{"id":3629,"date":"2026-01-22T08:19:42","date_gmt":"2026-01-22T07:19:42","guid":{"rendered":"https:\/\/btop.pl\/?p=3629"},"modified":"2026-05-27T15:13:25","modified_gmt":"2026-05-27T13:13:25","slug":"amazon-snizuje-poplatky-v-evrope-v-roce-2026-kdo-z-toho-bude-mit-skutecny-prospech-a-kdo-zmenu-pociti-jen-na-papire","status":"publish","type":"post","link":"https:\/\/btop.pl\/cs\/amazon-snizuje-poplatky-v-evrope-v-roce-2026-kdo-z-toho-bude-mit-skutecny-prospech-a-kdo-zmenu-pociti-jen-na-papire\/","title":{"rendered":"Amazon sni\u017euje poplatky v Evrop\u011b pro rok 2026! Kdo na tom re\u00e1ln\u011b vyd\u011bl\u00e1 a kdo zm\u011bnu poc\u00edt\u00ed jen na pap\u00ed\u0159e?"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Je\u0161t\u011b p\u0159ed n\u011bkolika lety v\u011bt\u0161ina prodejc\u016f pova\u017eovala Amazon za jednoduch\u00fd syst\u00e9m: nahrajete nab\u00eddku, zapoj\u00edte logistiku, spust\u00edte reklamu a v\u00e1ha se dostav\u00ed sama. Dnes to funguje, jen kdy\u017e se \u010d\u00edsla to\u010d\u00ed. A \u010d\u00edsla na Amazonu se to\u010d\u00ed bu\u010f d\u00edky provozn\u00ed v\u00fdhod\u011b, nebo velmi uv\u011bdom\u011bl\u00e9 cenov\u00e9 a nab\u00eddkov\u00e9 politice. Proto je ohl\u00e1\u0161en\u00e9 sn\u00ed\u017een\u00ed poplatk\u016f pro evropsk\u00e9 obchody Amazonu na rok 2026 d\u016fle\u017eit\u00e9. Ne proto, \u017ee by Amazon byl levn\u011bj\u0161\u00ed, ale proto, \u017ee se otev\u00edr\u00e1 prostor pro pohyb \u010d\u00e1sti sortimentu: v cen\u011b, v akc\u00edch, ve v\u00fdb\u011bru modelu FBA\/FBM a ve strategii pro segment levn\u00fdch produkt\u016f.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Co a od kdy Amazon m\u011bn\u00ed?<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Zm\u011bny p\u0159ich\u00e1zej\u00ed ve dvou vln\u00e1ch - a to je kl\u00ed\u010dov\u00e9, proto\u017ee mnoho spole\u010dnost\u00ed si data plete a sna\u017e\u00ed se v\u0161e p\u0159epo\u010d\u00edtat \u201eod ledna\u201d. Prvn\u00ed vlna plat\u00ed od <\/span><b>15. prosince 2025<\/b><span style=\"font-weight: 400;\">. Jedn\u00e1 se p\u0159edev\u0161\u00edm o sn\u00ed\u017een\u00ed poplatk\u016f za zpracov\u00e1n\u00ed FBA (v pr\u016fm\u011bru cca. <\/span><b>0,32 \u20ac za z\u00e1silku<\/b><span style=\"font-weight: 400;\"> ve vybran\u00fdch velk\u00fdch obchodech) a mimo jin\u00e9 i zm\u011bny proviz\u00ed u od\u011bv\u016f a dopl\u0148k\u016f.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Druh\u00e1 vlna startuje <\/span><b>1. \u00fanora 2026<\/b><span style=\"font-weight: 400;\">. D\u00e1le pak vstupuj\u00ed mimo jin\u00e9 do velk\u00e9ho sn\u00ed\u017een\u00ed proviz\u00ed ve vybran\u00fdch kategori\u00edch s vysok\u00fdm objemem (nap\u0159. produkty pro dom\u00e1cnost do 20 EUR ze 15% na 8%) a roz\u0161\u00ed\u0159en\u00ed pravidel programu. <\/span><b>N\u00edzk\u00e1 cena FBA<\/b><span style=\"font-weight: 400;\"> (Ve v\u011bt\u0161in\u011b kategori\u00ed a\u017e do prahov\u00e9 hodnoty 20 EUR, kter\u00e1 sni\u017euje FBA pro nov\u011b zp\u016fsobil\u00e9 v\u00fdrobky v pr\u016fm\u011bru o cca. <\/span><b>\u20ac0,45<\/b><span style=\"font-weight: 400;\">).