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Amazon’s Checkout UX

This is a usability benchmark of the checkout experience of Amazon and 49 other sites. The overall performance of Amazon is poor.

Some of Amazon's biggest checkout usability issues are due to mediocre Payment Flow & Methods (Incl. 3rd-Party), Gifting Flow & Features, and Field Labels & Microcopy. That said, their checkout performs great within Order Review.

Rank: #38 of 50

Usability Score: 225

URL: amazon.com

Reviewer: Lauryn Smith

Poor
Acceptable
Good

Overall Checkout UX Performance

134 Guidelines · Score: 225

Shopping Cart & “Added to Cart” Behavior

10 Guidelines · Score: -12.0

“Broken” Performance
Guideline #4: Issue Resolved · Score: 12.0
Guideline #5: Issue Resolved · Score: 12.0
Guideline #6: Violated High · Score: -12.0
Guideline #7: Violated High · Score: -12.0
Guideline #8: Violated High · Score: -16.7
Guideline #9: Violated Low · Score: -6.0
Guideline #10: Violated Low · Score: -6.0
Guideline #11: Adhered High · Score: 12.0
Guideline #12: Not Applicable · Score: 0.0
Guideline #13: Adhered Low · Score: 4.8
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Account Selection & Creation

9 Guidelines · Score: -31.1

“Broken” Performance
Guideline #14: Violated High · Score: -16.7
Guideline #15: Not Applicable · Score: 0.0
Guideline #16: Not Applicable · Score: 0.0
Guideline #17: Adhered High · Score: 16.7
Guideline #18: Violated High · Score: -12.0
Guideline #19: Not Applicable · Score: 0.0
Guideline #20: Violated High · Score: -12.0
Guideline #21: Not Applicable · Score: 0.0
Guideline #22: Violated High · Score: -7.2
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Customer & Address Information

12 Guidelines · Score: 41.9

Guideline #23: Adhered High · Score: 16.7
Guideline #24: Adhered High · Score: 19.1
Guideline #25: Not Applicable · Score: 0.0
Guideline #26: Violated High · Score: -16.7
Guideline #27: Issue Resolved · Score: 16.7
Guideline #28: Violated High · Score: -12.0
Guideline #29: Adhered High · Score: 12.0
Guideline #30: Adhered High · Score: 12.0
Guideline #31: Violated Low · Score: -3.6
Guideline #32: Violated High · Score: -9.6
Guideline #33: Not Applicable · Score: 0.0
Guideline #34: Adhered High · Score: 7.2
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Gifting Flow & Features

5 Guidelines · Score: -3.6

Guideline #35: Violated High · Score: -16.7
Guideline #36: Adhered High · Score: 12.0
Guideline #37: Violated Low · Score: -6.0
Guideline #38: Not Applicable · Score: 0.0
Guideline #39: Adhered High · Score: 7.2
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Shipping & Store Pickup

11 Guidelines · Score: -12.0

“Broken” Performance
Guideline #40: Violated High · Score: -16.7
Guideline #41: Violated Low · Score: -7.2
Guideline #42: Adhered High · Score: 12.0
Guideline #43: Adhered High · Score: 12.0
Guideline #44: Violated High · Score: -9.6
Guideline #45: Violated Low · Score: -2.4
Guideline #46: Not Applicable · Score: 0.0
Guideline #47: Not Applicable · Score: 0.0
Guideline #48: Not Applicable · Score: 0.0
Guideline #49: Not Applicable · Score: 0.0
Guideline #50: Not Applicable · Score: 0.0
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Payment Flow & Methods (Incl. 3rd-Party)

8 Guidelines · Score: 7.2

Guideline #51: Neutral · Score: 0.0
Guideline #52: Violated High · Score: -14.4
Guideline #53: Not Applicable · Score: 0.0
Guideline #54: Adhered High · Score: 12.0
Guideline #55: Not Applicable · Score: 0.0
Guideline #56: Not Applicable · Score: 0.0
Guideline #57: Adhered High · Score: 9.6
Guideline #58: Not Applicable · Score: 0.0
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Credit Card Form

10 Guidelines · Score: -68.2

“Broken” Performance
Guideline #59: Violated Low · Score: -8.4
Guideline #60: Violated High · Score: -16.7
Guideline #61: Violated High · Score: -16.7
Guideline #62: Violated High · Score: -12.0
Guideline #63: Violated High · Score: -12.0
Guideline #64: Neutral · Score: 0.0
Guideline #65: Not Applicable · Score: 0.0
Guideline #66: Adhered High · Score: 9.6
Guideline #67: Violated High · Score: -7.2
Guideline #68: Violated High · Score: -4.8
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Order Review

