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Amazon’s Homepage & Category UX

This is a usability benchmark of the homepage and category experience of Amazon and 49 other sites. The overall performance of Amazon is decent. It is especially a state of the art Site-Wide Layout, Cross-Navigation & -Selling, and Main Navigation that helps Amazon's category UX. Do, however, watch out for their broken Category Taxonomy performance.

Rank: #16 of 50

Usability Score: 806

URL: amazon.com

Reviewed by: Christian Holst

Poor
Acceptable
Good

Overall Homepage & Category UX

79 Guidelines · Score: 806.0

Homepage

13 Guidelines · Score: 79.3

Guideline #1: Neutral · Score: 0.0
Guideline #2: Violated Low · Score: -14.2
Guideline #3: Violated High · Score: -28.3
Guideline #4: Neutral · Score: 0.0
Guideline #5: Adhered High · Score: 17.0
Guideline #6: Adhered Low · Score: 14.2
Guideline #7: Not Applicable · Score: 0.0
Guideline #8: Adhered High · Score: 28.3
Guideline #9: Adhered Low · Score: 8.5
Guideline #10: Issue Resolved · Score: 28.3
Guideline #11: Adhered Low · Score: 8.5
Guideline #12: Not Applicable · Score: 0.0
Guideline #13: Adhered High · Score: 17.0
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Category Taxonomy

13 Guidelines · Score: 45.3

“Broken” Performance
Guideline #14: Violated Low · Score: -19.8
Guideline #15: Adhered High · Score: 28.3
Guideline #16: Violated Low · Score: -19.8
Guideline #17: Violated High · Score: -28.3
Guideline #18: Neutral · Score: 0.0
Guideline #19: Violated High · Score: -34.0
Guideline #20: Adhered High · Score: 45.3
Guideline #21: Adhered High · Score: 28.3
Guideline #22: Violated Low · Score: -14.2
Guideline #23: Not Applicable · Score: 0.0
Guideline #24: Adhered Low · Score: 14.2
Guideline #25: Adhered High · Score: 22.6
Guideline #26: Adhered High · Score: 22.6
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Main Navigation

16 Guidelines · Score: 218.0

“State of the Art” Performance
Guideline #27: Neutral · Score: 0.0
Guideline #28: Adhered High · Score: 45.3
Guideline #29: Adhered Low · Score: 19.8
Guideline #30: Adhered High · Score: 28.3
Guideline #31: Violated Low · Score: -17.0
Guideline #32: Not Applicable · Score: 0.0
Guideline #33: Issue Resolved · Score: 34.0
Guideline #34: Violated High · Score: -28.3
Guideline #35: Not Applicable · Score: 0.0
Guideline #36: Adhered High · Score: 28.3
Guideline #37: Issue Resolved · Score: 28.3
Guideline #38: Adhered High · Score: 22.6
Guideline #39: Adhered High · Score: 22.6
Guideline #40: Adhered High · Score: 17.0
Guideline #41: Adhered High · Score: 17.0
Guideline #42: Not Applicable · Score: 0.0
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Intermediary Category Pages

7 Guidelines · Score: 101.9

“State of the Art” Performance
Guideline #43: Adhered High · Score: 45.3
Guideline #44: Adhered High · Score: 39.6
Guideline #45: Violated High · Score: -39.6
Guideline #46: Adhered High · Score: 28.3
Guideline #47: Adhered High · Score: 28.3
Guideline #48: Not Applicable · Score: 0.0
Guideline #49: Not Applicable · Score: 0.0
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Product Lists

13 Guidelines · Score: 147.2

Guideline #50: Adhered High · Score: 45.3
Guideline #51: Adhered High · Score: 45.3
Guideline #52: Adhered High · Score: 39.6
Guideline #53: Adhered High · Score: 45.3
Guideline #54: Violated Low · Score: -22.6
Guideline #55: Adhered High · Score: 45.3
Guideline #56: Violated High · Score: -22.6
Guideline #57: Violated High · Score: -28.3
Guideline #58: Violated High · Score: -34.0
Guideline #59: Adhered High · Score: 28.3
Guideline #60: Neutral · Score: 0.0
Guideline #61: Violated High · Score: -17.0
Guideline #62: Adhered High · Score: 22.6
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Site-Wide Layout

10 Guidelines · Score: 121.7

“State of the Art” Performance
Guideline #63: Violated High · Score: -28.3
Guideline #64: Issue Resolved · Score: 45.3
Guideline #65: Adhered Low · Score: 14.2
Guideline #66: Adhered High · Score: 22.6
Guideline #67: Adhered High · Score: 22.6
Guideline #68: Adhered High · Score: 17.0
Guideline #69: Issue Resolved · Score: 17.0
Guideline #70: Adhered High · Score: 17.0
Guideline #71: Adhered Low · Score: 5.7
Guideline #72: Violated High · Score: -11.3
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Cross-Navigation & -Selling

7 Guidelines · Score: 93.4

“State of the Art” Performance
Guideline #73: Violated High · Score: -28.3
Guideline #74: Adhered Low · Score: 14.2
Guideline #75: Adhered High · Score: 28.3
Guideline #76: Adhered High · Score: 28.3
Guideline #77: Adhered High · Score: 22.6
Guideline #78: Adhered High · Score: 17.0
Guideline #79: Adhered High · Score: 11.3
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All 50 sites were benchmarked across the 79 guidelines from the Homepage & Category usability study. During our evaluation, the e-commerce homepage and category design of Amazon adhered to 48 usability guidelines, violated 18, and scored neutral on 5 occasions, while a remaining 8 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 16 when comparing their homepage and category UX performance against the 49 other major US e-commerce sites in the benchmark, and ranks 3 in the Mass Merchant industry.

Poor
Acceptable
Good

1. Macy's

“State of the Art” Performance

2. Target

3. Amazon

4. Etsy

5. Kohl's

8. HSN

9. Sears

10. Costco

11. Walmart

“Broken” Performance
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