Reviews as a Ranking Factor on Marketplaces: How to Attract User Reviews
Reviews on marketplaces have long ceased to be just a form of feedback. Today, they are one of the key factors influencing a product’s visibility in search results. According to Ozon analytics, having even a single review can increase traffic to a product page by up to 108% and order volume by up to 30%. The more reviews you have, the higher the user trust and the better your chances of reaching the top of search results.
Ranking algorithms for reviews take into account not only their quantity but also their relevance, length, presence of photos, and—most importantly—the seller’s response. In a highly competitive environment, quality reviews for a marketplace are as important as good product descriptions and SEO headlines once were.
In this article, we’ll break down exactly how reviews affect product rankings, why marketplaces treat reviews as a behavioral signal, and what requirements platforms (Wildberries, Ozon, AliExpress, Yandex.Market) have for feedback. Most importantly, we’ll show you legal ways to attract reviews that really work, without risking your account or product cards.
The Impact of Reviews on Ranking: How Algorithms Work
On all major platforms—from Wildberries to Yandex.Market—reviews directly or indirectly influence the visibility of a product card in search and recommendation blocks. Marketplaces treat reactions to reviews as an engagement signal, and engagement is one of the most important behavioral factors.
- Wildberries: The product’s review rating directly affects its position in the catalog.
- Ozon: Uses the aggregate rating and number of reviews in its ranking formula.
- Yandex.Market: Reviews account for about 12% of the total ranking weight, including the quality of the seller’s responses.
It’s also important to remember the indirect effect: the more positive reviews, the higher the conversion rate for the product card and the greater the trust from buyers. A single helpful review can increase the likelihood of purchase by 3–5%, and several dozen can consistently push a product card to the top of search queries.
Wildberries: How Reviews Affect Search Results
Reviews on Wildberries are factored into the algorithm just like sales, price, and product turnover. All else being equal, the system will rank higher the product with a better review rating and more customer feedback—this is one of the main factors influencing search results.
Why are reviews important on Wildberries?
- They build trust in the product and seller.
- Positive comments directly influence buyer behavior—increasing engagement, time spent on the product card, and the likelihood of purchase.
The platform gives preference to reviews that include:
- at least 3–4 lines of text;
- photos of the product in real use;
- a recent date (preferably within 30 days);
- proof of purchase.
Risks: Artificially boosting reviews is a serious violation of Wildberries’ policy. This can result in your product card being temporarily hidden from the catalog, and in the case of repeated violations, the product or even the seller’s account can be permanently blocked. That’s why legal methods of encouraging reviews are gaining popularity.
In a highly competitive environment, Wildberries reviews are not just text, but one of the most important levers for promotion in the system. Their quality and authenticity directly affect search rankings.
Ozon: Reviews and “Points” for Trust
On Ozon, the review system is integrated not only into ranking algorithms but also into user engagement mechanics. Reviews are considered when forming the product’s rating and influence its position in search results and selections. Moreover, the platform has introduced gamification: users earn points for reviews, which can be spent on future purchases.
The marketplace actively encourages feedback. After delivery, the buyer receives a notification asking to rate the product and share their opinion. Not only text is valued: reviews with photos or videos are especially appreciated. According to internal algorithms, such reviews have a stronger impact on raising the product’s rating and conversion.
How to collect reviews for Ozon?
- Use personalized requests in email newsletters or insert a flyer in the package.
- Respond to existing reviews—this shows seller activity and builds trust.
- Use Ozon’s own “Reviews for Points” promotion, run contests, and send reminders via messengers or push notifications.
Features: The product’s review rating on Ozon is not just the average score, but also the activity around the product card. Reviews are part of the ecosystem, not just a decorative feature.
Tip: Respond to all reviews, including neutral and negative ones—this not only increases buyer trust but also affects the product’s ranking in the system.
AliExpress and Yandex.Market: What Influences Positions
AliExpress: Reviews follow the standard scheme: a five-star scale and a text field. The focus is now shifting to cashback and loyalty programs. The main feature is weak moderation, making the platform more susceptible to various forms of incentivized reviews, including paid ones. Sanctions occur not because of payment, but due to unnatural behavior and templated content.
Yandex.Market: The mechanism is more structured. Reviews affect the product’s rating—accounting for up to 12% of the ranking formula. Sellers can join the “Yandex Plus” program, where buyers receive points for reviews funded by the seller’s budget. Responses to negative reviews are especially important—they affect both brand perception and search position.
Fact: Product cards with a large number of reviews are more likely to receive “bestseller” status and show conversion rates up to 2.5 times higher than products without ratings.
| Platform | What affects product ranking? | Are reviews incentivized? | What counts as a quality review? |
|---|---|---|---|
| Wildberries | Number and frequency of reviews, presence of photos | No | Photos, ≥3 lines, proof of purchase |
| Ozon | Points for reviews, seller rating, response to reviews | Yes (Ozon points) | Detailed review, with photos or videos |
| AliExpress | Number of ratings, seller's response speed, store rating | Partially (discounts, coupons) | Rating, photos, quick feedback |
| Yandex.Market | Reviews, 5-star rating, seller responses | Yes (sometimes via promotions) | Credibility, writing style, relevance |
Legal Ways to Encourage Reviews
In a competitive environment, sellers need to do more than just wait for reviews—they must build a systematic approach to collecting them.
- Personalized communication after purchase (a thank-you email and a request for a review).
- Gentle motivation: contests, gifts for feedback, extra points (if allowed by the platform).
- Using automation and feedback analytics services (such as a review collection service).
Incentivized Reviews and How to Avoid Getting Banned
Incentivized reviews are comments left by buyers not only on their own initiative but also at the seller’s request (bonus, giveaway, gift). This practice is permitted if:
- the purchase was actually made,
- the review text is unique,
- the review appears authentic.
Important: Marketplaces evaluate not the fact of motivation, but the quality and naturalness of the behavior. If the review is detailed, with photos, and the user is active—such a review is highly likely to pass moderation.
To safely work with incentivized reviews, sellers use services like IPWeb, which help organize the collection of reviews, clicks, likes, and other behavioral factors without violating marketplace policies. The main thing is to avoid templates and automation.
Checklist and Practical Tips for Sellers
What you should do:
- Build systematic review collection strategies (email, direct messages, motivation mechanics).
- Regularly monitor and analyze feedback.
- Respond politely and competently to every review, especially negative ones.
- Focus on product and service quality.
What to avoid:
- Artificial boosting and fake reviews.
- Templated responses.
- Ignoring problematic comments.
You can only increase buyer trust through authenticity and transparency. Customers notice when a brand truly listens and when it just pretends to care.
Conclusion
Reviews on a marketplace are not just an addition to a product card, but a full-fledged sales tool. They affect rankings, trust, engagement, and the likelihood of purchase. To get reviews, it’s important to act systematically, ethically, and in the customer’s interest: work with feedback, avoid artificial boosting, and build a sustainable promotion strategy. It’s reviews that help brands stand out among competitors and build long-term relationships with their audience.
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