Note: You have full access to this benchmark database in your Baymard Pro account.

Amazon’s Search UX

This is a usability benchmark of the e-commerce search experience of Amazon and 49 other sites. The overall performance of Amazon is state of the art. It is especially a state of the art Search Form & Logic, Autocomplete, and Query Types that helps Amazon's on-site search UX.

Rank: #1 of 50

Usability Score: 1,216

URL: amazon.com

Reviewed by: Christian Holst

Poor
Acceptable
Good

Overall Search UX Performance

60 Guidelines · Score: 1,216.2

“State of the Art” Performance

Query Types

12 Guidelines · Score: 224.9

“State of the Art” Performance
Guideline #1: Adhered High · Score: 54.5
Guideline #2: Adhered High · Score: 54.5
Guideline #3: Violated Low · Score: -17.0
Guideline #4: Adhered High · Score: 34.1
Guideline #5: Adhered High · Score: 47.7
Guideline #6: Violated Low · Score: -23.9
Guideline #7: Adhered High · Score: 47.7
Guideline #8: Adhered Low · Score: 17.0
Guideline #9: Violated Low · Score: -17.0
Guideline #10: Not Applicable · Score: 0.0
Guideline #11: Adhered High · Score: 27.3
Guideline #12: Not Applicable · Score: 0.0
Guideline content only available in Baymard Pro – Get Full Access

Search Form & Logic

10 Guidelines · Score: 265.8

“State of the Art” Performance
Guideline #13: Not Applicable · Score: 0.0
Guideline #14: Adhered High · Score: 40.9
Guideline #15: Issue Resolved · Score: 34.1
Guideline #16: Adhered High · Score: 47.7
Guideline #17: Adhered High · Score: 34.1
Guideline #18: Adhered High · Score: 34.1
Guideline #19: Adhered High · Score: 34.1
Guideline #20: Adhered High · Score: 27.3
Guideline #21: Adhered High · Score: 13.6
Guideline #22: Not Applicable · Score: 0.0
Guideline content only available in Baymard Pro – Get Full Access

Autocomplete

7 Guidelines · Score: 218.1

“State of the Art” Performance
Guideline #23: Adhered High · Score: 40.9
Guideline #24: Adhered Low · Score: 20.4
Guideline #25: Adhered High · Score: 20.4
Guideline #26: Issue Resolved · Score: 34.1
Guideline #27: Adhered High · Score: 40.9
Guideline #28: Adhered High · Score: 34.1
Guideline #29: Adhered High · Score: 27.3
Guideline content only available in Baymard Pro – Get Full Access

Results Logic & Guidance

8 Guidelines · Score: 139.7

“State of the Art” Performance
Guideline #30: Adhered High · Score: 47.7
Guideline #31: Adhered Low · Score: 23.9
Guideline #32: Adhered Low · Score: 20.4
Guideline #33: Adhered High · Score: 27.3
Guideline #34: Adhered High · Score: 20.4
Guideline #35: Adhered High · Score: 34.1
Guideline #36: Violated High · Score: -34.1
Guideline #37: Not Applicable · Score: 0.0
Guideline content only available in Baymard Pro – Get Full Access

Results Layout

8 Guidelines · Score: 129.5

Guideline #38: Adhered Low · Score: 17.0
Guideline #39: Adhered High · Score: 54.5
Guideline #40: Adhered Low · Score: 27.3
Guideline #41: Issue Resolved · Score: 47.7
Guideline #42: Violated High · Score: -34.1
Guideline #43: Adhered Low · Score: 17.0
Guideline #44: Neutral · Score: 0.0
Guideline #45: Neutral · Score: 0.0
Guideline content only available in Baymard Pro – Get Full Access

Results Filtering & Sorting

15 Guidelines · Score: 238.5

Guideline #46: Adhered High · Score: 54.5
Guideline #47: Violated Low · Score: -27.3
Guideline #48: Adhered High · Score: 47.7
Guideline #49: Adhered High · Score: 47.7
Guideline #50: Violated High · Score: -47.7
Guideline #51: Adhered High · Score: 34.1
Guideline #52: Not Applicable · Score: 0.0
Guideline #53: Adhered High · Score: 34.1
Guideline #54: Adhered High · Score: 34.1
Guideline #55: Neutral · Score: 0.0
Guideline #56: Adhered High · Score: 27.3
Guideline #57: Violated Low · Score: -20.4
Guideline #58: Adhered High · Score: 34.1
Guideline #59: Adhered High · Score: 34.1
Guideline #60: Violated High · Score: -13.6
Guideline content only available in Baymard Pro – Get Full Access

All 50 sites were benchmarked across the 60 guidelines from the E-Commerce Search usability study. During our evaluation, 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.

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

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

Industry Comparison: Mass Merchant

Overall Amazon ranks 1 when comparing their on-site e-commerce search UX against the search experience on the 49 other major US e-commerce sites in the benchmark, and is the best performing site in the Mass Merchant industry.

Poor
Acceptable
Good

1. Amazon

“State of the Art” Performance

2. Walmart

“State of the Art” Performance

3. Sears

5. Etsy

7. Macy's

8. Target

9. Rakuten

10. Costco

“Broken” Performance

11. Kohl's

“Broken” Performance
Close overlay