<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Sd\u011blen\u00ed spole\u010dnosti Amazon tak\u00e9 proch\u00e1z\u00ed s \u201epr\u016fm\u011brnou \u00fasporou\u201d asi <\/span><b>0,17 EUR za prodanou jednotku v Evrop\u011b<\/b><span style=\"font-weight: 400;\"> - je vhodn\u00e9 to pova\u017eovat za referen\u010dn\u00ed hodnotu, nikoli za z\u00e1ruku pro ka\u017edou SKU.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Kdo z toho m\u00e1 nejv\u011bt\u0161\u00ed prosp\u011bch (a pro\u010d ne v\u0161ichni)?<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Tyto zm\u011bny maj\u00ed nejv\u011bt\u0161\u00ed smysl pro sortimenty, kter\u00e9 se pohybuj\u00ed v n\u00edzk\u00e9m a\u017e st\u0159edn\u00edm cenov\u00e9m p\u00e1smu a prod\u00e1vaj\u00ed podle objemu. Tam m\u00e1 v\u00fdznam i n\u011bkolik des\u00edtek cent\u016f na polo\u017eku, proto\u017ee umo\u017e\u0148uje prov\u00e9st kroky, kter\u00e9 byly d\u0159\u00edve p\u0159\u00edli\u0161 n\u00e1kladn\u00e9: sn\u00ed\u017eit cenu, p\u0159idat kup\u00f3n nebo investovat do reklamy, ani\u017e by to sn\u00ed\u017eilo va\u0161e mar\u017ee. V praxi jsou \u201ev\u00edt\u011bzi\u201d maloobchodn\u00edci, kte\u0159\u00ed maj\u00ed:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">v\u00fdrobky v cenov\u00fdch skupin\u00e1ch, na kter\u00e9 se vztahuj\u00ed slevy z provize (nap\u0159. oble\u010den\u00ed a dopl\u0148ky, v\u00fdrobky pro dom\u00e1cnost, v\u00fdrobky pro dom\u00e1c\u00ed zv\u00ed\u0159ata).<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">mo\u017enost p\u0159epracovat cenovou a propaga\u010dn\u00ed politiku (m\u00edsto toho, aby se po cel\u00e9 m\u011bs\u00edce udr\u017eovala stejn\u00e1 cena).<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">stabiln\u00ed dostupnost a obrat (proto\u017ee \u010d\u00e1st \u00faspor mohou v p\u0159\u00edpad\u011b v\u00fdpadku provozu pohltit n\u00e1klady na skladov\u00e1n\u00ed a vr\u00e1cen\u00ed).<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">A te\u010f to nejd\u016fle\u017eit\u011bj\u0161\u00ed: sama spole\u010dnost Amazon v\u00fdslovn\u011b uv\u00e1d\u00ed, \u017ee paraleln\u00ed v\u00fdskyty <\/span><b>selektivn\u00ed zv\u00fd\u0161en\u00ed<\/b><span style=\"font-weight: 400;\"> v oblastech, jako je skladov\u00e1n\u00ed, vr\u00e1cen\u00ed zbo\u017e\u00ed prodejci, vyskladn\u011bn\u00ed zbo\u017e\u00ed a zm\u011bny v n\u011bkter\u00fdch obchodech (mj. pro FBA) - tak\u017ee v pr\u016fm\u011bru levn\u011bj\u0161\u00ed neznamen\u00e1, \u017ee ka\u017ed\u00fd prodejce v\u0161ude zaplat\u00ed m\u00e9n\u011b.