The Curse of Knowledge: Why Your Product Descriptions May Be Failing

Understanding the Curse of Knowledge

Before we can fix the problem, we need to understand exactly what we’re dealing with. In this section, we’ll explore what the curse of knowledge is, why our brains are wired this way, and the very real impact it has on your bottom line.

What Exactly Is the Curse of Knowledge?

The curse of knowledge is a cognitive bias that occurs when an individual who is communicating with others cannot effectively put themselves in the position of someone with less information. In simpler terms: once you know something, it’s virtually impossible to imagine what it’s like not to know it.

This term was first introduced in economic research on information asymmetry—situations where one party has more information than another. Economists Camerer, Loewenstein, and Weber documented this phenomenon in a 1989 study where participants who were given specific information couldn’t ignore this knowledge when predicting how others without that information would behave.

Since then, the concept has evolved from an academic curiosity to a recognized challenge in marketing and product communication. Studies show that product descriptions suffering from the curse of knowledge can reduce conversion rates by 15-30%, representing a significant hidden cost for many businesses.

The Psychology Behind the Blind Spot

Several cognitive mechanisms contribute to this phenomenon:

• Hindsight bias: Once we understand something, we can’t un-know it, making it seem obvious and causing us to overestimate how obvious it would be to others
• Memory limitations: We literally cannot remember what it was like not to know what we now know
• Mental model gaps: Experts develop complex mental frameworks around their subjects that novices simply don’t possess
• Fluency illusion: When information feels easy for us to process, we assume it will be equally easy for others

These mechanisms aren’t signs of poor communication skills or lack of empathy—they’re built into how our brains work. Even professional writers and marketers fall victim to this bias without specific techniques to counteract it.

The Real Cost to Your Business

The economic impact of the curse of knowledge on e-commerce can be substantial:

• Knowledge-cursed product descriptions can reduce conversion rates by up to 30% compared to clear, benefit-focused alternatives
• Studies show 67% of customers abandon their purchase journey when they encounter confusing product information
• Businesses with jargon-heavy descriptions typically see 2-3x higher rates of customer service inquiries, increasing operational costs
• The financial impact compounds over time through lost sales, higher support costs, and missed word-of-mouth opportunities

For a store doing $10,000 monthly in sales, addressing the curse of knowledge in product descriptions could potentially add $2,000-$3,000 in monthly revenue without any additional traffic or products.

Now that we understand what the curse of knowledge is and why it matters, let’s look at how it specifically shows up in product descriptions. The symptoms might surprise you, and you’ll probably recognize more than a few in your own content!

How the Curse Manifests in Product Descriptions

The curse of knowledge doesn’t announce itself with flashing warning signs. Instead, it sneaks into your product descriptions in subtle ways that seem perfectly clear to you but leave customers scratching their heads. Let’s explore how to spot these problems in your product content.

Common Red Flags in Product Descriptions

Look for these telltale signs that the curse of knowledge has infected your product pages:

• Technical specification overload: Listing numerous technical details without explaining why they matter to the customer (e.g., “Features a 2.4GHz quad-core processor” without explaining that this means “loads apps instantly with no frustrating delays”)
• Unexplained industry terms: Using acronyms and jargon that insiders understand but newcomers don’t (e.g., “Supports MQTT protocols for IoT integration” without explaining what this means for the user)
• Assumed knowledge: Taking for granted that customers understand product categories or features that may actually be unfamiliar to them
• Missing benefit translations: Failing to connect features to actual customer benefits (e.g., listing “1080p resolution” without mentioning “crystal clear images that show every detail”)
• Complexity creep: Using unnecessarily complex sentence structures, academic language, or long-winded explanations

Research shows that product descriptions containing more than three unexplained technical terms can reduce purchase confidence by up to 40% among general consumers. Yet many product pages contain dozens of such terms!

Products Most Vulnerable to the Curse

While any product can suffer from the curse of knowledge, some categories are particularly susceptible:

• Technical products: Electronics, software, and tools often have descriptions drowning in specifications without context
• B2B offerings: Business products frequently assume specialized industry knowledge that not all potential buyers possess
• Products with complex use cases: Items with multiple applications or sophisticated functionality tend to have overcomplicated descriptions
• Innovative products: New-to-world items lack familiar reference points, making clear communication even more crucial

Even simple products can suffer when sellers are deeply knowledgeable about materials, production methods, or subtle quality differences that aren’t obvious to the average consumer.

