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Amazon’s Checkout UX

This is a usability benchmark of the checkout experience of Amazon and 99 other sites. The overall performance of Amazon is mediocre. Some of Amazon's biggest checkout usability issues are due to broken Focus, Flow, and Data Input. That said, their checkout performs great within Navigation.

Rank: #74 of 100

Usability Score: 265

URL: amazon.com

Reviewed by: Christian Holst

Poor
Acceptable
Good

Data Input

15 Guidelines · Score: 29.5

“Broken” Performance
Guideline #1: Adhered High · Score: 58.9
Guideline #2: Violated Low · Score: -22.1
Guideline #3: Violated High · Score: -44.2
Guideline #4: Adhered High · Score: 44.2
Guideline #5: Violated High · Score: -29.5
Guideline #6: Adhered High · Score: 29.5
Guideline #7: Violated High · Score: -14.7
Guideline #8: Issue Resolved · Score: 22.1
Guideline #9: Violated High · Score: -22.1
Guideline #10: Violated High · Score: -22.1
Guideline #11: Violated High · Score: -14.7
Guideline #12: Adhered High · Score: 14.7
Guideline #13: Not Applicable · Score: 0.0
Guideline #14: Adhered High · Score: 14.7
Guideline #15: Adhered High · Score: 14.7
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Copywriting

8 Guidelines · Score: 106.8

Guideline #16: Violated Low · Score: -29.5
Guideline #17: Adhered Low · Score: 22.1
Guideline #18: Adhered High · Score: 44.2
Guideline #19: Adhered High · Score: 36.8
Guideline #20: Violated Low · Score: -18.4
Guideline #21: Adhered High · Score: 29.5
Guideline #22: Adhered High · Score: 14.7
Guideline #23: Adhered Low · Score: 7.4
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Layout

15 Guidelines · Score: 176.7

Guideline #24: Adhered Low · Score: 25.8
Guideline #25: Adhered High · Score: 51.6
Guideline #26: Adhered High · Score: 51.6
Guideline #27: Violated Low · Score: -18.4
Guideline #28: Neutral · Score: 0.0
Guideline #29: Adhered Low · Score: 18.4
Guideline #30: Violated High · Score: -44.2
Guideline #31: Adhered High · Score: 22.1
Guideline #32: Adhered High · Score: 22.1
Guideline #33: Adhered High · Score: 22.1
Guideline #34: Adhered Low · Score: 11.0
Guideline #35: Violated High · Score: -14.7
Guideline #36: Adhered High · Score: 14.7
Guideline #37: Adhered High · Score: 14.7
Guideline #38: Neutral · Score: 0.0
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Navigation

8 Guidelines · Score: 147.3

“State of the Art” Performance
Guideline #39: Adhered High · Score: 44.2
Guideline #40: Adhered High · Score: 44.2
Guideline #41: Issue Resolved · Score: 44.2
Guideline #42: Violated High · Score: -36.8
Guideline #43: Adhered Low · Score: 14.7
Guideline #44: Adhered High · Score: 29.5
Guideline #45: Adhered High · Score: 22.1
Guideline #46: Violated High · Score: -14.7
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Flow

7 Guidelines · Score: -25.8

“Broken” Performance
Guideline #47: Adhered High · Score: 51.6
Guideline #48: Neutral · Score: 0.0
Guideline #49: Violated Low · Score: -25.8
Guideline #50: Violated High · Score: -36.8
Guideline #51: Violated Low · Score: -14.7
Guideline #52: Violated High · Score: -29.5
Guideline #53: Adhered High · Score: 29.5
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Focus

10 Guidelines · Score: -169.4

“Broken” Performance
Guideline #54: Violated High · Score: -58.9
Guideline #55: Violated High · Score: -58.9
Guideline #56: Violated Low · Score: -18.4
Guideline #57: Not Applicable · Score: 0.0
Guideline #58: Violated High · Score: -36.8
Guideline #59: Violated High · Score: -36.8
Guideline #60: Violated Low · Score: -18.4
Guideline #61: Adhered High · Score: 29.5
Guideline #62: Adhered High · Score: 14.7
Guideline #63: Adhered High · Score: 14.7
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All 100 sites were benchmarked across the 63 guidelines from the E-Commerce Checkout usability study. During our evaluation, Amazon's checkout process adhered to 34 usability guidelines, violated 24, and scored neutral on 3 occasions, while a remaining 2 guidelines weren’t applicable.

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

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Industry Comparison: Mass Merchant

Overall Amazon ranks 74 when comparing their checkout UX performance against the 99 other major US e-commerce sites in the benchmark, and ranks 10 in the Mass Merchant industry.

Poor
Acceptable
Good

1. Sears

3. Walmart

4. Target

5. Buy.com

6. Kohl's

10. Amazon

“Broken” Performance

14. ShopNBC

“Broken” Performance

15. Costco

“Broken” Performance
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