Amazon’s E-Commerce UX

This is a case study of Amazon’s e-commerce user experience (UX) performance. It’s based on an exhaustive performance review of 1017 design elements. 244 other sites have also been benchmarked for a complete picture of the e-commerce UX landscape.

Amazon’s overall e-commerce UX performance is decent. Amazon has decent performances across the board with neither any great nor any broken performances.

First benchmarked in April 2012, and reviewed 31 times since then, most recently in January 2024.


UX Award Winner (see all):

Mass Merchants (app)Top 1%

Product Page (app)Top 1%

Get Premium Research Access


Overall UX Performance

1040 Guidelines · Performance:

Desktop Web

347 Guidelines · Performance:

Mobile Web

344 Guidelines · Performance:

Mobile App

349 Guidelines · Performance:

138 Major E-Commerce Sites
CompareWhat’s This?

To learn how we calculate our performance scores and read up on our evaluation criteria and scoring algorithm head over to our Methodology page.

The scatterplot you see above is the free version we make public to all our users. If you wish to dive deeper and learn about each guideline and even review your own site you’ll need to get premium access.