Page Types Overview

Product Page

239 design examples manually annotated by Baymard researchers

What’s this? Here you’ll find 239 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.)

The Product Page can be difficult to get right. It’s typically a ‘template’ reused for every single product on the site (despite the individual products varying greatly in style and popularity), while at the same time any vendor-supplied product data and images often vary greatly in amount and quality. On top of this, it’s often on the product page where users make up their mind on purchasing the item or not. Hence, we’ve observed that even small UX issues in a site’s product page implementation will often cause direct site abandonments.

More ‘Product Page’ Insights

  • Our UX benchmark of product page implementations at 60 of the world’s top-grossing e-commerce sites reveals that getting the product page right is no easy task: the average e-commerce site has a full 24 structural usability issues with their overall product page design and features, and just 18% of e- commerce sites have an overall “acceptable” or “good” product page UX performance.

Learn More: Besides exploring the 239 “Product Page” page design examples below, you may also want to read our related articles “Product Page Usability: 82% of Sites Have Severe UX Issues”, “The Current State of E-Commerce Product Page UX Performance - 19 Common Pitfalls”, and “7 Product Page UX Implementations that Make REI Best-in-Class”.

Get Full Access: To see all of Baymard’s 95 product page research findings you’ll need Baymard Premium access. (Premium also provides you full access to 42,000+ hours of UX research findings, 700+ e-commerce UX guidelines, and 57,000+ UX performance scores.)


Northern Tool (2019)

30 adhered 7 violated

Apple Inc. (2019)

28 adhered 7 violated

Wayfair (2019)

28 adhered 5 violated

L.L. Bean (2019)

27 adhered 9 violated

Home Depot (2019)

26 adhered 7 violated

Target (2019)

26 adhered 6 violated

Marks & Spencer (2019)

25 adhered 3 violated

Amazon (2019)

25 adhered 15 violated

Overstock (2019)

25 adhered 11 violated

Musician's Friend (2019)

24 adhered 14 violated

Etsy (2019)

24 adhered 10 violated

Kohl's (2019)

24 adhered 12 violated

Sephora (2019)

23 adhered 4 violated

Victoria's Secret (2019)

23 adhered 5 violated

Macy's (2019)

23 adhered 9 violated

Urban Outfitters (2019)

22 adhered 7 violated

Sears (2019)

22 adhered 7 violated

J.C. Penney (2019)

21 adhered 8 violated

J.C. Penney (2019)

21 adhered 5 violated

American Eagle Outfitters (2019)

21 adhered 8 violated

REI (2019)

20 adhered 8 violated

Foot Locker (2019)

20 adhered 12 violated

Argos (2019)

19 adhered 7 violated

GAP (2019)

19 adhered 7 violated

Office Depot (2019)

19 adhered 14 violated

Lowe's (2019)

19 adhered 8 violated

Zalando (2019)

18 adhered 4 violated

ASOS (2019)

18 adhered 4 violated

Nordstrom (2019)

18 adhered 10 violated

Hayneedle (2019)

18 adhered 7 violated

Walmart (2019)

18 adhered 4 violated

Crutchfield (2019)

17 adhered 5 violated

Walgreens (2019)

17 adhered 8 violated

Argos (2019)

17 adhered 7 violated

John Lewis (2019)

17 adhered 9 violated

GAP (2019)

17 adhered 6 violated

Gilt (2019)

17 adhered 10 violated

Nike (2019)

17 adhered 7 violated

Crate & Barrel (2019)

17 adhered 12 violated

Debenhams (2019)

16 adhered 8 violated

IKEA (2019)

16 adhered 9 violated

Adidas (2019)

16 adhered 8 violated

John Lewis (2019)

16 adhered 9 violated

Cabela's (2019)

16 adhered 14 violated

Dell (2019)

16 adhered 8 violated

B&H Photo (2019)

16 adhered 7 violated

Wayfair (2019)

16 adhered 5 violated

Williams-Sonoma (2019)

16 adhered 9 violated

Rakuten (2019)

16 adhered 13 violated

Costco (2019)

15 adhered 10 violated

Costco (2019)

15 adhered 10 violated

IKEA (2019)

15 adhered 5 violated

ASOS (2019)

15 adhered 7 violated

Bass Pro Shops (2019)

15 adhered 9 violated

Best Buy (2019)

15 adhered 9 violated

Staples (2019)

15 adhered 6 violated

Hayneedle (2019)

15 adhered 3 violated

Build.com (2019)

15 adhered 6 violated

Home Depot (2019)

15 adhered 2 violated

Walgreens (2019)

14 adhered 5 violated

Neiman Marcus (2019)

14 adhered 7 violated

Ann Taylor (2019)

14 adhered 9 violated

Adidas (2019)

