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Amazon’s Mobile E-Commerce UX

This is a usability benchmark of the mobile site user experience of Amazon and 49 other sites. The overall performance of Amazon is all but broken.

Amazon's mobile design in particular suffers from usability issues caused by mediocre Form Layout, mediocre Redundancy & Simplicity, and broken Error Messages. That said, their mobile design performs great within Search.

Rank: #38 of 50

Usability Score: 236

URL: amazon.com

Reviewer: Christian Vind

Poor
Acceptable
Good

Overall Mobile UX Performance

146 Guidelines · Score: 236

“Broken” Performance

Navigation & Product Browsing

4 Guidelines · Score: -3.6

“Broken” Performance
Guideline #29: Violated Low · Score: -14.4
Guideline #30: Violated High · Score: -28.8
Guideline #31: Adhered High · Score: 21.6
Guideline #32: Adhered High · Score: 18.0
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Search

5 Guidelines · Score: 75.6

“State of the Art” Performance
Guideline #33: Violated High · Score: -25.2
Guideline #34: Adhered High · Score: 28.8
Guideline #35: Adhered High · Score: 25.2
Guideline #36: Adhered High · Score: 25.2
Guideline #37: Adhered High · Score: 21.6
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Product List

12 Guidelines · Score: 77.4

“State of the Art” Performance
Guideline #38: Adhered High · Score: 28.8
Guideline #39: Adhered High · Score: 25.2
Guideline #40: Violated Low · Score: -10.8
Guideline #41: Violated Low · Score: -9.0
Guideline #42: Adhered High · Score: 18.0
Guideline #43: Adhered High · Score: 21.6
Guideline #44: Adhered High · Score: 18.0
Guideline #45: Neutral · Score: 0.0
Guideline #46: Not Applicable · Score: 0.0
Guideline #47: Not Applicable · Score: 0.0
Guideline #48: Violated High · Score: -14.4
Guideline #49: Neutral · Score: 0.0
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Filtering & Sorting

9 Guidelines · Score: -12.6

“Broken” Performance
Guideline #50: Adhered High · Score: 25.2
Guideline #51: Violated Low · Score: -12.6
Guideline #52: Violated Low · Score: -9.0
Guideline #53: Violated High · Score: -18.0
Guideline #54: Violated High · Score: -18.0
Guideline #55: Adhered Low · Score: 9.0
Guideline #56: Violated Low · Score: -7.2
Guideline #57: Adhered Low · Score: 7.2
Guideline #58: Adhered High · Score: 10.8
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Cross Navigation & Compatibility

5 Guidelines · Score: 27.0

Guideline #59: Adhered Low · Score: 10.8
Guideline #60: Adhered Low · Score: 9.0
Guideline #61: Violated High · Score: -18.0
Guideline #62: Adhered High · Score: 14.4
Guideline #63: Adhered High · Score: 10.8
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Product Page Layout

6 Guidelines · Score: -32.4

“Broken” Performance
Guideline #64: Violated High · Score: -25.2
Guideline #65: Adhered Low · Score: 10.8
Guideline #66: Adhered Low · Score: 9.0
Guideline #67: Violated High · Score: -18.0
Guideline #68: Violated High · Score: -18.0
Guideline #69: Adhered Low · Score: 9.0
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Product Images

5 Guidelines · Score: 64.8

“State of the Art” Performance
Guideline #70: Adhered High · Score: 28.8
Guideline #71: Adhered High · Score: 25.2
Guideline #72: Adhered High · Score: 25.2
Guideline #73: Violated High · Score: -14.4
Guideline #74: Neutral · Score: 0.0
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Product Descriptions & Specs

3 Guidelines · Score: 43.2

“State of the Art” Performance
Guideline #75: Adhered High · Score: 25.2
Guideline #76: Adhered High · Score: 18.0
Guideline #77: Not Applicable · Score: 0.0
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Cart

2 Guidelines · Score: 19.8

“State of the Art” Performance
Guideline #81: Adhered Low · Score: 9.0
Guideline #82: Issue Resolved · Score: 10.8
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Total Cost

