1lujte a\u017e po dolad\u011bn\u00ed produktov\u00fdch karet, \u0161patn\u00fd listing reklama nezachr\u00e1n\u00ed.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Amazon Ads je z\u00e1rove\u0148 nejv\u011bt\u0161\u00ed retail media s\u00ed\u0165 na sv\u011bt\u011b, tak\u017ee zku\u0161enosti z n\u00ed vyu\u017eijete i u dal\u0161\u00edch retailer\u016f.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Co \u010dekat u regulovan\u00fdch kategori\u00ed? Modelov\u00fd p\u0159\u00edklad: kosmetika<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">U regulovan\u00fdch kategori\u00ed po\u010d\u00edtejte s dodate\u010dn\u00fdm schvalov\u00e1n\u00edm. Modelov\u00fd p\u0159\u00edklad z na\u0161\u00ed praxe: kosmetick\u00e1 zna\u010dka pot\u0159ebuje p\u0159ed prodejem certifik\u00e1ty CPNP (evropsk\u00e1 notifikace kosmetick\u00fdch p\u0159\u00edpravk\u016f) a schv\u00e1len\u00ed kategorie Amazonem trv\u00e1 7 a\u017e 14 pracovn\u00edch dn\u00ed. Bez dokumentace Amazon nab\u00eddky nepust\u00ed.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Jak vypadal setup v tomto p\u0159\u00edpad\u011b:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>produktov\u00e1 data \u0161la do Amazonu XML feedem p\u0159es n\u00e1stroj Base,<\/li>\n\n\n\n<li>kl\u00ed\u010dov\u00fd d\u016fraz na spr\u00e1vn\u00e9 za\u0159azen\u00ed do kategori\u00ed, kter\u00e9 rozhoduje o provizi i schvalov\u00e1n\u00ed,<\/li>\n\n\n\n<li>doprava, reklamace a vratky se nastavuj\u00ed p\u0159\u00edmo v administraci Seller Central,<\/li>\n\n\n\n<li>objedn\u00e1vky se napojily zp\u011bt do e-shopu, aby sklad a \u00fa\u010detnictv\u00ed b\u011b\u017eely na jednom m\u00edst\u011b.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Pou\u010den\u00ed: u regulovan\u00fdch kategori\u00ed (kosmetika, potraviny, dopl\u0148ky stravy, elektronika s bateriemi) za\u010dn\u011bte pap\u00edrov\u00e1n\u00edm, ne listingy. U\u0161et\u0159\u00edte si t\u00fddny \u010dek\u00e1n\u00ed.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Kdy se Amazon vyplat\u00ed a kdy zvolit jin\u00e9 tr\u017ei\u0161t\u011b?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Amazon se vyplat\u00ed e-shop\u016fm s konkurenceschopnou cenou, mar\u017eemi, kter\u00e9 unesou provizi 8 a\u017e 15 % plus logistiku, a kapacitou \u0159e\u0161it p\u0159\u00edsn\u00e1 pravidla platformy. Pokud hled\u00e1te ni\u017e\u0161\u00ed bari\u00e9ru vstupu do N\u011bmecka, zva\u017ete nejd\u0159\u00edv Kaufland Marketplace. Pro Polsko a CEE je prvn\u00ed volbou Allegro.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Amazon nab\u00edz\u00ed nejv\u011bt\u0161\u00ed dosah a nejsiln\u011bj\u0161\u00ed logistiku (FBA), ale tak\u00e9 nejtvrd\u0161\u00ed konkurenci, nejp\u0159\u00edsn\u011bj\u0161\u00ed pravidla a soupe\u0159en\u00ed s vlastn\u00edm prodejem Amazonu. Zku\u0161en\u00ed prodejci v\u011bt\u0161inou skon\u010d\u00ed na v\u00edce tr\u017ei\u0161t\u00edch najednou: Amazon na z\u00e1padn\u00ed Evropu, Kaufland na DACH s ni\u017e\u0161\u00ed konkurenc\u00ed, Allegro na CEE. Tr\u017ei\u0161t\u011b z\u00e1rove\u0148 nikdy nestavte jako jedin\u00fd kan\u00e1l: kombinace s vlastn\u00edm e-shopem a cenov\u00fdmi srovn\u00e1va\u010di dr\u017e\u00ed mar\u017ei a data o z\u00e1kazn\u00edc\u00edch u v\u00e1s.