
"How to wake up customers who shop only by imagination without reading words or pictures," the seller titled their post. "Do I need to write the product size on the main image to ensure that customers can see it," they asked.
The seller vented their frustration. "I have told customers the size of the product in all the places where I can tell them, but some customers still don't look at it, and then after receiving the product, they tell me it is too small. Is this my fault or the guest's fault? Do I need to write the dimensions of the product on the main image?"
The seller said their Amazon CX health was poor because of buyers who report their items were too small. (CX means Customer Experience on Amazon - NCX is Negative Customer Experience.)
The seller is right to ask if there's something they can do - if a lot of customers report a size is too small on one product, maybe there is something they could change in that listing. Otherwise, they may wish to rethink offering the item for sale - selling one item that results in bad experiences could jeopardize their entire business on Amazon.
But sellers often report there are some buyers who order carelessly no matter what the product is or how carefully the seller describes it. Do a search for "didn't read description" on the eBay discussion boards and you'll find examples.
One eBay seller was surprisingly sympathetic to a buyer who wanted to return an item: "Buyer wants to return an item, ordered by mistake because they didn't read the description. I really don't blame them, eBay made it almost impossible to read the descriptions with their promos, why can't they just show the item and the description all together rather than throwing all those annoying items in your face in the middle."
One factor that might make things worse in the New Year is AI - companies are using Artificial Intelligence to generate descriptions automatically. But online marketplaces also make it the seller's responsibility to check those AI-generated descriptions. (
Amazon is even publishing AI-generated review summaries.)
How do you ensure that even the most inattentive buyers understand what they're ordering from you, and are marketplace venues punishing you for buyer mistakes?