During the week, Ozon gave sellers three signals that affect the profit result: the minimum rate of native banners, the possibility of insurance against massive damage, and the development of content promotion tools. In sum, this changes the rules for managing advertising and warehouse risks.
The first change concerns native banners. Starting from March 10, 2026, the minimum bid is set at 200 ₽ per 1,000 impressions. For the store, this means an increase in the test threshold: to get enough impressions and clicks, you need a larger budget. At the same time, the main risk is related to the fact that the old testing rules no longer protect profits. A campaign can collect clicks, show a good CTR, place orders, and at the same time reduce the margin contribution by SKU.
The guided approach starts with rewriting the test passport. It sets out the budget, deadline, KPIs for orders, and a mandatory profit stop condition. The stop condition is linked to the economics of the product: cost, commission, logistics, refunds, margin. For low-margin SKUs, tests require strict budget and duration constraints. This mode helps to separate working goods from those where advertising accelerates turnover and takes profits.
A separate topic is the card's readiness for paid traffic. A native banner buys attention, and a card should quickly turn attention into an order. Photos, headlines, specifications, availability, deadlines, application scenarios, equipment, and answers to frequently asked questions are important here. A card that leaves doubts turns the impressions into paid noise.
The second change is the insurance of goods against mass damage from March 11, 2026. For many categories, this is a tool that reduces the risk of large one-time losses. The effective approach involves selecting risk categories and risk SKUs, estimating historical losses over 3-6 months, and calculating expected damage. The decision is made point-by-point. This approach keeps costs under control and provides predictability of losses in categories where damage occurs regularly.
The third topic is related to the rules of promotion and content. The platform is strengthening content tools and preparing to expand external promotion through short formats. For the seller, this means that the card should work like a landing page: quickly explain the value, answer questions, and lead to a purchase. External traffic brings visitors, and the conversion rate depends on how well the card is assembled and how clear the choice is.
The outcome of the week for Ozon is formulated simply: advertising tests are recalculated to a new rate threshold, risk categories are evaluated for insurance based on the fact of losses, and cards are set to "ready for paid traffic." These actions protect margins and reduce the effect of "lots of sales, less money."
