Ozon promotion discount intensity analysis and optimization guide

Promotional activities are one of the important ways to attract customers and increase sales in the e-commerce field. As one of the largest online retail platforms in Russia, Ozon offers a variety of promotions, including “MegaHits”, “Hot Sale”, “SUPERhits” and “Hits”. This article will take a closer look at the discounts for these promotions, how they are calculated, and answer some common questions.

Discount calculation method

It is important for merchants to understand how discounts are calculated. Ozon calculates discounts based on the item’s average price over the past 30 days. Specifically, if the average price of an item in the past 30 days was 900 rubles, then the discount will be determined based on this price. In addition, Ozon will also compare the prices of similar items on the seller’s competitors on the Ozon platform and other platforms to determine the final discount. It is worth noting that the discount calculation does not include the price of goods in activities such as “SUPERhits”, “Hype’n’vibe sale” and “Electronic Goods Sale”. This means that if the item participated in a previous promotion, the lowest discount during the promotion period will be calculated based on the average price of the past 30 days.

Different mechanisms of promotional activities

Different promotions have different mechanisms, which affect the intensity of discounts. The following is the discount intensity of each promotion:

• MegaHits: The lowest discount starts from 10%.
• Hot Sale: The minimum discount starts from 10%, but for items priced below 10,000 rubles, the discount is at least 5%. For goods with a price of more than 10,000 rubles, the discount shall not be less than 500 rubles.
• SUPERhits: Lowest discounts starting from 9%.
• Hits: The lowest discount starts from 6%, but the discount will be smaller for items that have participated in other promotions before.

Discount intensity limit

Ozon has some restrictions and requirements on discount intensity:

• The price of the product must be no greater than the price of competitors on other platforms, excluding special discounts and seller coupons from the market.
• If the price of the product does not meet the conditions, Ozon will provide a recommended price to participate in the promotion, but the seller can choose whether to update the price.
• Promotional discounts cannot be stacked. If an item is already participating in another promotion, the previous promotional price will no longer be taken into account when added to the promotion.

Category discount strength

Discounts also vary depending on the category the product belongs to. Here are examples of discounts for each category:

• Minimum discounts start from 22% on clothing category, while cars and motorcycles category start from 10%.
• The lowest discounts on beauty and health products start from 18%, while the adult products category has higher discounts.
• The lowest discounts in the book category start from 12%, while antiques and collectibles have higher discounts.

FAQ

Why is the discount displayed in the personal center so big?

The discount displayed in the personal center is the discount seen by buyers, which may be different from the actual discount. This is because the discount shown is based on the original price of the item, not the promotional price. For example, if the original price of an item is 1,000 rubles, but the discount price given to it is 900 rubles, then the discount displayed in the personal center will be calculated based on 1,000 rubles, that is, a 23.5% discount. In fact, the price is only reduced by 15%.

How to know the actual discount of the product?

To find out how much an item is actually discounted, take the following steps: Divide the sale price by the regular price, then subtract that fraction from 1 and multiply by 100 to get the actual discount percentage. This percentage reflects the discount offered on the item.

Will Ozon consider hidden discounts on items in its calculations? For example, through a discount code?

No, Ozon’s discount calculation only considers discounts set for everyone, not discounts on specific campaigns. This means that hidden discounts, such as those offered through promo codes, will not be factored into the discount calculation.

What will happen if the same product is added to a normal discount event and a deep discount event and the two events are held at the same time?

Ozon will not stack two discounts, but choose the larger one to provide to buyers. This means that if the same product is added to a normal discount event and a deep discount event, buyers will get a larger discount, rather than the sum of the two.

Why are items added to the promotion marked red?

If an item is marked red in a promotion, it means there may be a problem with the price of the item. Situations marked red may include the following: the price of the item is reduced by 5% or 500 rubles (for items priced below 10,000 rubles); the promotional price is higher than the price of competitors on other platforms, without taking into account Ozon’s discounts or seller’s offers Vouchers. The purpose of marking in red is to remind sellers to pay attention to the pricing of the product to ensure that the price is competitive.

By knowing and understanding the discount calculation method of Ozon promotions, sellers can better plan and manage their own promotion strategies, provide attractive discounts and attract more buyers. This will help increase sales and build a stronger online presence.