Benchmarks

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 863 design elements. 196 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 On-Site Search while simultaneously having poor Homepage & Category and mediocre Cart & Checkout.

First benchmarked in April 7, 2012, and reviewed 27 times since then, most recently January 11, 2023.


Performance: 39.6Mediocre

URL: amazon.com


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Poor
Mediocre
Decent
Good
Perfect

Overall UX Performance

866 Guidelines · Performance:

Desktop Web

482 Guidelines · Performance:

Homepage & Category

54 Guidelines · Performance:

Homepage

10 Guidelines · Performance:

Category Taxonomy

9 Guidelines · Performance:

Main Navigation

16 Guidelines · Performance:

Intermediary Category Pages

7 Guidelines · Performance:

Site-Wide Layout

12 Guidelines · Performance:

On-Site Search

47 Guidelines · Performance:

Search Query Types

9 Guidelines · Performance:

Search Form & Logic

10 Guidelines · Performance:

Search Autocomplete

8 Guidelines · Performance:

Results Logic & Guidance

8 Guidelines · Performance:

Results Layout & Filtering

12 Guidelines · Performance:

Product Lists & Filtering

90 Guidelines · Performance:

Product Lists: Layout & Loading

13 Guidelines · Performance:

List Layout

8 Guidelines · Performance:

Loading Products

5 Guidelines · Performance:

List Items: Product Info & Thumbnails

22 Guidelines · Performance:

List Items: Product Info

12 Guidelines · Performance:

List Items: Product Thumbnails

10 Guidelines · Performance:

List Items: Interface & Hit Areas

12 Guidelines · Performance:

Filtering: Available Filters

11 Guidelines · Performance:

Filtering: Scope & Logic

11 Guidelines · Performance:

Filtering: Interface & Layout

11 Guidelines · Performance:

Sorting

10 Guidelines · Performance:

Product Page

96 Guidelines · Performance:

Product Page Layout

11 Guidelines · Performance:

Product Images

11 Guidelines · Performance:

Image Gallery UI

12 Guidelines · Performance:

Price, Purchase & Delivery

16 Guidelines · Performance:

The 'Buy' Section

9 Guidelines · Performance:

Shipping, Returns, and Gifting

7 Guidelines · Performance:

Product Variations

9 Guidelines · Performance:

Product Descriptions & Spec Sheet

15 Guidelines · Performance:

Product Descriptions

10 Guidelines · Performance:

Specifications Sheet

5 Guidelines · Performance:

User Reviews

13 Guidelines · Performance:

Cross-Sells & Cross-Navigation

9 Guidelines · Performance:

Cart & Checkout

130 Guidelines · Performance:

Shopping Cart & "Added to Cart" Behavior

10 Guidelines · Performance:

Account Selection & Creation

9 Guidelines · Performance:

Customer & Address Information

12 Guidelines · Performance:

Gifting Flow & Features

5 Guidelines · Performance:

Shipping & Store Pickup

11 Guidelines · Performance:

Payment Flow & Methods (Incl. Third-Party)

