{"id":46118,"date":"2026-11-06T11:51:25","date_gmt":"2026-11-06T08:51:25","guid":{"rendered":"https:\/\/blog.markergroupe.com\/?p=46118"},"modified":"2026-11-06T11:58:30","modified_gmt":"2026-11-06T08:58:30","slug":"marketplace-index-2026-abd-raporu-amazonda-marka-performansini-belirleyen-5-alan","status":"publish","type":"post","link":"https:\/\/blog.markergroupe.com\/tr\/marketplace-index-2026-abd-raporu-amazonda-marka-performansini-belirleyen-5-alan\/","title":{"rendered":"Marketplace Index 2026 ABD Raporu: Amazon\u2019da Marka Performans\u0131n\u0131 Belirleyen 5 Alan"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_89 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">\u0130\u00e7indekiler<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"\u0130\u00e7indekiler Tablosunu A\u00e7\/Kapat\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/blog.markergroupe.com\/tr\/marketplace-index-2026-abd-raporu-amazonda-marka-performansini-belirleyen-5-alan\/#Marketplace_Index_Nedir\" >Marketplace Index Nedir?<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/blog.markergroupe.com\/tr\/marketplace-index-2026-abd-raporu-amazonda-marka-performansini-belirleyen-5-alan\/#Amazon_ABDde_Markalar_Hangi_Alanlarda_Guclu\" >Amazon ABD\u2019de Markalar Hangi Alanlarda G\u00fc\u00e7l\u00fc?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/blog.markergroupe.com\/tr\/marketplace-index-2026-abd-raporu-amazonda-marka-performansini-belirleyen-5-alan\/#Amazon_Reklamlarinda_Asil_Eksik_Nerede\" >Amazon Reklamlar\u0131nda As\u0131l Eksik Nerede?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/blog.markergroupe.com\/tr\/marketplace-index-2026-abd-raporu-amazonda-marka-performansini-belirleyen-5-alan\/#AI_Readiness_Nedir_ve_Neden_Onemlidir\" >AI Readiness Nedir ve Neden \u00d6nemlidir?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/blog.markergroupe.com\/tr\/marketplace-index-2026-abd-raporu-amazonda-marka-performansini-belirleyen-5-alan\/#Amazon_Performansi_Nasil_Degerlendirilmeli\" >Amazon Performans\u0131 Nas\u0131l De\u011ferlendirilmeli?<\/a><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n\n<p class=\"wp-block-paragraph\">The Marketplace Index 2026 ABD raporuna g\u00f6re, Amazon\u2019da kategorisinin en g\u00fc\u00e7l\u00fc markalar\u0131 b\u00fct\u00e7eleriyle de\u011fil, operasyonu ne kadar iyi y\u00fcr\u00fctt\u00fckleriyle \u00f6ne \u00e7\u0131k\u0131yor. Rapor, Amazon ABD\u2019de 32 kategoride 480&#8217;den fazla markay\u0131 inceliyor ve Amazon marka performans\u0131n\u0131 sat\u0131\u015f\u0131n \u00f6tesinde stok, i\u00e7erik, m\u00fc\u015fteri yorumlar\u0131, reklam ve yapay zek\u00e2ya haz\u0131rl\u0131k \u00fczerinden de\u011ferlendiriyor. \u00d6ne \u00e7\u0131kan bulgu net: %85&#8217;in \u00fczerinde skor alan markalar, neredeyse her zaman kategorilerinde pazar pay\u0131 ilk be\u015finde yer al\u0131yor.<\/p>\n\n\n\n<h2 id=\"marketplace-index-nedir\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Marketplace_Index_Nedir\"><\/span><strong>Marketplace Index Nedir?