,HUMAN,,,,,IA1,,,,
,EV1,EV2,EV3,EV4,EV5,IA1(GPT),IA2 (Gemini),IA2 (Llama3),IA4(Deepseek),IA5 (Perplexity)
Q1.1,"In all cases, the Amazon logo remains constant in the upper left, and if users click, they navigate to the main page, which guarantees on the one hand the visibility of the logo at all times and on the other hand, the expected behavior of it.","We always find the title of the section we are in at the top left, as a header.","The page will always have the navigation bar with the logo
Amazon and all its options on top of all the information.","Yes, amazon.com has a visible section that works as a cover or
main page of the site, since it contains: - The number ""Amazon"" visible in the part
top (logo). - A central navigation structure with sections such as ""Offers"",
""Categories"", ""Account"", etc. - A design that indicates that it is the main entrance to the site,
with featured banners and recommended products.",On every page just below the navigation bars there is always a title of where you are. Sometimes on the left and sometimes in the middle.,"Every Amazon page clearly includes the “Amazon” logo in the top-left header, linking back to home. Section labels like “All”, “Departments,” or category names (e.g., “Electronics”) are prominently displayed.","Yes, Amazon.com prominently displays its logo ""amazon"" at the top-left of every page, clearly identifying the site. The primary navigation also includes sections like ""Departments"" or ""Today's Deals"" which act as visible entry points to different parts of the site.","Amazon's website has a clear and visible title page, section, or site, making it easy for users to understand where they are.","Clear site title (""Amazon.com"") in header/logo, browser tab, and URL.","The Amazon logo and title are always visible at the top, clearly identifying the site on all pages."
Q1.2,"The titles of each section are clear and as if that were not enough, each section has sub-sections that are also well organized and have clear and understandable titles.","In second-hand Amazon, we have a side menu where you select the section you want to access, but after doing so there is nothing to indicate/remember where you are. Similarly, when selecting any option from the first menu it is not shown later, although it does in a menu within that option.","Below the navigation bar there is always a horizontal menu for
navigate through each section of the page.","At all times, either a section number or title is included, the
option selected from the submenu on the left marked in bold, and/or a bar that
if you are inside a product, it shows the navigation phases or categories
to get to him or show the search made in orange.","Although there is always a place to put it, since where the title is located often changes, it can be confusing.","On product pages, breadcrumb navigation (“Home > Electronics > Computers > ...”) indicates location, but it is inconsistent across category browses — sometimes omitted or hidden behind a hamburger menu.","Yes. Amazon utilizes a clear breadcrumb navigation on product pages and in search results (example: ""Home > Electronics > Televisions""), which effectively shows the user their current location within the site's hierarchy. The search bar also clearly indicates the current search context (e.g., ""in All Departments"").","Amazon's website has a consistent navigation bar and breadcrumbs, but sometimes the user's location is not immediately clear, especially when navigating through multiple subcategories.",Breadcrumbs appear inconsistently (like absent on homepage; present in categories). Navigation relies on URL/history.,"Main navigation and breadcrumb trails help with orientation, but breadcrumbs are not present on all pages (such us, product details)."
Q1.3,Users are notified whenever something significant happens or a change is made to their browsing.,"There are times when if we go to a section and then access one of the options offered by the side menu, we can get completely lost.",,"Although the user is not informed about certain background actions (such as data collection for personalized product recommendations), whenever the user explicitly performs an action, they receive feedback about what is happening.","I think so because there are numerous feedback messages when an action is taken, for example when you put a product on your wishlist a confirmation popup appears.","Actions like adding to cart or filtering trigger status messages (“Added to Cart”, refresh overlays), but some background updates (e.g., sort or pagination) show minimal feedback, making system processes opaque.","Yes in some cases. For actions like adding an item to the cart or completing a purchase, Amazon provides clear visual feedback (e.g., ""Added to Cart"" pop-up, order confirmation page). However, for very quick background processes (e.g., loading recommended items after a search), the feedback can be subtle or non-existent, relying on the user to notice the content change. While generally good, there are minor instances where system state changes could be more explicitly communicated.","Amazon's website provides loading animations and progress indicators for most actions, but sometimes the feedback is not immediate or clear, such as when searching for products or loading more results.","Loading spinners appear for searches/cart updates, but background processes (e.g., recommendations) lack indicators.","Loading indicators and messages (e.g., cart updating, item added) are present and informative."