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-3633\" src=\"https:\/\/btop.pl\/wp-content\/uploads\/zdj-1-1.jpg\" alt=\"\" width=\"1408\" height=\"768\" srcset=\"https:\/\/btop.pl\/wp-content\/uploads\/zdj-1-1.jpg 1408w, https:\/\/btop.pl\/wp-content\/uploads\/zdj-1-1-768x419.jpg 768w\" sizes=\"auto, (max-width: 1408px) 100vw, 1408px\" \/><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-3634\" src=\"https:\/\/btop.pl\/wp-content\/uploads\/zdj-2-1.jpg\" alt=\"\" width=\"1408\" height=\"768\" srcset=\"https:\/\/btop.pl\/wp-content\/uploads\/zdj-2-1.jpg 1408w, https:\/\/btop.pl\/wp-content\/uploads\/zdj-2-1-768x419.jpg 768w\" sizes=\"auto, (max-width: 1408px) 100vw, 1408px\" \/><\/p>\n<p>&nbsp;<\/p>\n<p><b>Jak vypo\u010d\u00edtat dopad na mar\u017ee, ani\u017e byste si ud\u011blali doktor\u00e1t?<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Zde je nejjednodu\u0161\u0161\u00ed model, kter\u00fd v praxi sta\u010d\u00ed k rozhodnut\u00ed, \u201eco ud\u011bl\u00e1me s cenou a logistikou\u201d. Vezm\u011bme si pro ka\u017ed\u00fd v\u00fdrobek:<\/span><\/p>\n<ol>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">hrub\u00e1 cena<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">n\u00e1klady na v\u00fdrobek + balen\u00ed<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">n\u00e1klady na logistiku\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Provize a poplatky FBA<\/span><\/li>\n<\/ol>\n<p><span style=\"font-weight: 400;\">A po\u010d\u00edtejte se dv\u011bma sc\u00e9n\u00e1\u0159i: <\/span><b>p\u0159ed zm\u011bnami<\/b><span style=\"font-weight: 400;\"> i <\/span><b>v platn\u00e9m zn\u011bn\u00ed<\/b><span style=\"font-weight: 400;\"> - ale odd\u011blte je podle data (15.12.2025 a 01.02.2026), proto\u017ee se m\u011bn\u00ed dal\u0161\u00ed prvky. Nej\u010dast\u011bj\u0161\u00ed chybou je hodit do Excelu \u201epr\u016fm\u011br 0,17 \u20ac\u201d a pova\u017eovat to za novou mar\u017ei. P\u0159itom skute\u010dn\u00fd efekt \u010dasto vypad\u00e1 takto: na n\u011bkter\u00fdch SKU z\u00edsk\u00e1te znateln\u011b, na n\u011bkter\u00fdch z\u00edsk\u00e1te symbolicky a na n\u011bkter\u00fdch nez\u00edsk\u00e1te v\u016fbec (nebo dokonce ztrat\u00edte, pokud se zv\u00fd\u0161\u00ed n\u00e1klady na skladov\u00e1n\u00ed nebo manipulaci s vratkami ve va\u0161em uspo\u0159\u00e1d\u00e1n\u00ed).<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Co se vyplat\u00ed ud\u011blat operativn\u011b v lednu 2026, abyste tuto p\u0159\u00edle\u017eitost neprop\u00e1sli?