https://www.amazon.com/ General Retail 5-Page 182 seconds
Amazon implements a multi-page checkout severely hindered by forced account creation. While the rationale for account creation makes sense - enabling easy one-click checkout - it adds friction for infrequent customers or users that just want that one quick purchase now without filling out so many forms and thinking of passwords. No to mention many users that forget their login information and have go through a tedious login retrieval process.
Another sticking point is the multi-page layout, which makes the checkout feel long and effort-intensive for users. Steps like Shipping Selection can be tacked onto the Shipping Address page to save time and space, and make the checkout appear quicker. The final Review page is also an unnecessary step, since the only thing that can happen here is that a user can change their mind and abandon the purchase entirely.
The Amazon Desktop Checkout complies with 55% of our recommended best practices.