Q1.4,"On Amazon's website, the blue links that change color when you visit them are very clear. The hover function helps identify them and their consistency with other websites makes them easy to understand.","The links themselves are clearly indicated, with the typical blue color. The issue is that in many sections, they are accessible (i.e., function as links) but are not blue like the others. So, even though the site always leads to the product, this might confuse some users, especially those unfamiliar with the website.","In the example image, the different sections have no type
of ""hover"" apart from changing the cursor.","Yes, Amazon maintains a consistent visual style. Most links are underlined and colored or represented as buttons. They include animations when hovering, which helps show they are interactive.","Yes, they are, but they are not always the same. I will show you 3 cases that I have found: in the first we see that when we hover over the blue text it turns into dark blue, in the second the text is blue and when we hover over it it is underlined and in the third the blue text is already underlined.","Most links are underlined, have clear labels, change color on hover, and are clickable via text or icon. The cart, account, and categories all have consistent hover and clickable affordances.","Yes. Most links on Amazon are clearly defined. Text links are typically blue and underlined on hover (or by default in some cases), making them distinguishable from regular text. Buttons (e.g., ""Add to Cart,"" ""Buy Now"") are visually distinct with clear labels. Product images and titles also function as clear links to product detail pages.","Amazon's website has clearly defined links, with distinct visual styling and hover effects that indicate clickability.","Links use standard blue/purple coloring, underlines on hover, and descriptive labels (e.g., ""Today’s Deals"").","Links generally use clear, actionable text or icons (such as 'Add to Cart' or product images)."
Q1.5,"The Amazon website is quite large and complex, so it is practically
impossible for all actions to be performed directly. However, most of the main actions can be performed directly, but more specific actions
like changing the location require submenus to be accessed.","There is a section where you cannot see everything unless it's expanded. That's why I said it doesn't affect usability—because you don't need to click, just hovering shows all the options. This usually occurs in the account section, where orders, cart, etc., are displayed.",,"Since it is such a large site, not all actions can be visualized directly. However, it is true that the vast majority of relevant and common actions are displayed directly and many more are accessible via submenus. Therefore, although the answer is 'not always', this does not represent a flaw or problem.","In any case, you can perform the actions directly, except for exiting/closing the session, which requires you to open a menu.","Many actions can only be completed by selecting hidden options (e.g., hover menus, modals, or multi-step processes); intermediate steps aren’t always self-evident or visible.","Yes in some cases. Many common actions, such as navigating through categories, searching, or adding to cart, are directly visible and actionable. However, certain actions, like managing specific order details, accessing certain account settings, or finding specific niche help topics, might require a few clicks through menus or nested pages, meaning they aren't always directly visualized on the initial screen where one might anticipate them. This is typical for a large e-commerce site, but it means not all actions are immediately apparent without some exploration.","Some actions on Amazon's website require additional steps or hover actions to become visible, such as the ""Add to Cart"" button on product listings, which can be confusing for some users.","Critical actions (e.g., ""Buy Now"") lack previews; filters require clicks to reveal options.","Most actions are visible, though some (like wishlists or advanced filters) may be in menus and not immediately visible."
Q2.1,"The main page has a logical layout; a search bar at the top, next to some important features such as user registration and language, then a navigation menu with different product categories and the logo that remains visible. However, the page is quite loaded with options, which could be counterproductive for non-regular customers or those who do not surf the internet regularly, as they could get lost.","The order is always correct and intuitive. On the homepage, sections you've already visited appear, along with related purchases or offers.","For example, when you are browsing the products, the menu of
filters will always appear on the left.","All relevant actions are clearly and visibly displayed. Labels always use text, screens are logically divided with a top menu, a left side menu, and content in the remaining space. Elements are grouped logically and horizontal sections are properly marked. Despite this, there are cases where in less relevant areas (such as when scrolling down on a product view) there is an excess of secondary information that may confuse the user. This especially includes all the information a seller may add about a product.","In general, yes, there is a menu bar, a profile and orders section that are clearly visible and the way the products are displayed contains photos that help you know what the product is like, accompanied by the price and a short description.","The homepage displays promotions, followed by category tiles labeled with everyday language (“Electronics”, “Grocery”), matching expected shopping behaviors.","Yes. Information on Amazon.com is generally presented in a logical and intuitive order. Product pages, for instance, typically start with the product title, image, price, and add-to-cart options, followed by details, descriptions, customer reviews, and related products. This flow mirrors how users would naturally seek information about a product in a physical store. Search results are also ordered logically, usually by relevance or user-selected filters.","Amazon's website presents information in a logical order, with product details, reviews, and related items organized in a clear and intuitive manner.","Product pages prioritize high-demand elements (price, images, ""Add to Cart"") logically.","Pages prioritize core tasks (search > results > details > checkout) in a logical, user-centered flow."
