In my language I’m seeing increasingly more legitimate sellers on Amazon switching to styles seen in Chinese listings, like “2022 updated version”, “easily use the product fashion”, whatever. Just on Amazon though.
Because they are betting it results in insufficient extra revenue compared to the extra payroll costs.
The font thing is just their default Chinese font with its Roman glyphs that are designed to look proportional to Chinese characters, not appeal to Western sensibilities.
They already took over the most successful American retail business by selling cheap crap without needing to deal with marketing. American companies that do all that come and go while the Chinese presence keeps growing and winning. Maybe it's us who have our product strategy wrong. Marketing might make sense when you're targeting a certain audience with disposable income, but probably most buyers on Amazon are just looking for the cheapest reasonable crap and don't overthink it...
Really the onus here should be on Amazon. Opening their catalog to third party sellers was inevitably going to destroy the user experience. Did Bezos care? No, they get paid by both sides this way. Everyone else started copying this model too, from Walmart to Bed Bath and Beyond.
The days of quality manufacturing and customer loyalty are long gone. It's all been replaced by cheap whitelabeled or unbranded crap sold via a shotgun approach to hordes of unthinking buyers. It makes the middleman more money that way now that they can easily scale it up to reach millions. SEO and fake reviews replaced quality driven word of mouth.
I also don't understand why the Chinese listings are so crap and easily identifiable, as you say. I mean, don't tell them, but why don't they just hire an English/American/whatever market person to make it look right? (Font is another one, in images, instructions, even printed on the product itself. They often use a bizarre early computer slightly off-monospace looking one, I assume it's a default somewhere and if you're not used to/natively reading a script, it's harder to have an eye for what's a good font.)