The story of forced actions has been dragging on since 2024. The seller did not want to lower the price — the marketplace put his card at the end of the search or completely removed it from the search results. The FAS received complaints, issued regulations, and the platforms promised changes. On June 7, the changes were officially fixed in the working conditions of all three sites.
"The leading Russian marketplaces — Wildberries & Russ, Ozon and Avito — have officially secured the right of sellers to refuse to participate in marketing campaigns without the risk of falling under the sanctions of the platform," he wrote. konkurent.ru June 7.
What exactly has changed
Previously, there were "automatic promotions": the platform included the seller in the promotion by default, and abandoning it led to a demotion in the search or loss of access to some functions. Now inclusion in the promotion is only with the explicit consent of the seller. Refusal does not entail any algorithmic sanctions.
This is a direct consequence of the FAS warnings issued by WB and Ozon earlier in 2026. Formally, the marketplaces fulfilled the requirements of the antimonopoly regulator.
New threat: Platform-based promotions
However, in parallel, marketplaces have switched to a different strategy. Now, instead of forcing the seller, they lower the price themselves by reducing their own commission. Bottom line: the buyer sees the seller's product with a 30-50% discount, which the seller did not install or approve.
This creates another problem. The brand builds its positioning at a certain price level. The marketplace is dumping without asking. The buyer gets used to the low price. Returning to the normal value after the promotion is painful.
What sellers should do
First, check the working conditions in the personal accounts of WB, Ozon and Avito to make sure that the right to refuse shares is indeed prescribed in the current terms of your contract.
Secondly: keep track of whether the platform reduces the price of your cards at its own expense. If this happens, fix it and contact support with a request to stop. There is now a legal opportunity for this.
Third, for categories with strict price positioning (premium, branded products), consider your own sales channels as insurance against marketplace dumping.