Q2.2,"There aren't many icons, but the ones that are there are clear: a shopping cart to see selected products, a pin for the location, etc.","Product images always represent the actual item. Usually, they show a front-facing image. Once inside the product page, there are images from different angles, which helps the user understand the item better.","In the Amazon Music section, where the few icons of the
page, you understand perfectly what they represent. Also the icons of the magnifying glass and the
cart are very common.","Amazon does not use icons in most cases, but where they are used, they are standard icons that most users should be familiar with: - The shopping cart icon represents a real cart, widely recognized. - The magnifying glass icon for search is standard and associated with 'search'. - The user icon for the account is a human silhouette, like in many interfaces. - The menu icon ('hamburger') is common in apps and websites. Additionally, they are always accompanied by a label.",,"Common metaphors are used: Shopping cart icon, magnifying glass for search, account silhouette for user profile—all intuitive and standard.","Yes. Amazon primarily uses well-established and universally recognized icons. Examples include the shopping cart icon (representing a physical shopping cart), the magnifying glass for search, the user silhouette for account profiles, and common arrows for navigation. These icons are highly consistent with real-world metaphors and are immediately understandable.","Amazon's website uses standard icons for common actions like search, cart, and account, which correspond to everyday objects and are easily recognizable.","Universal icons (cart, search, user profile) align with physical counterparts","Most icons are standard (cart, search), but some, such as for account lists, use abstract representations."
Q2.3,"Yes, the icons are clear and do what the user expects them to do.
They are simple and intuitive. In the image we can see how if we click on the cart we go to the selected products and how if we hover on the flag we can change the language.","Yes, since there are few actions and all do exactly what they say. All icons lead to the respective section, and the links clearly state the action, saying things like 'ver más' or 'explora ahora'.",,,"For example, a shopping cart is used to go to the list of items we want to buy, or a trash can is used to remove a product from a list, as one would expect.","Generally yes—clicking cart icon opens mini-cart. However, the hamburger menu opens different views depending on page context (e.g., department vs account), which may confuse first-time users.","Yes. The functionality of icons on Amazon.com consistently matches user expectations based on their real-world counterparts. Clicking the shopping cart icon leads to the cart, clicking the magnifying glass initiates a search, and clicking product images takes you to the product details. There are no instances where an icon's action deviates from its expected real-world metaphor.","Amazon's website icons behave as expected, with the search icon initiating a search, the cart icon taking users to their cart, and so on.","Most icons (e.g., trash for delete) work intuitively, but ""Wishlist"" heart icon’s function is ambiguous for new users.","Standard, well-established icons perform expected actions."
Q2.4,"The vocabulary is pretty standard and anyone with even a modicum of familiarity with the Amazon ecosystem will understand everything perfectly. New users may be confused by the names of different sub-products like Prime and Audible, but it's very intuitive and they'll be able to recognize them quickly.","Yes, because as I mentioned, the phrases used are very simple and do exactly what they indicate.","The texts are always going to have a natural text. For example, this
""Gift ideas inspired by your shopping history"" section","In general, yes, but there are certain exceptions for users who do not
usual/new como por ejemplo: - The term ""Prime"" - Labels like ""Amazon's
choice"" or ""Flash Offer""","Yes, direct but understandable phrases like ""Buy now"" or ""Add to cart"" are used, which anyone can easily understand.","Labels like “Today’s Deals,” “Wish List,” “Account & Lists,” “Subscribe & Save” are common e‑commerce terms and align well with user expectations.","Yes. Amazon heavily uses common e-commerce and everyday language. Terms like ""Add to Cart,"" ""Buy Now,"" ""Proceed to checkout,"" ""Your Orders,"" ""Account & Lists,"" ""Today's Deals,"" and product categories (e.g., ""Electronics,"" ""Books,"" ""Home & Kitchen"") are all familiar to the general public and directly correspond to real-world shopping concepts. Jargon is largely avoided, ensuring high comprehensibility for a broad user base.","Amazon's website uses clear and familiar language, with product categories, search filters, and navigation labels that align with user expectations.","Terms like ""cart,"" ""checkout,"" and ""order history"" match e-commerce conventions.","Terms like ""cart,"" ""checkout,"" and ""orders"" match user expectations and retail conventions."