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Marketplace Index (MDEX), markalar\u0131n Amazon\u2019daki uygulama ba\u015far\u0131s\u0131n\u0131 150 puanl\u0131k ortak bir \u00e7er\u00e7eveyle \u00f6l\u00e7en bir kar\u015f\u0131la\u015ft\u0131rma endeksidir. Puan be\u015f alandan olu\u015fur:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Retail (40 puan):<\/strong> Stok durumu, Prime uygunlu\u011fu ve Best Seller gibi rozetler<\/li>\n\n\n\n<li><strong>\u0130\u00e7erik (50 puan):<\/strong> Ba\u015fl\u0131k, bullet point, g\u00f6rsel, video, A+ Content ve Brand Store<\/li>\n\n\n\n<li><strong>M\u00fc\u015fteri alg\u0131s\u0131 (25 puan):<\/strong> Y\u0131ld\u0131z ortalamas\u0131, yorum say\u0131s\u0131 ve g\u00f6rselli yorumlar<\/li>\n\n\n\n<li><strong>Medya (20 puan):<\/strong> Sponsored Products ve Sponsored Brands g\u00f6r\u00fcn\u00fcrl\u00fc\u011f\u00fc<\/li>\n\n\n\n<li><strong>AI Readiness (15 puan):<\/strong> \u00dcr\u00fcn bilgilerinin Amazon\u2019un yapay zek\u00e2 al\u0131\u015fveri\u015f asistan\u0131 Alexa for Shopping i\u00e7in anla\u015f\u0131l\u0131rl\u0131\u011f\u0131<\/li>\n<\/ul>\n\n\n\n<h3 id=\"amazon-abd-de-markalar-hangi-alanlarda-guclu\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Amazon_ABDde_Markalar_Hangi_Alanlarda_Guclu\"><\/span><strong>Amazon ABD\u2019de Markalar Hangi Alanlarda G\u00fc\u00e7l\u00fc?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Ortalama skor 2023&#8217;teki %67&#8217;den 2026&#8217;da %76,7&#8217;ye y\u00fckseldi. Art\u0131\u015f\u0131n b\u00fcy\u00fck k\u0131sm\u0131 temel operasyon alanlar\u0131ndan geliyor. Prime uygunlu\u011fu 2023&#8217;te %49 iken bug\u00fcn %89 seviyesinde; \u00fcr\u00fcnler ortalamada zaman\u0131n yaln\u0131zca %6\u20137&#8217;sinde stok d\u0131\u015f\u0131 kal\u0131yor.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Markalar\u0131n %98&#8217;i aktif bir Brand Store kullan\u0131yor, medyan \u00fcr\u00fcn puan\u0131 ise 4,6 y\u0131ld\u0131z. Birka\u00e7 y\u0131l \u00f6nce rekabet avantaj\u0131 say\u0131lan bu uygulamalar art\u0131k temel beklenti h\u00e2line gelmi\u015f durumda.<\/p>\n\n\n\n<div class=\"wp-block-greenshift-blocks-image gspb_image gspb_image-id-gsbp-8a503d1\" id=\"gspb_image-id-gsbp-8a503d1\"><img decoding=\"async\" src=\"https:\/\/blog.markergroupe.com\/wp-content\/uploads\/2026\/11\/Marketplace-Index-2026-ABD-Raporu-Amazonda-Marka-Performansini-Belirleyen-5-Alan.webp\" data-src=\"\" alt=\"\" loading=\"lazy\" width=\"2401\" height=\"1257\" title=\"\"><\/div>\n\n\n\n<h3 id=\"amazon-reklamlarinda-asil-eksik-nerede\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Amazon_Reklamlarinda_Asil_Eksik_Nerede\"><\/span><strong>Amazon Reklamlar\u0131nda As\u0131l Eksik Nerede?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Medya, %41 ortalamayla en zay\u0131f alan olmay\u0131 s\u00fcrd\u00fcr\u00fcyor. Markalar kendi marka aramalar\u0131nda Sponsored Products reklamlar\u0131yla zaman\u0131n %75&#8217;inde g\u00f6r\u00fcn\u00fcrken, kategori aramalar\u0131nda bu oran %36&#8217;ya d\u00fc\u015f\u00fcyor.