Social indexing is the ability to represent information made by the users of a system to share and retrieve information. In an Online Social Network Service (OSNS) it is possible to perceive the intrinsic aspects of social indexing through the use of tags in the marketing of products.

The goal is to analyze tags to characterize social indexing in Amazon fruit sale ads within an On-line Social Networking Service. The methodological procedures were carried out through an exploratory analysis of an experimental nature with direct participation; the data collection selected the ads that deal individually about each fruit on the Facebook Marketplace.

From the analysis of the data sets, it was possible to verify the aspects of the use of tags in ads in terms of quantity and frequency. The tags were classified based on the role each one plays concerning the resource indexed by the user. In addition, aspects regarding geographic location and content representation in the ad title were observed.

It was possible to identify the social indexing in the use of tags in the OSNS Facebook Marketplace when it comes to Amazonian fruits, as the tags are made up of semantic value and not just decontextualized textual fragments: they have intrinsic aspects that depend on the user or user groups, which they use to attribute an interpretation that may vary according to the context.

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