Q3.1,The Amazon logo that occupies the upper left part of the screen performs this function.,"Yes, since the header is always the same, and clicking the Amazon logo takes you back to the main menu.","On all pages you can return to the main window thanks to
Amazon logo.","The Amazon logo always appears which acts as a link back to the
main page It even appears on pages such as the registration and login page
despite not having the fixed upper menu like the rest of the pages.","Thanks to the header always remaining visible, we can always click the Amazon logo to return to the homepage.","The Amazon logo at the top-left corner is always visible and serves as a persistent link to return to the homepage, as expected in standard web conventions.","Yes. The Amazon logo, prominently displayed at the top-left of every page, consistently functions as a link back to the homepage. This provides users with a clear and easily accessible ""emergency exit"" from anywhere on the site.","
Amazon's website has a prominent logo that serves as a link to the homepage, allowing users to easily return to the starting point.",Logo in top-left corner returns to homepage consistently.,The Amazon logo acts as a ubiquitous and clear home button.
Q3.2,"Amazon is an ecommerce website, there is no reason why such a function should be implemented. In addition, all actions we take that are important or irreversible are accompanied by a warning, thus reducing missed clicks.",There is no option where actions need to be undone or redone.,,"We have the example of adding products to the cart. If we add one
product, a side section immediately appears from which we can modify
quantity or remove it from the basket. If we scroll to the basket section,
we can also modify the quantity. However, if we remove the product, no
the option to re-add it appears (although there is a link to the removed product).","When you remove a product from the cart or delete a saved address, it would be useful to be able to recover it, but this is not possible anywhere.","There is no general “undo” or “redo” mechanism. If users remove items from their cart or navigate backward, they must manually redo actions—there’s no universal undo/redo layer.","Not always. Standard ""undo"" and ""re-do"" functionalities (like Ctrl+Z or specific buttons for reversing an action) are generally not present for complex site-wide actions such as filtering search results, navigating through product pages, or adding items to a wishlist. While some text fields might support browser-level undo, the system itself doesn't offer a pervasive ""undo"" for user actions within the e-commerce flow. Users can usually reverse actions by manually going back or deleting items from a cart, but a dedicated undo/redo mechanism is absent.","Amazon's website does not have a global ""undo"" or ""redo"" function, particularly for actions like deleting items from the cart or editing order quantities. However, some specific actions like editing cart quantities can be reversed within the cart section.","No undo for cart edits, order placement, or search history deletion.","Undo/redo is limited. Some actions, like removing from cart, can be reverted, but not consistently across all features (e.g., order placement)."
Q3.3,"Being a website, we can simply use the browser's functions to do these kinds of things.","Yes, simply using the browser's back arrow takes you to the previous section. In fact, if you were browsing and had scrolled down, and then entered a product page, going back takes you exactly where you left off, not to the top of the page.","Sometimes you need to use the browser’s navigation arrows, for example when browsing Amazon Music. You can’t go back to the previous page using the user interface.","Although we can do it using the navigation arrows
of the browser itself, Amazon does not at any time include a return option
previous state","Although in some cases yes, like the example where you can click ""Your Account"" to go back to the previous state, in most cases there is no back button, and you must use the browser navigation.","The browser’s back button works effectively on most flows (search results, product navigation). However, in dynamic interactions (e.g., filters, modal windows), returning to a previous state might reset parameters or require re-entry.","Yes in some cases. Users can easily go back to previous pages using the browser's back button. On product pages and search results, Amazon often provides clear breadcrumb navigation (e.g., ""Home > Electronics > Televisions"") which allows users to navigate back up the hierarchy. However, if a user has performed a complex series of filtered searches or interactions within a specific dynamic component (like a highly customized product configuration), returning to a precise earlier state with all selections intact might not be as straightforward as simply clicking ""back."" For most common navigation paths, it's easy.","Amazon's website provides breadcrumbs and navigation links that allow users to backtrack, but it's not always straightforward to return to a specific earlier state, such as a previously viewed product page.","""Back"" button works inconsistently (e.g., breaks in multi-step checkout).","Browser back button and persistent navigation allow return to previous views, but not all mid-task states (e.g., during multistep checkout)."