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Bu fark, markalar\u0131n \u00e7o\u011funun mevcut talebi korumaya odakland\u0131\u011f\u0131n\u0131 ve hen\u00fcz marka tercihi yapmam\u0131\u015f kullan\u0131c\u0131ya ula\u015fmakta geride kald\u0131\u011f\u0131n\u0131 g\u00f6steriyor. Kategori anahtar kelimeleri ve rakip hedefleme (conquesting), funnel\u2019\u0131n de\u011ferlendirme a\u015famas\u0131nda g\u00f6r\u00fcn\u00fcrl\u00fc\u011f\u00fc destekleyebilir. Ancak stokta olmayan veya bilgisi eksik bir \u00fcr\u00fcn sayfas\u0131, y\u00fcksek CTR\u2019\u0131 d\u00f6n\u00fc\u015f\u00fcme ta\u015f\u0131makta zorlan\u0131r.<\/p>\n\n\n\n<h3 id=\"ai-readiness-nedir-ve-neden-onemlidir\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"AI_Readiness_Nedir_ve_Neden_Onemlidir\"><\/span><strong>AI Readiness Nedir ve Neden \u00d6nemlidir?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">AI Readiness, \u00fcr\u00fcn bilgilerinin yapay zeka destekli al\u0131\u015fveri\u015f asistanlar\u0131n\u0131n \u00fcr\u00fcn\u00fc anlay\u0131p \u00f6nerebilece\u011fi netlikte olup olmad\u0131\u011f\u0131n\u0131 \u00f6l\u00e7er. Alexa for Shopping\u2019e \u201ck\u00fc\u00e7\u00fck bir daire i\u00e7in sessiz s\u00fcp\u00fcrge\u201d gibi sorular soran kullan\u0131c\u0131lar, uzun bir sonu\u00e7 listesi yerine k\u0131sa bir \u00f6neri listesiyle kar\u015f\u0131la\u015f\u0131yor.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Bu alanda ortalama skor %64. \u00d6ne \u00e7\u0131kan eksikler \u015funlar:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Markalar\u0131n yaln\u0131zca %18&#8217;i Amazon\u2019un 75 karakterlik yeni ba\u015fl\u0131k standard\u0131na uyuyor.<\/li>\n\n\n\n<li>\u00dcr\u00fcn a\u00e7\u0131klamalar\u0131 \u00e7o\u011funlukla \u00f6zellik listeliyor; \u00fcr\u00fcn\u00fcn kime uygun oldu\u011fu ve hangi ihtiyac\u0131 kar\u015f\u0131lad\u0131\u011f\u0131 yeterince anlat\u0131lm\u0131yor.<\/li>\n\n\n\n<li>Listelemelerin yaln\u0131zca %10&#8217;u premium Q&amp;A mod\u00fcl\u00fcn\u00fc kullan\u0131yor. Marka soruyu yan\u0131tlamad\u0131\u011f\u0131nda asistan m\u00fc\u015fteri yorumlar\u0131na ba\u015fvuruyor.<\/li>\n<\/ul>\n\n\n\n<h3 id=\"amazon-performansi-nasil-degerlendirilmeli\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Amazon_Performansi_Nasil_Degerlendirilmeli\"><\/span><strong>Amazon Performans\u0131 Nas\u0131l De\u011ferlendirilmeli?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Tek bir KPI, Amazon\u2019daki performans\u0131 tek ba\u015f\u0131na a\u00e7\u0131klamaz. Conversion rate, ROAS, stok oran\u0131 ve yorum puan\u0131 birlikte okundu\u011funda daha sa\u011fl\u0131kl\u0131 bir tablo ortaya \u00e7\u0131kar. Bu noktada \u015fu ad\u0131mlar yol g\u00f6sterici olabilir:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Kategoride hemen \u00fcst\u00fcn\u00fczdeki markayla en b\u00fcy\u00fck fark\u0131n hangi alanda oldu\u011funu belirleyin.<\/li>\n\n\n\n<li>Ba\u015fl\u0131klar\u0131, ilk 75 karakterde marka, \u00fcr\u00fcn tipi ve temel \u00f6zelli\u011fi verecek \u015fekilde d\u00fczenleyin.<\/li>\n\n\n\n<li>A+ Content\u2019i \u00fcr\u00fcne \u00f6zel haz\u0131rlay\u0131n; kar\u015f\u0131la\u015ft\u0131rma tablosu ve \u00e7apraz sat\u0131\u015f alanlar\u0131n\u0131 kullan\u0131n.<\/li>\n\n\n\n<li>S\u0131ralaman\u0131z\u0131 y\u0131ll\u0131k takip edin. Skor artarken s\u0131ra d\u00fc\u015f\u00fcyorsa rakipler daha h\u0131zl\u0131 ilerliyor olabilir.