Amazon - Spiralyze 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.

Checkout Time Benchmark        Best Practice Heatmap        Detailed Walkthrough

Layout: 44% Layout: 44% Usability: 56% Usability: 56% Data Input: 64% Data Input: 64% Cart Conversion Loss -7.7%

Checkout Time Benchmark

Checkout Time in Seconds
(Shorter is Better)

Best Practice Heatmap

The Amazon Desktop Checkout complies with 55% of our recommended best practices.

Single-Page Checkout

Amazon effectively implements a three-step checkout: one page for shipping info/payment, another for gift options, and the last for placing the order. Condensing the steps would reduce perceived effort.

Reduce Perceived Form Length

Amazon's use of a single column in the personal details page and use of many intermediate checkout steps increases the perceived effort.

Intuitive Layout

Form ordering is intuitive and expected.

Simplify Multi-Page Checkout

No easy way to go back between steps, and no easy view of item summary.

Standardize Look and Feel

Design fits thematically with the rest of the website.

Suppress Store Navigation

Amazon hides navigation back to the store by unliking its logo.

Browser and Device Compatibility

Does not work well on smaller widths, i.e. shrunk desktop or mobile.

Make Progress Obvious

Amazon makes progress obvious with a clear navigation at the top of the page indicating customer advancement.

Guest Checkout Default

Amazon forces users to create an account before checking out.

Buttons Provide Feedback

Amazon's main buttons respond well to hover.

Highlight the Active Field

Amazon highlights the selected field with its orange accent.

Validate Correct Responses Inline

No indication of the correctness of a response.

Auto-Format Numerical Fields

No numbers, including dates, are auto-formatted.

Limit Data Inputs

Credit card, phone number, and zip code form fields all accept punctuation, spaces, and alphabets as valid characters.

Offer Help Prominently

Small help link is located in the footer, no other obvious source of help

Display Clear Error Messages

Error is explained clearly, and incorrect fields are highlighted

Match Shipping and Billing by Default

Matches shipping and billing addresses by default.

Trim Unnecessary Form Fields

No unncecessary form fields.

Auto-Populate Address

Fails to autopopulate address.

Clear Shipping Options

Detailed shipping information provided - customers can trust that Amazon is the carrier.

Abandonment Emails

Sends specific abandonment email with clear call to action and relevant related products.

Store Zip Code from Shipping Calculator

N/A - No shipping calculator / early zipcode entry opportunity present.

Provide Cost Breakdown

Cost breakdown presented for the first time in the review stage at the tail-end of the checkout.

Emphasize Free Things

Highlights the discount, but uses a cost subtraction field rather than displaying the relevant cost as "FREE".

Detect Card Type

Automatically captures card type from user input.

Provide Prozac

No reassurance before final "Place your order" button.

Suppress Coupon Field

Gift card entry field hidden behind a dropdown option in the payment tab; however, field presented again, completely accessible, in the last step of the checkout, likely to lure customers away from the cart searching for discounts.

Checkout Walkthrough

Click the thumbnails for an annotated walkthrough of Amazon Desktop Checkout's notable features.

Step 1

Account Creation

Step 2

Shipping Address

Step 3

Shipping Selection

Step 4


Step 5