Page Types Overview

Product List: Category

110 design examples manually annotated by Baymard researchers

What’s this? Here you’ll find 110 annotated “Product List: Category” design examples from Baymard’s UX benchmark of 60 major e-commerce sites. (Note: this is less than 1% of the full research catalog.)

E-commerce product lists and their filtering and sorting tools determine how easy or difficult it is for the user to browse the site’s product catalog. The product list effectively dictates product presentation and provides the pathway to the right (or wrong) product page. During our large-scale usability testing, solely the design and features of the product listing page impacted users’ success rate in finding products they wanted to purchase by up to 400%.

More ‘Product List: Category’ Insights

  • A balanced product list design provides users with a better overview of the products available and helps them more accurately determine which products to investigate further — essentially whether a list item’s product page is worth opening or if it should be skipped. This ensures that the scarce time users are on your site is spent on actually evaluating products they may want, rather than excessively navigating back-and-forth in a product list (also known as “pogo-sticking”).
  • Filtering is about empowering the user to take a large generic product list and narrow it down to a small manageable selection of products that is uniquely tailored to their needs and interests. It is about taking a product list with potentially thousands of items and weeding out all products that are irrelevant to the user until just a few handfuls of highly relevant items are left. Yet our extensive UX performance benchmarking shows that 34% have a poor filtering implementation, making it almost impossible for users to narrow down a generic list to include only (or mostly) suitable products.

Learn More: Besides exploring the 110 “Product List: Category” page design examples below, you may also want to read our related article on “7 Filtering Implementations That Make Macy’s Best-in-Class” and “E-Commerce UX: What Information to Display in Product Listings (46% Get It Wrong)”.

Get Full Access: To see all of Baymard’s 94 product list and filtering research findings you’ll need Baymard Premium access. (Premium also provides you full access to 32,000 hours of UX research findings, 640+ e-commerce UX guidelines, and 50,000+ UX performance scores.)


Adidas (2018)

27 adhered 6 violated

John Lewis (2018)

25 adhered 9 violated

Sephora (2018)

25 adhered 15 violated

Urban Outfitters (2018)

25 adhered 10 violated

Gilt (2018)

24 adhered 16 violated

L.L. Bean (2018)

24 adhered 13 violated

J.C. Penney (2018)

24 adhered 16 violated

Etsy (2018)

23 adhered 16 violated

Tesco (2018)

22 adhered 11 violated

Zalando (2018)

22 adhered 15 violated

Neiman Marcus (2018)

21 adhered 10 violated

Ann Taylor (2018)

21 adhered 9 violated

Victoria's Secret (2018)

21 adhered 13 violated

HP (2018)

21 adhered 12 violated

Marks & Spencer (2018)

20 adhered 14 violated

H&M (2018)

20 adhered 8 violated

Toys'R'Us (2018)

20 adhered 9 violated

Musician's Friend (2018)

19 adhered 19 violated

Costco (2018)

18 adhered 14 violated

Walgreens (2018)

18 adhered 8 violated

Macy's (2018)

18 adhered 12 violated

Cabela's (2018)

18 adhered 10 violated

Disney (2018)

18 adhered 11 violated

GAP (2018)

18 adhered 7 violated

Debenhams (2018)

17 adhered 13 violated

American Eagle Outfitters (2018)

17 adhered 10 violated

ASOS (2018)

16 adhered 7 violated

Nike (2018)

16 adhered 13 violated

Apple (2018)

16 adhered 8 violated

REI (2018)

15 adhered 13 violated

Foot Locker (2018)

15 adhered 17 violated

Bass Pro Shops (2018)

13 adhered 14 violated

TigerDirect (2018)

12 adhered 18 violated

Argos (2018)

12 adhered 10 violated

Microsoft (2018)

12 adhered 10 violated

IKEA (2018)

10 adhered 15 violated

Walmart (2017)

32 adhered 18 violated

Sears (2017)

