We have collected tips on how to format a title, what to add to the card description, what content to use, and how to avoid mistakes made by sellers and marketplace managers.
What is a product sales card on Ozon
Ozon requirements for card design
Methods of adding a product
Step-by-step instructions for creating product cards
Common mistakes when creating cards
Expert advice
What is a product sales card on Ozon
Table of Contents
A product card is its presentation on the marketplace. It provides the buyer with full information about the characteristics, advantages, and methods of application, emphasizes the advantages of the product, and convinces the buyer that he needs this one. A detailed card with high-quality photos and videos increases the likelihood of a purchase.
Read Also:Seven Lives of a Customer: What is LTV and Why Does a Business Need It?
Ozon requirements for card design
Working on the marketplace begins with studying the rules of trade and requirements for Ozon cards . For violating some of them, Ozon may charge penalty points, block the product card or the seller’s personal account. The seller is responsible for what product he sells and what information he places on the card.
For example, a fine of 10,000 rubles may be imposed for each card if it contains:
1.● contains information that is not directly related to the product, for example, the description states that the furniture is made of wood, but the buyer received a product made of plastic;
2.● contains the seller’s contact information and an appeal to go to another site to buy the product;
3.● products that cannot be legally sold on the Internet – alcohol, tobacco, prescription drugs, precious metals and others from the full list of goods prohibited for sale .
In the course “Marketplace Manager”, students learn to work with sales cards on “Ozon” among other things: they create informative descriptions and visual infographics, get acquainted with SEO optimization and promotion, test hypotheses and analyze competitors.
Methods of adding a product
Ozon offers sellers seven ways to upload a product:
1. Copy a competitor’s card.
It needs to be edited: replace the product description and upload your photos, otherwise the marketplace moderation will not allow the product to be sold. To do this, go to the “Products and Prices” → “Add Product” section in your personal account and enter a link to the product or its article number. This method can only be used if the copy function is enabled on the card. The seller has the right to disable it to protect their product from plagiarism.
2. Fill in manually.
This method is chosen when the seller has no more than ten product items and they have not yet been sold on the marketplace. To select this method, go to the section “Products and prices” → “Add product” → “Add new product”.
3. Use an Excel template.
This is suitable when there are many products and they differ in one characteristic, such as color, memory size, or capacity. The template can be found in the section “Products and prices” → “Upload products via Ozon template”. In practice, this method is not the most popular – you need to fill in many characteristics in the file, often only the main photo is uploaded, and additional ones have to be added manually.
4. Take the virtual Ozon template.
The method is similar to the previous one, it is a web version of the template in an Excel table. It is located in the section “Products and prices” → “List of products” → “Upload products via Ozon template”. This method is also not often used due to problems with uploading media files. It appeared on the platform recently and is still being tested by sellers.
5. Fill in manually using a copy of an already created card.
This is convenient when there are many similar items in the product matrix and cards have already been created for some of them. For example, T-shirts of the same style but different colors, shoes of the same model but different sizes. You can copy the card in the section “Products and prices” → “Product list” → “On sale”, then you need to select the product and create a copy of it.
6. Create several cards at once
that differ from each other by one or more parameters. This function is still being tested, so sellers do not use it often.
7. Upload products via API
from other platforms, such as an online store or marketplace. To upload, go to “Products and Prices” → “Seller API and Plugins”. Suitable for those who worked on another platform and want to quickly transfer the product to a new one. There may be errors when uploading, editing is required.
Step-by-step instructions for creating product cards
The product card on Ozon has fields that must be filled in. These are the product name, media content, text description, main characteristics and price. The more detailed and detailed the card is filled in, the more often the product is shown to buyers.
Step 1. Product information
The seller must know how to fill out an Ozon card: write the name, select the category and characteristics, create an article number, indicate the dimensions of the product and the price.
It is better to enter the name manually using the formula: Product name + Model + Brand + Main characteristic.
It is allocated 200 characters – about three lines. On the marketplace, you can generate a name automatically, but experts do not recommend using this method, since the results are not always successful. And the worse the name, the lower the product is ranked in search results.
The name should be short, but do not skimp on symbols and make it uninformative. In the characteristics, it is enough to indicate one or two features, the rest do not necessarily need to be listed, since the name in the search is shown in a truncated format. It is necessary to avoid repetitions and abbreviations of words.
No
Yes
❌ Katsan cat litter absorbent 10 liters
✅ Catsan cat litter absorbent, 10 liters
❌ “Sapiens. A Brief History of Humankind”. Harari Yu. N. Softcover. Non-fiction
✅ Sapiens. A Brief History of Humankind
❌ Art Pattern Warm hugs, 20 x 21.5 cm
✅ Scrapbooking paper Art Pattern Warm hugs, 20 x 21.5 cm
Ozon has prepared detailed instructions for sellers on how to correctly compose product names depending on the category.
Sellers with premium access can generate a product name based on the customer’s keyword in the Analytics → Search Queries section. Others use publicly available analytics services, such as Yandex Wordstat.
