Benchmark Overview

Amazon’s E-Commerce UX

This is a case study of Amazon’s e-commerce user experience (UX) performance. It’s based on a full-performance review of more than 550 design elements. 59 other sites have also been benchmarked for a complete picture of the e-commerce UX landscape

Amazon’s overall e-commerce UX performance is acceptable. This is mainly due to state of the art On-Site Search while simultaneously having mediocre Mobile E-Commerce and Cart & Checkout.

Amazon’s Homepage & Category performance is acceptable. Notably, Amazon’s category performance is hampered by mediocre Category Taxonomy, although this is helped somewhat by good Site-Wide Layout.

Amazon’s On-Site Search performance is state of the art. It is especially a state of the art Search Query Types, Search Form & Logic, and Search Autocomplete that helps Amazon’s on-site search UX.

Amazon’s Product Lists & Filtering performance is acceptable. For instance, Amazon’s product listings have state of the art Filtering: Available Filters and good List Layout yet suffer from mediocre List Items: Product Info & Thumbnails and poor List Items: Personalization.

Amazon’s Product Page performance is mediocre. Notably, Amazon’s product page performance is hampered by mediocre Auxiliary Content and poor Product Page Layout, although this is helped somewhat by good Product Images and decent Product Descriptions.

Amazon’s Cart & Checkout performance is mediocre. Amazon’s checkout in particular suffers from usability issues caused by broken Shipping & Store Pickup, Shopping Cart & “Added to Cart” Behavior, and Account Selection & Creation. That said, their checkout performs great within Order Review.

Amazon’s Mobile E-Commerce performance is mediocre. Some of Amazon’s biggest mobile usability issues are due to poor Touch Keyboards, poor Mobile Filtering & Sorting, and broken Mobile Product Page Layouts. That said, their mobile design performs great within Mobile Product Descriptions, Specs, & Images.

Rank: 12 of 60

Usability Score: 550

URL: amazon.com


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Poor
Acceptable
Good

Amazon's E-Commerce UX: 577 guidelines · Comparative score: 549.6

Homepage & Category: 61 guidelines · Score: 647.6

Homepage: 15 guidelines · Score: 102.0

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Guideline #237 Adhered High · Score: 33.2

Guideline #240 Neutral · Score: 0.0

Guideline #242 Violated Low · Score: -11.9

Guideline #248 Violated Low · Score: -11.9

Guideline #235 Adhered High · Score: 14.2

Guideline #238 Neutral · Score: 0.0

Guideline #236 Not Applicable · Score: 0.0

Guideline #246 Adhered High · Score: 23.7

Guideline #249 Adhered High · Score: 14.2

Guideline #245 Issue Resolved · Score: 23.7

Guideline #241 Adhered High · Score: 14.2

Guideline #247 Not Applicable · Score: 0.0

Guideline #239 Violated Low · Score: -7.1

Guideline #264 Violated Low · Score: -4.7

Guideline #257 Adhered High · Score: 14.2

Category Taxonomy: 14 guidelines · Score: 144.7

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Guideline #253 Violated High · Score: -33.2

Guideline #261 Adhered High · Score: 23.7

Guideline #263 Adhered High · Score: 33.2

Guideline #266 Violated High · Score: -23.7

Guideline #267 Violated High · Score: -33.2

Guideline #268 Adhered High · Score: 28.5

Guideline #259 Issue Resolved · Score: 38.0

Guideline #282 Adhered High · Score: 23.7

Guideline #286 Adhered High · Score: 23.7

Guideline #274 Not Applicable · Score: 0.0

Guideline #251 Adhered Low · Score: 11.9

Guideline #278 Adhered High · Score: 19.0

Guideline #277 Issue Resolved · Score: 19.0

Guideline #318 Issue Resolved · Score: 14.2

Main Navigation: 16 guidelines · Score: 173.2

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Guideline #287 Violated High · Score: -33.2

Guideline #294 Adhered High · Score: 38.0

Guideline #302 Adhered High · Score: 33.2

Guideline #289 Adhered Low · Score: 11.9

Guideline #288 Violated Low · Score: -14.2

Guideline #303 Not Applicable · Score: 0.0

Guideline #298 Issue Resolved · Score: 28.5

Guideline #291 Violated High · Score: -23.7

Guideline #297 Adhered High · Score: 19.0

Guideline #256 Issue Resolved · Score: 23.7

Guideline #304 Issue Resolved · Score: 23.7

Guideline #305 Adhered High · Score: 19.0

Guideline #296 Adhered High · Score: 19.0

Guideline #299 Adhered High · Score: 14.2

Guideline #306 Adhered High · Score: 14.2

Guideline #300 Not Applicable · Score: 0.0

Intermediary Category Pages: 6 guidelines · Score: 71.2

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Guideline #307 Adhered High · Score: 38.0

