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Site Info

This is a usability benchmark of Amazon's search experience. In total, 50 sites have been benchmarked across 60 usability guidelines from the E-Commerce Search research study. You can also navigate the sites by page type.

Legal name: Amazon.com, Inc.

Website URL: amazon.com

Industry: Mass Merchant

Rank: 1 of 50

Reviewed on: April 30, 2014

Reviewed by: Christian Holst

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

Usability Evaluation

When reviewed on April 30, 2014, the search engine and interface of Amazon adhered to 42 usability guidelines, violated 9, and scored neutral on 3 occasions, while a remaining 6 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

Query Types 122.2

Search Form & Logic 144.4

Autocomplete 118.5

Results Logic & Guidance 75.9

Results Layout 70.4

Results Filtering & Sorting 129.6

Total score: 661

  • Query Types Score: 122.2

    • Guideline #1 29.6 Adhered High
    • Guideline #2 29.6 Adhered High
    • Guideline #3 -9.3 Violated Low
    • Guideline #4 18.5 Adhered High
    • Guideline #5 25.9 Adhered High
    • Guideline #6 -13.0 Violated Low
    • Guideline #7 25.9 Adhered High
    • Guideline #8 9.3 Adhered Low
    • Guideline #9 -9.3 Violated Low
    • Guideline #10 0 Not Applicable
    • Guideline #11 14.8 Adhered High
    • Guideline #12 0 Not Applicable
  • Search Form & Logic Score: 144.4

    • Guideline #13 0 Not Applicable
    • Guideline #14 22.2 Adhered High
    • Guideline #15 18.5 Issue Resolved
    • Guideline #16 25.9 Adhered High
    • Guideline #17 18.5 Adhered High
    • Guideline #18 18.5 Adhered High
    • Guideline #19 18.5 Adhered High
    • Guideline #20 14.8 Adhered High
    • Guideline #21 7.4 Adhered High
    • Guideline #22 0 Not Applicable
  • Autocomplete Score: 118.5

    • Guideline #23 22.2 Adhered High
    • Guideline #24 11.1 Adhered Low
    • Guideline #25 11.1 Adhered High
    • Guideline #26 18.5 Issue Resolved
    • Guideline #27 22.2 Adhered High
    • Guideline #28 18.5 Adhered High
    • Guideline #29 14.8 Adhered High
  • Results Logic & Guidance Score: 75.9

    • Guideline #30 25.9 Adhered High
    • Guideline #31 13.0 Adhered Low
    • Guideline #32 11.1 Adhered Low
    • Guideline #33 14.8 Adhered High
    • Guideline #34 11.1 Adhered High
    • Guideline #35 18.5 Adhered High
    • Guideline #36 -18.5 Violated High
    • Guideline #37 0 Not Applicable
  • Results Layout Score: 70.4

    • Guideline #38 9.3 Adhered Low
    • Guideline #39 29.6 Adhered High
    • Guideline #40 14.8 Adhered Low
    • Guideline #41 25.9 Issue Resolved
    • Guideline #42 -18.5 Violated High
    • Guideline #43 9.3 Adhered Low
    • Guideline #44 0 Neutral
    • Guideline #45 0 Neutral
  • Results Filtering & Sorting Score: 129.6

    • Guideline #46 29.6 Adhered High
    • Guideline #47 -14.8 Violated Low
    • Guideline #48 25.9 Adhered High
    • Guideline #49 25.9 Adhered High
    • Guideline #50 -25.9 Violated High
    • Guideline #51 18.5 Adhered High
    • Guideline #52 0 Not Applicable
    • Guideline #53 18.5 Adhered High
    • Guideline #54 18.5 Adhered High
    • Guideline #55 0 Neutral
    • Guideline #56 14.8 Adhered High
    • Guideline #57 -11.1 Violated Low
    • Guideline #58 18.5 Adhered High
    • Guideline #59 18.5 Adhered High
    • Guideline #60 -7.4 Violated High

Industry Comparison

A total of 11 sites were benchmarked in the Mass Merchant industry, of which Amazon ranks 1. This makes the site...

Not as good as:

None – this is the best site in the industry

Search Design

There's a total of 4 screenshots of Amazon's search implementation, marked up with 44 highlights 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.

Page 1 of 4 Search Field

On this page there's 14 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 Search Field

Guideline #17

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Guideline #18

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Guideline #19

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Page 2 of 4 Autocomplete Suggestions

On this page 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 Autocomplete Suggestions

Guideline #25

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Guideline #27

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Guideline #28

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Page 3 of 4 Search Results Page

On this page there's 21 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 Search Results Page

Guideline #34

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Guideline #14

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Guideline #21

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Guideline #30

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Guideline #36

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Guideline #38

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Guideline #40

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Guideline #39

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Guideline #43

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Guideline #46

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Guideline #56

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Guideline #48

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Guideline #50

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Guideline #53

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Guideline #49

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Guideline #54

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Guideline #59

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Guideline #60

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Guideline #51

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Guideline #57

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Guideline #47

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Page 4 of 4 No Results Page

On this page 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 No Results Page

Guideline #16

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Guideline #30

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Guideline #33

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