Listing on Allegro: attributes, EAN and optimization

Four things decide an offer’s visibility on Allegro: its link to the product catalogue, a title of up to 75 characters, a complete set of attributes and the price together with the delivery cost. The description does not belong on that list: since 7 October 2024 the Allegro search engine no longer searches offer descriptions, so the description works on the buying decision and on compliance, not on ranking. In this chapter of the guide to selling on Allegro we go through every element of an offer in order, with concrete limits and with the list of mistakes that most often end in the platform closing an offer.

As of 31 July 2026. The requirements and limits are described from Allegro’s Help for sellers and the platform’s announcements, with the source given next to each claim. Requirements differ between categories and change over time, so confirm the details in the current version of the help and in the listing form on your own account before you change your assortment in bulk.

Sales formats and the Allegro product catalogue

On Allegro you sell in the buy now format (fixed price), by auction, or by auction with a buy now option, where the option to buy immediately disappears after the first bid or once the minimum price is reached (Help for sellers). In practice business selling runs on buy now, among other reasons because offers with that option alone stand a better chance in relevance sorting.

The second thing to understand before your first listing is the Allegro product catalogue. An offer is not a standalone object: it links to a product card on which every offer of the same item competes. Allegro requires this link for all offers, and offers not linked to a product may be closed automatically and cannot be edited (Allegro announcement of 1 July 2024). Exceptions cover unique assortments such as collectibles, art and handicraft, plus classified ads.

Linking to the catalogue brings concrete benefits: Allegro fills in some attributes automatically, the offer joins the shared list of offers for that product, it gains access to the SUPERCENA badge and the Bargain Zone, and only catalogue-linked offers can be shared on allegro.cz, allegro.sk and allegro.hu (How to catalogue your offer). The prerequisite for this whole path is a verified business account, because a personal account lists through Allegro Lokalnie.

EAN and GTIN: when it is mandatory and what to do without one

A GTIN, in Europe most often a 13-digit EAN code, is a unique product identifier (8, 12, 13 or 14 digits). Allegro treats it as the most important attribute, because that is what the form uses to find the product in the catalogue (Attributes on Allegro). The only source of valid codes is the GS1 organisation; codes from other sources are removed from the catalogue, and with an invalid code you cannot list or edit an offer.

Three typical situations and what to do about them:

• You have the manufacturer’s code. Enter the GTIN in the product search, pick the right card and let Allegro fill in the category and some of the attributes.
• The product has no code. Choose the “My product has no GTIN” option and search for the card by name. If there is none, carry on listing: Allegro will try to create a new product from the data in the form.
• You sell under your own brand. EAN codes for your own products are obtained from GS1. That is the condition for an orderly catalogue when you plan to sell in several channels.

The offer title: what actually works

The title is the strongest text field you have. Allegro’s rules are precise: a maximum of 75 characters, a minimum of 12 characters including spaces and 3 words, and keywords are best placed at the beginning (How to create a good offer title).

What Allegro does not accept in a title:

• Repeated keywords and phrases that do not match the product.
• Promotional words: cheap, cheapest, bargain, new, promotion, hit.
• Special characters used as decoration (@ ! [ ]); allowed only in brand names or sizes.
• Information about the seller and logistics: login, city, personal collection, invoice, shipping.
• Warehouse numbers and internal codes.
• Third-party brands, unless you use the phrase “designed for”.

Attributes: they are what lets an offer into the filters

Attributes are product features Allegro uses in filters, in search and when matching an offer to a product card. The platform names GTIN, brand or manufacturer, model and manufacturer code as the most important. Allegro also points out that completed attributes help buyers filter results and help offers appear higher in Google results.

The consequence is more brutal than it sounds: an offer without completed attributes is invisible to buyers who use filters. A customer who ticks “colour: black” and “size: 42” will never see your offer, even with the best price. This applies to GPSR data as well, which the form asks for separately.