Category
It is important not to make a mistake when choosing a category. It affects what commission you will need to pay for storing the product in the warehouse, what place it will have in the search and what set of characteristics is needed to further fill out the card. For example, for lamps you need to describe the power, dimensions, mounting method. And for glasses – the volume, the number of pieces in the set. You can see in which categories a similar product is placed on other marketplaces and in online stores.
The article number
is a mandatory parameter so that the goods can be shipped to the warehouse. You can create it yourself or choose the supplier code. Usually, to create articles, they use abbreviations from the name, type, model, color, size. For example, a white T-shirt of size 42 can have the article number “BELFUTB_42”, and the same T-shirt in blue and size 44 – “SINFUTB_44”.
If the seller has an offline store, it is better if the article numbers for the products sold offline and online match. This will help when analyzing sales and creating reports.
The characteristics affect
the filters by which the user can find the product, some of them are needed for internal use – sorting and storage in the warehouse. In this block, you need to specify the characteristics of the product that the consumer should know about. If the Ozon product card is overloaded with uninformative details, the marketplace will lower it in the search.
The price
is set based on the recommended retail price and the seller’s pricing strategy. To determine the price, you need to calculate the unit economy . The seller can change the price of the product at any time – for example, if they decide to participate in a promotion. Ozon has instructions on how to correctly set the current and promotional price for a product .
Weight and dimensions (length, width, height)
affect the cost of delivery of goods, so it is important to specify the exact parameters. Ozon checks them, and if it notices significant discrepancies, the seller will receive a fine for violating the rules.
Step 2. Product description and rich content
The product description
or annotation, contains the main characteristics of the product and its advantages. The text should be useful for the buyer, so it should be written based on questions that the client may have. For example, how to use the product, what material it is made of, how to store or wash it correctly.
In the description, you should avoid unnecessary advertising and not use adjectives such as “the most”, “the best”, “unique”. You can’t just insert a list of keywords instead of putting them into context.
No
Yes
❌ Fitball for pregnant women. The fitball was invented in the 1950s to make it convenient for women to exercise. The ball is of excellent quality. This is the best option for a pregnant woman!
✅ The fitball for pregnant women has a convex relief, thanks to which it does not slip during exercises. You will feel safe on the ball. The rubber thickness of our fitball is 5 mm, so the ball…
Rich content
can be used to enhance the presentation of a product and improve its rating. Rich content is photos and detailed captions to them. This is an optional element of the design of cards on Ozon. If the card has an excellent rating and sales are going well, there is no point in wasting time on its creation. Rich content is usually used by sellers of equipment, cosmetics, children’s toys, furniture. For rich content, you can use instructions, reviews, customer reviews, expert opinions.
Step 3. Content
Content includes photos, videos, infographics, 360° photos.
Photos
should be of high quality, it is better to use real images of the product. A great option is to photograph the product in a studio. It is better to add several photos to the card to show the details of the product, how to use it, how it looks in the interior or on a model. This will make it stand out from competitors. You need to upload a minimum of 5 photos to the product card, a maximum of 15.
Infographics
are used to illustrate 1-3 strong advantages of a product. For example, in a fitball card, it is more important to indicate in the infographic that the set includes a pump than to write about the environmentally friendly material, color, optimal size, because these are general characteristics.
To determine what to put on the product cover — a photo or infographics, you need to conduct an A/B test and see which card is clicked on more actively by customers. Ozon recommends putting a photo with a clean background — white or neutral light — on the title image.
The video review
should be in high definition. You can show the product in motion, talk about its advantages, organize an unpacking, create an atmospheric video and convey aesthetics.
A 360° photograph
is a 3D model of a product that can be used to show it from different sides.
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Common mistakes when creating cards
Let’s look at the common mistakes people make when creating cards on Ozon and how to avoid them.
No
Yes
❌ Do not fill in all the items in the “Product Information” section.
✅ The more points are filled in, the higher the card is displayed in search results and the fewer questions the buyer has about the product.
❌ Upload low-quality photos and videos, copy competitors’ material or use photo stocks.
✅ Photos and videos should be clear, and the product should be shown from different angles. It is better to entrust content creation to specialists – photographers, designers, editors.
❌ Overload the description with facts that do not relate to the characteristics and method of use of the product.
✅ In the product description, you need to find a balance between volume and content. Let there be less information, but it will describe what you need to know about the product. For example, in the description of wine glasses, it is more important to clarify how durable they are and what glass they are made of – two or three sentences are enough. You should not write several paragraphs about how the taste of wine unfolds in the glass.
❌ Fill in product characteristics chaotically, without relying on the actual qualities of the product and its benefits.
✅ It is important to specify the exact parameters of the product in the card. If the product does not meet the specifications, you can get a negative review from the consumer and penalty points from the marketplace.
❌ Not taking unit economics into account and setting the price incorrectly.
✅ When calculating the price, it is important to take into account the cost price, taxes, commissions, logistics and warehouse costs, discounts. You can start by studying the memos in the Ozon knowledge base, and then delve into unit economics.
