Page Types Overview

Intermediary Category Page

203 design examples manually annotated by Baymard researchers

What’s this? Here you’ll find 203 annotated “Intermediary Category Page” design examples from Baymard’s UX benchmark of 60 major e-commerce sites. (Note: this is less than 1% of the full research catalog.)

Intermediary Category Pages are category pages used at the first 1–3 levels of a site’s category hierarchy (depending on the size of the product catalog). They are unique because they don’t show a list of products, but rather show all the available subcategories they contain — each depicted with a representative thumbnail. Despite consistently performing well in usability testing, 22% of e-commerce sites still don’t have any kind of category pages.

More ‘Intermediary Category Page’ Insights

  • In testing we observe that when users land on an intermediary category page, they exhibit much of the same behavior as they do when landing on the homepage — they try to infer the category taxonomy, the breadth of the particular category, and which path will suit them best. Therefore the intermediary category page often faces the same challenges as the homepage, such as instantly conveying the category contents and making the primary paths (the subcategories) stand out among any featured promotions and products.
  • Showing the entire list of products for a top-level category often won’t make sense, as the list will simply be too long or generic (e.g., “Women’s clothing”). Instead, the scope must be further defined before a meaningful and manageable list of products can be shown (e.g., “Women’s Jackets”). Intermediary category pages solve this exact problem and should be utilized in the 1–2 top levels of the hierarchy. It’s almost like a storefront for a particular product category, guiding the user to select subcategories, filters, or even specific promoted products.

Learn More: Besides exploring the 203 “Intermediary Category Page” design examples below, you may also want to read our related articles on “Implement the First 1-2 Levels of the E-Commerce Hierarchy as Intermediary Category Pages” and “7 Navigational Implementations that Make Kohl’s Best-in-Class”.

Get Full Access: To see all of Baymard’s 61 homepage and category navigation 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.)


Build.com (2018)

17 adhered 3 violated

L.L. Bean (2018)

15 adhered 2 violated

REI (2018)

14 adhered 4 violated

HP (2018)

14 adhered 3 violated

Musician's Friend (2018)

13 adhered 1 violated

J.C. Penney (2018)

13 adhered 3 violated

Overstock (2018)

13 adhered 6 violated

Sears (2018)

13 adhered 2 violated

Ann Taylor (2018)

12 adhered 4 violated

Costco (2018)

12 adhered 0 violated

Urban Outfitters (2018)

12 adhered 5 violated

Staples (2018)

12 adhered 2 violated

Williams-Sonoma (2018)

12 adhered 4 violated

Kohl's (2018)

12 adhered 5 violated

Nordstrom (2018)

12 adhered 4 violated

Marks & Spencer (2018)

12 adhered 2 violated

Sephora (2018)

11 adhered 1 violated

American Eagle Outfitters (2018)

11 adhered 5 violated

Newegg (2018)

11 adhered 2 violated

B&H Photo (2018)

11 adhered 3 violated

Crutchfield (2018)

11 adhered 3 violated

Best Buy (2018)

11 adhered 2 violated

Lowe's (2018)

11 adhered 3 violated

Grainger (2018)

11 adhered 5 violated

Rakuten (2018)

11 adhered 4 violated

ASOS (2018)

11 adhered 1 violated

Home Depot (2018)

10 adhered 1 violated

Tesco (2018)

10 adhered 6 violated

Neiman Marcus (2018)

9 adhered 4 violated

TigerDirect (2018)

9 adhered 2 violated

Etsy (2018)

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Nike (2018)

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Hayneedle (2018)

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Macy's (2018)

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Walmart (2018)

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Apple (2018)

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Adidas (2018)

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John Lewis (2018)

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Microsoft (2018)

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Crate & Barrel (2018)

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Northern Tool (2018)

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IKEA (2018)

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John Lewis (2018)

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Lowe's (2018)

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Wayfair (2018)

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Wayfair (2018)

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H&M (2018)