Guideline #309 Adhered High · Score: 33.2

Guideline #308 Violated High · Score: -23.7

Guideline #311 Adhered High · Score: 23.7

Guideline #312 Not Applicable · Score: 0.0

Guideline #310 Not Applicable · Score: 0.0

Site-Wide Layout: 10 guidelines · Score: 156.6

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Guideline #279 Adhered High · Score: 23.7

Guideline #258 Issue Resolved · Score: 38.0

Guideline #252 Adhered High · Score: 23.7

Guideline #250 Adhered High · Score: 19.0

Guideline #293 Adhered High · Score: 19.0

Guideline #290 Adhered High · Score: 14.2

Guideline #284 Issue Resolved · Score: 14.2

Guideline #260 Adhered High · Score: 14.2

Guideline #255 Violated High · Score: -9.5

Guideline #273 Not Applicable · Score: 0.0

On-Site Search: 49 guidelines · Score: 1,171.8

Search Query Types: 12 guidelines · Score: 272.0

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Guideline #333 Adhered High · Score: 53.7

Guideline #334 Adhered High · Score: 53.7

Guideline #340 Adhered High · Score: 33.6

Guideline #335 Adhered High · Score: 33.6

Guideline #337 Adhered High · Score: 47.0

Guideline #341 Adhered High · Score: 47.0

Guideline #344 Violated Low · Score: -23.5

Guideline #399 Adhered High · Score: 33.6

Guideline #338 Violated High · Score: -33.6

Guideline #347 Not Applicable · Score: 0.0

Guideline #342 Adhered High · Score: 26.9

Guideline #398 Not Applicable · Score: 0.0

Search Form & Logic: 10 guidelines · Score: 261.9

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Guideline #336 Not Applicable · Score: 0.0

Guideline #346 Adhered High · Score: 40.3

Guideline #349 Issue Resolved · Score: 33.6

Guideline #407 Adhered High · Score: 47.0

Guideline #339 Adhered High · Score: 33.6

Guideline #343 Adhered High · Score: 33.6

Guideline #351 Adhered High · Score: 33.6

Guideline #348 Adhered High · Score: 26.9

Guideline #350 Adhered High · Score: 13.4

Guideline #352 Not Applicable · Score: 0.0

Search Autocomplete: 7 guidelines · Score: 235.0

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Guideline #359 Adhered High · Score: 40.3

Guideline #404 Adhered High · Score: 40.3

Guideline #361 Adhered High · Score: 20.1

Guideline #356 Issue Resolved · Score: 33.6

Guideline #369 Adhered High · Score: 40.3

Guideline #368 Adhered High · Score: 33.6

Guideline #363 Adhered High · Score: 26.9

Results Logic & Guidance: 8 guidelines · Score: 181.3

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Guideline #358 Adhered High · Score: 47.0

Guideline #362 Adhered High · Score: 47.0

Guideline #370 Adhered High · Score: 40.3

Guideline #367 Adhered High · Score: 26.9

Guideline #355 Adhered High · Score: 20.1

Guideline #394 Issue Resolved · Score: 33.6

Guideline #365 Violated High · Score: -33.6

Guideline #371 Not Applicable · Score: 0.0

Results Layout & Filtering: 12 guidelines · Score: 221.6

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Guideline #382 Violated High · Score: -33.6

Guideline #379 Adhered High · Score: 53.7

Guideline #386 Adhered High · Score: 47.0

Guideline #381 Neutral · Score: 0.0

Guideline #377 Adhered High · Score: 33.6

Guideline #376 Adhered High · Score: 53.7

Guideline #403 Adhered High · Score: 47.0

Guideline #393 Violated High · Score: -33.6

Guideline #406 Not Applicable · Score: 0.0

Guideline #378 Neutral · Score: 0.0

Guideline #401 Adhered Low · Score: 13.4

Guideline #402 Adhered High · Score: 40.3

Product Lists & Filtering: 94 guidelines · Score: 550.0

List Layout: 7 guidelines · Score: 110.5

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Guideline #541 Not Applicable · Score: 0.0

