How to Optimize Product Cards on Uzum, Wildberries and Ozon

How a marketplace decides what to show

The internal search engines of Uzum, Wildberries and Ozon use their own closed algorithms, but the logic is similar. A marketplace earns from sales, so it ranks higher the products that match the query and are most likely to be bought.

Ranking usually depends on two groups of factors:

• Relevance: how well the query matches the title, category, attributes and description.
• Behavior and sales: click-through rate, conversion to orders, rating, reviews, buyout and return rates, stock availability, delivery speed, participation in promotions and ads.

Marketplaces do not disclose exact weights and change them from time to time. The reliable strategy is to make the listing strong on every point at once.

Title

• Formula: product type + brand + key feature + model/variant.
• Put the main word first so it stays visible in mobile search results.
• Use the words shoppers search with, not internal SKUs.
• No comma-separated keyword lists and no ALL CAPS; marketplaces may demote or block listings for that.
• Length limits and formatting rules differ by marketplace, so check the seller help center.

Attributes

Attributes (specifications) power the filters. If color or size is missing, the product drops out of filtered results even when it is a perfect match.

• Fill in every available field in the category, especially required and filterable ones.
• Choose values from the marketplace's reference lists instead of typing your own.
• Make sure the product is in the right category, since it defines the attribute set and search placement.
• On Uzum, fill in the title and description in both languages, Russian and Uzbek.

Photos and infographics

The main photo decides whether shoppers click the listing in search results.

• The product is large, well lit and readable on a small screen.
• Infographics on additional slides: 3–4 key benefits, dimensions, what's in the box, use cases.
• Text on images is large and short, with no claims you cannot back up.
• Follow the marketplace's rules for the main photo: some restrict text, frames and badges on the cover.
• Add video and 360° photos if the marketplace supports them.

Description

The description helps search understand the product and answers shoppers' questions. Write coherent text: who the product is for, what problems it solves, how to care for it. Include synonyms and alternative names naturally.

Reviews and rating

• Reply to reviews, especially negative ones, politely and to the point.
• Look for recurring complaints such as "runs small" or "color differs from the photo" and fix the listing.
• Use the marketplace's official review incentives if they exist. Buying reviews breaks the rules and leads to penalties.

Stock and delivery

When a product runs out of stock, the listing loses impressions, and it may take time to regain positions after restocking.

• Plan replenishment with a buffer based on sell-through rate.
• Distribute stock across warehouses closer to buyers if your fulfillment model allows it: fast delivery affects both choice and ranking.
• Sync stock via API if you sell on several marketplaces at once.

Step-by-step optimization routine

1. Collect search terms: the marketplace's search suggestions, seller dashboard analytics and top competitor listings.
2. Check the category and fill in all attributes.
3. Rewrite the title using the formula.
4. Update the main photo and create infographics.
5. Expand the description.
6. Reply to reviews and fix what people complain about.
7. Check stock levels and delivery times.
8. After 1–2 weeks, compare impressions, clicks and orders in the dashboard, and change one element at a time so you know what worked.