I saw an Amazon listing that said “15 cm diameter.” It was selling on Amazon DOT
By John Aspinall ✱ · February 22, 2026 · Curated by George's Blog
I saw an Amazon listing that said “15 cm diameter.”
It was selling on Amazon DOT com (USA).
I felt bad for the brand - instantly.
That’s a mistake that’s costing them clicks.
American consumers don’t visualize centimeters.
→ At all.
When you use metric measurements on a US listing, you’re creating friction.
The customer has to:
1. Notice the measurement
2. Process that it’s in centimeters
3. Convert it to inches in their head
4. Decide if that’s the right size
Three extra steps = lost click.
The fix is embarrassingly simple:
⤷ Use inches for US listings.
Always localize your measurements for your market.
→ “6 inches” communicates size instantly.
→ “15 cm” requires mental math.
This applies to:
• Product dimensions
• Serving sizes
• Coverage areas
I know this seems obvious, but I see brands mess this up constantly - especially international sellers or brands using generic image templates across marketplaces.
Know your audience.
Speak their language.
Remove friction.
Are you using the right measurements for your market?