Ozon Pricing Setup Guide 2025: Optimize Your Strategy

As a seasoned e-commerce operator with 5 years of experience in Ozon Global Selling, I have deep insights into pricing strategies that drive sales and maintain competitiveness. This guide covers the key principles of setting up pricing on Ozon, including understanding market dynamics, leveraging promotional tools, and avoiding common pitfalls. It is structured around real-world scenarios and includes actionable steps, data comparisons, and references to the latest platform policies.

Problem Scenario: Misaligned Pricing Leads to Low Visibility

A Chinese electronics seller launched a smartwatch on Ozon without conducting proper market research. The product was priced higher than similar items, resulting in poor visibility and low conversion rates. After two weeks, the product had only 12 views and no sales.

• The seller failed to analyze competitors' pricing and did not use Ozon's pricing tools effectively.
• There was no clear strategy for dynamic pricing or seasonal adjustments.

Underlying Logic: Price Determines Visibility and Conversion

Ozon's algorithm prioritizes products that offer value and competitive pricing. According to Ozon’s official documentation (Ozon Seller Guidelines v2.3, January 2024), "Pricing should reflect market conditions and be adjusted based on demand and competition." Products with prices significantly above or below the market average are less likely to appear in search results or featured sections.

Additionally, Ozon introduced a new feature called "Dynamic Pricing Tool" in 2024, which allows sellers to automatically adjust prices based on competitor activity and demand fluctuations.

Solution: Implement a Data-Driven Pricing Strategy

Here is a step-by-step approach to setting up effective pricing on Ozon:

• Conduct Market Research: Use Ozon’s “Search Trends” and “Competitor Analysis” tools to understand price ranges for similar products. For example, a seller using the “Product Comparison” tool found that their smartwatch was priced 20% higher than the average. They adjusted the price accordingly.
• Set Base Price Based on Cost and Profit Margin: Calculate your cost per unit (including shipping, packaging, and fees) and set a minimum profit margin. For instance, if the total cost is 300 RUB and you want a 30% profit margin, the base price should be 390 RUB.
• Use Ozon’s Pricing Tools: Go to Seller Central → Marketing & Promotions → Pricing Tools to access the Dynamic Pricing Tool. You can set rules such as "Price within 10% of the lowest competitor" or "Adjust by 5% every 7 days."
• Run Promotional Campaigns: Utilize Ozon’s "Promo Code" and "Flash Sales" features to attract buyers. For example, a seller ran a 15% discount during the holiday season, increasing their product's visibility and boosting sales by 40%.

Pricing Strategy Table: Comparison of Fixed vs. Dynamic Pricing

Factor	Fixed Pricing	Dynamic Pricing
Time Investment	High	Low
Competitive Response	Slow	Fast
Profit Stability	Higher	Variable
Visibility Impact	Lower	Higher

Pitfalls to Avoid: Common Mistakes in Pricing Setup

• Ignoring Platform Policies: Ozon has strict guidelines on price changes. Sellers must ensure that any price adjustment does not violate the platform’s terms of service. For example, a seller who frequently changed prices without justification saw their account suspended for violating the "Pricing Stability Policy."
• Overlooking FBA Fees: A seller selling LED lights failed to account for FBA storage and fulfillment costs when setting prices. As a result, their profit margins were lower than expected. They later used the "FBA Fee Calculator" in Seller Central to recalculate their pricing strategy.
• Not Testing Multiple Prices: A seller selling