So the routine when listing is always the same: first the complete set of mandatory attributes, then as many optional attributes as possible, and only at the end the marketing copy.

Images: the thumbnail is part of the algorithm

The first image, the thumbnail, is one of the factors taken into account in relevance sorting, so treating it as a matter of aesthetics is an expensive mistake. Allegro’s technical requirements:

Sources: rules for images in the gallery and description and rules for product images. Note the discrepancy between these two documents: the gallery rules say the longer side must be at least 500 px, while the catalogue product image rules say 400 px. It is safer to stick to the higher value, and in practice to prepare images closer to the upper limit, because customers zoom in on their phones. If you shoot product images in batches, it pays to standardise them once, as we do in the product graphics service.

The description: conversion and compliance, not ranking

The Allegro search engine automatically takes into account attributes, titles, categories and the values in the “Fits” section. The platform switched off the “Search in descriptions too” option on 7 October 2024 (Allegro News, in Polish). Stuffing phrases into a description therefore makes no sense today, and it breaches the rules outright.

Rules to know before you write your first description (Help for sellers):

• No contact details: phone number, email address, bank account number.
• No links or addresses of other services.
• No promotional phrases such as “free”, “cheap”, “promotion”, “hit”, “gift”.
• No information about other variants of the product or about where the goods come from.
• A complete, linguistically correct description in the language of the market, with a clear structure: headings and bullet points.
• Consistency with the title, attributes and images. A mismatch between them is the most common cause of returns for “not as described”.

The Allegro editor arranges the description in rows with five variants: text only, image only, image and text in two layouts, and two images. Description images are uploaded from your disk, not linked from outside. When integrating via the API you pass the description in HTML or JSON, with sections available only in the JSON format.

Variants: one card instead of twenty offers

A multi-variant offer joins variants of the same product, most often differing in colour or size. The condition for a valid set is simple and often broken: all other attributes must have the same value. If you join offers in the Footwear category by size, the brand, the fastening and the remaining features must be identical, or Allegro will not treat the set as valid. Variants that differ in size use the same thumbnail.

It is worth doing for two reasons. First, belonging to a multi-variant offer is one of the factors taken into account in relevance sorting. Second, all the sales signals (views, add-to-cart actions, purchases) accumulate on one card instead of scattering across a dozen separate offers.

Price, delivery and sales quality as ranking factors

Allegro publishes the list of factors that affect relevance sorting and states outright that the groups listed are equal in weight (Help for sellers). The platform does not reveal weights or an order, so every table of percentages circulating online is invented.

The last group is the one sellers forget most often. The My sales quality panel gathers eight metrics (among them buyer recommendations, timely responses, on-time dispatch and fast dispatch) and converts them into a maximum of 500 points. The levels are Super 300–500 pts, Good 101–299 pts, Neutral 0–100 pts, Requires improvement below zero. From the Neutral level upwards you get access to Top offers, the Smart! badge, the Bargain Zone and promotional campaigns, while a score below that risks account suspension (Help for sellers).

The practical conclusion: order handling is part of offer optimization, even if it does not look like marketing. Price with delivery, punctuality and service quality do more for visibility than another title tweak. How price and delivery translate into margin is calculated in the chapter on fees and commissions, and paid reach is covered under Allegro Ads campaigns.

The most common mistakes that block sales

• Two identical offers in one subcategory. Allegro allows a maximum of two identical offers of the same product in New condition within one subcategory; the rest are closed (Help for sellers).
• No link to the catalogue. Offers not linked to a product may be closed automatically, and before that they cannot be edited.
• An invalid EAN code. It blocks listing and editing, and invalid codes are removed from the catalogue.
• Empty attributes. The offer drops out of the filters, so it loses traffic you will never see in your statistics.
• A thumbnail with text, a logo or a frame. It breaks the rules and weakens the offer in relevance sorting.
• Contact details or links in the description. A classic reason for platform intervention; Allegro’s systems highlight non-compliant fragments even before publication.
• Ignoring the sales quality panel. Falling below the Neutral level cuts you off from Smart! and promotional campaigns, and in extreme cases from the account.