Guideline #533 Adhered High · Score: 32.4

Guideline #531 Adhered Low · Score: 13.5

Guideline #537 Adhered High · Score: 27.0

Guideline #535 Not Applicable · Score: 0.0

Guideline #536 Not Applicable · Score: 0.0

Guideline #862 Adhered High · Score: 37.7

Loading Products: 5 guidelines · Score: 16.2

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Guideline #501 Violated High · Score: -32.4

Guideline #502 Violated Low · Score: -16.2

Guideline #503 Adhered High · Score: 16.2

Guideline #504 Adhered High · Score: 32.4

Guideline #505 Adhered High · Score: 16.2

List Items: Product Info & Thumbnails: 16 guidelines · Score: 53.9

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Guideline #440 Neutral · Score: 0.0

Guideline #421 Not Applicable · Score: 0.0

Guideline #443 Violated Low · Score: -18.9

Guideline #446 Adhered High · Score: 32.4

Guideline #422 Adhered High · Score: 32.4

Guideline #441 Adhered High · Score: 27.0

Guideline #447 Not Applicable · Score: 0.0

Guideline #444 Not Applicable · Score: 0.0

Guideline #455 Not Applicable · Score: 0.0

Guideline #445 Adhered High · Score: 37.7

Guideline #457 Not Applicable · Score: 0.0

Guideline #463 Violated Low · Score: -13.5

Guideline #456 Neutral · Score: 0.0

Guideline #458 Not Applicable · Score: 0.0

Guideline #459 Violated High · Score: -21.6

Guideline #462 Violated High · Score: -21.6

List Items: Interface & Hit Areas: 10 guidelines · Score: -67.4

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Guideline #448 Violated High · Score: -37.7

Guideline #528 Neutral · Score: 0.0

Guideline #452 Violated High · Score: -27.0

Guideline #450 Neutral · Score: 0.0

Guideline #449 Adhered High · Score: 27.0

Guideline #525 Violated High · Score: -27.0

Guideline #527 Violated High · Score: -27.0

Guideline #529 Issue Resolved · Score: 32.4

Guideline #530 Violated Low · Score: -8.1

Guideline #526 Not Applicable · Score: 0.0

List Items: Personalization: 5 guidelines · Score: -32.4

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Guideline #480 Violated High · Score: -37.7

Guideline #482 Adhered High · Score: 27.0

Guideline #483 Not Applicable · Score: 0.0

Guideline #485 Not Applicable · Score: 0.0

Guideline #484 Violated High · Score: -21.6

Filtering: Available Filters: 10 guidelines · Score: 191.4

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Guideline #409 Adhered Low · Score: 21.6

Guideline #413 Adhered High · Score: 37.7

Guideline #418 Adhered High · Score: 37.7

Guideline #408 Adhered High · Score: 37.7

Guideline #417 Adhered High · Score: 37.7

Guideline #540 Not Applicable · Score: 0.0

Guideline #410 Adhered High · Score: 32.4

Guideline #414 Adhered High · Score: 27.0

Guideline #416 Violated Low · Score: -13.5

Guideline #415 Violated High · Score: -27.0

Filtering: Scope & Logic: 14 guidelines · Score: 97.1

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Guideline #424 Violated Low · Score: -18.9

Guideline #427 Adhered High · Score: 37.7

Guideline #433 Violated Low · Score: -18.9

Guideline #423 Not Applicable · Score: 0.0

Guideline #430 Not Applicable · Score: 0.0

Guideline #428 Adhered High · Score: 21.6

Guideline #432 Not Applicable · Score: 0.0

Guideline #429 Adhered High · Score: 10.8

Guideline #436 Adhered High · Score: 10.8

Guideline #439 Not Applicable · Score: 0.0

Guideline #488 Adhered High · Score: 27.0

Guideline #492 Adhered High · Score: 27.0

Guideline #493 Adhered High · Score: 27.0

Guideline #486 Violated High · Score: -27.0

Filtering: Interface & Layout: 11 guidelines · Score: 62.0

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Guideline #468 Adhered High · Score: 43.1

Guideline #474 Not Applicable · Score: 0.0

Guideline #470 Adhered Low · Score: 18.9

Guideline #464 Violated Low · Score: -13.5

Guideline #467 Violated High · Score: -27.0

Guideline #475 Violated High · Score: -27.0

Guideline #479 Adhered Low · Score: 13.5

Guideline #476 Not Applicable · Score: 0.0

Guideline #465 Issue Resolved · Score: 27.0

Guideline #471 Adhered High · Score: 27.0

Guideline #472 Not Applicable · Score: 0.0

Sorting: 11 guidelines · Score: 80.9

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Guideline #510 Adhered Low · Score: 21.6

