How are products ranked on ASOS?

ASOS Rankings

Products are ranked on ASOS using a mixture of rules-based merchandising and algorithms. 

Personalisation Criteria 

ASOS may personalise your user experience, by taking into account your browsing and shopping history including rate of returns and number and value of orders, as well as the other factors set out in more detail below.

The returns rate and order information may impact your site navigation experience (including the positioning of certain categories of product) as well as the visibility of product within our Main Product Listing Pages and Search Results. Aside from this, the personalisation algorithm is designed to surface products that are likely to meet that particular customer’s style preferences based on previous product interaction.

Main Product Listing Pages and Search Results

Products will be shown to you based on the Personalisation Criteria and on a combination of the following criteria:

For logged out users

The first 10 rows of products you are shown include:

a. Bestselling products specific to the country you are purchasing from
b. New-In products
c. Styles of strategic importance to ASOS. This includes products that have just come back into stock or those which have strong availability in core sizes. 

The remaining products are ranked depending on product sales in the country you are purchasing from, core size availability, product newness, and products which we hold more inventory for. 
We also prioritise the ranking placement of our ASOS Full Price products over markdown products, and demote any items with a lifetime returns rate of over 95%. 

From time to time, ASOS will remove or demote the ranking of reduced price or discounted products. For example, when we are not advertising a Sale period. Conversely, during a Sale period, we may choose to actively increase visibility of these products.   

For logged in users:

The ranking of the first 400 products you are shown is based upon your previous browsing and shopping history.  

Using the below information, in no particular order, products are then ranked in order of relevance to you:

a. Your product views within the last 28 days
b. Purchases you have made within the last 120 days
c. Items you’ve added to your bag within the last 120 days
d. Items you’ve saved for later within the last 120 days
e. your profitability to ASOS over the last 12 months

Items with a lifetime returns rate of over 90% are removed from personalised recommendations

The next 10 rows of products you are shown include:

a. Bestselling products specific to the country you are purchasing from
b. New-In products
c. Styles of strategic importance to ASOS. This includes products that have just come back into stock or those which have strong availability in core sizes.

The remaining products are ranked depending on product sales in the country you are purchasing from, core size availability, product newness, and products which we hold more inventory for. We also prioritise the ranking placement of our ASOS Full Price products over markdown products.

For ASOS New in Category

For logged in users

The ranking of the first 400 products you are shown is based upon your previous browsing and shopping history. 

Using the below information, in no particular order, products are then ranked in order of relevance to you:

a. Product views within the 28 days
b. Purchases you have made within the last 120 days
c. Items you’ve added to your bag within the last 120 days
d. Items you’ve saved for later within the last 120 days
e. your profitability to ASOS over the last 12 months

Aside from this, all products are ranked by date on site from newest to oldest.  Products uploaded to our site on the same date are ranked based on size availability and unit volume sales highest to lowest.

For logged out users

All products are ranked by date on site from newest to oldest.  Products uploaded to our site on the same date are ranked based on size availability and unit volume sales highest to lowest.

Sale Product Listing Pages

For logged out users:

All rows are ranked based on the below:

a. Product sales in the country that you are viewing from over the last 14 days
b. Product stock levels

The remaining products are ranked depending on product sales in the country you are purchasing from, core size availability, product newness, and products which we hold more inventory for.

For logged in users:

The ranking of the first 400 products you are shown are based upon your previous browsing and shopping history. Using the below information, products are then ranked in order of relevance to you:

a. Product views within the last 28 days
b. Purchases you have made within the last 120 days
c. Items you’ve added to your bag within the last 120 days
d. Items you’ve saved for later within the last 120 days

The remaining products are ranked based upon:

a. Product sales in the country that you are viewing from over the last 14 days
b. Product Stock levels

Sorting Options

You can sort your results in many ways to determine the order in which products are displayed. This includes:

• Newness: Products are shown by newest to oldest. Products that share a date are ranked based on core size availability and bestselling products.
• Price high to low:  Products are shown based on highest current selling price to lowest. Products that share the same price are ranked based on core size availability and bestselling products.
• Price low to high: Products are shown based on lowest current selling price to highest. Products that share the same price are ranked based on core size availability and bestselling products.

Product Detail Page, Product Carousels and Grids

We also show You May Also Like (YMAL), People Also Bought and Buy the Look products across all our devices, which provide up to 20 additional products for you to discover.

Logged out users will be shown products based on item-to-item score which assesses how similar a product is to another, based on ASOS customer general browsing history. Products are ranked based on the highest item-to-item similarity score.

If you are logged in to your ASOS account:

YMAL products you are shown will depend on:

Your declared gender within your shopping profile (if applicable). Products are then ranked based on the following information:

a. Product views within the last 7 days
b. Purchases you have made within the last 12 months
c. Items you’ve added to your bag within the last 12 months
d. Items you’ve saved for later within the last 12 months

People Also Bought products are products which complement the item you are looking at. The items you are shown will depend on:

Your declared gender within your shopping profile (if applicable). Products are then ranked based on the following information:

a. Product views within the last 7 days
b. Purchases you have made within the last 12 months
c. Items you’ve added to your bag within the last 12 months
d. Items you’ve saved for later within the last 12 months

We also make sure that we do not show you products that we don’t think will work practically with a certain product, for example we won’t recommend you a jumpsuit to wear with a dress, or some jeans to wear with some trousers.

Buy the Look products shown are the exact items that were used in our Creative studios to style with the main items. Sometimes these products are out of stock, so customers can “See Similar” which will list using visual recognition technology to identify similar products. For example, it may not be the exact styling item but will be visually similar.

Homepage Carousels/Edit

The following homepage edits and product carousels appear to logged in users:

1. Styles based on your shopping habits carousel (filtered to full price items only)
2. We found these for you in the sale carousel (filtered to clearance product only)
3. Key Picks from categories you’ve been looking at
4. Similar vibes to your saved items carousel
5. Quick! Your Saved Items are Low in Stock

Products within numbers 1,2 and 3 are ranked based on:

Your declared gender within your shopping profile (if applicable). Products are then ranked based on the following information:

a. Product views within the last 7 days
b. Purchases you have made within the last 12 months
c. Items you’ve added to your bag within the last 12 months
d. Items you’ve saved for later within the last 12 months

Whilst 4 & 5 an item-to-item score is used which assesses how similar a product is to another based on all users browsing history.  Products shown are therefore those with the highest item-to-item similarity score for your last 5 out of stock saved items.

Additional Information

Customer Testing

ASOS’s approach to rankings continuously evolves as we conduct testing on certain customer groups. During these tests, customers in those test groups might temporarily see product rankings which do not follow the above information. However, where the results of such testing result in a permanent change to ASOS product ranking, such change shall be reflected here.

Low size availability styles

In order to improve customer experience, we may choose to completely remove or demote very low size availability products from all search results and product carousels. 

Your Personal Data  

For more information about how ASOS uses your personal data and your rights in relation to your data, please read our privacy notice.