Critical Moments Where Clarity Matters Most

The curse of knowledge affects different stages of the customer journey:

• Initial comprehension: Customers first need to quickly understand what the product is and if it’s relevant to their needs
• Feature evaluation: When comparing options, customers need to understand what differentiates your product
• Value assessment: Customers need to clearly see why your product is worth the price
• Purchase confidence: Before buying, customers need enough clarity to feel confident they’re making the right choice
• Post-purchase satisfaction: After buying, customers need to understand how to use and get the most from the product

Clarity failures at any of these stages can derail the customer journey, leading to abandoned carts, returned products, or poor reviews.

Now that we know what problems to look for, let’s move on to a critical question: how do you know if the curse of knowledge is affecting your product descriptions? In the next section, we’ll explore practical methods to audit your content and identify specific opportunities for improvement.

Diagnosing the Curse in Your Content

Suspecting the curse of knowledge is one thing—proving it (and pinpointing exactly where it’s affecting your content) is another. In this section, we’ll explore practical methods to diagnose clarity problems in your product descriptions.

Conduct a Content Audit

Start with a systematic evaluation of your product descriptions using these approaches:

• Jargon density assessment: Count the number of technical terms, industry acronyms, and specialized vocabulary in each description. More than 2-3 unexplained technical terms per 100 words is a warning sign
• Readability scoring: Use tools like Hemingway Editor or Grammarly to check your content’s reading level. For most consumer products, aim for a grade 6-8 reading level (Flesch-Kincaid scale)
• Technical-to-benefit ratio: Count how many technical features are mentioned compared to explicit customer benefits. A healthy ratio is at least one clear benefit for every technical feature
• Prerequisite knowledge mapping: List all the things a reader would need to already know to fully understand your description. The longer this list, the bigger the potential problem

This systematic approach helps identify specific content issues rather than making vague assumptions about clarity problems.

Look for User Experience Red Flags

User behavior often reveals comprehension problems that content analysis might miss:

• Heat map analysis: Do users spend excessive time on certain sections or skip important information entirely? Both can indicate comprehension issues
• Bounce rate patterns: High bounce rates (over 65%) on product pages often indicate that visitors aren’t understanding the value proposition
• Customer service themes: Frequent questions about information that’s actually included in your descriptions suggests the information isn’t clear enough
• Review content analysis: Look for phrases like “I didn’t realize…” or “I was expecting…” in reviews, which often signal expectation mismatches caused by unclear descriptions

One e-commerce study found that pages with high bounce rates had 3x more unexplained technical terms than better-performing pages selling similar products.

Comparative Analysis Techniques

Sometimes the best insights come from comparison:

• Competitor comparison: Analyze how competitors describe similar products. Do they use simpler language or provide more context for technical features?
• Cross-industry inspiration: Look at how companies in different industries with similar complexity challenges communicate with customers
• Non-expert testing: Ask people unfamiliar with your product category to read your descriptions and explain back what they understand
• Before-and-after testing: Rewrite a description using the techniques we’ll cover later, then test both versions with potential customers

The non-expert testing approach is particularly powerful. Research shows that having just 5 non-experts review your content can identify up to 80% of major comprehension issues.

Now that we know how to identify the curse of knowledge in our content, let’s explore the psychology behind what makes product descriptions work. Understanding these principles will give us the foundation for creating truly effective descriptions that convert browsers into buyers.

The Psychology of Effective Product Descriptions

To write product descriptions that truly connect with customers, we need to understand how people process information and make purchase decisions. This section explores the psychological principles that make descriptions clear, compelling, and conversion-focused.

How Customers Build Understanding

The way people process and comprehend product information follows specific psychological patterns:

• Mental models: Customers understand new products by relating them to things they already know. Without these reference points, comprehension suffers
• Cognitive load theory: The human brain can only process a limited amount of new information at once. Overloading customers with too many complex details leads to decision paralysis
• Schema theory: People organize information into mental frameworks (schemas). Products that fit into existing schemas are easier to understand than those requiring entirely new mental frameworks
• Attention economics: In digital environments, attention is scarce and fragmented. You have seconds to communicate core value before losing potential customers

Studies show that customers typically spend just 5-8 seconds scanning a product description before deciding whether to read more or move on. This means your most important information needs to be immediately accessible.

