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Amazon’s Product Page UX

This is a usability benchmark of the product page experience of Amazon and 59 other sites. The overall performance of Amazon is mediocre.

Notably, Amazon's product page performance is hampered by poor Product Variations and User Reviews, although this is helped somewhat by good Product Images and decent Product Descriptions.

Rank: #30 of 60

Usability Score: 305

URL: amazon.com

Reviewer: Edward Scott

Poor
Acceptable
Good

Overall Product Page UX Performance

98 Guidelines · Score: 305

Product Page Layout

8 Guidelines · Score: -7.7

Guideline #1: Not Applicable · Score: 0.0
Guideline #2: Not Applicable · Score: 0.0
Guideline #3: Not Applicable · Score: 0.0
Guideline #4: Violated High · Score: -17.9
Guideline #5: Not Applicable · Score: 0.0
Guideline #6: Violated High · Score: -15.3
Guideline #7: Adhered High · Score: 12.8
Guideline #8: Issue Resolved · Score: 12.8
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Product Images

9 Guidelines · Score: 81.8

Guideline #9: Adhered High · Score: 20.4
Guideline #10: Adhered High · Score: 17.9
Guideline #11: Adhered High · Score: 17.9
Guideline #12: Violated High · Score: -12.8
Guideline #13: Not Applicable · Score: 0.0
Guideline #14: Adhered High · Score: 12.8
Guideline #15: Adhered High · Score: 12.8
Guideline #16: Not Applicable · Score: 0.0
Guideline #17: Adhered High · Score: 12.8
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Image Gallery UI

10 Guidelines · Score: 58.8

Guideline #18: Adhered High · Score: 17.9
Guideline #19: Not Applicable · Score: 0.0
Guideline #20: Adhered High · Score: 17.9
Guideline #21: Adhered High · Score: 15.3
Guideline #22: Violated High · Score: -12.8
Guideline #23: Adhered High · Score: 12.8
Guideline #24: Neutral · Score: 0.0
Guideline #25: Neutral · Score: 0.0
Guideline #26: Not Applicable · Score: 0.0
Guideline #27: Adhered High · Score: 7.7
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Product Video & 360-View

4 Guidelines · Score: 8.9

Guideline #28: Adhered Low · Score: 6.4
Guideline #29: Adhered High · Score: 12.8
Guideline #30: Violated High · Score: -10.2
Guideline #31: Not Applicable · Score: 0.0
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The 'Buy' Section

11 Guidelines · Score: 19.2

Guideline #32: Violated High · Score: -12.8
Guideline #33: Adhered High · Score: 17.9
Guideline #34: Not Applicable · Score: 0.0
Guideline #35: Violated High · Score: -12.8
Guideline #36: Violated High · Score: -12.8
Guideline #37: Adhered Low · Score: 6.4
Guideline #38: Adhered High · Score: 12.8
Guideline #39: Issue Resolved · Score: 12.8
Guideline #40: Issue Resolved · Score: 12.8
Guideline #41: Not Applicable · Score: 0.0
Guideline #42: Violated High · Score: -5.1
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Shipping, Returns, and Gifting

7 Guidelines · Score: 26.8

Guideline #43: Violated Low · Score: -6.4
Guideline #44: Adhered High · Score: 12.8
Guideline #45: Violated Low · Score: -8.9
Guideline #46: Adhered Low · Score: 6.4
Guideline #47: Not Applicable · Score: 0.0
Guideline #48: Adhered High · Score: 7.7
Guideline #49: Adhered High · Score: 15.3
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Product Variations

9 Guidelines · Score: 6.4

Guideline #50: Violated High · Score: -17.9
Guideline #51: Violated Low · Score: -6.4
Guideline #52: Adhered High · Score: 12.8
Guideline #53: Adhered High · Score: 12.8
Guideline #54: Not Applicable · Score: 0.0
Guideline #55: Not Applicable · Score: 0.0
Guideline #56: Neutral · Score: 0.0
Guideline #57: Not Applicable · Score: 0.0
Guideline #58: Adhered High · Score: 5.1
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Product Descriptions

7 Guidelines · Score: 74.1

Guideline #59: Adhered High · Score: 17.9
Guideline #60: Adhered High · Score: 17.9
Guideline #61: Not Applicable · Score: 0.0
Guideline #62: Adhered High · Score: 12.8
Guideline #63: Neutral · Score: 0.0
Guideline #64: Adhered High · Score: 12.8
Guideline #65: Adhered High · Score: 12.8
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Specifications Sheet

5 Guidelines · Score: -6.4

Guideline #66: Adhered High · Score: 17.9
Guideline #67: Violated High · Score: -12.8
Guideline #68: Violated Low · Score: -6.4
Guideline #69: Violated High · Score: -12.8
Guideline #70: Adhered High · Score: 7.7
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User Reviews

13 Guidelines · Score: 7.7

Guideline #71: Adhered High · Score: 17.9
Guideline #72: Violated High · Score: -17.9
Guideline #73: Adhered Low · Score: 10.2
Guideline #74: Adhered High · Score: 15.3
Guideline #75: Violated Low · Score: -6.4
Guideline #76: Adhered Low · Score: 6.4
Guideline #77: Violated Low · Score: -6.4
Guideline #78: Violated High · Score: -12.8
Guideline #79: Adhered High · Score: 12.8
Guideline #80: Neutral · Score: 0.0
Guideline #81: Violated High · Score: -12.8
Guideline #82: Adhered High · Score: 7.7
Guideline #83: Violated Low · Score: -6.4
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Auxiliary Content

5 Guidelines · Score: -6.4

Guideline #84: Violated High · Score: -17.9
Guideline #85: Adhered High · Score: 15.3
Guideline #86: Adhered Low · Score: 6.4
Guideline #87: Not Applicable · Score: 0.0
Guideline #88: Violated High · Score: -10.2
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Cross-Sells & Cross-Navigation

10 Guidelines · Score: 42.2

Guideline #89: Adhered High · Score: 12.8
Guideline #90: Adhered High · Score: 17.9
Guideline #91: Violated Low · Score: -6.4
Guideline #92: Adhered High · Score: 12.8
Guideline #93: Adhered High · Score: 12.8
Guideline #94: Violated High · Score: -12.8
Guideline #95: Violated High · Score: -12.8
Guideline #96: Issue Resolved · Score: 15.3
Guideline #97: Adhered High · Score: 7.7
Guideline #98: Violated High · Score: -5.1
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All 60 sites were benchmarked across the 98 guidelines from the Product Page usability study. During our evaluation, the product page implementation at Amazon adhered to 48 usability guidelines, violated 28, and scored neutral on 5 occasions, while a remaining 17 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 30 when comparing their product page design and UX performance against the 59 other major e-commerce sites in the benchmark, and ranks 8 in the Mass Merchant industry.

Poor
Acceptable
Good

5. Sears

6. Etsy

7. Costco

8. Amazon

9. Tesco

10. Argos

11. Overstock

12. Macy's

13. Walmart

14. Kohl's

15. Target

16. Debenhams

17. Rakuten

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