In the competitive e-commerce landscape, sellers continually seek solutions to enhance product visibility and improve customer shopping experiences. OZON's product merging feature offers an effective approach to addressing these challenges. By consolidating products of the same model with different attributes (such as color, size, or capacity) onto a single product page, sellers can streamline customer browsing while boosting search rankings and sales performance.
The Value and Benefits of Product Merging
Product merging refers to the consolidation of multiple product variants sharing the same model but differing in attributes under a unified product card. This approach delivers several advantages:
- Enhanced User Experience: Customers can browse all available variants (colors, sizes, etc.) without navigating multiple pages, simplifying the purchasing process.
- Improved Search Visibility: Merged product cards aggregate reviews from all variants, increasing total review counts which positively impacts search rankings.
- Higher Conversion Rates: Comprehensive review content builds customer trust, while convenient variant selection encourages multiple purchases or bundled orders.
- Centralized Review Management: All variant reviews appear on a single page, enabling efficient response management and reputation maintenance.
Eligibility Criteria and Limitations
Not all products qualify for merging. OZON maintains specific requirements for product consolidation:
Eligible Products
- Products sharing identical model numbers with varying attributes (color variants of phone cases, size options for clothing, or different packaging capacities for pet products).
Ineligible Products
- Different product models (even with matching colors)
- Products with distinct designs
- Items serving different purposes (e.g., kitten food vs. adult cat food)
- Products with significant attribute differences despite shared model numbers
Key Attributes for Merging
Successful merging requires accurate specification of:
- Merge Attributes: Identifiers confirming products belong to the same model (brand and model names must match exactly)
- Distinguishing Attributes: Clear specifications differentiating variants (color, size, capacity, etc.)
Implementation Methods
OZON provides multiple approaches for product consolidation:
Initial Product Creation
- Create individual product entries for each variant with unique SKUs
- Enter identical information in the "Merge to Single Card" or "Model Name" fields across all variants
- Specify distinguishing characteristics for each variant (weight, color, dimensions, etc.)
Bulk Processing via XLS Template
- Download and complete the XLS template with all variants
- Ensure unique product codes for each variant
- Maintain identical values in merge designation fields
- Complete variant-specific attributes in designated columns
Post-Creation Merging
- Navigate to "Products" → "Product List" in seller backend
- Select products sharing brand and category
- Choose "Merge to Single Card" from the actions menu
Color Variant Specifications
For accurate color variant display:
- Select the closest matching color from dropdown menus
- Provide custom color names when necessary
- Upload representative color swatch images (one per variant)
Common Challenges and Best Practices
To ensure successful implementation:
- Verify exact matching of merge designation fields (including case sensitivity)
- Maintain accurate distinguishing attributes for all variants
- Regularly audit merged product cards for display accuracy
- Monitor platform policy updates regarding merge requirements
- Evaluate the appropriateness of merging for each product category
Conclusion
OZON's product merging functionality serves as a powerful tool for sellers aiming to optimize product visibility and customer experience. When implemented correctly, this feature can significantly enhance search rankings, attract potential buyers, and ultimately drive sales growth. Proper understanding of the merging criteria, implementation methods, and ongoing maintenance requirements enables sellers to maximize the benefits of this strategic approach.