Bol.com

MarktMentor vs Rylee: how do you optimise your listing on bol?

Lars Hurkmans·Co-founder·22 July 2026·Temps de lecture 4 minutes

A strong listing on bol combines two things: the right data (relevant keywords, competitor reviews, what lifts conversion) and an AI that turns it into good copy. Data alone means writing everything yourself, AI alone means guessing. MarktMentor feeds real bol data step by step into the Listing Builder; an AI layer without that data underneath, like the one Rylee offers, comes close to a listing from a general AI chat.

Your listing is your business card on bol: it is the only thing the customer sees, and it is what they buy your product on. But what really makes a listing good, and what should a tool be able to do to help you with that?

What makes a listing on bol good?

A good listing rests on context-specific data. By that we mean: the keywords that are relevant on your marketplace, because what works on bol is not the same as on another platform. That also includes the insights that lift your conversion, and on a marketplace reviews play a big role in that: consumers look at them before they buy. If you want to stand out, you want to know what customers find important in competitors' reviews and where those competitors fall short, so you can emphasise exactly those points in your own listing.

In short, a good listing optimisation tool has to be able to look at that context, weigh it, and distil the right choices from it. Without that data you write on gut feeling, and that is exactly what you want to avoid.

Two goals: the bol algorithm and Google Shopping

Specifically for bol, an optimised listing has to do two things at once. First, you want to be found well within bol's own algorithm; how that works, you can read in the bol algorithm and ranking higher in the search results. Second, you want your listing optimised for Google Shopping. That is more important than many sellers think: a large share of traffic can start there, and when it comes to advertising bol also looks at how suitable your listing is to show via Google Shopping. A listing that aims at only one of the two leaves traffic on the table.

Data and AI, not one or the other

And then there is the AI. Certainly now, you want the insights from your data to be turned into copy in a good way. But watch the pitfall on both sides. If you only have good data and no AI, you have to write everything yourself, and that takes a lot of time. If you only have an AI without data underneath, you run the risk of it hallucinating: nice sentences, but with keywords and claims that do not matter in your market. What you want is the two linked together: the right bol data as the source, fed to an AI that turns it into clean, converting copy. That combination is the core of good listing work.

This is how you build a listing on data

This is how MarktMentor's Listing Builder works: you are guided through the process in steps, and data goes in at every step.

• Your product. You enter your product type and category. Based on that, MarktMentor already retrieves a lot of relevant bol data about your product, because that is collected in its own background system.
• Your competitors. You see, based on data, which sellers are relevant, and choose the competitors you take as your benchmark.
• The keywords. You analyse them interactively, per competitor or per category, so you quickly see the playing field: these are the terms I need to be found on.
• The impact. Whether you choose a keyword or not, you immediately see what that does to your findability. That way you make substantiated choices instead of a guess.

Your competitors' reviews are automatically taken into account, so you can immediately respond to the points you know customers find important. And only once that data is there does the AI layer come in: it writes the title and description based on everything you have collected. You can take strong competitors as a source of inspiration and iterate from there. The title is tailored to the environment, because in the app titles are cut off shorter than on desktop, so you want the most important information at the front there. Everything is adjustable, and with every adjustment you again see what it does to your findability. You find the keywords themselves in the Keyword Guide; how to sharpen a listing further, you can read in optimising your listing on bol and, around a launch, in launching a product with a listing and ads.

An AI layer, or the data underneath?

Put that next to a lighter tool and you see the distinction. For listings, Rylee offers, as far as publicly observable, essentially an AI layer: you have the AI write a listing, and it comes up with the keywords itself, without integration with bol data. You then do not really know where those keywords come from or whether they are grounded in anything in the bol or Google ecosystem. In practice that comes close to what you get if you have a general AI chat write a listing and paste it into bol.

That is not a matter of bad or good, but of a different choice. Anyone can generate an AI text these days; the added value is precisely in the data you feed into it. The richer that bol data, the more sharply the listing matches what is going on in your market. A tool without that underlying system cannot take that data into account, and so stays closer to a generic text generator.

A difference in approach, not in price

In the end it is a choice between two approaches. Rylee positions itself mainly as a budget solution, and that fits a simpler setup: an AI layer that comes up with a text itself. For the entry level you are at a comparable price point with both, so this is not a choice between cheap and expensive.

What it does come down to is what your listing does. A title and description that match exactly the keywords buyers in your niche search on, and that respond to what competitors leave on the table according to their reviews, are found better and convince faster. And that is exactly what makes the difference between a listing that takes part and one that stands out. That requires the data underneath: without that underlying system it largely remains guessing, with that data you optimise with purpose instead of filling in blindly.

In short

• A good listing rests on context-specific data (keywords, competitor reviews, conversion insights) and an AI that turns it into good copy.
• On bol your listing serves two goals: scoring well in the bol algorithm and being optimised for Google Shopping.
• Data alone means writing yourself; AI alone means guessing. The combination is the core.
• MarktMentor feeds real bol data step by step into the Listing Builder, with the keywords, the competitors, the reviews and the impact on your findability in view, and tailors the title to app and desktop.
• Rylee mainly offers an AI layer that comes up with the keywords itself without bol data. The difference is in that data layer, not in the monthly price.

Optimising your listing is one of the things you need to master to succeed on bol. The complete overview is in what you need to be able to do to succeed on bol.

Read more:

• Optimising your listing on bol
• The bol algorithm and ranking higher in the search results
• Launching a product with a listing and ads

Compare MarktMentor and Rylee per feature

• MarktMentor vs Rylee: how do you do product research on bol?
• MarktMentor vs Rylee: how do you grow profitably on bol?
• MarktMentor vs Rylee: how do you measure your findability on bol?
• MarktMentor vs Rylee: how do you advertise on bol?

The comparison with Rylee is based on publicly observable information at the time of writing.