8 Guidelines · Performance:

Credit Card Form

10 Guidelines · Performance:

Order Review & Confirmation

9 Guidelines · Performance:

Order Review

5 Guidelines · Performance:

Order Confirmation & E-Mail

4 Guidelines · Performance:

Layout & Flow

23 Guidelines · Performance:

Form & Page Design

10 Guidelines · Performance:

User Interactions & Distractions

9 Guidelines · Performance:

Cross-Sells

4 Guidelines · Performance:

Validation Errors & Data Persistence

10 Guidelines · Performance:

Form Fields

23 Guidelines · Performance:

Field Labels & Microcopy

7 Guidelines · Performance:

Field Design & Features

8 Guidelines · Performance:

Default Values & Autocompletion

8 Guidelines · Performance:

Customer Accounts

38 Guidelines · Performance:

Account Drop-Down

7 Guidelines · Performance:

Account Dashboard

5 Guidelines · Performance:

Account Sign In

5 Guidelines · Performance:

'Your Account': Addresses, Payments, & Newsletters

13 Guidelines · Performance:

Account-Wide Navigation, Structure, & Information

8 Guidelines · Performance:

Order Tracking & Returns

27 Guidelines · Performance:

Orders & Order Tracking

15 Guidelines · Performance:

Order Returns

12 Guidelines · Performance:

Mobile Web

384 Guidelines · Performance:

Homepage & Category Navigation

32 Guidelines · Performance:

Homepage

11 Guidelines · Performance:

Category Taxonomy

10 Guidelines · Performance:

Main Navigation

6 Guidelines · Performance:

Intermediary Category Pages

5 Guidelines · Performance:

On-Site Search

38 Guidelines · Performance:

Search Query Types

9 Guidelines · Performance:

Search Form & Logic

9 Guidelines · Performance:

Search Autocomplete

7 Guidelines · Performance:

Results Logic & Guidance

7 Guidelines · Performance:

Results Layout & Filtering

6 Guidelines · Performance:

Product Lists & Filtering

62 Guidelines · Performance:

List Layout

8 Guidelines · Performance:

Loading Products

4 Guidelines · Performance:

List Items: Product Info & Thumbnails

17 Guidelines · Performance:

List Items: Interface & Hit Areas

10 Guidelines · Performance:

Filtering: Available Filters

9 Guidelines · Performance:

Filtering: Scope & Logic

5 Guidelines · Performance:

Filtering: Interface & Layout

6 Guidelines · Performance:

Sorting

3 Guidelines · Performance:

Product Page

93 Guidelines · Performance:

Product Page Layout

5 Guidelines · Performance:

Product Images

9 Guidelines · Performance:

Image Gallery UI

6 Guidelines · Performance:

Product Videos & 360-Views

4 Guidelines · Performance:

The "Buy" Section

9 Guidelines · Performance:

Shipping, Returns, and Gifting

8 Guidelines · Performance:

Product Variations

9 Guidelines · Performance:

Product Descriptions

7 Guidelines · Performance:

Specifications Sheet

5 Guidelines · Performance:

User Reviews

18 Guidelines · Performance:

Auxiliary Content

4 Guidelines · Performance:

Cross-Sells & Cross-Navigation

9 Guidelines · Performance:

Cart & Checkout

107 Guidelines · Performance:

Checkout Layout & Design

4 Guidelines · Performance:

Shopping Cart & “Added to Cart” Behavior

8 Guidelines · Performance:

Account Selection & Creation

9 Guidelines · Performance:

Customer & Address Information

10 Guidelines · Performance:

Gifting Flow & Features

5 Guidelines · Performance:

Shipping & Store Pickup

9 Guidelines · Performance:

Payment Flow & Methods (Incl. Third-Party)

5 Guidelines · Performance:

Credit Card Form

8 Guidelines · Performance:

Order Review

5 Guidelines · Performance:

Order Confirmation & E-Mail

4 Guidelines · Performance:

User Interactions & Distractions

4 Guidelines · Performance:

Cross-Sells

3 Guidelines · Performance:

Validation Errors & Data Persistence

10 Guidelines · Performance:

Field Labels & Microcopy

6 Guidelines · Performance:

Field Design & Input Optimization

17 Guidelines · Performance:

Customer Accounts

29 Guidelines · Performance:

Account Sign In & Dashboard

9 Guidelines · Performance:

'Your Account': Addresses, Payments, & Newsletters

13 Guidelines · Performance:

Account-Wide Navigation, Structure, & Information

7 Guidelines · Performance:

Site-Wide Design & Interaction

23 Guidelines · Performance:

Site-Wide Features & Navigation

14 Guidelines · Performance:

Touch Interfaces

9 Guidelines · Performance:

Poor
Mediocre
Decent
Good
Perfect

Mobile App

364 Guidelines · Performance:

Homepage & Category Navigation

29 Guidelines · Performance:

Homepage

8 Guidelines · Performance:

Category Taxonomy

10 Guidelines · Performance:

Main Navigation

6 Guidelines · Performance:

Intermediary Category Pages

5 Guidelines · Performance:

On-Site Search

38 Guidelines · Performance:

Search Query Types

9 Guidelines · Performance:

Search Form & Logic

9 Guidelines · Performance:

Search Autocomplete

7 Guidelines · Performance:

Results Logic & Guidance

7 Guidelines · Performance:

Results Layout & Filtering

6 Guidelines · Performance:

Product Lists & Filtering

61 Guidelines · Performance:

List Layout

8 Guidelines · Performance:

Loading Products

3 Guidelines · Performance:

List Items: Product Info & Thumbnails

17 Guidelines · Performance:

List Items: Interface & Hit Areas

10 Guidelines · Performance:

Filtering: Available Filters

9 Guidelines · Performance:

Filtering: Scope & Logic

5 Guidelines · Performance:

Filtering: Interface & Layout

6 Guidelines · Performance:

Sorting

3 Guidelines · Performance:

Product Page

91 Guidelines · Performance:

Product Page Layout

5 Guidelines · Performance:

Product Images

9 Guidelines · Performance:

Image Gallery UI

5 Guidelines · Performance:

Product Videos & 360-Views

4 Guidelines · Performance:

The "Buy" Section

9 Guidelines · Performance:

Shipping, Returns, and Gifting

8 Guidelines · Performance:

Product Variations

9 Guidelines · Performance:

Product Descriptions

7 Guidelines · Performance:

Specifications Sheet

5 Guidelines · Performance:

User Reviews

18 Guidelines · Performance:

Auxiliary Content

3 Guidelines · Performance:

Cross-Sells & Cross-Navigation

9 Guidelines · Performance:

Cart & Checkout

106 Guidelines · Performance:

Checkout Layout & Design

4 Guidelines · Performance:

Shopping Cart & “Added to Cart” Behavior

9 Guidelines · Performance:

Account Selection & Creation

9 Guidelines · Performance:

Customer & Address Information

9 Guidelines · Performance:

Gifting Flow & Features

5 Guidelines · Performance:

Shipping & Store Pickup

10 Guidelines · Performance:

Payment Flow & Methods (Incl. Third-Party)

4 Guidelines · Performance:

Credit Card Form

8 Guidelines · Performance:

Order Review

5 Guidelines · Performance:

Order Confirmation & E-Mail

4 Guidelines · Performance:

User Interactions & Distractions

4 Guidelines · Performance:

Cross-Sells

3 Guidelines · Performance:

Validation Errors & Data Persistence

10 Guidelines · Performance:

Field Labels & Microcopy

6 Guidelines · Performance:

Field Design & Input Optimization

16 Guidelines · Performance:

Accounts & Self-Service

23 Guidelines · Performance:

Account Dashboard

5 Guidelines · Performance:

‘Your Account’ Addresses, Payments, & Newsletters

13 Guidelines · Performance:

Account-Wide Navigation, Structure, & Information

5 Guidelines · Performance:

App-Wide Design & Interaction

16 Guidelines · Performance:

Site-Wide Features & Navigation

10 Guidelines · Performance:

Touch Interfaces

6 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.

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