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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