Q4.1,"In almost all cases, the labels or links lead to a section of the same name. The exception is obviously some links that take advantage of the context, such as ""Read more"" or ""Learn more"", but this is not a problem since users know perfectly well where they are going.","Yes, in all products, the product name acts as both the product link and the header of the next page. However, this does not apply to the homepage sections, which usually say 'ver más', and the name refers to the product you were viewing.","In this case, the label that brought me here is called 'More products to consider'.",,"With small variations, yes.","Link labels like “Your Orders” or “Today’s Deals” accurately match the content of their target pages, ensuring consistency and avoiding confusion.","Yes. Amazon generally maintains strong consistency between link labels and their destinations. For instance, a link labeled ""Your Orders"" will lead directly to the user's order history page, and a product title link will take you to that specific product's detail page. This adherence to direct labeling ensures predictability for the user.","Amazon's website generally has consistent link labels that match their destinations, making it easy for users to predict where a link will take them.","""Customer Service"" links directly to help pages; no mismatches observed.",Link text matches destination pages closely.
Q4.2,"The behavior of the page is consistent and predictable, if we click on ""Add to cart"", for example, we will always select the item to purchase.","Yes, clicking on a product always takes you to its page, which contains the description, price, and so on. Clicking on a section always leads to it, with the same side menu for navigating within or across sections.",You will always reach the same page from the same link.,"In some cases, you can click on certain elements of the same menu
take you to a product page, an information page or another amazon service
which can be confusing because they are not grouped together
consistent In all other cases, the same action always leads to the same result.",One example to confirm this: adding a product to the cart always takes you to the same confirmation page.,"Across the site, common actions (e.g., adding items to cart, opening product pages) consistently lead to expected results without unexpected side effects.","Yes. Performing the same action on Amazon consistently yields the same result. Clicking ""Add to Cart"" always adds the item to your cart, clicking the ""Buy Now"" button always initiates a direct purchase, and clicking on a product image always takes you to its detail page. This consistent behavior builds user trust and predictability.","Amazon's website has consistent behavior for similar actions, such as adding items to the cart or searching for products.","""Add to Cart"" always triggers cart updates; filtering behaves uniformly.","Repeated actions (like ""Add to Cart"") always perform as expected."
Q4.3,"Indeed, both on computer and mobile, the icons remain consistent in all cases. For example, it doesn't matter if we have added products or not, if we click on the cart we will always see our selection.","Yes, all icons behave consistently throughout the system. Play symbols play the product ad if available, and the arrows move left or right to see more items.",Both the cart and the search icon serve the same function in all cases.,,A good example are the magnifying glasses used for searching.,"Icons (e.g., cart, search, hamburger menu, user account) retain consistent functionality and meaning across all pages and contexts.","Yes. Icons on Amazon (e.g., shopping cart, magnifying glass, user silhouette) maintain their meaning and function across the entire website. The shopping cart always represents the user's cart, and the magnifying glass always signifies a search function, regardless of the page or context.","Amazon's website uses consistent icon design and meaning throughout, making it easy for users to understand their purpose.",Cart/account icons retain meaning globally.,Icon usage is consistent throughout the platform.
Q4.4,"In the vast majority of cases yes, except for some promotions or notices
that occupy a higher space or have a different color to capture the user's attention.
Although really, this is not a problem since it does not break the general consistency
of the page.","Yes, the layout is the same for all products and sections. Ratings are always shown in stars, prices have superscript cents, the image and description layout is consistent, and the 'add to cart' and 'buy now' buttons are always in the same order. Additional images always appear to the left of the main image.","When the cart is empty, there is a space where only the sidebar shows information about 'recently viewed products'.","Although some lesser-visited sections (such as “Manage content and devices” or “Amazon Business”) may have a slightly different interface, they do not compromise overall consistency.","Page titles change position, but otherwise, consistency is maintained.","While overall layout is consistent, some information (such as product descriptions, shipping information) varies greatly in format between sellers, which may slightly affect the user’s perception of uniformity.","Yes in some cases. Core elements like the header (logo, search bar, cart, account menu) and footer are highly consistent across most pages, providing a stable navigation framework. However, the layout and type of information displayed within the main content area naturally vary significantly between different page types (e.g., homepage, product page, search results, Kindle store). While the branding and some structural elements are consistent, the content presentation itself adapts, which can sometimes lead to a feeling of slight inconsistency in information display if one considers the entire content area. For critical information and navigation, consistency is high.","Amazon's website has a consistent layout and design, but some pages, such as product details or checkout, have slightly different layouts or information prioritization.","Layout varies between product categories (e.g., books vs. electronics).","Primary information layouts (header/footer/menu) are uniform, but some subpages (product reviews, help) deviate."
