Page Types Overview

Autocomplete Suggestions

96 design examples manually annotated by Baymard researchers

What’s this? Here you’ll find 96 annotated “Autocomplete Suggestions” design examples from Baymard’s UX benchmark of 60 major e-commerce sites. (Note: this is less than 1% of the full research catalog.)

Our search usability testing reveals that having autocomplete suggestions appear as users type their search query isn’t about speeding up the user’s typing process. The true value comes from how autocomplete suggestions can assist and guide users toward submitting better search queries. When autocomplete suggestions are done well they inspire users about the types of queries to use, teach correct domain terminology, help avoid typos, and assist users in selecting the right search scope.

More ‘Autocomplete Suggestions’ Insights

  • Autocomplete search suggestions (sometimes also called “Predictive Search”) have become increasingly popular on e-commerce sites over the past years, and our benchmark documents that search autocompletes are now used at 90% of major e-commerce sites. Precisely because autocomplete suggestions are so common, users also have fairly well-established expectations of how the autocomplete widget will work. When these expectations are violated, the user’s search experience plummets and, in some cases, leads them astray. During our testing, suboptimal autocomplete suggestions sent multiple subjects on detours, often with a completely wrecked search experience or site abandonment as the result.
  • As autocomplete directly manipulates what users will search for and how they search, it’s one of those features that can do more harm than good if not implemented properly. Users generally expect ”the site to know better”, and during our large-scale testing users were very faithful to the site’s suggestions. Therefore the quality and relevance of the autocomplete suggestions should be taken just as seriously as the search results’ quality and relevance.

Learn More: Besides exploring the 96 autocomplete examples below (for general inspiration), you may also want to read our related article “8 Design Patterns for Autocomplete Suggestions”.

Get Full Access: To see all of Baymard’s 49 e-commerce search 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.)


B&H Photo (2017)

8 adhered 0 violated

Home Depot (2017)

7 adhered 0 violated

Costco (2017)

6 adhered 0 violated

Grainger (2017)

6 adhered 1 violated

J.C. Penney (2017)

6 adhered 0 violated

Best Buy (2017)

6 adhered 1 violated

Macy's (2017)

5 adhered 1 violated

Rakuten (2017)

5 adhered 2 violated

Lowe's (2017)

5 adhered 2 violated

Musician's Friend (2017)

5 adhered 2 violated

Newegg (2017)

5 adhered 1 violated

Wayfair (2017)

5 adhered 1 violated

Hayneedle (2017)

5 adhered 0 violated

Disney (2017)

5 adhered 2 violated

Kohl's (2017)

5 adhered 2 violated

Walmart (2017)

5 adhered 0 violated

Office Depot (2017)

5 adhered 1 violated

Staples (2017)

5 adhered 1 violated

Amazon (2017)

4 adhered 0 violated

Debenhams (2017)

4 adhered 2 violated

H&M (2017)

4 adhered 2 violated

HP (2017)

4 adhered 3 violated

Victoria’s Secret (2017)

4 adhered 1 violated

Gilt (2017)

4 adhered 1 violated

Northern Tool (2017)

4 adhered 1 violated

Williams-Sonoma (2017)

4 adhered 1 violated

American Eagle Outfitters (2017)

4 adhered 1 violated

Crate & Barrel (2017)

4 adhered 2 violated

Etsy (2017)

4 adhered 0 violated

Sears (2017)

4 adhered 2 violated

Target (2017)

4 adhered 1 violated

Nordstrom (2017)

4 adhered 3 violated

Foot Locker (2017)

3 adhered 3 violated

Overstock (2017)

3 adhered 1 violated

REI (2017)

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Walgreens (2017)

3 adhered 2 violated

Ann Taylor (2017)

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Crutchfield (2017)

3 adhered 3 violated

Dell (2017)

2 adhered 2 violated

Microsoft (2017)

2 adhered 3 violated

Apple (2017)

2 adhered 2 violated

L.L. Bean (2017)

2 adhered 2 violated

Cabela's (2017)

2 adhered 1 violated

Bass Pro Shops (2017)

2 adhered 1 violated

Nike (2017)

1 adhered 2 violated

Neiman Marcus (2017)

1 adhered 2 violated

Urban Outfitters (2017)

1 adhered 3 violated

Sephora (2017)

1 adhered 5 violated

Tesco (2016)

6 adhered 4 violated

Marks & Spencer (2016)

5 adhered 1 violated

Adidas (2016)

5 adhered 2 violated

John Lewis (2016)

4 adhered 0 violated

IKEA (2016)

3 adhered 3 violated

ASOS (2016)

3 adhered 2 violated

Zalando (2016)

2 adhered 4 violated

Etsy (2014)

6 adhered 0 violated

Newegg (2014)

6 adhered 1 violated

Northern Tool (2014)

5 adhered 1 violated

Walmart (2014)

5 adhered 1 violated

Sears (2014)

5 adhered 2 violated

Amazon (2014)

5 adhered 0 violated

OfficeMax (2014)

5 adhered 3 violated

Foot Locker (2014)

4 adhered 1 violated

REI (2014)

4 adhered 1 violated

Home Depot (2014)

4 adhered 1 violated

Lowe's (2014)

4 adhered 0 violated

Macy's (2014)

4 adhered 2 violated

American Eagle Outfitters (2014)

4 adhered 3 violated

Staples (2014)

4 adhered 2 violated

Office Depot (2014)

4 adhered 3 violated

Williams-Sonoma (2014)

3 adhered 2 violated

Zulily (2014)

3 adhered 2 violated

Gilt (2014)

3 adhered 2 violated

Walgreens (2014)

3 adhered 1 violated

Grainger (2014)

3 adhered 2 violated

Toys'R'Us (2014)

3 adhered 3 violated

Rakuten (2014)

3 adhered 2 violated

J.C. Penney (2014)

3 adhered 2 violated

Wayfair (2014)

3 adhered 0 violated

TigerDirect (2014)

3 adhered 3 violated

Best Buy (2014)

3 adhered 3 violated

Crutchfield (2014)

2 adhered 3 violated

Sephora (2014)

2 adhered 4 violated

Disney Store (2014)

2 adhered 3 violated

Build.com (2014)

2 adhered 2 violated

Costco (2014)

2 adhered 3 violated

Overstock (2014)

2 adhered 2 violated

Target (2014)

2 adhered 2 violated

CDW (2014)

2 adhered 3 violated

Crate & Barrel (2014)

2 adhered 2 violated

drugstore.com (2014)

1 adhered 3 violated

Musician's Friend (2014)

1 adhered 4 violated

Urban Outfitters (2014)

1 adhered 3 violated

Nordstrom (2014)

1 adhered 2 violated

L.L. Bean (2014)

1 adhered 2 violated

Neiman Marcus (2014)

0 adhered 3 violated