Page Types Overview

Top-Level Navigation

160 design examples manually annotated by Baymard researchers

What’s this? Here you’ll find 160 annotated “Top-Level Navigation” design examples from Baymard’s UX benchmark of 60 major e-commerce sites. (Note: this is less than 1% of the full research catalog.)

The Top-Level Navigation is the first layer of the product navigation. Depending on the site context and category taxonomy, this should often be an Intermediary Category Page. You may also want to explore Main Drop-Down Navigation examples.

More ‘Top-Level Navigation’ Insights

Learn More: Besides exploring the 160 “Top-Level Navigation” design examples below, you may also want to read our related articles on “E-Commerce Usability: The Main Navigation Should Display Product Categories (18% Don’t)” and “Over-Categorization: Avoid Implementing Product Types as Categories (54% Get It Wrong)”.

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

Neiman Marcus (2018)

9 adhered 4 violated

TigerDirect (2018)

9 adhered 2 violated

Etsy (2018)

9 adhered 5 violated

Nike (2018)

9 adhered 4 violated

Hayneedle (2018)

9 adhered 5 violated

Macy's (2018)

9 adhered 7 violated

Walmart (2018)

9 adhered 4 violated

Apple (2018)

9 adhered 7 violated

Adidas (2018)

9 adhered 3 violated

John Lewis (2018)

9 adhered 1 violated

Zalando (2018)

9 adhered 5 violated

Gilt (2018)

8 adhered 6 violated

Microsoft (2018)

8 adhered 6 violated

Crate & Barrel (2018)

8 adhered 5 violated

Northern Tool (2018)

8 adhered 1 violated

IKEA (2018)

8 adhered 5 violated

Wayfair (2018)

7 adhered 4 violated

H&M (2018)

7 adhered 6 violated

Bass Pro Shops (2018)

6 adhered 3 violated

Disney Store (2018)

6 adhered 1 violated

Dell (2018)

6 adhered 3 violated

Office Depot (2018)

6 adhered 3 violated

Target (2018)

6 adhered 3 violated

Debenhams (2018)

6 adhered 2 violated

Walgreen Co. (2018)

5 adhered 0 violated

Victoria's Secret (2018)

5 adhered 3 violated

Foot Locker (2018)

4 adhered 4 violated

Argos (2018)

4 adhered 1 violated

Cabela's (2018)

3 adhered 3 violated

Amazon (2018)

3 adhered 0 violated

Tesco (2018)

3 adhered 2 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

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

Dell (2016)

5 adhered 7 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 3 violated

Toys'R'Us (2016)

4 adhered 0 violated

Crate & Barrel (2016)

4 adhered 2 violated

Nordstrom (2016)

4 adhered 2 violated

J.C. Penney (2016)

4 adhered 3 violated

Victoria's Secret (2016)

4 adhered 2 violated

Bass Pro Shops (2016)

3 adhered 0 violated

B&H Photo (2016)

3 adhered 3 violated

Sony (2016)

3 adhered 2 violated

Ralph Lauren (2016)

3 adhered 4 violated

Neiman Marcus (2016)

3 adhered 1 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

Cabela's (2016)

3 adhered 1 violated

Target (2016)

3 adhered 3 violated

Sears (2016)

3 adhered 0 violated

Home Depot (2016)

3 adhered 2 violated

Build.com (2016)

3 adhered 2 violated

Sephora (2016)

2 adhered 3 violated

Foot Locker (2016)

2 adhered 4 violated

Hayneedle (2016)

2 adhered 2 violated

Disney (2016)

1 adhered 4 violated

Macy's (2016)

1 adhered 3 violated

Walgreens (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

Neiman Marcus (2013)

7 adhered 4 violated

Victoria's Secret (2013)

7 adhered 6 violated

Office Depot (2013)

7 adhered 5 violated

Target (2013)

7 adhered 0 violated

HP (2013)

6 adhered 1 violated

Williams-Sonoma (2013)

6 adhered 6 violated

Gap (2013)

6 adhered 4 violated

CDW (2013)

6 adhered 0 violated

Cabela's (2013)

5 adhered 0 violated

Sony (2013)

5 adhered 0 violated

Macy's (2013)

5 adhered 1 violated

American Eagle Outfitters (2013)

4 adhered 3 violated

Wayfair (2013)

4 adhered 1 violated

Amazon (2013)

4 adhered 0 violated

Costco (2013)

4 adhered 3 violated

Home Depot (2013)

4 adhered 3 violated

OfficeMax (2013)

4 adhered 5 violated

Crate & Barrel (2013)

4 adhered 1 violated

Bass Pro Shops (2013)

3 adhered 2 violated

Build (2013)

3 adhered 0 violated

J.C. Penney (2013)

3 adhered 1 violated

Overstock (2013)

3 adhered 1 violated

Nordstrom (2013)

3 adhered 1 violated

Grainger (2013)

3 adhered 6 violated

Etsy (2013)

3 adhered 0 violated

Sears (2013)

3 adhered 0 violated

Staples (2013)

3 adhered 4 violated

Hayneedle (2013)

2 adhered 0 violated

REI (2013)

2 adhered 0 violated

Toys'R'Us (2013)

2 adhered 3 violated

Walgreens (2013)

2 adhered 4 violated

Lowe's (2013)

2 adhered 2 violated

Barnes & Noble (2013)

2 adhered 2 violated

Dell (2013)

2 adhered 1 violated

Urban Outfitters (2013)

2 adhered 3 violated

Best Buy (2013)

2 adhered 3 violated

Disney (2013)

1 adhered 2 violated

Nike (2013)

1 adhered 0 violated

Microsoft (2013)

1 adhered 1 violated

Ralph Lauren (2013)

1 adhered 2 violated

L.L. Bean (2013)

1 adhered 3 violated

Rakuten / Buy.com (2013)

1 adhered 3 violated

TigerDirect (2013)

1 adhered 2 violated

Dell (2013)

1 adhered 8 violated

Walmart (2013)

1 adhered 0 violated

Newegg (2013)

1 adhered 2 violated

PC Connection (2013)

0 adhered 1 violated

Musician's Friend (2013)

0 adhered 3 violated