Building Trust Through Clarity

Clarity doesn’t just aid comprehension—it directly builds purchase confidence:

• Transparency correlation: Research shows that perceived transparency in product descriptions directly correlates with purchase confidence. Customers interpret clarity as honesty
• Expertise without alienation: Customers want to buy from knowledgeable sellers but don’t want to feel talked down to or confused
• Authority balance: Effective descriptions demonstrate expertise while remaining accessible, building trust through helpful, clear explanations
• Progressive disclosure: Offering basic information upfront with the option to access more detailed specifications allows customers to control their information intake

A study of e-commerce trust factors found that clear, jargon-free product information ranked as the #2 factor in building purchase confidence (just behind security indicators).

What Really Drives Purchase Decisions

Understanding customer motivation helps us focus descriptions on what actually drives conversions:

• Problem-solution framing: Customers are primarily motivated by solving problems or achieving desired outcomes, not by technical features
• Emotional vs. rational factors: While customers believe they make rational decisions, research shows that emotional factors drive purchases, which are then justified rationally
• Self-identification: Customers are more likely to purchase products when they can see themselves benefiting from them
• Risk reduction: Uncertainty and perceived risk are major purchase barriers. Clear information reduces the sense of risk

The most effective descriptions address both emotional drivers (how the product will make customers feel) and rational justifications (logical reasons that support the purchase).

With these psychological principles in mind, we’re ready to tackle the practical strategies that can transform confusing descriptions into clear, compelling content that drives sales. In the next section, we’ll explore specific techniques to overcome the curse of knowledge once and for all.

Proven Strategies to Overcome the Curse

Now for the actionable part: specific strategies to transform your product descriptions from confusing to compelling. These approaches have been proven to increase clarity, engagement, and conversion rates across various product categories.

Simplify Your Language

The most direct way to combat the curse of knowledge is through deliberate language simplification:

• Plain language principles: Use everyday words instead of technical terms whenever possible. Replace “utilize” with “use,” “functionality” with “features,” etc.
• Jargon management: When you must use technical terms, either explain them immediately or link to explanations. For example: “Our 4K display (four times sharper than standard HD) shows every detail.”
• Sentence structure: Use shorter sentences for important points. Aim for an average of 14-18 words per sentence for optimal comprehension
• Reading level targeting: Write at a 6th-8th grade reading level for most consumer products. This isn’t “dumbing down”—even sophisticated readers appreciate clarity

Conversion studies show that reducing reading grade level by just two grades (e.g., from 12th to 10th) can increase conversion rates by up to 12%, without any other changes to the page.

Use Storytelling and Scenarios

Stories and scenarios make technical information relatable and memorable:

• Customer-centered narratives: Frame descriptions around the customer’s experience rather than the product’s specifications
• “Day in the life” examples: Show how the product fits into real-world routines and solves everyday problems
• Problem-solution structures: Start with a relatable problem, then show how your product solves it
• Concrete use cases: Provide specific examples of how different types of customers benefit from the product

This approach is particularly effective for innovative or complex products. When Dyson describes their vacuum’s suction power not just in kilopascals but in how it picks up microscopic dust from deep within carpet fibers, they’re using this technique effectively.

Harness Visual Communication

Visual elements can dramatically improve understanding of complex information:

• Coordinated image and text: Ensure images illustrate the exact features mentioned in adjacent text
• Explanatory infographics: Use simple visuals to explain how features work or why they matter
• Comparison visuals: Show before/after or with/without scenarios to illustrate benefits
• Demonstration videos: Show the product in action, highlighting user benefits rather than just features

Eye-tracking studies show that product pages with well-coordinated text and images (where the image clearly illustrates what the text describes) achieve 37% better information retention than pages where images and text are misaligned.

Structure Content Strategically

How you organize information can be just as important as the information itself:

• Progressive disclosure: Start with the most important benefits, then provide options to learn more detailed information
• Layered content: Create different content sections for different knowledge levels (basics for everyone, technical details for those who want them)
• Feature-benefit pairing: For every feature mentioned, immediately explain its benefit. For example: “Titanium coating (feature) means it never scratches (benefit)”
• Specification frameworks: Present technical specifications in structured, scannable formats after the main benefits have been established

Amazon’s product page structure exemplifies this approach, with core benefits highlighted at the top and detailed specifications available through expanding sections further down the page.