5 Guidelines · Score: 57.4

“State of the Art” Performance
Guideline #69: Adhered High · Score: 16.7
Guideline #70: Adhered Low · Score: 7.2
Guideline #71: Adhered High · Score: 12.0
Guideline #72: Adhered High · Score: 12.0
Guideline #73: Adhered High · Score: 9.6
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Order Confirmation & E-Mail

4 Guidelines · Score: -17.9

“Broken” Performance
Guideline #74: Violated High · Score: -12.0
Guideline #75: Violated High · Score: -9.6
Guideline #76: Adhered High · Score: 7.2
Guideline #77: Violated Low · Score: -3.6
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Page Design

6 Guidelines · Score: 7.2

“Broken” Performance
Guideline #78: Adhered High · Score: 12.0
Guideline #79: Violated High · Score: -12.0
Guideline #80: Not Applicable · Score: 0.0
Guideline #81: Violated High · Score: -7.2
Guideline #82: Adhered High · Score: 7.2
Guideline #83: Adhered High · Score: 7.2
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User Attention & Interactions

6 Guidelines · Score: 67.0

“State of the Art” Performance
Guideline #84: Adhered High · Score: 16.7
Guideline #85: Adhered High · Score: 12.0
Guideline #86: Adhered High · Score: 12.0
Guideline #87: Adhered High · Score: 12.0
Guideline #88: Issue Resolved · Score: 14.4
Guideline #89: Not Applicable · Score: 0.0
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Cross-Sells

4 Guidelines · Score: -33.5

“Broken” Performance
Guideline #90: Violated High · Score: -16.7
Guideline #91: Violated High · Score: -12.0
Guideline #92: Violated High · Score: -12.0
Guideline #93: Adhered High · Score: 7.2
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Form Design & Features

8 Guidelines · Score: 69.4

Guideline #94: Adhered Low · Score: 8.4
Guideline #95: Issue Resolved · Score: 16.7
Guideline #96: Neutral · Score: 0.0
Guideline #97: Adhered Low · Score: 6.0
Guideline #98: Adhered High · Score: 14.4
Guideline #99: Adhered High · Score: 12.0
Guideline #100: Adhered High · Score: 7.2
Guideline #101: Adhered High · Score: 4.8
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Validation Errors & Data Persistence

6 Guidelines · Score: -7.2

“Broken” Performance
Guideline #102: Adhered High · Score: 19.1
Guideline #103: Adhered High · Score: 19.1
Guideline #104: Violated Low · Score: -8.4
Guideline #105: Violated Low · Score: -8.4
Guideline #106: Violated High · Score: -14.4
Guideline #107: Violated High · Score: -14.4
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Address Validators

4 Guidelines · Score: 35.9

“State of the Art” Performance
Guideline #108: Adhered High · Score: 14.4
Guideline #109: Adhered High · Score: 14.4
Guideline #110: Adhered High · Score: 7.2
Guideline #111: Not Applicable · Score: 0.0
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Field Labels & Microcopy

7 Guidelines · Score: 23.9

Guideline #112: Violated High · Score: -19.1
Guideline #113: Adhered High · Score: 16.7
Guideline #114: Adhered High · Score: 12.0
Guideline #115: Adhered High · Score: 9.6
Guideline #116: Adhered High · Score: 12.0
Guideline #117: Not Applicable · Score: 0.0
Guideline #118: Violated High · Score: -7.2
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Field Design & Features

8 Guidelines · Score: 59.8

“State of the Art” Performance
Guideline #119: Adhered High · Score: 16.7
Guideline #120: Adhered High · Score: 12.0
Guideline #121: Issue Resolved · Score: 12.0
Guideline #122: Adhered High · Score: 12.0
Guideline #123: Violated High · Score: -7.2
Guideline #124: Not Applicable · Score: 0.0
Guideline #125: Adhered High · Score: 7.2
Guideline #126: Issue Resolved · Score: 7.2
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Default Values & Autocompletion

8 Guidelines · Score: 57.4

Guideline #127: Adhered High · Score: 16.7
Guideline #128: Adhered High · Score: 14.4
Guideline #129: Violated High · Score: -14.4
Guideline #130: Adhered High · Score: 12.0
Guideline #131: Adhered High · Score: 14.4
Guideline #132: Issue Resolved · Score: 7.2
Guideline #133: Not Applicable · Score: 0.0
Guideline #134: Adhered High · Score: 7.2
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All 50 sites were benchmarked across the 134 guidelines from the E-Commerce Checkout usability study. During our evaluation, Amazon’s checkout process adhered to 61 usability guidelines, violated 44, and scored neutral on 3 occasions, while a remaining 26 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 38 when comparing their checkout UX performance against the 49 other major US e-commerce sites in the benchmark, and ranks 9 in the Mass Merchant industry.

Poor
Acceptable
Good

1. Walmart

3. Target

4. Sears

5. Etsy

8. Rakuten

9. Amazon

10. Kohl's

11. Macy's

12. Costco

“Broken” Performance
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