Amazon UX Case Study
This is a case study of Amazon’s e-commerce user experience (UX) performance. It’s based on an exhaustive performance review of 1017 design elements. 250 other sites have also been benchmarked for a complete picture of the e-commerce UX landscape.
Amazon’s overall e-commerce UX performance is decent. Amazon has decent performances across the board with neither any great nor any broken performances.
First benchmarked in April 2012, and reviewed 31 times since then, most recently in January 2024.
Performance: 44.0Decent
URL: amazon.com
UX Award Winner (see all):
Mass Merchants (app)Top 1%
Product Page (app)Top 1%
Overall UX Performance
1040 Guidelines · Performance:
Desktop Web
347 Guidelines · Performance:
Mobile Web
344 Guidelines · Performance:
Mobile App
349 Guidelines · Performance:
To learn how we calculate our performance scores and read up on our evaluation criteria and scoring algorithm head over to our Methodology page.
The scatterplot you see above is the free version we make public to all our users. If you wish to dive deeper and learn about each guideline and even review your own site you’ll need to get premium access.
Amazon’s Desktop Web E-Commerce Design
36 pages of Amazon’s e-commerce site, marked up with 314 best practice examples:
Amazon’s Mobile Web E-Commerce Design
31 pages of Amazon’s e-commerce site, marked up with 297 best practice examples:
Amazon’s Mobile App E-Commerce Design
23 pages of Amazon’s e-commerce site, marked up with 285 best practice examples:
Explore Other Research Content
Every week, we publish a new article on how to build “state of the art” e-commerce experiences — here’s 5 popular ones:
Drop-Down Usability: When You Should (and Shouldn’t) Use Them
Format the “Expiration Date” Fields Exactly the Same as the Physical Credit Card (72% Don’t)
PDP UX: Core Product Content Is Overlooked in ‘Horizontal Tabs’ Layouts (Yet 28% of Sites Have This Layout)
Form Field Usability: Avoid Extensive Multicolumn Layouts (16% Make This Form Usability Mistake)
Form Usability: Getting ‘Address Line 2’ Right
See all 401 articles in the full public archive.