6 Guidelines · Score: -55.8

“Broken” Performance
Guideline #83: Violated Low · Score: -14.4
Guideline #84: Violated Low · Score: -12.6
Guideline #85: Not Applicable · Score: 0.0
Guideline #86: Not Applicable · Score: 0.0
Guideline #87: Violated High · Score: -18.0
Guideline #88: Violated High · Score: -10.8
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Shipping

3 Guidelines · Score: -14.4

“Broken” Performance
Guideline #89: Violated High · Score: -25.2
Guideline #90: Not Applicable · Score: 0.0
Guideline #91: Adhered Low · Score: 10.8
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Account

3 Guidelines · Score: -50.4

“Broken” Performance
Guideline #92: Violated High · Score: -25.2
Guideline #93: Violated High · Score: -25.2
Guideline #94: Not Applicable · Score: 0.0
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Editing & Verifying Inputs

7 Guidelines · Score: 63.0

Guideline #95: Adhered High · Score: 25.2
Guideline #96: Adhered High · Score: 25.2
Guideline #97: Adhered High · Score: 21.6
Guideline #98: Violated Low · Score: -9.0
Guideline #99: Violated High · Score: -18.0
Guideline #100: Adhered High · Score: 18.0
Guideline #101: Not Applicable · Score: 0.0
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Redundancy & Simplicity

5 Guidelines · Score: 32.4

Guideline #102: Adhered High · Score: 21.6
Guideline #103: Violated High · Score: -18.0
Guideline #104: Adhered High · Score: 18.0
Guideline #105: Adhered Low · Score: 3.6
Guideline #106: Adhered High · Score: 7.2
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Form Layout

5 Guidelines · Score: 32.4

Guideline #107: Not Applicable · Score: 0.0
Guideline #108: Adhered High · Score: 18.0
Guideline #109: Not Applicable · Score: 0.0
Guideline #110: Adhered High · Score: 7.2
Guideline #111: Adhered High · Score: 7.2
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Input Functionality

5 Guidelines · Score: 21.6

Guideline #112: Not Applicable · Score: 0.0
Guideline #113: Adhered High · Score: 10.8
Guideline #114: Not Applicable · Score: 0.0
Guideline #115: Adhered High · Score: 10.8
Guideline #116: Not Applicable · Score: 0.0
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Field Descriptions

10 Guidelines · Score: -95.4

“Broken” Performance
Guideline #117: Violated High · Score: -28.8
Guideline #118: Violated High · Score: -28.8
Guideline #119: Violated High · Score: -25.2
Guideline #120: Violated High · Score: -21.6
Guideline #121: Adhered High · Score: 21.6
Guideline #122: Violated High · Score: -18.0
Guideline #123: Violated High · Score: -14.4
Guideline #124: Adhered Low · Score: 5.4
Guideline #125: Adhered High · Score: 14.4
Guideline #126: Neutral · Score: 0.0
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Touch Keyboards

5 Guidelines · Score: -14.4

“Broken” Performance
Guideline #127: Violated High · Score: -21.6
Guideline #128: Violated High · Score: -21.6
Guideline #129: Adhered High · Score: 14.4
Guideline #130: Adhered High · Score: 7.2
Guideline #131: Adhered High · Score: 7.2
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Error Messages

5 Guidelines · Score: -3.6

“Broken” Performance
Guideline #132: Violated High · Score: -28.8
Guideline #133: Adhered High · Score: 21.6
Guideline #134: Adhered High · Score: 18.0
Guideline #135: Violated High · Score: -14.4
Guideline #136: Not Applicable · Score: 0.0
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All 50 sites were benchmarked across the 146 guidelines from the Mobile E-Commerce usability study. During our evaluation, the mobile experience of Amazon adhered to 54 usability guidelines, violated 36, and scored neutral on 4 occasions, while a remaining 52 guidelines weren’t applicable.

See methodology to read up on the evaluation criteria and scoring algorithm.

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Industry Comparison: Mass Merchant

Overall Amazon ranks 38 when comparing the user experience of their mobile site against that of the 49 other major US e-commerce mobile sites in the benchmark, and ranks 8 in the Mass Merchant industry.

Poor
Acceptable
Good

1. Sears

2. Target

3. Etsy

5. Kohl's

6. Walmart

7. Macy's

8. Amazon

“Broken” Performance

9. Costco

“Broken” Performance

10. Overstock

“Broken” Performance

11. Rakuten

“Broken” Performance
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