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Amazon’s Product List UX

This is a usability benchmark of the product list, filtering and sorting experience of Amazon and 49 other sites. The overall performance of Amazon is decent. For instance, Amazon's product listings have state of the art Interface & Layout and Scope & Logic yet suffer from broken User Interface and Personalization.

Rank: #4 of 50

Usability Score: 620

URL: amazon.com

Reviewed by: Jamie Appleseed

Poor
Acceptable
Good

Overall Product List UX Performance

93 Guidelines · Score: 620.0

List Layout

6 Guidelines · Score: 71.4

Guideline #1: Not Applicable · Score: 0.0
Guideline #2: Adhered High · Score: 31.7
Guideline #3: Adhered Low · Score: 13.2
Guideline #4: Adhered High · Score: 26.5
Guideline #5: Not Applicable · Score: 0.0
Guideline #6: Not Applicable · Score: 0.0
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Loading Products

5 Guidelines · Score: 15.9

Guideline #7: Violated High · Score: -31.7
Guideline #8: Violated Low · Score: -15.9
Guideline #9: Adhered High · Score: 15.9
Guideline #10: Adhered High · Score: 31.7
Guideline #11: Adhered High · Score: 15.9
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What Information to Include

8 Guidelines · Score: 55.6

Guideline #12: Neutral · Score: 0.0
Guideline #13: Not Applicable · Score: 0.0
Guideline #14: Violated Low · Score: -18.5
Guideline #15: Neutral · Score: 0.0
Guideline #16: Adhered High · Score: 31.7
Guideline #17: Adhered High · Score: 26.5
Guideline #18: Adhered High · Score: 15.9
Guideline #19: Not Applicable · Score: 0.0
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User Interface

5 Guidelines · Score: -37.0

“Broken” Performance
Guideline #20: Violated High · Score: -37.0
Guideline #21: Neutral · Score: 0.0
Guideline #22: Violated High · Score: -26.5
Guideline #23: Neutral · Score: 0.0
Guideline #24: Adhered High · Score: 26.5
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Product Thumbnails

8 Guidelines · Score: -5.3

“Broken” Performance
Guideline #25: Adhered High · Score: 37.0
Guideline #26: Neutral · Score: 0.0
Guideline #27: Not Applicable · Score: 0.0
Guideline #28: Not Applicable · Score: 0.0
Guideline #29: Not Applicable · Score: 0.0
Guideline #30: Not Applicable · Score: 0.0
Guideline #31: Violated High · Score: -21.2
Guideline #32: Violated High · Score: -21.2
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Hover & Hit Areas

5 Guidelines · Score: 26.5

Guideline #33: Adhered Low · Score: 13.2
Guideline #34: Violated High · Score: -26.5
Guideline #35: Issue Resolved · Score: 31.7
Guideline #36: Adhered Low · Score: 7.9
Guideline #37: Not Applicable · Score: 0.0
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Personalization

5 Guidelines · Score: -45.0

“Broken” Performance
Guideline #38: Violated High · Score: -37.0
Guideline #39: Adhered Low · Score: 13.2
Guideline #40: Not Applicable · Score: 0.0
Guideline #41: Not Applicable · Score: 0.0
Guideline #42: Violated High · Score: -21.2
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Available Filters

10 Guidelines · Score: 74.1

Guideline #43: Adhered Low · Score: 21.2
Guideline #44: Violated Low · Score: -18.5
Guideline #45: Neutral · Score: 0.0
Guideline #46: Violated High · Score: -37.0
Guideline #47: Adhered High · Score: 37.0
Guideline #48: Not Applicable · Score: 0.0
Guideline #49: Adhered High · Score: 31.7
Guideline #50: Adhered High · Score: 26.5
Guideline #51: Violated Low · Score: -13.2
Guideline #52: Adhered High · Score: 26.5
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Scope & Logic

10 Guidelines · Score: 74.1

“State of the Art” Performance
Guideline #53: Violated Low · Score: -18.5
Guideline #54: Adhered High · Score: 37.0
Guideline #55: Violated Low · Score: -18.5
Guideline #56: Neutral · Score: 0.0
Guideline #57: Not Applicable · Score: 0.0
Guideline #58: Adhered High · Score: 21.2
Guideline #59: Adhered High · Score: 21.2
Guideline #60: Adhered High · Score: 10.6
Guideline #61: Adhered High · Score: 10.6
Guideline #62: Adhered High · Score: 10.6
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Interface & Layout

11 Guidelines · Score: 145.5

“State of the Art” Performance
Guideline #63: Adhered High · Score: 42.3
Guideline #64: Adhered High · Score: 31.7
Guideline #65: Adhered Low · Score: 18.5
Guideline #66: Adhered Low · Score: 13.2
Guideline #67: Violated High · Score: -26.5
Guideline #68: Neutral · Score: 0.0
Guideline #69: Adhered Low · Score: 13.2
Guideline #70: Not Applicable · Score: 0.0
Guideline #71: Issue Resolved · Score: 26.5
Guideline #72: Adhered High · Score: 26.5
Guideline #73: Not Applicable · Score: 0.0
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Applying & Applied Filters

4 Guidelines · Score: 66.1

“State of the Art” Performance
Guideline #74: Adhered Low · Score: 13.2
Guideline #75: Adhered High · Score: 26.5
Guideline #76: Adhered High · Score: 26.5
Guideline #77: Neutral · Score: 0.0
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Sorting

11 Guidelines · Score: 140.2

“State of the Art” Performance
Guideline #78: Adhered Low · Score: 21.2
Guideline #79: Neutral · Score: 0.0
Guideline #80: Adhered High · Score: 21.2
Guideline #81: Adhered High · Score: 26.5
Guideline #82: Adhered High · Score: 26.5
Guideline #83: Adhered Low · Score: 13.2
Guideline #84: Adhered High · Score: 26.5
Guideline #85: Adhered High · Score: 21.2
Guideline #86: Violated High · Score: -15.9
Guideline #87: Not Applicable · Score: 0.0
Guideline #88: Not Applicable · Score: 0.0
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Comparison Tool

5 Guidelines · Score: 37.0

Guideline #89: Issue Resolved · Score: 37.0
Guideline #90: Not Applicable · Score: 0.0
Guideline #91: Not Applicable · Score: 0.0
Guideline #92: Not Applicable · Score: 0.0
Guideline #93: Not Applicable · Score: 0.0
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All 50 sites were benchmarked across the 93 guidelines from the E-Commerce Product Lists usability study. During our evaluation, Amazon's product lists, filtering and sorting implementation adhered to 44 usability guidelines, violated 17, and scored neutral on 10 occasions, while a remaining 22 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 4 when comparing their product listings, filtering and sorting UX performance against the 49 other major US e-commerce sites in the benchmark, and ranks 2 in the Mass Merchant industry.

Poor
Acceptable
Good

1. Macy's

2. Amazon

3. Sears

4. Walmart

6. Target

7. Kohl's

8. HSN

“Broken” Performance

10. Rakuten

“Broken” Performance
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