Marketplace SEO in 2026: how Amazon, Wildberries and Ozon rank listings, what to fill in and what it costs

What is marketplace SEO, and how is it different from website SEO?

Marketplace SEO fits a listing to the platform's own search box: the words shoppers type, the fields the platform reads and the reasons one listing outranks another. It covers keywords, title, attributes, description, category and a before-and-after check in the platform's reports.

Unlike a search engine for websites, a marketplace earns on orders, so it sorts products by how likely they are to sell. Ozon says its search picks promising products by price, quality and delivery speed, and Amazon notes that listing quality and account health can contribute to rankings. Words get a listing into the race; sales, price, delivery and reviews decide where it finishes. SEO for your own shop in Google is a separate job.

How do marketplace search engines rank listings?

Every large marketplace first finds products that contain the query words, then sorts them by the chance of a purchase. Amazon uses search terms for lexical matching and does not publish its formula; Wildberries and Ozon publish far more, which makes them a useful map.

Wildberries names delivery time, sales, promotions, card quality, rating and reviews as its main organic factors, and its search also weighs conversion. Ozon describes five stages, from cleaning up the query to adding ads, shown below.

Where do you find the keywords shoppers actually use?

Take keywords from the marketplace itself: inside a marketplace shoppers type short phrases with size, colour and use. Amazon suggests mining its search-box suggestions and competitor listings; the rest comes from platform reports.

Group keywords by meaning (product type, use, material, size, season) and give each group one listing, so two of your listings never split the same impressions.

How do you optimise a listing for marketplace search, step by step?

1. Collect the category's queriesPull them from platform reports and suggestions; drop other brands and words that do not describe your product.
2. Give each query group one listingKeep colour and size variants of one model together rather than copying text into near-identical listings.
3. Fill in attributes firstFilters read attributes, not prose. Wildberries shows only cards with the colour filled for “red dress”, and Ozon's content rating gives 30 of 100 points once over 70% of search attributes are filled.
4. Write the title in shoppers' wordsLead with the product type, brand and the key detail people search for. Amazon allows 200 characters and recommends 80 or fewer.
5. Write the description for a personUse plain sentences on features, use and care. Amazon warns that keyword stuffing can hurt rankings, and Wildberries docks quality points for strings of search phrases.
6. Add back-end terms, then checkOn Amazon, put synonyms and variants in the generic keyword field, in lowercase, without brand names or words like “best”. A new Ozon product appears in minutes; if it is missing after 20, check the indexing errors report.

Check the category first: Amazon's code of conduct requires the correct category, and a misfiled product drops out of the filters shoppers use.

How do you know marketplace SEO worked, and how long does it take?

Measure in platform reports, not by searching from your phone: Ozon notes that shoppers in one city at the same moment see different results. Record the numbers before changing anything and compare the same metrics after a pause.

• Amazon's Search Query Performance shows impressions, clicks and cart adds for queries leading to your brand, and Manage Your Experiments A/B tests titles, images and descriptions.
• Wildberries reports a median position, counted only where shoppers opened the card or added it to the basket.
• Ozon's visibility report shows who saw the product, its position and conversion to order, with a delay of one to two days.

Indexing is fast, but rank moves only as orders, basket adds and clicks build up, so take the second measurement weeks later and in a comparable season.

Is organic SEO or paid promotion better on a marketplace?

You rarely choose one: platforms layer ads on top of the organic score. On Wildberries a promoted position is the organic weight times the bid weight, and its help says paid promotion only adds to the organic position. Ozon sums an organic part and an ad part that depends on the bid and on the chance of a click and an order.

For new products Wildberries suggests a single-bid campaign that gathers 5,000–7,000 impressions to learn which phrases shoppers use, ready-made SEO material, and warns that weak cards may not reach the top even with a high bid. Budgets and bids are in our marketplace advertising guide.

Do fake orders and paid reviews still work, and what are the penalties?

Self-purchases, bots and paid reviews fake the signals that search rewards, and platforms both discount them and punish them.

• Amazon's code of conduct treats non-authentic or self-paid orders, bot traffic and incentivised searches as manipulation.
• The same code bans paying or giving free products for reviews and reviewing your own products; breaches can cost listings, payments and selling privileges.
• Amazon says it proactively blocked hundreds of millions of suspected fake reviews in 2025.
• Wildberries normally ignores a seller's own order in the rating, and Ozon warns that bots which view but never buy push a listing down.

In the United States, the FTC rule announced in August 2024 bans fake reviews, reviews bought on condition of a set sentiment and undisclosed insider reviews, and allows civil penalties for knowing violators.

How much does marketplace SEO cost?

The price depends on who does the work and what is included. These are published prices as of 16 October 2026.

Compare scope rather than the headline figure: where keywords come from, how many listings, attributes and a baseline. Copy without a keyword map is cheaper, but it guesses the shopper's words instead of measuring them.