These strategies sound good in theory, but how do you know if they’re actually working? In the next section, we’ll explore methods to test and optimize your product descriptions for maximum clarity and conversion.

Testing and Optimizing Your Descriptions

Creating clearer product descriptions is only the beginning. To really overcome the curse of knowledge, you need systematic testing and optimization. This section covers practical approaches to ensure your content actually connects with customers.

Before You Publish: Pre-Testing

Testing descriptions before they go live can catch clarity issues early:

• Non-expert reviews: Have people unfamiliar with your product category read your descriptions and explain them back in their own words
• Comprehension testing: Ask test readers specific questions about the product to check if key points are getting through
• Readability tools: Use tools like Hemingway Editor, Grammarly, or Microsoft Word’s readability statistics to assess complexity
• Focus groups: For high-value products, consider small focus groups where you can observe real-time reactions to your descriptions

The “explain it back” method is particularly powerful: if someone can accurately paraphrase your description after reading it, you’ve achieved clarity. If not, you’ve identified specific points of confusion.

After Publishing: Performance Analysis

Once descriptions are live, use data to drive ongoing improvements:

• A/B testing: Create two versions of a description—one technical and one benefit-focused—and measure which performs better
• Heat map analysis: Use tools like Hotjar or Crazy Egg to see which parts of your descriptions users actually read or skip
• Conversion impact: Track how changes to description clarity affect your conversion funnel metrics
• Support ticket analysis: Monitor if clearer descriptions reduce customer questions about product features or usage

One electronics retailer found that A/B testing descriptions led to a 23% increase in conversion rate for their most technical products, simply by restructuring how they presented the same information.

Continuous Improvement Process

Turn testing into an ongoing system for continuous optimization:

• Regular review cycles: Schedule quarterly audits of your top-selling and poorest-converting products
• Feedback integration: Create systems to collect and incorporate customer feedback on clarity
• Competitive monitoring: Regularly review how competitors describe similar products and borrow effective approaches
• Knowledge gap reassessment: As your products evolve, continue checking for new instances of the curse of knowledge

The most successful e-commerce businesses treat product descriptions as living documents that evolve based on customer feedback and performance data, not static content to be written once and forgotten.

Understanding these strategies is one thing—implementing them across an organization is another challenge entirely. In the next section, we’ll explore how to practically implement clarity improvements in real e-commerce environments, even when you have hundreds or thousands of products.

Implementing Clarity in E-commerce

Having great strategies is only valuable if you can implement them effectively. This section focuses on practical approaches to overcome the curse of knowledge across your entire product catalog and organization.

Cross-Functional Collaboration

Clear product descriptions often require bridging the gap between technical and marketing teams:

• Technical expert interviews: Develop structured interview processes where marketers can extract knowledge from product experts in customer-friendly ways
• Translation partnerships: Pair technical writers with copywriters to translate complex information into compelling benefits
• Review teams: Create diverse review teams including both subject matter experts and non-experts
• Customer service integration: Regularly incorporate feedback from customer service teams about what confuses customers

One effective approach is the “expert/novice pair” method, where a product expert and a non-expert collaborate on content, with the non-expert continually asking “what does this mean for the customer?” until everything is crystal clear.

Adapting to Different Customer Segments

Different customers have different knowledge levels and needs:

• Knowledge-level segmentation: Develop approaches for both newcomers and experts within your product category
• B2B vs. B2C considerations: B2B often requires more technical detail, but still benefits from clarity and benefit focus
• Industry customization: Adapt your approach based on the typical knowledge level in different industries
• Persona-based descriptions: For key products, consider creating alternative description versions for different user personas

The layered approach works well here: provide essential benefits and basic information for everyone, with clearly labeled sections for those seeking more technical details.

Technical Solutions and Tools

Technology can help scale your clarity improvements:

• Interactive descriptions: Use expandable sections, tooltips, or hover explanations for technical terms
• Integrated glossaries: Create pop-up definitions for necessary technical terms
• AI writing assistants: Tools like Grammarly Business or simplified AI rewriters can help identify and fix overly complex language
• Technical term detection: Implement systems that flag potentially confusing terms during the content creation process

These technical approaches are particularly valuable for large catalogs where manually reviewing every description would be impractical.