Guideline #511 Violated High · Score: -37.7

Guideline #539 Adhered High · Score: 21.6

Guideline #514 Adhered High · Score: 27.0

Guideline #513 Adhered High · Score: 27.0

Guideline #509 Violated High · Score: -27.0

Guideline #521 Adhered High · Score: 27.0

Guideline #517 Adhered High · Score: 21.6

Guideline #515 Not Applicable · Score: 0.0

Guideline #516 Not Applicable · Score: 0.0

Guideline #523 Not Applicable · Score: 0.0

Comparison Tool: 5 guidelines · Score: 37.7

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Guideline #495 Issue Resolved · Score: 37.7

Guideline #496 Not Applicable · Score: 0.0

Guideline #497 Not Applicable · Score: 0.0

Guideline #499 Not Applicable · Score: 0.0

Guideline #498 Not Applicable · Score: 0.0

Product Page: 95 guidelines · Score: 384.9

Product Page Layout: 8 guidelines · Score: -10.4

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Guideline #751 Not Applicable · Score: 0.0

Guideline #753 Not Applicable · Score: 0.0

Guideline #758 Not Applicable · Score: 0.0

Guideline #757 Violated High · Score: -24.2

Guideline #784 Not Applicable · Score: 0.0

Guideline #738 Violated High · Score: -20.7

Guideline #766 Adhered High · Score: 17.3

Guideline #846 Issue Resolved · Score: 17.3

Product Images: 9 guidelines · Score: 110.5

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Guideline #740 Adhered High · Score: 27.6

Guideline #741 Adhered High · Score: 24.2

Guideline #747 Adhered High · Score: 24.2

Guideline #755 Violated High · Score: -17.3

Guideline #744 Not Applicable · Score: 0.0

Guideline #745 Adhered High · Score: 17.3

Guideline #752 Adhered High · Score: 17.3

Guideline #854 Not Applicable · Score: 0.0

Guideline #756 Adhered High · Score: 17.3

Image Gallery UI: 10 guidelines · Score: 79.4

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Guideline #774 Adhered High · Score: 24.2

Guideline #771 Not Applicable · Score: 0.0

Guideline #776 Adhered High · Score: 24.2

Guideline #775 Adhered High · Score: 20.7

Guideline #779 Violated High · Score: -17.3

Guideline #783 Adhered High · Score: 17.3

Guideline #781 Neutral · Score: 0.0

Guideline #773 Neutral · Score: 0.0

Guideline #778 Not Applicable · Score: 0.0

Guideline #777 Adhered High · Score: 10.4

Product Video & 360-View: 4 guidelines · Score: 12.1

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Guideline #759 Adhered Low · Score: 8.6

Guideline #770 Adhered High · Score: 17.3

Guideline #760 Violated High · Score: -13.8

Guideline #761 Not Applicable · Score: 0.0

The 'Buy' Section: 9 guidelines · Score: -8.6

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Guideline #791 Violated High · Score: -17.3

Guideline #795 Adhered High · Score: 24.2

Guideline #820 Not Applicable · Score: 0.0

Guideline #798 Violated High · Score: -17.3

Guideline #817 Violated High · Score: -17.3

Guideline #792 Adhered Low · Score: 8.6

Guideline #816 Adhered High · Score: 17.3

Guideline #793 Not Applicable · Score: 0.0

Guideline #789 Violated High · Score: -6.9

Shipping, Returns, and Gifting: 7 guidelines · Score: 36.2

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Guideline #825 Violated Low · Score: -8.6

Guideline #826 Adhered High · Score: 17.3

Guideline #803 Violated Low · Score: -12.1

Guideline #836 Adhered Low · Score: 8.6

Guideline #804 Not Applicable · Score: 0.0

Guideline #802 Adhered High · Score: 10.4

Guideline #805 Adhered High · Score: 20.7

Product Variations: 9 guidelines · Score: 8.6

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Guideline #848 Violated High · Score: -24.2

