We endogenize product design in a model of sequential search with random firm-consumer match value à la Wolinsky (Quart J Econ 96:493–511, <CitationRef CitationID="CR21">1986</CitationRef>) and Anderson and Renault (RAND J Econ 30:719–735, <CitationRef CitationID="CR1">1999</CitationRef>). We focus on a product design choice by which a firm can control the dispersion of...</citationref></citationref>