When an offer is removed, Allegro sends an email notification and refunds fees in proportion to the time the offer was visible; closed offers can be found in the My assortment tab.

Checklist: an offer ready to publish

• Product found in the catalogue by GTIN, or deliberately created as new.
• Correct category, not “the nearest one to hand”.
• Title within 75 characters, no promotional words, product name at the beginning.
• Mandatory attributes completed 100%, optional ones as completely as possible.
• Thumbnail on a white background, no text or logo, at a resolution close to the upper limit.
• Gallery used: shots from different angles, scale, detail, what is in the set.
• Description complete and consistent with the title and attributes, no links or contact details.
• Variants joined, if the product comes in colours or sizes.
• Delivery price list and return terms attached, dispatch time realistic rather than wishful.
• Price calculated with delivery and commission, not set “by eye against the competition”.

When it is worth handing this to a team

With a few dozen offers the list above is an afternoon’s work. With a few thousand SKUs and several channels a different problem starts: product data has to be complete and consistent everywhere at once, and platform requirements change along the way. At that point setting up a process makes more sense than fixing offers one by one. At Amazonway that is handled by listing optimization within marketplace account management, and the full set of activities on this platform is described on the Allegro sales management page. An honest caveat: a correct offer is a condition of visibility but not a guarantee of sales, because price, availability and competition in the category decide the outcome too.

FAQ: listing on Allegro

How many characters can an Allegro offer title have?

A maximum of 75 characters, with a minimum of 12 characters including spaces and 3 words. Keywords are best placed at the beginning, and anything that is information about the seller, shipping or a promotion should be removed from the title.

Is an EAN mandatory on Allegro?

In many categories yes, and wherever it is required it has to be valid: with an invalid code you cannot list or edit an offer. If the product has no GTIN, use the “My product has no GTIN” option and search for the product card by name.

Does the offer description affect Allegro search results?

Not in the sense of phrase search. Allegro switched off the “Search in descriptions too” option on 7 October 2024, and the search engine takes into account attributes, titles, categories and the “Fits” section. The description is responsible for conversion, compliance with the rules and fewer returns.

Why is my offer not visible in the results?

The most common causes are missing mandatory attributes (the offer drops out of the filters), the wrong category, no link to the catalogue, a price with delivery higher than the competition’s, and a low level in the My sales quality panel. It is worth checking them in that order.

How many images can I add to an offer?

On a business account, 16 images in an offer, and up to 40 in classified ads in the Automotive and Real estate sections. The minimum longer side is 500 px and the maximum size is 2560 x 2560 px.

Can I have two identical offers for the same product?

Allegro allows a maximum of two identical offers of the same product in New condition within one subcategory. Surplus offers are closed, and repeated breaches can lead to restrictions on the account.

Sources

Allegro’s Help for sellers is published in several languages; where an English version of an article exists, we link to it, and Polish-only pages are marked below.

• Allegro, How to list an item for sale
• Allegro, How to catalogue your offer and the requirement to link offers to the catalogue
• Allegro, Attributes on Allegro
• Allegro, How to create a good offer title
• Allegro, Rules for images in the gallery and description and rules for product images
• Allegro, Rules on listing and descriptions
• Allegro, The Top offer and relevance sorting
• Allegro, My sales quality
• Allegro, When an offer may be removed
• Allegro, “We have switched off the Search in descriptions too option” (7 October 2024, in Polish)

Find out where your offers lose visibility

If your assortment is listed and you suspect the problem is not the price, start with a review of the offers: attributes, catalogue, titles and thumbnails. We will show which elements fall short of Allegro’s requirements and in what order to fix them for the fastest visible effect.

Book a free offer review →