Guideline #853 Violated Low · Score: -8.6

Guideline #849 Adhered High · Score: 17.3

Guideline #837 Adhered High · Score: 17.3

Guideline #851 Not Applicable · Score: 0.0

Guideline #800 Not Applicable · Score: 0.0

Guideline #850 Neutral · Score: 0.0

Guideline #852 Not Applicable · Score: 0.0

Guideline #856 Adhered High · Score: 6.9

Product Descriptions: 7 guidelines · Score: 100.1

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Guideline #841 Adhered High · Score: 24.2

Guideline #843 Adhered High · Score: 24.2

Guideline #861 Not Applicable · Score: 0.0

Guideline #860 Adhered High · Score: 17.3

Guideline #845 Neutral · Score: 0.0

Guideline #844 Adhered High · Score: 17.3

Guideline #847 Adhered High · Score: 17.3

Specifications Sheet: 5 guidelines · Score: -8.6

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Guideline #858 Adhered High · Score: 24.2

Guideline #840 Violated High · Score: -17.3

Guideline #835 Violated Low · Score: -8.6

Guideline #839 Violated High · Score: -17.3

Guideline #857 Adhered High · Score: 10.4

User Reviews: 13 guidelines · Score: 10.4

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Guideline #739 Adhered High · Score: 24.2

Guideline #743 Violated High · Score: -24.2

Guideline #750 Adhered Low · Score: 13.8

Guideline #749 Adhered High · Score: 20.7

Guideline #768 Violated Low · Score: -8.6

Guideline #742 Adhered Low · Score: 8.6

Guideline #748 Violated Low · Score: -8.6

Guideline #785 Violated High · Score: -17.3

Guideline #767 Adhered High · Score: 17.3

Guideline #765 Neutral · Score: 0.0

Guideline #746 Violated High · Score: -17.3

Guideline #763 Adhered High · Score: 10.4

Guideline #786 Violated Low · Score: -8.6

Auxiliary Content: 5 guidelines · Score: -8.6

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Guideline #807 Violated High · Score: -24.2

Guideline #788 Adhered High · Score: 20.7

Guideline #787 Adhered Low · Score: 8.6

Guideline #806 Not Applicable · Score: 0.0

Guideline #769 Violated High · Score: -13.8

Cross-Sells & Cross-Navigation: 9 guidelines · Score: 63.9

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Guideline #810 Adhered High · Score: 17.3

Guideline #811 Adhered High · Score: 24.2

Guideline #828 Violated Low · Score: -8.6

Guideline #813 Adhered High · Score: 17.3

Guideline #814 Adhered High · Score: 17.3

Guideline #812 Violated High · Score: -17.3

Guideline #821 Violated High · Score: -17.3

Guideline #819 Issue Resolved · Score: 20.7

Guideline #827 Adhered High · Score: 10.4

Cart & Checkout: 134 guidelines · Score: 285.4

Shopping Cart & “Added to Cart” Behavior: 10 guidelines · Score: -14.6

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Guideline #601 Issue Resolved · Score: 14.6

Guideline #600 Issue Resolved · Score: 14.6

Guideline #602 Violated High · Score: -14.6

Guideline #603 Violated High · Score: -14.6

Guideline #732 Violated High · Score: -20.4

Guideline #620 Violated Low · Score: -7.3

Guideline #623 Violated Low · Score: -7.3

Guideline #622 Adhered High · Score: 14.6

Guideline #673 Not Applicable · Score: 0.0

Guideline #624 Adhered Low · Score: 5.8

Account Selection & Creation: 9 guidelines · Score: -37.9

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Guideline #637 Violated High · Score: -20.4

Guideline #652 Not Applicable · Score: 0.0

Guideline #639 Not Applicable · Score: 0.0

Guideline #677 Adhered High · Score: 20.4

Guideline #638 Violated High · Score: -14.6

Guideline #653 Not Applicable · Score: 0.0

Guideline #676 Violated High · Score: -14.6

Guideline #665 Not Applicable · Score: 0.0

Guideline #640 Violated High · Score: -8.7

Customer & Address Information: 12 guidelines · Score: 51.0

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Guideline #731 Adhered High · Score: 20.4

Guideline #566 Adhered High · Score: 23.3

Guideline #567 Not Applicable · Score: 0.0

Guideline #565 Violated High · Score: -20.4

Guideline #736 Issue Resolved · Score: 20.4

Guideline #561 Violated High · Score: -14.6

Guideline #558 Adhered High · Score: 14.6

Guideline #557 Adhered High · Score: 14.6

Guideline #560 Violated Low · Score: -4.4

Guideline #573 Violated High · Score: -11.6

Guideline #562 Not Applicable · Score: 0.0

Guideline #564 Adhered High · Score: 8.7

Gifting Flow & Features: 5 guidelines · Score: 7.3

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Guideline #647 Violated High · Score: -8.7