14 adhered 10 violated

American Eagle Outfitters (2019)

14 adhered 6 violated

Newegg (2019)

14 adhered 4 violated

Crate & Barrel (2019)

14 adhered 9 violated

TigerDirect (2019)

13 adhered 11 violated

Ann Taylor (2019)

13 adhered 9 violated

H&M (2019)

13 adhered 15 violated

Zalando (2019)

13 adhered 11 violated

Bass Pro Shops (2019)

13 adhered 13 violated

Urban Outfitters (2019)

13 adhered 9 violated

HP (2019)

13 adhered 11 violated

Staples (2019)

13 adhered 9 violated

Macy's (2019)

13 adhered 5 violated

Neiman Marcus (2019)

12 adhered 11 violated

Disney Store (2019)

12 adhered 15 violated

Best Buy (2019)

12 adhered 6 violated

B&H Photo (2019)

12 adhered 4 violated

Rakuten (2019)

12 adhered 4 violated

Walmart (2019)

12 adhered 15 violated

Kohl's (2019)

12 adhered 5 violated

Musician's Friend (2019)

11 adhered 2 violated

Foot Locker (2019)

11 adhered 6 violated

Nike (2019)

11 adhered 10 violated

Office Depot (2019)

11 adhered 8 violated

Williams-Sonoma (2019)

11 adhered 3 violated

Amazon (2019)

11 adhered 3 violated

Debenhams (2019)

10 adhered 7 violated

Tesco (2019)

10 adhered 5 violated

Marks & Spencer (2019)

10 adhered 8 violated

L.L. Bean (2019)

10 adhered 6 violated

Dell (2019)

10 adhered 8 violated

Newegg (2019)

10 adhered 7 violated

Lowe's (2019)

10 adhered 3 violated

Build.com (2019)

10 adhered 8 violated

Overstock (2019)

10 adhered 7 violated

Crutchfield (2019)

9 adhered 3 violated

TigerDirect (2019)

9 adhered 5 violated

Tesco (2019)

9 adhered 13 violated

REI (2019)

9 adhered 9 violated

W.W. Grainger, Inc. (2019)

9 adhered 3 violated

W.W. Grainger, Inc. (2019)

9 adhered 12 violated

Target (2019)

9 adhered 9 violated

H&M (2019)

8 adhered 6 violated

Cabela's (2019)

8 adhered 8 violated

Sephora (2019)

8 adhered 8 violated

HP (2019)

8 adhered 3 violated

Microsoft (2019)

8 adhered 10 violated

Sears (2019)

8 adhered 11 violated

Disney Store (2019)

7 adhered 4 violated

Victoria's Secret (2019)

7 adhered 7 violated

Nordstrom (2019)

7 adhered 3 violated

W.W. Grainger, Inc. (2019)

7 adhered 11 violated

Northern Tool (2019)

7 adhered 2 violated

Etsy (2019)

6 adhered 3 violated

Gilt (2019)

5 adhered 11 violated

Apple Inc. (2019)

5 adhered 6 violated

Microsoft (2019)

4 adhered 6 violated

Office Depot (2017)

32 adhered 17 violated

L.L. Bean (2017)

31 adhered 7 violated

Urban Outfitters (2017)

28 adhered 6 violated

Staples (2017)

28 adhered 17 violated

Macy's (2017)

27 adhered 15 violated

Home Depot (2017)

27 adhered 10 violated

Target (2017)

26 adhered 11 violated

J.C. Penney (2017)

25 adhered 10 violated

Adidas (2017)

23 adhered 15 violated

Apple (2017)

23 adhered 9 violated

Northern Tool (2017)

23 adhered 1 violated

Walmart (2017)

23 adhered 16 violated

REI (2017)

22 adhered 10 violated

GAP (2017)

22 adhered 8 violated

Sears (2017)

22 adhered 13 violated

Nordstrom (2017)

22 adhered 11 violated

Costco (2017)

21 adhered 12 violated

John Lewis (2017)

21 adhered 5 violated

ASOS (2017)

21 adhered 4 violated

B&H Photo (2017)

21 adhered 3 violated

Crate & Barrel (2017)

21 adhered 13 violated

Nike (2017)

21 adhered 13 violated

H&M (2017)

20 adhered 10 violated

Hayneedle (2017)

20 adhered 10 violated

Dell (2017)

20 adhered 16 violated

John Lewis (2017)

20 adhered 6 violated

Grainger (2017)

20 adhered 20 violated

Neiman Marcus (2017)

19 adhered 7 violated

Ann Taylor (2017)

19 adhered 12 violated

Etsy (2017)

19 adhered 11 violated

Victoria’s Secret (2017)

19 adhered 10 violated

HP (2017)

