Page Types Overview

Product List: Category

200 design examples manually annotated by Baymard researchers

What’s this? Here you’ll find 200 annotated “Product List: Category” design examples from Baymard’s UX benchmark of 93 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.

  • Mobile Examples: Besides the desktop examples below, we also have 55+ mobile examples of Product List implementations.

  • Learn More: Besides exploring the 200 “Product List: Category” page design examples below, you may also want to read our related article on “3 Pitfalls to Avoid if Implementing “Quick Views””, “5 Essential Filter Types Users Need on Product Listing Pages (57% Don’t Offer All 5)”, and “Display “Applied Filters” in an Overview (32% Don’t)”.

  • Get Full Access: To see all of Baymard’s 97 product list and filtering research findings you’ll need Baymard Premium access. (Premium also provides you full access to 71,000+ hours of UX research findings, 750+ e-commerce UX guidelines, and 77,800+ UX performance scores.)


Chewy (2021)

28 adhered 16 violated

Guitar Center (2021)

24 adhered 20 violated

Marks & Spencer
 (2021)

23 adhered 10 violated

Dell (2021)

23 adhered 15 violated

REI (2021)

23 adhered 15 violated

Lowe's (2021)

23 adhered 11 violated

John Lewis (2021)

22 adhered 10 violated

Sears (2021)

22 adhered 18 violated

L.L. Bean (2021)

22 adhered 22 violated

Foot Locker (2021)

22 adhered 11 violated

Sainsbury's (2021)

22 adhered 8 violated

CVS (2021)

21 adhered 8 violated

Albertsons (2021)

21 adhered 9 violated

Williams-Sonoma (2021)

20 adhered 18 violated

Kohl's (2021)

19 adhered 12 violated

Northern Tool (2021)

19 adhered 22 violated

Fresh Direct (2021)

19 adhered 12 violated

Orange (2021)

19 adhered 18 violated

Zooplus (2021)

18 adhered 14 violated

Gilt (2021)

18 adhered 17 violated

J.C. Penney (2021)

18 adhered 10 violated

Musician's Friend (2021)

18 adhered 12 violated

Urban Outfitters (2021)

18 adhered 18 violated

Ocado (2021)

18 adhered 11 violated

HP (2021)

17 adhered 10 violated

Build.com (2021)

17 adhered 17 violated

Ulta Beauty (2021)

16 adhered 8 violated

Cabela's (2021)

16 adhered 15 violated

Gucci (2021)

16 adhered 5 violated

GAP (2021)

15 adhered 22 violated

Bell (2021)

15 adhered 9 violated

Thomann (2021)

14 adhered 11 violated

Newegg (2021)

14 adhered 13 violated

Argos (2021)

14 adhered 11 violated

Hayneedle (2021)

14 adhered 16 violated

Bang & Olufsen (2021)

14 adhered 9 violated

Louis Vuitton (2021)

14 adhered 5 violated

Shop Apotheke (2021)

13 adhered 9 violated

The Vitamin Shoppe (2021)

13 adhered 9 violated

American Eagle Outfitters (2021)

13 adhered 13 violated

Dick's Sporting Goods (2021)

12 adhered 12 violated

Lego (2021)

12 adhered 11 violated

Costco (2021)

12 adhered 15 violated

Overstock (2021)

12 adhered 13 violated

W.W. Grainger, Inc. (2021)

12 adhered 16 violated

Xfinity (2021)

12 adhered 12 violated

TAG Heuer (2021)

12 adhered 3 violated

Microsoft (2021)

11 adhered 14 violated

Verizon (2021)

11 adhered 15 violated

Chanel (2021)

11 adhered 7 violated

Sports Direct (2021)

10 adhered 7 violated

Vitamin World (2021)

10 adhered 6 violated

Smyths (2021)

9 adhered 8 violated

Jimmy Choo (2021)

9 adhered 3 violated

Peapod (2021)

8 adhered 8 violated

Vodafone UK (2021)

8 adhered 16 violated

Van Cleef & Arpels (2021)

8 adhered 4 violated

Bell (2021)

7 adhered 10 violated

Xfinity (2021)

4 adhered 5 violated

Macy's (2020)

29 adhered 17 violated

Wayfair (2020)

23 adhered 17 violated

Walmart (2020)

21 adhered 13 violated

Nike (2020)

20 adhered 11 violated

Sephora (2020)

19 adhered 17 violated

Crate & Barrel (2020)

18 adhered 13 violated

Victoria's Secret (2020)

18 adhered 18 violated

Staples (2020)

18 adhered 17 violated

Zalando (2020)

18 adhered 17 violated

Office Depot (2020)

17 adhered 13 violated

Home Depot (2020)

17 adhered 14 violated

Crutchfield (2020)

17 adhered 7 violated

Apple (2020)

16 adhered 10 violated

H&M (2020)

16 adhered 13 violated

Debenhams (2020)

16 adhered 13 violated

Amazon (2020)

16 adhered 13 violated

Target (2020)

16 adhered 12 violated

Adidas (2020)

16 adhered 8 violated

IKEA (2020)

16 adhered 7 violated

B&H Photo (2020)

16 adhered 10 violated

Best Buy (2020)

15 adhered 12 violated

ASOS (2020)

14 adhered 11 violated

Nordstrom (2020)

13 adhered 13 violated

Disney Store (2020)

12 adhered 8 violated

Etsy (2020)

11 adhered 16 violated

Walgreens (2020)

11 adhered 12 violated

Cole-Parmer (2020)

9 adhered 8 violated

Arrow (2020)

8 adhered 12 violated

Thermo Fisher (2020)

4 adhered 5 violated

Hitachi UK (2020)