Guideline #650 Adhered High · Score: 14.6

Guideline #646 Violated Low · Score: -7.3

Guideline #649 Not Applicable · Score: 0.0

Guideline #645 Adhered High · Score: 8.7

Shipping & Store Pickup: 11 guidelines · Score: -14.6

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Guideline #544 Violated High · Score: -20.4

Guideline #547 Violated Low · Score: -8.7

Guideline #550 Adhered High · Score: 14.6

Guideline #543 Adhered High · Score: 14.6

Guideline #548 Violated High · Score: -11.6

Guideline #549 Violated Low · Score: -2.9

Guideline #632 Not Applicable · Score: 0.0

Guideline #633 Not Applicable · Score: 0.0

Guideline #631 Not Applicable · Score: 0.0

Guideline #634 Not Applicable · Score: 0.0

Guideline #635 Not Applicable · Score: 0.0

Payment Flow & Methods (Incl. 3rd-Party): 8 guidelines · Score: 8.7

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Guideline #590 Neutral · Score: 0.0

Guideline #671 Violated High · Score: -17.5

Guideline #617 Not Applicable · Score: 0.0

Guideline #615 Adhered High · Score: 14.6

Guideline #616 Not Applicable · Score: 0.0

Guideline #672 Not Applicable · Score: 0.0

Guideline #586 Adhered High · Score: 11.6

Guideline #589 Not Applicable · Score: 0.0

Credit Card Form: 10 guidelines · Score: -83.0

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Guideline #582 Violated Low · Score: -10.2

Guideline #594 Violated High · Score: -20.4

Guideline #587 Violated High · Score: -20.4

Guideline #583 Violated High · Score: -14.6

Guideline #588 Violated High · Score: -14.6

Guideline #577 Neutral · Score: 0.0

Guideline #584 Not Applicable · Score: 0.0

Guideline #591 Adhered High · Score: 11.6

Guideline #585 Violated High · Score: -8.7

Guideline #664 Violated High · Score: -5.8

Order Review: 5 guidelines · Score: 69.9

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Guideline #552 Adhered High · Score: 20.4

Guideline #556 Adhered Low · Score: 8.7

Guideline #545 Adhered High · Score: 14.6

Guideline #551 Adhered High · Score: 14.6

Guideline #553 Adhered High · Score: 11.6

Order Confirmation & E-Mail: 4 guidelines · Score: -21.8

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Guideline #599 Violated High · Score: -14.6

Guideline #596 Violated High · Score: -11.6

Guideline #598 Adhered High · Score: 8.7

Guideline #597 Violated Low · Score: -4.4

Form & Page Design: 10 guidelines · Score: 61.1

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Guideline #606 Adhered High · Score: 14.6

Guideline #611 Violated High · Score: -14.6

Guideline #687 Not Applicable · Score: 0.0

Guideline #613 Violated High · Score: -8.7

Guideline #607 Adhered High · Score: 8.7

Guideline #608 Adhered High · Score: 8.7

Guideline #730 Adhered Low · Score: 10.2

Guideline #679 Issue Resolved · Score: 20.4

Guideline #668 Adhered Low · Score: 7.3

Guideline #733 Adhered High · Score: 14.6

User Interactions & Distractions: 10 guidelines · Score: 113.6

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Guideline #696 Adhered High · Score: 20.4

Guideline #707 Adhered High · Score: 14.6

Guideline #609 Adhered High · Score: 14.6

Guideline #709 Adhered High · Score: 14.6

Guideline #726 Issue Resolved · Score: 17.5

Guideline #714 Not Applicable · Score: 0.0

Guideline #727 Neutral · Score: 0.0

Guideline #713 Adhered High · Score: 17.5

Guideline #657 Adhered High · Score: 8.7

Guideline #699 Adhered High · Score: 5.8

Cross-Sells: 4 guidelines · Score: -40.8

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Guideline #581 Violated High · Score: -20.4

Guideline #579 Violated High · Score: -14.6

Guideline #580 Violated High · Score: -14.6

Guideline #578 Adhered High · Score: 8.7

Validation Errors & Data Persistence: 10 guidelines · Score: 34.9

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Guideline #720 Adhered High · Score: 23.3

