This is a case study of Amazon’s e-commerce user experience (UX) performance. It’s based on an exhaustive performance review of 1164 design elements. 213 other sites have also been benchmarked for a complete picture of the e-commerce UX landscape.
Amazon’s overall e-commerce UX performance is mediocre. This is mainly due to perfect Order Tracking & Returns and Site-Wide Features while simultaneously having broken Homepage & Category and mediocre Cart & Checkout.
First benchmarked in April 7, 2012, and reviewed 29 times since then, most recently June 15, 2023.
Overall UX Performance
1196 Guidelines · Performance:
458 Guidelines · Performance:
Homepage & Category
31 Guidelines · Performance:
46 Guidelines · Performance:
Product Lists & Filtering
85 Guidelines · Performance:
101 Guidelines · Performance:
Cart & Checkout
118 Guidelines · Performance:
38 Guidelines · Performance:
12 Guidelines · Performance:
Order Tracking & Returns
27 Guidelines · Performance:
374 Guidelines · Performance:
364 Guidelines · Performance:
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.
37 pages of Amazon’s e-commerce site, marked up with 390 best practice examples:
24 pages of Amazon’s e-commerce site, marked up with 298 best practice examples:
23 pages of Amazon’s e-commerce site, marked up with 285 best practice examples:
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See all 367 articles in the full public archive.