30 adhered 18 violated

Home Depot (2017)

28 adhered 18 violated

Amazon (2017)

27 adhered 17 violated

Office Depot (2017)

26 adhered 16 violated

Crutchfield (2017)

25 adhered 10 violated

Staples (2017)

25 adhered 17 violated

Overstock (2017)

25 adhered 21 violated

Northern Tool (2017)

23 adhered 15 violated

Target (2017)

23 adhered 17 violated

Kohl's (2017)

23 adhered 19 violated

Wayfair (2017)

22 adhered 9 violated

Build.com (2017)

22 adhered 14 violated

Dell (2017)

21 adhered 21 violated

B&H Photo (2017)

21 adhered 10 violated

Best Buy (2017)

19 adhered 20 violated

Crate & Barrel (2017)

19 adhered 11 violated

Hayneedle (2017)

17 adhered 19 violated

Grainger (2017)

16 adhered 17 violated

Nordstrom (2017)

16 adhered 12 violated

Newegg (2017)

15 adhered 20 violated

Rakuten (2017)

15 adhered 16 violated

Lowe's (2017)

14 adhered 19 violated

Williams-Sonoma (2017)

9 adhered 15 violated

Amazon (2015)

28 adhered 18 violated

Walmart (2015)

23 adhered 13 violated

L.L. Bean (2015)

21 adhered 11 violated

Sears (2015)

20 adhered 12 violated

Target (2015)

19 adhered 13 violated

Sephora (2015)

18 adhered 12 violated

Home Depot (2015)

18 adhered 15 violated

B&H Photo (2015)

17 adhered 13 violated

Crutchfield (2015)

17 adhered 5 violated

Build.com (2015)

17 adhered 7 violated

Office Depot (2015)

16 adhered 11 violated

Nordstrom (2015)

15 adhered 8 violated

Kohl's (2015)

15 adhered 12 violated

Neiman Marcus (2015)

15 adhered 7 violated

Diapers.com (2015)

14 adhered 11 violated

Dell (2015)

14 adhered 16 violated

Newegg (2015)

14 adhered 14 violated

Northern Tool (2015)

14 adhered 7 violated

Grainger (2015)

14 adhered 14 violated

Lowe's (2015)

14 adhered 12 violated

Crate & Barrel (2015)

13 adhered 12 violated

Walgreens (2015)

12 adhered 17 violated

Best Buy (2015)

12 adhered 13 violated

TigerDirect (2015)

12 adhered 21 violated

Toys'R'Us (2015)

11 adhered 13 violated

Staples (2015)

10 adhered 18 violated

Victoria's Secret (2015)

10 adhered 9 violated

Macy's (2015)

9 adhered 6 violated

HSN (2015)

9 adhered 11 violated

Musician's Friend (2015)

9 adhered 13 violated

J.C. Penney (2015)

9 adhered 11 violated

Nike (2015)

9 adhered 10 violated

Gilt (2015)

9 adhered 8 violated

Overstock (2015)

8 adhered 10 violated

Bass Pro Shops (2015)

8 adhered 13 violated

Beauty.com (2015)

8 adhered 5 violated

DICK'S Sporting Goods (2015)

8 adhered 14 violated

REI (2015)

8 adhered 16 violated

Urban Outfitters (2015)

8 adhered 10 violated

Cabela's (2015)

7 adhered 17 violated

Disney (2015)

7 adhered 14 violated

Gap (2015)

7 adhered 9 violated

Williams-Sonoma (2015)

7 adhered 12 violated

Rakuten (2015)

6 adhered 7 violated

Apple (2015)

5 adhered 13 violated

Ann Taylor (2015)

4 adhered 10 violated

Ralph Lauren (2015)

3 adhered 7 violated

Foot Locker (2015)

2 adhered 12 violated

Wayfair (2014)

20 adhered 11 violated

Hayneedle (2014)

18 adhered 14 violated