Ozon Product Naming Rules 2025: Boost Your Listings

As a senior e-commerce operations expert with 5 years of experience in Ozon Global Selling, I have encountered numerous challenges related to product naming rules. Proper product naming is crucial for visibility, searchability, and customer trust on the platform. This article outlines the key considerations, best practices, and real-world examples based on current Ozon policies and operational insights.

Problem Scenario: Ineffective Product Titles

Many Chinese sellers face issues where their products are not appearing in search results or receiving low conversion rates due to poorly structured product titles. For instance, one seller selling home appliances found that their product was not being indexed properly because the title lacked relevant keywords and failed to follow Ozon’s guidelines.

• The product title was too long and included irrelevant information like brand names and promotional phrases.
• It did not include essential attributes such as model numbers, specifications, or use cases.
• The title lacked clarity and made it difficult for customers to understand what the product was.

Underlying Logic: Why Product Naming Matters on Ozon

Ozon uses an algorithm to match products with user searches, and the product title is one of the primary signals used by the system. According to the latest Ozon official documentation (as of Q1 2024), the product title should be concise, keyword-rich, and reflect the actual product features. A well-structured title can significantly improve search rankings and customer engagement.

Factor	Impact on Visibility
Keyword Relevance	Highly impacts search ranking
Clarity and Accuracy	Directly affects customer click-through rate
Length and Format	Too long or too short can reduce effectiveness

Solution: How to Comply with Ozon Product Naming Rules

To comply with Ozon’s product naming rules, sellers should follow these steps:

• Use the correct format: [Brand] [Product Name] [Key Features] [Model/Size/Color]. Example: “Samsung Galaxy S23 Ultra 128GB Black.”
• Incorporate relevant keywords: Research popular search terms using tools like Ozon Merchant Tools or third-party SEO platforms. Include them naturally in the title.
• Avoid unnecessary words: Do not add brand names unless necessary, avoid overuse of adjectives like “best,” “top,” or “premium” unless they are accurate.
• Check character limits: Ozon allows up to 255 characters for product titles. Ensure your title stays within this limit while still conveying all necessary information.

Real-World Case Study: Optimizing Product Names for Better Performance

A Chinese seller selling LED lights noticed that their product had a low conversion rate. After reviewing the product title, they realized it was too vague and did not include key details like wattage, color temperature, or compatibility. They revised the title to: “LED Strip Light 3000K Warm White 5M RGB Control Smart Home Lighting.” This change led to a 30% increase in clicks and a 20% increase in sales within two weeks.

• Before optimization: “Smart LED Lights for Home Decor.”
• After optimization: “LED Strip Light 3000K Warm White 5M RGB Control Smart Home Lighting.”

Pitfalls to Avoid: Common Mistakes in Product Naming

Here are some common mistakes sellers make when creating product titles on Ozon:

• Overstuffing keywords: Adding too many keywords can make the title look spammy and may lead to penalties.
• Misleading titles: Using misleading or inaccurate descriptions can result in negative reviews and reduced trust from customers.
• Ignoring local language preferences: Ozon users are primarily Russian-speaking, so ensure your title is in Russian or includes translated keywords if you're targeting international buyers.
• Failing to update titles after changes: If you modify the product, update the title accordingly to reflect new features or improvements.

Conclusion