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Bass Pro Shops (2018)

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Disney Store (2018)

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B&H Photo (2018)

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Best Buy (2018)

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Office Depot (2018)

6 adhered 3 violated

Hayneedle (2018)

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Walmart (2018)

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Target (2018)

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Debenhams (2018)

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Argos (2018)

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Walgreen Co. (2018)

5 adhered 1 violated

Walgreen Co. (2018)

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Victoria's Secret (2018)

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Office Depot (2018)

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Amazon (2018)

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Amazon (2018)

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Debenhams (2018)

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Argos (2018)

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Cabela's (2018)

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Crutchfield (2018)

3 adhered 2 violated

Amazon (2018)

3 adhered 0 violated

Sears (2018)

3 adhered 3 violated

Target (2018)

3 adhered 4 violated

Tesco (2018)

3 adhered 2 violated

Northern Tool (2018)

3 adhered 3 violated

Newegg (2018)

2 adhered 3 violated

Home Depot (2018)

1 adhered 3 violated

Grainger (2018)

0 adhered 1 violated

Office Depot (2016)

13 adhered 2 violated

REI (2016)

12 adhered 1 violated

Williams-Sonoma (2016)

12 adhered 1 violated

Urban Outfitters (2016)

12 adhered 3 violated

Gap (2016)

10 adhered 2 violated

Ann Taylor (2016)

9 adhered 1 violated

Newegg (2016)

9 adhered 3 violated

Lowe's (2016)

8 adhered 1 violated

Amazon (2016)

7 adhered 1 violated

Walgreens (2016)

6 adhered 0 violated

Gilt (2016)

6 adhered 4 violated

Best Buy (2016)

6 adhered 0 violated

Wayfair (2016)

6 adhered 2 violated

Costco (2016)

5 adhered 3 violated

Kohl's (2016)

5 adhered 3 violated

Staples (2016)

5 adhered 2 violated

Overstock (2016)

5 adhered 2 violated

Nike (2016)

5 adhered 2 violated

L.L. Bean (2016)

5 adhered 2 violated

Dell (2016)

4 adhered 1 violated

HP (2016)

4 adhered 2 violated

Microsoft (2016)

4 adhered 3 violated

TigerDirect (2016)

4 adhered 0 violated

Crutchfield (2016)

4 adhered 0 violated

Crutchfield (2016)

4 adhered 3 violated

Toys'R'Us (2016)

4 adhered 0 violated

Hayneedle (2016)

4 adhered 0 violated

Sears (2016)

4 adhered 1 violated

J.C. Penney (2016)

4 adhered 3 violated

Victoria's Secret (2016)

4 adhered 2 violated

Dell (2016)

3 adhered 0 violated

Bass Pro Shops (2016)

3 adhered 0 violated

B&H Photo (2016)

3 adhered 3 violated

Sony (2016)

3 adhered 1 violated

Sony (2016)

3 adhered 2 violated

Walmart (2016)

3 adhered 0 violated

Walmart (2016)

3 adhered 2 violated

Rakuten (2016)

3 adhered 3 violated

Etsy (2016)

3 adhered 2 violated

Barnes & Noble (2016)

3 adhered 2 violated

Grainger (2016)

3 adhered 2 violated

Hayneedle (2016)

3 adhered 0 violated

Sears (2016)

3 adhered 0 violated

Home Depot (2016)

3 adhered 2 violated

Build.com (2016)

3 adhered 2 violated

Overstock (2016)

3 adhered 0 violated

Macy's (2016)

3 adhered 2 violated

Wayfair (2016)

3 adhered 1 violated

Costco (2016)

2 adhered 1 violated

Sephora (2016)

2 adhered 1 violated

Sephora (2016)

2 adhered 3 violated

Best Buy (2016)

2 adhered 1 violated

Staples (2016)

2 adhered 0 violated

Barnes & Noble (2016)

2 adhered 1 violated

Grainger (2016)