<\/b><\/p>\n<p><span style=\"font-weight: 400;\">V mnoha podnic\u00edch nen\u00ed probl\u00e9m v tom, \u017ee by nebyla \u0161ance na zlep\u0161en\u00ed ziskovosti. Probl\u00e9m je v tom, \u017ee nikdo neprom\u011b\u0148uje poselstv\u00ed Amazonu v konkr\u00e9tn\u00ed kroky t\u00fdkaj\u00edc\u00ed se nab\u00eddek. Pokud bychom to m\u011bli zjednodu\u0161it na n\u011bkolik krok\u016f, kter\u00e9 re\u00e1ln\u011b p\u0159inesou zm\u011bnu: Nejprve si vyberte skupinu SKU, kter\u00e9 spadaj\u00ed do cenov\u00fdch prah\u016f a kategori\u00ed podl\u00e9haj\u00edc\u00edch nejv\u011bt\u0161\u00edm zm\u011bn\u00e1m. Pot\u00e9 p\u0159epo\u010d\u00edtejte dv\u011b mo\u017enosti: bu\u010f zachov\u00e1te cenu a shrom\u00e1\u017ed\u00edte mar\u017ei, nebo p\u016fjdete s cenou dol\u016f a pokus\u00edte se obnovit objem (a koupit pod\u00edl krabic). Ve t\u0159et\u00edm kroku zkontrolujete, zda se pro va\u0161e produkty smyslupln\u011b neotev\u00edr\u00e1 FBA s n\u00edzkou cenou - tam toti\u017e m\u016f\u017ee b\u00fdt jednotkov\u00fd efekt znateln\u011bj\u0161\u00ed ne\u017e samotn\u00e9 sn\u00ed\u017een\u00ed provize. Teprve na z\u00e1v\u011br p\u0159id\u00e1te reklamu. Pokud m\u00e1 produkt po konverzi st\u00e1le n\u00edzkou mar\u017ei, reklama probl\u00e9m nevy\u0159e\u0161\u00ed - pouze urychl\u00ed jeho odhalen\u00ed.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Past 2026: \u201elevn\u011bj\u0161\u00ed na um\u011bn\u00ed\u201d \u0161patnou nab\u00eddku nesprav\u00ed!<\/b><\/p>\n<p><span style=\"font-weight: 400;\">P\u0159\u00edsp\u011bvky o sn\u00ed\u017een\u00ed poplatk\u016f sv\u00e1d\u011bj\u00ed k tomu, aby se jednalo o jednoduch\u00fd p\u0159\u00edb\u011bh: Amazon sni\u017euje poplatky, tak\u017ee v\u0161ichni vyd\u011blaj\u00ed v\u00edce pen\u011bz. Skute\u010dnost je m\u00e9n\u011b romantick\u00e1. Pokud je nab\u00eddka \u0161patn\u00e1 (parametry, obr\u00e1zky, varianty, \u017e\u00e1dn\u00e9 odpov\u011bdi na dotazy z\u00e1kazn\u00edk\u016f), nepom\u016f\u017ee ani lep\u0161\u00ed jednotkov\u00e1 mar\u017ee, proto\u017ee prodeje neporostou. A pokud prodeje rostou n\u00e1siln\u011b d\u00edky akc\u00edm a reklam\u011b, \u00faspory z poplatk\u016f \u010dasto zmiz\u00ed ve vracen\u00ed zbo\u017e\u00ed a manipula\u010dn\u00edch n\u00e1kladech. V roce 2026 budou v\u00edt\u011bzi ti, kte\u0159\u00ed maj\u00ed nab\u00eddku a proces pod kontrolou, nikoli ti, kte\u0159\u00ed provoz dotuj\u00ed rozpo\u010dtem. Zn\u00ed to ban\u00e1ln\u011b, ale na Amazonu je to ne\u00faprosn\u00e9.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Co d\u00e1l?<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Pokud se k tomu p\u0159istupuje chladn\u011b, je sn\u00ed\u017een\u00ed poplatk\u016f v roce 2026 dobrou zpr\u00e1vou - ale pouze pro ty, kte\u0159\u00ed ji dok\u00e1\u017e\u00ed prom\u00edtnout do rozhodnut\u00ed na \u00farovni SKU: ceny, modelu pln\u011bn\u00ed, n\u00edzk\u00fdch cenov\u00fdch prah\u016f, pl\u00e1nu propagace a v\u00fdb\u011bru sortimentu. Ostatn\u00ed prost\u011b vezmou zm\u011bnu v poplatkov\u00e9 zpr\u00e1v\u011b na v\u011bdom\u00ed a budou pokra\u010dovat ve stejn\u00fdch kolej\u00edch. Pokud si chcete b\u00fdt jisti, do kter\u00e9 skupiny pat\u0159\u00edte, obra\u0165te se na n\u00e1s - zm\u011bny na Amazonu v\u00e1m pom\u016f\u017eeme rychle vy\u0159e\u0161it.