Stefan Gutheil, founder of ICONIC SALES and Amazon expert, assesses the results: "It is of course in the "nature" of some products that they are only aimed at very specific target groups. Particularly in the beauty category, there are goods that are only intended to be marketed to women from the outset, which is why many providers refrain from inclusion in such cases. In addition, many product descriptions simply do not contain any terms that could be gendered. However, even in the few cases where gender wording would be possible, most providers miss the opportunity to improve connectivity and reduce barriers. This is due not only to the keywords, which are also rarely given gender forms in user searches, but also to the costs incurred by product descriptions. The longer, the more expensive. Product descriptions therefore remain less inclusive as long as retailers have to record monetary losses due to gendering.