Rich Content is a free marketing tool inside Ozon that turns a plain product card into a full visual storefront: images, video and graphics instead of dry description text alone.
Why Rich Content matters
Ozon is generous to stores that use Rich Content in their cards. In the seller account, every product has a content score measured from 0 to 100. Having Rich Content in a card strongly raises that content score, both for the individual product and for the store as a whole. Your search positions on Ozon depend heavily on it, so in plain terms Rich Content brings more traffic and more sales.
Rich Content is also a very flexible format. You can style it with text, with images, or both. Many sellers assume people prefer looking at pictures over reading, so they use only images. In practice the best format is text plus images: combining visuals with a text description helps the card rank in Google and other search engines and win extra traffic and sales from that channel.
Our team works with Ozon growth and is a technology partner of the marketplace, so we work with Rich Content a lot. When it is connected to a card, it always gives the product a boost: partly through a higher content score, and partly through higher card conversion when the Rich Content is built properly, following the principles of selling copy.
Step 1: Get to know the Rich Content builder
Many sellers do not know that Ozon has a separate built-in builder app you can use to assemble Rich Content for your product yourself.
To open the Rich Content builder from the Ozon seller account:
- Open the Products section.
- On the row of the product you need, click the three dots (⋮) and choose Edit product.
- Open the Media tab and, in the Rich Content block, click Open visual editor.
- Click Create and the builder opens.
A convenient detail: if you make changes and then close the builder for any reason, the system saves a draft so you can continue later.
Step 2: Create the Rich Content
Once the builder opens, you get a workspace where you can set up your product card. What you can do there:
- write the product description text you need;
- adjust text parameters (color, alignment, size);
- add video;
- add attractive product photos and show examples of the product in real use;
- set image dimensions, so the system knows the width and height images should have on desktop and mobile when the product is displayed to customers;
- link another of your products to an image. In the Link on image click field you can choose which card opens. Note that you can only add a link to your own product on Ozon; no other links can be embedded in Rich Content.
All images in Rich Content must be JPEG, JPG or PNG. Avoid GIF and other animation formats: they make the card load very slowly, which shoppers dislike and which will clearly hurt your sales.
Step 3: Add Rich Content to your product card
When everything is set up, click Apply in the top right corner of the builder. The Rich Content then appears automatically in the Rich Content field of your product card. Click Next and save the product.
As you can see, there is nothing complicated about the tool. You only need to go through this instruction once and follow the steps.
If you set it up correctly, using text, images and video together, your product card will rank well and you can win solid sales on Ozon.
