Page Types Overview

Product Page

51 design examples manually annotated by Baymard researchers

What’s this? Here you’ll find 51 annotated “Product 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.)

In our testing we observe that mobile product pages often cause a range of highly severe usability issue. Often the mobile product page designs cause users to completely overlook important product images or, even worse, completely overlook entire product page content sections. The small mobile screen makes it very difficult to ensure that users can get a complete overview of what product content is even available on the page.

More ‘Product Page’ Insights

  • Besides these mobile product pages we’ve also benchmarked the desktop versions; see the 120 desktop product page examples.
  • The research team is currently conducting a new large-scale mobile usability study that focuses on the mobile homepage, navigation, search, product lists, and product pages. Note that we do observe the current mobile guidelines and underlying user behavior still applies, despite some of the screenshots looking dated. The new mobile study is expected to be ready at the very end of 2018.

Learn More: Besides exploring the 51 mobile “Product Page” design examples below, you may also want to read our related article “40% of Sites Don’t Support Pinch or Tap Gestures for Product Images”.

Get Full Access: To see all of Baymard’s 144 mobile 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.)


Musician's Friend (2015)

14 adhered 3 violated

Amazon (2015)

13 adhered 6 violated

Gap (2015)

13 adhered 4 violated

Northern Tool (2015)

12 adhered 1 violated

Diapers (2015)

12 adhered 5 violated

Sears (2015)

12 adhered 6 violated

Etsy (2015)

11 adhered 3 violated

Kohl's (2015)

11 adhered 8 violated

Costco (2015)

10 adhered 3 violated

TigerDirect (2015)

10 adhered 1 violated

J.C. Penney (2015)

10 adhered 4 violated

L.L. Bean (2015)

10 adhered 9 violated

REI (2015)

10 adhered 2 violated

B&H Photo (2015)

9 adhered 4 violated

Nike (2015)

9 adhered 4 violated

Walmart (2015)

9 adhered 6 violated

Newegg (2015)

9 adhered 7 violated

Nordstrom (2015)

9 adhered 3 violated

Ann Taylor (2015)

8 adhered 2 violated

Hayneedle (2015)

8 adhered 5 violated

Sephora (2015)

8 adhered 7 violated

Toys'R'Us (2015)

8 adhered 6 violated

Macy's (2015)

8 adhered 7 violated

Dell (2015)

7 adhered 5 violated

Bass Pro Shops (2015)

7 adhered 4 violated

Cabela's (2015)

7 adhered 7 violated

American Eagle Outfitters (2015)

7 adhered 2 violated

Barnes & Noble (2015)

6 adhered 5 violated

Victoria’s Secret (2015)

6 adhered 5 violated

Urban Outfitters (2015)

6 adhered 6 violated

Walgreens (2015)

6 adhered 6 violated

Rakuten (2015)

6 adhered 6 violated

Staples (2015)

5 adhered 8 violated

Disney Store (2015)

5 adhered 4 violated

Foot Locker (2015)

5 adhered 10 violated

Best Buy (2015)

5 adhered 6 violated

Vitacost (2015)

4 adhered 1 violated

HP (2015)

4 adhered 8 violated

Crutchfield (2015)

4 adhered 3 violated

Gilt (2015)

4 adhered 4 violated

Bass Pro Shops (2015)

0 adhered 4 violated

Build.com (2014)

11 adhered 2 violated

Home Depot (2014)

11 adhered 6 violated

Wayfair (2014)

10 adhered 7 violated

Office Depot (2014)

9 adhered 8 violated

Crate & Barrel (2014)

9 adhered 6 violated

Grainger (2014)

8 adhered 9 violated

Target (2014)

7 adhered 8 violated

Williams-Sonoma (2014)

6 adhered 11 violated

Lowe's (2014)

4 adhered 9 violated

Overstock (2014)

4 adhered 8 violated