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<blockquote><p><em>Autor blogu: Kacper Pawlak<\/em><br \/>\n<em>Datum vyd\u00e1n\u00ed: xx.01.2026.<\/em><\/p><\/blockquote>","protected":false},"excerpt":{"rendered":"<p>Je\u0161t\u011b p\u0159ed n\u011bkolika lety v\u011bt\u0161ina prodejc\u016f vn\u00edmala Amazon jako jednoduch\u00fd syst\u00e9m: vlo\u017e\u00edte nab\u00eddku, napoj\u00edte logistiku, spust\u00edte reklamu a obrat p\u0159ijde s\u00e1m. Dnes to funguje jen tehdy, kdy\u017e se \u010d\u00edsla s\u010d\u00edtaj\u00ed. A \u010d\u00edsla na Amazonu sed\u00ed bu\u010f d\u00edky provozn\u00ed v\u00fdhod\u011b, nebo d\u00edky velmi promy\u0161len\u00e9 cenov\u00e9 a nab\u00eddkov\u00e9 politice. Pr\u00e1v\u011b proto jsou ozn\u00e1men\u00e1 sn\u00ed\u017een\u00ed poplatk\u016f v evropsk\u00fdch obchodech Amazonu pro rok 2026 tak d\u016fle\u017eit\u00e1. Ne proto, \u017ee by Amazon byl levn\u011bj\u0161\u00ed, ale proto, \u017ee se pro \u010d\u00e1st sortimentu otev\u00edr\u00e1 prostor<span class=\"read_more_area\"><a class=\"read-more\" href=\"https:\/\/btop.pl\/cs\/amazon-snizuje-poplatky-v-evrope-v-roce-2026-kdo-z-toho-bude-mit-skutecny-prospech-a-kdo-zmenu-pociti-jen-na-papire\/\"> P\u0159e\u010dt\u011bte si v\u00edce <\/a><\/span><\/p>","protected":false},"author":2,"featured_media":3636,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1,44],"tags":[],"class_list":["post-3629","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-aktualnosci","category-amazon"],"_links":{"self":[{"href":"https:\/\/btop.pl\/cs\/wp-json\/wp\/v2\/posts\/3629","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/btop.pl\/cs\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/btop.pl\/cs\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/btop.pl\/cs\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/btop.pl\/cs\/wp-json\/wp\/v2\/comments?post=3629"}],"version-history":[{"count":3,"href":"https:\/\/btop.pl\/cs\/wp-json\/wp\/v2\/posts\/3629\/revisions"}],"predecessor-version":[{"id":3635,"href":"https:\/\/btop.pl\/cs\/wp-json\/wp\/v2\/posts\/3629\/revisions\/3635"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/btop.pl\/cs\/wp-json\/wp\/v2\/media\/3636"}],"wp:attachment":[{"href":"https:\/\/btop.pl\/cs\/wp-json\/wp\/v2\/media?parent=3629"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/btop.pl\/cs\/wp-json\/wp\/v2\/categories?post=3629"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/btop.pl\/cs\/wp-json\/wp\/v2\/tags?post=3629"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}