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"wp-block-paragraph\">N\u011bmeck\u00fd Amazon.de je nejv\u011bt\u0161\u00ed trh Amazonu mimo USA s obratem 40,9 miliardy EUR za rok 2024 (hellotax, 2026).<\/p>\n<\/blockquote>\n\n\n\n<h2 class=\"wp-block-heading\">\u010cast\u00e9 ot\u00e1zky<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\">Kolik stoj\u00ed prodej na Amazonu?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Pl\u00e1n Professional stoj\u00ed 39 EUR m\u011bs\u00ed\u010dn\u011b bez DPH a jedn\u00edm poplatkem pokr\u00fdv\u00e1 v\u0161echny evropsk\u00e9 obchody Amazonu. Pl\u00e1n Individual stoj\u00ed 0,99 EUR za prodan\u00fd kus a vyplat\u00ed se do 40 prodej\u016f m\u011bs\u00ed\u010dn\u011b. K tomu plat\u00edte provizi z prodeje, v\u011bt\u0161inou 8 a\u017e 15 % z celkov\u00e9 ceny v\u010detn\u011b po\u0161tovn\u00e9ho podle kategorie (Amazon, 2026).<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Na kter\u00fdch trz\u00edch Amazon v Evrop\u011b funguje?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Amazon provozuje evropsk\u00e9 obchody v N\u011bmecku, Velk\u00e9 Brit\u00e1nii, Francii, It\u00e1lii, \u0160pan\u011blsku, Nizozemsku, \u0160v\u00e9dsku, Polsku, Belgii a Irsku. V\u0161echny spravujete jedn\u00edm \u00fa\u010dtem Seller Central a pl\u00e1n Professional je pokr\u00fdv\u00e1 jedn\u00edm m\u011bs\u00ed\u010dn\u00edm poplatkem. Nejv\u011bt\u0161\u00ed trh je N\u011bmecko.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Co je lep\u0161\u00ed: FBM, nebo FBA?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Z\u00e1le\u017e\u00ed na sortimentu. FBA (sklad a doru\u010den\u00ed \u0159e\u0161\u00ed Amazon) p\u0159in\u00e1\u0161\u00ed ozna\u010den\u00ed Prime a vy\u0161\u0161\u00ed konverze, ale stoj\u00ed skladn\u00e9 a fulfillment poplatky. FBM (pos\u00edl\u00e1te sami) d\u00e1v\u00e1 plnou kontrolu a vyplat\u00ed se u objemn\u00e9ho zbo\u017e\u00ed. Spo\u010d\u00edtejte oba modely v Revenue Calculatoru a klidn\u011b je kombinujte.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Jak dlouho trv\u00e1 registrace na Amazonu?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Samotn\u00e9 zalo\u017een\u00ed \u00fa\u010dtu zvl\u00e1dnete za hodinu, ov\u011b\u0159en\u00ed identity a firmy trv\u00e1 dny a\u017e t\u00fddny podle kvality dodan\u00fdch dokument\u016f. U regulovan\u00fdch kategori\u00ed p\u0159ipo\u010dt\u011bte schv\u00e1len\u00ed kategorie, nap\u0159\u00edklad u kosmetiky s certifik\u00e1ty CPNP trv\u00e1 7 a\u017e 14 pracovn\u00edch dn\u00ed.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Pot\u0159ebuji pro Amazon p\u0159eklady produkt\u016f?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Ano, ka\u017ed\u00e9 tr\u017ei\u0161t\u011b vy\u017eaduje obsah v lok\u00e1ln\u00edm jazyce. Funkce Build International Listings p\u0159elo\u017e\u00ed nab\u00eddky automaticky a synchronizuje ceny mezi trhy. U top sortimentu ale strojov\u00fd p\u0159eklad v\u017edy zkontrolujte: n\u00e1zev produktov\u00e9 karty je hlavn\u00ed faktor vyhledatelnosti a chyby v n\u011bm sr\u00e1\u017eej\u00ed prodeje.