Guideline #723 Adhered High · Score: 23.3

Guideline #722 Violated Low · Score: -10.2

Guideline #719 Violated Low · Score: -10.2

Guideline #721 Violated High · Score: -17.5

Guideline #718 Violated High · Score: -17.5

Guideline #625 Adhered High · Score: 17.5

Guideline #626 Adhered High · Score: 17.5

Guideline #627 Adhered High · Score: 8.7

Guideline #629 Not Applicable · Score: 0.0

Field Labels & Microcopy: 7 guidelines · Score: 29.1

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Guideline #686 Violated High · Score: -23.3

Guideline #683 Adhered High · Score: 20.4

Guideline #681 Adhered High · Score: 14.6

Guideline #685 Adhered High · Score: 11.6

Guideline #694 Adhered High · Score: 14.6

Guideline #690 Not Applicable · Score: 0.0

Guideline #689 Violated High · Score: -8.7

Field Design & Features: 8 guidelines · Score: 72.8

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Guideline #674 Adhered High · Score: 20.4

Guideline #659 Adhered High · Score: 14.6

Guideline #669 Issue Resolved · Score: 14.6

Guideline #660 Adhered High · Score: 14.6

Guideline #658 Violated High · Score: -8.7

Guideline #705 Not Applicable · Score: 0.0

Guideline #670 Adhered High · Score: 8.7

Guideline #663 Issue Resolved · Score: 8.7

Default Values & Autocompletion: 8 guidelines · Score: 69.9

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Guideline #555 Adhered High · Score: 20.4

Guideline #554 Adhered High · Score: 17.5

Guideline #568 Violated High · Score: -17.5

Guideline #576 Adhered High · Score: 14.6

Guideline #572 Adhered High · Score: 17.5

Guideline #734 Issue Resolved · Score: 8.7

Guideline #618 Not Applicable · Score: 0.0

Guideline #571 Adhered High · Score: 8.7

Mobile E-Commerce: 144 guidelines · Score: 258.1

Mobile Homepage, Navigation, & Search: 12 guidelines · Score: 106.4

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Guideline #209 Violated Low · Score: -15.8

Guideline #116 Violated High · Score: -31.5

Guideline #130 Adhered High · Score: 23.6

Guideline #228 Adhered High · Score: 19.7

Guideline #210 Violated High · Score: -27.6

Guideline #211 Adhered High · Score: 31.5

Guideline #229 Adhered High · Score: 27.6

Guideline #230 Adhered High · Score: 27.6

Guideline #203 Adhered High · Score: 23.6

Guideline #166 Adhered High · Score: 27.6

Guideline #93 Not Applicable · Score: 0.0

Guideline #91 Not Applicable · Score: 0.0

Mobile Product Lists: 15 guidelines · Score: 63.1

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Guideline #90 Adhered High · Score: 31.5

Guideline #89 Adhered High · Score: 27.6

Guideline #79 Violated Low · Score: -11.8

Guideline #233 Violated Low · Score: -9.9

Guideline #87 Adhered High · Score: 19.7

Guideline #76 Adhered High · Score: 23.6

Guideline #80 Adhered High · Score: 19.7

Guideline #143 Neutral · Score: 0.0

Guideline #78 Not Applicable · Score: 0.0

Guideline #216 Not Applicable · Score: 0.0

Guideline #75 Violated High · Score: -15.8

Guideline #74 Neutral · Score: 0.0

Guideline #158 Adhered Low · Score: 9.9

Guideline #162 Violated High · Score: -19.7

Guideline #102 Violated High · Score: -11.8

Mobile Filtering & Sorting: 9 guidelines · Score: -13.8

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Guideline #212 Adhered High · Score: 27.6

Guideline #221 Violated Low · Score: -13.8

Guideline #215 Violated Low · Score: -9.9

Guideline #222 Violated High · Score: -19.7

Guideline #68 Violated High · Score: -19.7

Guideline #232 Adhered Low · Score: 9.9

Guideline #219 Violated Low · Score: -7.9

Guideline #213 Adhered Low · Score: 7.9

Guideline #142 Adhered High · Score: 11.8

Mobile Product Page Layouts: 6 guidelines · Score: -35.5

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Guideline #111 Violated High · Score: -27.6

Guideline #144 Adhered Low · Score: 11.8

Guideline #154 Adhered Low · Score: 9.9

Guideline #149 Violated High · Score: -19.7

Guideline #234 Violated High · Score: -19.7

Guideline #176 Adhered Low · Score: 9.9

Mobile Product Descriptions, Specs, & Images: 13 guidelines · Score: 197.0

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Guideline #159 Adhered Low · Score: 11.8