4 adhered 7 violated

Berlin Packaging (2020)

4 adhered 9 violated

Adidas (2018)

26 adhered 7 violated

John Lewis (2018)

25 adhered 9 violated

Gilt (2018)

24 adhered 16 violated

L.L. Bean (2018)

24 adhered 13 violated

Etsy (2018)

23 adhered 16 violated

Sephora (2018)

23 adhered 15 violated

Zalando (2018)

22 adhered 13 violated

J.C. Penney (2018)

22 adhered 17 violated

Urban Outfitters (2018)

22 adhered 10 violated

Ann Taylor (2018)

21 adhered 9 violated

Tesco (2018)

21 adhered 11 violated

HP (2018)

21 adhered 12 violated

Victoria's Secret (2018)

20 adhered 13 violated

Neiman Marcus (2018)

19 adhered 10 violated

Marks & Spencer (2018)

19 adhered 14 violated

H&M (2018)

19 adhered 9 violated

Toys'R'Us (2018)

19 adhered 9 violated

Musician's Friend (2018)

18 adhered 19 violated

Macy's (2018)

18 adhered 12 violated

Cabela's (2018)

18 adhered 10 violated

Disney (2018)

18 adhered 10 violated

GAP (2018)

18 adhered 7 violated

Costco (2018)

17 adhered 15 violated

Walgreens (2018)

17 adhered 8 violated

Debenhams (2018)

17 adhered 12 violated

ASOS (2018)

16 adhered 7 violated

Apple (2018)

16 adhered 7 violated

American Eagle Outfitters (2018)

16 adhered 9 violated

REI (2018)

15 adhered 13 violated

Foot Locker (2018)

15 adhered 17 violated

Nike (2018)

14 adhered 14 violated

Bass Pro Shops (2018)

13 adhered 13 violated

Argos (2018)

12 adhered 10 violated

Microsoft (2018)

12 adhered 10 violated

TigerDirect (2018)

11 adhered 18 violated

IKEA (2018)

10 adhered 15 violated

Walmart (2017)

32 adhered 18 violated

Sears (2017)

30 adhered 18 violated

Home Depot (2017)

27 adhered 18 violated

Office Depot (2017)

26 adhered 16 violated

Amazon (2017)

26 adhered 17 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

Dell (2017)

21 adhered 20 violated

B&H Photo (2017)

21 adhered 10 violated

Wayfair (2017)

21 adhered 10 violated

Build.com (2017)

21 adhered 14 violated

Best Buy (2017)

19 adhered 20 violated

Hayneedle (2017)

17 adhered 19 violated

Grainger (2017)

16 adhered 16 violated

Crate & Barrel (2017)

16 adhered 11 violated

Nordstrom (2017)

16 adhered 12 violated

Newegg (2017)

15 adhered 20 violated

Rakuten (2017)

15 adhered 16 violated

Lowe's (2017)

13 adhered 19 violated

Williams Sonoma (2017)

9 adhered 15 violated

Amazon (2015)

27 adhered 18 violated

Walmart (2015)

23 adhered 13 violated

L.L. Bean (2015)

21 adhered 11 violated

Sears (2015)

19 adhered 12 violated

Target (2015)

18 adhered 13 violated

Home Depot (2015)

18 adhered 15 violated

B&H Photo (2015)

17 adhered 13 violated

Crutchfield (2015)

17 adhered 5 violated

Sephora (2015)

17 adhered 12 violated

Office Depot (2015)

16 adhered 11 violated

Build.com (2015)

16 adhered 7 violated

Kohl's (2015)

15 adhered 12 violated

Neiman Marcus (2015)

15 adhered 7 violated

Diapers.com (2015)

14 adhered 11 violated

Nordstrom (2015)

14 adhered 8 violated

Lowe's (2015)

14 adhered 12 violated

Dell (2015)

13 adhered 15 violated

Newegg (2015)

13 adhered 13 violated

Northern Tool (2015)

13 adhered 7 violated

Crate & Barrel (2015)

13 adhered 11 violated

Walgreens (2015)

12 adhered 17 violated

Best Buy (2015)

12 adhered 13 violated

TigerDirect (2015)

12 adhered 20 violated

Grainger (2015)

12 adhered 14 violated

Toys'R'Us (2015)

10 adhered 13 violated

Staples (2015)

10 adhered 18 violated

Macy's (2015)

9 adhered 6 violated

HSN (2015)

9 adhered 11 violated

J.C. Penney (2015)

9 adhered 11 violated

Victoria's Secret (2015)

9 adhered 9 violated

Gilt (2015)

9 adhered 8 violated

Bass Pro Shops (2015)

8 adhered 12 violated

Musician's Friend (2015)

8 adhered 13 violated

DICK'S Sporting Goods (2015)

8 adhered 14 violated

REI (2015)

8 adhered 16 violated

Nike (2015)

8 adhered 10 violated

Urban Outfitters (2015)

8 adhered 10 violated

Overstock (2015)

7 adhered 9 violated

Beauty.com (2015)

7 adhered 5 violated

Disney (2015)

7 adhered 14 violated

Williams Sonoma (2015)

7 adhered 12 violated

Cabela's (2015)

6 adhered 17 violated

Gap (2015)

6 adhered 9 violated

Apple (2015)

5 adhered 13 violated

Rakuten (2015)

4 adhered 7 violated

Ralph Lauren (2015)

3 adhered 7 violated

Ann Taylor (2015)

3 adhered 10 violated

Foot Locker (2015)

2 adhered 12 violated

Wayfair (2014)

19 adhered 11 violated

Hayneedle (2014)

18 adhered 14 violated