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Site Info

This is a usability benchmark of Amazon's checkout process. In total, 100 sites have been benchmarked across 63 usability guidelines from the E-Commerce Checkout research study. You can also navigate the sites by checkout step.

Legal name: Amazon.com Inc.

Website URL: amazon.com

Industry: Mass Merchant

Rank: 74 of 100

Reviewed on: March 28, 2012

Reviewed by: Christian Holst

Also in the: Homepage & Category Benchmark and E-Commerce Search Benchmark

Usability Evaluation

When reviewed on March 28, 2012, the e-commerce checkout process of Amazon adhered to 34 usability guidelines, violated 24, and scored neutral on 3 occasions, while a remaining 2 guidelines weren’t applicable.

To read each guideline and review your own sites, you’ll need Pro access.

See methodology to read up on the evaluation criteria and scoring algorithm.

Show detailed score breakdown

Benchmark averages

Data Input 13.1

Copywriting 47.5

Layout 78.7

Navigation 65.6

Flow -11.5

Focus -75.4

Total score: 118

  • Data Input Score: 13.1

    • Guideline #1 26.2 Adhered High
    • Guideline #2 -9.8 Violated Low
    • Guideline #3 -19.7 Violated High
    • Guideline #4 19.7 Adhered High
    • Guideline #5 -13.1 Violated High
    • Guideline #6 13.1 Adhered High
    • Guideline #7 -6.6 Violated High
    • Guideline #8 9.8 Issue Resolved
    • Guideline #9 -9.8 Violated High
    • Guideline #10 -9.8 Violated High
    • Guideline #11 -6.6 Violated High
    • Guideline #12 6.6 Adhered High
    • Guideline #13 0 Not Applicable
    • Guideline #14 6.6 Adhered High
    • Guideline #15 6.6 Adhered High
  • Copywriting Score: 47.5

    • Guideline #16 -13.1 Violated Low
    • Guideline #17 9.8 Adhered Low
    • Guideline #18 19.7 Adhered High
    • Guideline #19 16.4 Adhered High
    • Guideline #20 -8.2 Violated Low
    • Guideline #21 13.1 Adhered High
    • Guideline #22 6.6 Adhered High
    • Guideline #23 3.3 Adhered Low
  • Layout Score: 78.7

    • Guideline #24 11.5 Adhered Low
    • Guideline #25 23.0 Adhered High
    • Guideline #26 23.0 Adhered High
    • Guideline #27 -8.2 Violated Low
    • Guideline #28 0 Neutral
    • Guideline #29 8.2 Adhered Low
    • Guideline #30 -19.7 Violated High
    • Guideline #31 9.8 Adhered High
    • Guideline #32 9.8 Adhered High
    • Guideline #33 9.8 Adhered High
    • Guideline #34 4.9 Adhered Low
    • Guideline #35 -6.6 Violated High
    • Guideline #36 6.6 Adhered High
    • Guideline #37 6.6 Adhered High
    • Guideline #38 0 Neutral
  • Navigation Score: 65.6

    • Guideline #39 19.7 Adhered High
    • Guideline #40 19.7 Adhered High
    • Guideline #41 19.7 Issue Resolved
    • Guideline #42 -16.4 Violated High
    • Guideline #43 6.6 Adhered Low
    • Guideline #44 13.1 Adhered High
    • Guideline #45 9.8 Adhered High
    • Guideline #46 -6.6 Violated High
  • Flow Score: -11.5

    • Guideline #47 23.0 Adhered High
    • Guideline #48 0 Neutral
    • Guideline #49 -11.5 Violated Low
    • Guideline #50 -16.4 Violated High
    • Guideline #51 -6.6 Violated Low
    • Guideline #52 -13.1 Violated High
    • Guideline #53 13.1 Adhered High
  • Focus Score: -75.4

    • Guideline #54 -26.2 Violated High
    • Guideline #55 -26.2 Violated High
    • Guideline #56 -8.2 Violated Low
    • Guideline #57 0 Not Applicable
    • Guideline #58 -16.4 Violated High
    • Guideline #59 -16.4 Violated High
    • Guideline #60 -8.2 Violated Low
    • Guideline #61 13.1 Adhered High
    • Guideline #62 6.6 Adhered High
    • Guideline #63 6.6 Adhered High

Industry Comparison

A total of 15 sites were benchmarked in the Mass Merchant industry, of which Amazon ranks 10. This makes the site...

Checkout Design

The checkout process of Amazon is 8 steps long and has been marked up with 44 examples of usability best (and worst) practices.

Tip: See the full-size screenshots by clicking the thumbnails below or clicking the arrows on the edge of the page.

Checkout Step 1 of 8 Cart

In this checkout step there's 4 highlights (pro only) outlining what Amazon are doing right and wrong.

Tip: Navigate using the arrows on the left and right of the page.

Amazon's Cart Checkout Step

Guideline #50

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Guideline #49

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Checkout Step 2 of 8 Account

In this checkout step there's 4 highlights (pro only) outlining what Amazon are doing right and wrong.

Tip: Navigate using the arrows on the left and right of the page.

Amazon's Account Checkout Step

Guideline #43

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Checkout Step 3 of 8 Account

In this checkout step there's 6 highlights (pro only) outlining what Amazon are doing right and wrong.

Tip: Navigate using the arrows on the left and right of the page.

Amazon's Account Checkout Step

Guideline #2

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Guideline #6

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Guideline #10

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Guideline #56

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Guideline #16

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Checkout Step 4 of 8 Shipping address

In this checkout step there's 11 highlights (pro only) outlining what Amazon are doing right and wrong.

Tip: Navigate using the arrows on the left and right of the page.

Amazon's Shipping address Checkout Step

Guideline #2

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Guideline #16

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Guideline #9

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Guideline #11

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Guideline #56

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Guideline #5

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Guideline #33

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Checkout Step 5 of 8 Delivery options

In this checkout step there's 4 highlights (pro only) outlining what Amazon are doing right and wrong.

Tip: Navigate using the arrows on the left and right of the page.

Amazon's Delivery options Checkout Step

Guideline #38

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Guideline #18

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Guideline #52

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Guideline #51

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Checkout Step 6 of 8 Payment

In this checkout step there's 9 highlights (pro only) outlining what Amazon are doing right and wrong.

Tip: Navigate using the arrows on the left and right of the page.

Amazon's Payment Checkout Step

Guideline #38

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Guideline #2

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Guideline #27

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Guideline #21

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Guideline #63

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Guideline #59

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Guideline #58

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Guideline #45

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Checkout Step 7 of 8 Billing address

In this checkout step there's 1 highlight (pro only) outlining what Amazon are doing right and wrong.

Tip: Navigate using the arrows on the left and right of the page.

Amazon's Billing address Checkout Step

Guideline #59

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Checkout Step 8 of 8 Delivery options, Order review

In this checkout step there's 5 highlights (pro only) outlining what Amazon are doing right and wrong.

Tip: Navigate using the arrows on the left and right of the page.

Amazon's Delivery options and Order review Checkout Step

Guideline #42

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Guideline #58

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Guideline #52

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Guideline #34

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