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Marker Groupe olarak markalar\u0131n Amazon\u2019daki stok, i\u00e7erik, reklam ve \u00f6l\u00e7\u00fcmleme s\u00fcre\u00e7lerini tek bir performans \u00e7er\u00e7evesinde ele al\u0131yoruz. <a href=\"https:\/\/www.markergroupe.com\/tr\/amazon-danismanlik-ajansi\/\">Amazon Dan\u0131\u015fmanl\u0131k<\/a> hizmetimizle, kategori rekabetine g\u00f6re \u00f6nceliklendirilmi\u015f bir yol haritas\u0131 olu\u015fturman\u0131za yard\u0131mc\u0131 olabiliriz.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Hizmetlerimiz hakk\u0131nda detayl\u0131 bilgi almak i\u00e7in <a href=\"https:\/\/www.markergroupe.com\/tr\/iletisim\/\">MarkerGroupe.com<\/a> web sitesini ziyaret edebilir veya hello@markergroupe.com adresinden bizimle ileti\u015fime ge\u00e7ebilirsiniz.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n","protected":false},"excerpt":{"rendered":"<p>The Marketplace Index 2026 ABD raporuna g\u00f6re, Amazon\u2019da kategorisinin en g\u00fc\u00e7l\u00fc markalar\u0131 b\u00fct\u00e7eleriyle de\u011fil, operasyonu ne kadar iyi y\u00fcr\u00fctt\u00fckleriyle \u00f6ne \u00e7\u0131k\u0131yor. Rapor, Amazon ABD\u2019de 32 kategoride 480&#8217;den fazla markay\u0131 inceliyor ve Amazon marka performans\u0131n\u0131 sat\u0131\u015f\u0131n \u00f6tesinde stok, i\u00e7erik, m\u00fc\u015fteri yorumlar\u0131, reklam ve yapay zek\u00e2ya haz\u0131rl\u0131k \u00fczerinden de\u011ferlendiriyor. \u00d6ne \u00e7\u0131kan bulgu net: %85&#8217;in \u00fczerinde skor alan [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":46119,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_gspb_post_css":"#gspb_image-id-gsbp-8a503d1 img{vertical-align:top;display:inline-block;box-sizing:border-box;max-width:100%;height:auto}","footnotes":""},"categories":[1501,2146],"tags":[2095,1495,1519],"class_list":["post-46118","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-e-ticaret","category-sektor-analizleri","tag-amazon","tag-dijital-pazarlama","tag-e-ticaret"],"_links":{"self":[{"href":"https:\/\/blog.markergroupe.com\/tr\/wp-json\/wp\/v2\/posts\/46118","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/blog.markergroupe.com\/tr\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/blog.markergroupe.com\/tr\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/blog.markergroupe.com\/tr\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/blog.markergroupe.com\/tr\/wp-json\/wp\/v2\/comments?post=46118"}],"version-history":[{"count":2,"href":"https:\/\/blog.markergroupe.com\/tr\/wp-json\/wp\/v2\/posts\/46118\/revisions"}],"predecessor-version":[{"id":46125,"href":"https:\/\/blog.markergroupe.com\/tr\/wp-json\/wp\/v2\/posts\/46118\/revisions\/46125"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/blog.markergroupe.com\/tr\/wp-json\/wp\/v2\/media\/46119"}],"wp:attachment":[{"href":"https:\/\/blog.markergroupe.com\/tr\/wp-json\/wp\/v2\/media?parent=46118"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blog.markergroupe.com\/tr\/wp-json\/wp\/v2\/categories?post=46118"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blog.markergroupe.com\/tr\/wp-json\/wp\/v2\/tags?post=46118"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}