While strategies and implementation methods are useful, sometimes the best learning comes from seeing real examples. In the next section, we’ll explore case studies of businesses that successfully overcame the curse of knowledge in their product descriptions.

Success Stories and Cautionary Tales

Learning from real-world examples can be incredibly valuable. This section explores actual businesses that transformed their product descriptions—and those that learned hard lessons from clarity failures.

E-commerce Transformation Examples

These businesses successfully overcame the curse of knowledge:

• Electronics retailer clarity project: A mid-sized electronics store simplified their technical product descriptions, resulting in a 31% increase in conversion rates and a 24% decrease in pre-purchase customer service inquiries
• Home improvement product makeover: By replacing contractor terminology with homeowner-friendly language and adding simple diagrams, a tool manufacturer saw a 43% increase in direct-to-consumer sales
• Skincare benefit translation: A skincare brand rewrote descriptions to translate scientific ingredients into skin benefits, growing conversion rates by 26% and increasing average order value by 15%

The key success factor in each case was translating features into benefits while maintaining accuracy—not eliminating technical information, but contexualizing it for the customer.

Industry-Specific Success Stories

Different industries have found unique approaches to clarity:

• Software simplification: A SaaS company reduced technical jargon by 60% and organized features by user goals rather than functionality, increasing trial sign-ups by 38%
• Financial services clarity: An investment firm rewrote their product descriptions to explain complex financial products using everyday scenarios, increasing new customer acquisition by 22%
• B2B manufacturer transformation: An industrial equipment manufacturer created a two-tiered description system with general manager-friendly overviews and detailed technical specifications, increasing qualified leads by 35%

These examples show that even the most complex products can be explained clearly when companies prioritize the customer’s perspective.

Learning From Failures

Sometimes the most valuable lessons come from mistakes:

• The tech startup disconnect: A tech startup’s innovative product failed to gain traction despite superior features. Post-launch research revealed that 78% of potential customers simply didn’t understand what the product did from its jargon-filled descriptions
• The luxury brand assumption: A luxury skincare line used scientific terminology to convey premium positioning, but discovered through customer interviews that the language was creating uncertainty rather than confidence
• The feature overload fiasco: A camera manufacturer listed every technical specification on their product page without explaining benefits, leading to high bounce rates and poor conversion despite competitive pricing

In each case, the companies recovered by refocusing on clear customer benefits while still finding ways to communicate their technical excellence.

The landscape of product description is evolving rapidly with new technologies and consumer expectations. In the next section, we’ll explore emerging trends that will shape how we overcome the curse of knowledge in the future.

Future Trends and Innovations

The world of e-commerce and product communication continues to evolve. This section explores emerging technologies and approaches that are changing how businesses overcome the curse of knowledge.

AI and Machine Learning Applications

Artificial intelligence is creating new possibilities for clarity:

• Automated jargon detection: AI tools can now scan content to flag potentially confusing terms or passages based on reading level and common comprehension patterns
• Personalized descriptions: Machine learning enables dynamic product descriptions that adjust to the user’s demonstrated technical knowledge level
• Natural language processing: Advanced NLP systems can translate technical specifications into benefit-focused language at scale
• Predictive clarity optimization: AI can analyze which description elements lead to purchases for different customer segments and suggest improvements

These technologies are making it possible to overcome the curse of knowledge even across large product catalogs without massive manual effort.

Interactive Product Education

Beyond static descriptions, interactive elements are transforming product understanding:

• Augmented reality experiences: AR allows customers to visualize products in their environment, reducing the need for technical descriptions of size, fit, or appearance
• Dynamic content presentation: Descriptions that adapt based on user behavior, showing different information to browsers vs. deep researchers
• Gamified product education: Interactive elements that make learning about complex products engaging rather than overwhelming
• Integrated video and animation: Short, focused videos embedded directly in product descriptions to explain complex features

These approaches acknowledge that some concepts are simply easier to show than tell, especially for visually or functionally complex products.