2 adhered 1 violated

Lowe's (2016)

2 adhered 0 violated

Hayneedle (2016)

2 adhered 2 violated

Crate & Barrel (2016)

2 adhered 2 violated

Home Depot (2016)

2 adhered 2 violated

Wayfair (2016)

2 adhered 2 violated

Sephora (2016)

1 adhered 1 violated

Disney (2016)

1 adhered 0 violated

Disney (2016)

1 adhered 4 violated

Office Depot (2016)

1 adhered 0 violated

Cabela's (2016)

1 adhered 2 violated

Macy's (2016)

1 adhered 3 violated

Sephora (2016)

0 adhered 0 violated

Amazon (2016)

0 adhered 0 violated

Etsy (2016)

0 adhered 0 violated

Etsy (2016)

0 adhered 0 violated

Toys'R'Us (2016)

0 adhered 3 violated

Newegg (2016)

0 adhered 1 violated

Newegg (2016)

0 adhered 0 violated

American Eagle Outfitters (2016)

0 adhered 4 violated

Ann Taylor (2013)

8 adhered 2 violated

Kohl's (2013)

8 adhered 3 violated

HSN (2013)

8 adhered 9 violated

Office Depot (2013)

7 adhered 5 violated

Target (2013)

7 adhered 4 violated

Target (2013)

7 adhered 0 violated

J.C. Penney (2013)

6 adhered 2 violated

Lowe's (2013)

6 adhered 0 violated

Barnes & Noble (2013)

6 adhered 1 violated

Grainger (2013)

6 adhered 1 violated

Home Depot (2013)

6 adhered 0 violated

J.C. Penney (2013)

5 adhered 4 violated

Overstock (2013)

5 adhered 4 violated

Best Buy (2013)

5 adhered 2 violated

Best Buy (2013)

5 adhered 0 violated

Macy's (2013)

5 adhered 1 violated

Hayneedle (2013)

4 adhered 1 violated

American Eagle Outfitters (2013)

4 adhered 3 violated

PC Connection (2013)

4 adhered 2 violated

Walmart (2013)

4 adhered 3 violated

OfficeMax (2013)

4 adhered 2 violated

OfficeMax (2013)

4 adhered 5 violated

Crate & Barrel (2013)

4 adhered 1 violated

Bass Pro Shops (2013)

3 adhered 2 violated

Wayfair (2013)

3 adhered 0 violated

Amazon (2013)

3 adhered 2 violated

Nordstrom (2013)

3 adhered 1 violated

Sony (2013)

3 adhered 1 violated

Costco (2013)

3 adhered 1 violated

Etsy (2013)

3 adhered 0 violated

Office Depot (2013)

3 adhered 1 violated

Sears (2013)

3 adhered 0 violated

Staples (2013)

3 adhered 4 violated

Hayneedle (2013)

2 adhered 0 violated

Hayneedle (2013)

2 adhered 0 violated

Walgreens (2013)

2 adhered 3 violated

Barnes & Noble (2013)

2 adhered 2 violated

TigerDirect (2013)

2 adhered 4 violated

Dell (2013)

2 adhered 1 violated

Urban Outfitters (2013)

2 adhered 0 violated

Walmart (2013)

2 adhered 5 violated

CDW (2013)

2 adhered 0 violated

Newegg (2013)

2 adhered 2 violated

OfficeMax (2013)

2 adhered 3 violated

Sears (2013)

2 adhered 1 violated

Bass Pro Shops (2013)

1 adhered 5 violated

Disney (2013)

1 adhered 0 violated

Wayfair (2013)

1 adhered 3 violated

Cabela's (2013)

1 adhered 3 violated

Home Depot (2013)

1 adhered 0 violated

Staples (2013)

1 adhered 3 violated

Crate & Barrel (2013)

1 adhered 0 violated

Nike (2013)

0 adhered 3 violated

Toys'R'Us (2013)

0 adhered 2 violated