19 adhered 11 violated

Newegg (2017)

19 adhered 16 violated

Wayfair (2017)

19 adhered 4 violated

Northern Tool (2017)

19 adhered 2 violated

Cabela's (2017)

18 adhered 10 violated

Bass Pro Shops (2017)

18 adhered 13 violated

Disney (2017)

18 adhered 12 violated

Foot Locker (2017)

18 adhered 8 violated

Gilt (2017)

18 adhered 5 violated

B&H Photo (2017)

18 adhered 5 violated

Crutchfield (2017)

18 adhered 14 violated

Best Buy (2017)

18 adhered 8 violated

Amazon (2017)

18 adhered 9 violated

Debenhams (2017)

17 adhered 20 violated

Musician's Friend (2017)

17 adhered 5 violated

REI (2017)

17 adhered 5 violated

Toys'R'Us (2017)

17 adhered 11 violated

Gilt (2017)

17 adhered 4 violated

American Eagle Outfitters (2017)

17 adhered 10 violated

Marks & Spencer (2017)

16 adhered 6 violated

Hayneedle (2017)

16 adhered 2 violated

Rakuten (2017)

16 adhered 13 violated

Overstock (2017)

16 adhered 5 violated

Williams-Sonoma (2017)

16 adhered 10 violated

Sephora (2017)

16 adhered 7 violated

Kohl's (2017)

16 adhered 9 violated

TigerDirect (2017)

15 adhered 7 violated

Tesco (2017)

15 adhered 9 violated

Musician's Friend (2017)

15 adhered 7 violated

L.L. Bean (2017)

15 adhered 4 violated

Build.com (2017)

15 adhered 5 violated

Overstock (2017)

15 adhered 9 violated

Sephora (2017)

15 adhered 8 violated

Walgreens (2017)

14 adhered 14 violated

Ann Taylor (2017)

14 adhered 3 violated

Marks & Spencer (2017)

14 adhered 7 violated

Zalando (2017)

14 adhered 5 violated

ASOS (2017)

14 adhered 7 violated

Crutchfield (2017)

14 adhered 4 violated

Wayfair (2017)

14 adhered 7 violated

Build.com (2017)

14 adhered 7 violated

Walmart (2017)

14 adhered 8 violated

Williams-Sonoma (2017)

14 adhered 3 violated

Lowe's (2017)

14 adhered 11 violated

American Eagle Outfitters (2017)

13 adhered 12 violated

GAP (2017)

13 adhered 8 violated

Amazon (2017)

13 adhered 9 violated

Lowe's (2017)

13 adhered 3 violated

Costco (2017)

12 adhered 7 violated

Walgreens (2017)

12 adhered 7 violated

Argos (2017)

12 adhered 8 violated

Argos (2017)

12 adhered 6 violated

Etsy (2017)

12 adhered 4 violated

J.C. Penney (2017)

12 adhered 10 violated

Home Depot (2017)

12 adhered 1 violated

Sears (2017)

12 adhered 9 violated

Nordstrom (2017)

12 adhered 4 violated

IKEA (2017)

11 adhered 11 violated

IKEA (2017)

11 adhered 12 violated

Zalando (2017)

11 adhered 11 violated

Cabela's (2017)

11 adhered 11 violated

Toys'R'Us (2017)

11 adhered 10 violated

Victoria’s Secret (2017)

11 adhered 2 violated

Rakuten (2017)

11 adhered 10 violated

Neiman Marcus (2017)

10 adhered 6 violated

Adidas (2017)

10 adhered 3 violated

Microsoft (2017)

10 adhered 11 violated

Best Buy (2017)

10 adhered 8 violated

Crate & Barrel (2017)

10 adhered 4 violated

Apple (2017)

10 adhered 5 violated

Debenhams (2017)

9 adhered 1 violated

Dell (2017)

9 adhered 8 violated

Macy's (2017)

9 adhered 9 violated

Target (2017)

9 adhered 10 violated

Kohl's (2017)

9 adhered 7 violated

Tesco (2017)

8 adhered 9 violated

Bass Pro Shops (2017)

8 adhered 10 violated

Urban Outfitters (2017)

8 adhered 11 violated

Microsoft (2017)

8 adhered 6 violated

Staples (2017)

8 adhered 4 violated

Nike (2017)

8 adhered 7 violated

Disney (2017)

7 adhered 6 violated

HP (2017)

7 adhered 4 violated

H&M (2017)

6 adhered 8 violated

Foot Locker (2017)

6 adhered 11 violated

Newegg (2017)

6 adhered 11 violated

TigerDirect (2017)

5 adhered 6 violated

Office Depot (2017)

5 adhered 3 violated

Grainger (2017)

2 adhered 2 violated