Cross-Channel Consistency

As commerce becomes truly omnichannel, clarity across touchpoints becomes critical:

• Omnichannel description strategies: Developing consistent yet channel-appropriate product information across websites, marketplaces, social platforms, and physical packaging
• Mobile-first clarity: Creating ultra-clear descriptions optimized for the constraints and behaviors of mobile shopping
• Social media adaptations: Translating product benefits into platform-specific formats like Instagram Stories or TikTok videos
• Voice search optimization: Restructuring product information to work effectively with voice assistants and search

The businesses succeeding in this area focus on consistent core messaging about key benefits while adapting the format and detail level to each channel’s unique characteristics.

With all this information, you might be wondering exactly how to get started with improving your own product descriptions. In the final section, we’ll provide a practical roadmap for implementing these principles in your business.

Your Implementation Roadmap

Ready to overcome the curse of knowledge in your product descriptions? This final section provides a practical, step-by-step approach to implementing clarity improvements in your business.

Start With Assessment

Begin by understanding your current state:

• Audit your top products: Start with your 20% best-selling products that generate 80% of revenue
• Identify knowledge gaps: Use the methods from section three to pinpoint specific clarity issues
• Prioritize opportunities: Focus first on high-traffic pages with poor conversion rates, where clarity improvements will have the biggest impact
• Resource planning: Determine if you’ll handle improvements in-house or need external writing assistance

A focused approach is key—trying to rewrite your entire catalog simultaneously often leads to inconsistent results or abandoned efforts.

Develop Your Strategy

Create the foundation for systematic improvement:

• Assemble your team: Identify who will be involved in clarifying product information (marketers, technical experts, customer service)
• Create training materials: Develop guidelines for overcoming the curse of knowledge in your specific product context
• Establish standards: Create a style guide with specific rules about language, structure, and technical terminology
• Set up measurement: Determine how you’ll track the impact of your clarity improvements

Documenting your approach ensures consistency and makes it easier to scale improvements across your catalog.

Implementation and Optimization Cycle

Execute your plan with a systematic approach:

• Phase your implementation: Start with a small batch of important products, measure results, refine your approach, then expand
• Test and learn: Use A/B testing to validate that clarity improvements actually increase conversions
• Establish feedback loops: Create systems to continuously gather insights from customers and team members
• Develop maintenance protocols: Set up processes to ensure new products don’t fall victim to the curse of knowledge

This iterative approach allows you to refine your strategy based on real customer responses rather than assumptions.

Conclusion

The curse of knowledge is a powerful cognitive bias that affects even the most skilled marketers and product experts. By understanding that it’s virtually impossible to naturally see your products through a beginner’s eyes, you’ve taken the first step toward more effective product descriptions.

The strategies we’ve explored—from language simplification and storytelling to visual communication and structured content—provide practical ways to bridge the knowledge gap between you and your customers. The testing methodologies give you tools to verify that your improvements are actually working. And the implementation framework offers a roadmap to systematically enhance clarity across your product catalog.

Remember that clarity is not about “dumbing down” your products or eliminating technical information. It’s about providing context, translating features into benefits, and organizing information in ways that make sense to people encountering your products for the first time.

In e-commerce, where customers can’t pick up, try on, or ask questions about products in person, clear descriptions aren’t just nice to have—they’re essential for conversion. By overcoming the curse of knowledge, you’re not just improving product descriptions; you’re removing a significant barrier between your products and the customers who need them.

The businesses that master this challenge gain a significant competitive advantage: higher conversion rates, lower support costs, reduced returns, and stronger word-of-mouth. All from something as seemingly simple as product descriptions that actually make sense to customers.

Looking to implement these strategies across your Shopify store? The Growth Suite application helps merchants overcome the curse of knowledge with AI-powered clarity suggestions, readability scoring, and product description templates designed to boost conversions—making it easier to create product content that connects with customers and drives sales!

References

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• AJE. (2023). Overcoming the Curse of Knowledge: Communicating at the proper level of detail.
• Roland Eva. (2018). The Curse Of Knowledge Trap.
• Story22. (n.d.). How to avoid the curse of knowledge in your brand messaging.
• CXL. (2023). The Curse of Knowledge: How Expertise Can Hurt Your Marketing.
• Pinker, S. (n.d.). The psychological basis for the curse of knowledge in academic writing. Referenced in AJE article.
• Semantic Scholar. (2023). The impact of knowledge characteristics on process performance.
• Semantic Scholar. (2024). E-Commerce Product Retrieval Using Knowledge from GPT-4.