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Jak dostanu produkty na Amazon technicky?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">\u010cty\u0159mi cestami: manu\u00e1ln\u011b po jednom, hromadn\u011b p\u0159es CSV \u0161ablony, p\u0159es API nebo p\u0159es n\u00e1stroje t\u0159et\u00edch stran jako Base a Expando, kter\u00e9 p\u0159evedou v\u00e1\u0161 st\u00e1vaj\u00edc\u00ed feed do form\u00e1tu Amazonu a napoj\u00ed objedn\u00e1vky zp\u011bt do e-shopu. Pro katalogy nad stovky polo\u017eek doporu\u010dujeme feed p\u0159es n\u00e1stroj nebo API.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Vyplat\u00ed se Amazon Ads hned od startu?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Sponsored Products doporu\u010dujeme zapnout brzy, proto\u017ee nov\u00fd prodejce bez recenz\u00ed a historie organicky t\u00e9m\u011b\u0159 neprod\u00e1v\u00e1. Podm\u00ednkou jsou ale hotov\u00e9 produktov\u00e9 karty: reklama \u0161patn\u00fd listing nezachr\u00e1n\u00ed, jen prodra\u017e\u00ed. Za\u010dn\u011bte automatickou kampan\u00ed na top sortiment a hl\u00eddejte ACOS proti mar\u017ei.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Je lep\u0161\u00ed Amazon, nebo Kaufland?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Amazon m\u00e1 nejv\u011bt\u0161\u00ed dosah a FBA logistiku, ale extr\u00e9mn\u00ed konkurenci a p\u0159\u00edsn\u00e1 pravidla. Kaufland m\u00e1 ni\u017e\u0161\u00ed konkurenci, jednodu\u0161\u0161\u00ed podm\u00ednky a jedn\u00edm \u00fa\u010dtem pokryje 9 trh\u016f, proto je pro prvn\u00ed krok do N\u011bmecka snaz\u0161\u00ed. Zku\u0161en\u00ed prodejci v\u011bt\u0161inou prod\u00e1vaj\u00ed na obou sou\u010dasn\u011b.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Z\u00e1v\u011br<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Prodej na Amazonu je \u0159emeslo: 39 EUR m\u011bs\u00ed\u010dn\u011b za Professional pl\u00e1n, provize 8 a\u017e 15 %, dev\u011bt krok\u016f registrace a rozhodnut\u00ed FBM vs FBA podle re\u00e1ln\u00e9 jednotkov\u00e9 ekonomiky. O \u00fasp\u011bchu rozhodne kvalita produktov\u00fdch karet, cenotvorba a discipl\u00edna v datech, ne rychlost registrace. Chcete v\u011bd\u011bt, jestli v\u00e1\u0161 sortiment na Amazonu obstoj\u00ed a jak poskl\u00e1dat tr\u017ei\u0161t\u011b s vlastn\u00edmi kan\u00e1ly? <a href=\"\/cs\/#contact\">Ozv\u011bte se n\u00e1m, audit p\u0159iprav\u00edme zdarma<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Jak prod\u00e1vat na Amazonu krok za krokem: poplatky, provize, registrace, FBM vs FBA a Amazon Ads. Kompletn\u00ed go-to-market pr\u016fvodce pro \u010desk\u00e9 e-shopy.<\/p>\n","protected":false},"author":9,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[30],"tags":[],"class_list":["post-1689","post","type-post","status-publish","format-standard","hentry","category-marketplaces"],"acf":[],"aioseo_notices":[],"aioseo_head":"\n\t\t<!-- All in One SEO Pro 4.9.9 - aioseo.com -->\n\t<meta name=\"description\" content=\"Jak prod\u00e1vat na Amazonu krok za krokem: poplatky, provize, registrace, FBM vs FBA a Amazon Ads. 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