Guideline #169 Adhered High · Score: 15.8

Guideline #77 Adhered High · Score: 11.8

Guideline #109 Adhered High · Score: 31.5

Guideline #110 Adhered High · Score: 27.6

Guideline #113 Adhered High · Score: 27.6

Guideline #112 Violated High · Score: -15.8

Guideline #114 Neutral · Score: 0.0

Guideline #148 Adhered High · Score: 27.6

Guideline #133 Adhered High · Score: 19.7

Guideline #134 Not Applicable · Score: 0.0

Guideline #164 Adhered High · Score: 27.6

Guideline #163 Adhered Low · Score: 11.8

Mobile Shopping Cart, Cost & Account: 10 guidelines · Score: -82.8

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Guideline #208 Adhered Low · Score: 9.9

Guideline #140 Issue Resolved · Score: 11.8

Guideline #104 Violated Low · Score: -15.8

Guideline #103 Violated Low · Score: -13.8

Guideline #107 Not Applicable · Score: 0.0

Guideline #106 Not Applicable · Score: 0.0

Guideline #127 Violated High · Score: -19.7

Guideline #179 Violated High · Score: -27.6

Guideline #180 Violated High · Score: -27.6

Guideline #185 Not Applicable · Score: 0.0

Mobile Checkout Information: 15 guidelines · Score: 43.3

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Guideline #120 Not Applicable · Score: 0.0

Guideline #108 Violated High · Score: -27.6

Guideline #168 Not Applicable · Score: 0.0

Guideline #167 Adhered Low · Score: 11.8

Guideline #139 Adhered High · Score: 23.6

Guideline #150 Violated Low · Score: -9.9

Guideline #205 Violated High · Score: -19.7

Guideline #118 Adhered High · Score: 19.7

Guideline #194 Adhered High · Score: 19.7

Guideline #192 Adhered Low · Score: 3.9

Guideline #196 Adhered High · Score: 7.9

Guideline #182 Adhered High · Score: 11.8

Guideline #193 Adhered High · Score: 11.8

Guideline #161 Violated High · Score: -15.8

Guideline #191 Adhered Low · Score: 5.9

Mobile Form Field Usability: 18 guidelines · Score: -27.6

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Guideline #186 Adhered High · Score: 27.6

Guideline #190 Adhered High · Score: 23.6

Guideline #121 Violated High · Score: -19.7

Guideline #183 Not Applicable · Score: 0.0

Guideline #189 Adhered High · Score: 19.7

Guideline #128 Not Applicable · Score: 0.0

Guideline #187 Adhered High · Score: 7.9

Guideline #165 Adhered High · Score: 7.9

Guideline #181 Not Applicable · Score: 0.0

Guideline #197 Not Applicable · Score: 0.0

Guideline #155 Violated High · Score: -31.5

Guideline #156 Violated High · Score: -31.5

Guideline #160 Violated High · Score: -27.6

Guideline #157 Violated High · Score: -23.6

Guideline #145 Adhered High · Score: 23.6

Guideline #171 Violated High · Score: -19.7

Guideline #184 Adhered High · Score: 15.8

Guideline #220 Neutral · Score: 0.0

Touch Keyboards: 5 guidelines · Score: -15.8

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Guideline #71 Violated High · Score: -23.6

Guideline #65 Violated High · Score: -23.6

Guideline #69 Adhered High · Score: 15.8

Guideline #70 Adhered High · Score: 7.9

Guideline #66 Adhered High · Score: 7.9

Mobile Validation Errors: 7 guidelines · Score: 23.6

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Guideline #119 Adhered High · Score: 27.6

Guideline #224 Violated High · Score: -31.5

Guideline #226 Adhered High · Score: 23.6

Guideline #225 Adhered High · Score: 19.7

Guideline #223 Violated High · Score: -15.8

Guideline #227 Not Applicable · Score: 0.0

Guideline #175 Not Applicable · Score: 0.0

All 60 sites were benchmarked across the 610 guidelines. During our evaluation, Amazon’s e-commerce site adhered to 342 usability guidelines, violated 213, and scored neutral on 87 occasions, while a remaining 34 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 12 when comparing their e-commerce UX performance against the 59 other major US e-commerce sites in the benchmark, and ranks 5 in the Mass Merchant industry.