Q4.5,"The links are very well organized since they are blue, once visited they change slightly to a slightly darker shade, and they also have a hover function in case the user doubts whether it is a link or not. In general, they have a consistent behavior with other pages, which makes them easy for the user to distinguish.","In some cases, the links are black instead of blue, which can lead to confusion since blue is the expected color.","In any case, it is understood that it is a link.","Although it uses three different colors for links, these colors are used consistently and align with Amazon's own branding (blue, orange, and black).","Some are orange and some are blue, which is quite confusing. I think they should all be the same color and behave the same way when hovered.","Amazon uses dark blue and black for some links, diverging from the conventional underlined blue. However, the colors are generally appropriate and distinguishable due to hover effects, so the deviation is not problematic.","Yes. Amazon uses standard and suitable colors for its links. Text links are typically blue (or a shade of blue), often with an underline on hover, which is a widely recognized convention for interactive text. Buttons have distinct colors (e.g., orange for primary actions like ""Add to Cart"" or ""Buy Now"") that visually communicate their clickable nature, and these colors provide sufficient contrast.","Amazon's website uses standard link colors (blue for links, purple for visited links) that are consistent and suitable for their purpose.",Blue links (#0066c0) meet WCAG standards; purple for visited links.,"Link colors occasionally lack the standard blue, but the design generally makes links recognizable."
Q4.6,"The buttons are clearly recognizable and work in any case as the user expects. The checkboxes are also very easily recognizable and work correctly, as are the search filters, which are intuitive and easy to use for end users.","Navigation is super simple and conventional. Most symbols are arrows or checkboxes when applying filters. In this second case, applied filters also appear at the top.","For example, the side menu for product filtering works as expected.","Some navigation paths can be long or convoluted, but they remain predictable and hierarchical. Also, the number of options may cause cognitive overload for non-regular users, although the site still follows large-site standards.","Buttons behave as expected, as do dropdowns and checkboxes which activate with one click. The navigation bar is clearly a navigation tool, and it’s always obvious when an element is clickable.","Buttons, radio buttons, checkboxes, and dropdowns follow HTML standards and are styled in ways familiar to users.","Yes. Amazon adheres to standard conventions for navigation elements. Buttons (e.g., ""Add to Cart"", ""Sign In"") are clearly delineated and clickable. Checkboxes, radio buttons, dropdown menus, and input fields all behave as expected and are visually consistent with common UI patterns. This adherence to standards reduces learning curves and improves usability for familiar users.","Amazon's website follows standard design patterns for navigation elements, such as buttons, checkboxes, and dropdowns, making it easy for users to understand and interact with them.","Checkboxes, radio buttons, and buttons use platform conventions.",UI elements like buttons and checkboxes follow web conventions.
Q5.1,"In general terms, the page is easy to use for the first time, if what we want to do are basic actions such as browsing and searching for products or making a purchase. Some things such as changing preferences or contracting one of Amazon's services are more hidden, so they are not entirely intuitive for new users.","We start with a large homepage that shows all the different sections as we scroll down. Occasionally, specific product offers also appear. This makes it very easy to access both a section and a specific product. Once inside any section, there are filters—first a header with section-type filters, and then a sidebar with more specific ones like price, brand, or reviews. However, because there are so many sections, sometimes you may end up in places that are hard to understand, especially when navigating through the sidebar, which does not always include the top title as usual.","It can sometimes feel like the page is overloaded with elements—for example, the homepage—which may confuse users.","Main actions are easily recognizable. However, more advanced actions can be challenging due to the large amounts of information displayed simultaneously.","Yes, the interface is intuitive and very visible, and it can be used without logging in.","Amazon offers a familiar shopping experience with clear navigation, large search bar, and accessible categories. Even first-time users can locate and buy products without a tutorial.","Yes. Amazon's interface is highly intuitive for first-time users, especially those familiar with online shopping. The layout is structured logically with common e-commerce patterns (search bar, categories, shopping cart, product listings). Clear labels, standard icons, and predictable navigation contribute significantly to its ease of initial use without requiring extensive learning.","Amazon's website has a clean and intuitive interface, but some features, such as filtering and sorting options, might require some exploration for first-time users to discover.","Overwhelming options for new users, but core tasks (search, cart) are learnable.","Intuitive layout, search prominence, and clear calls to action support first-time use."
Q5.2,Amazon has a search history to see the products we have searched for and not purchased or saved.,"Recently searched content is always saved, whether it's from browsing or direct searches.",Amazon constantly shows you products you've already searched or interacted with. It also has several sections that contain lists of recently viewed products.,"If the user is logged in, a search history is saved. Additionally, there is a 'Recently Viewed' section and users can add products to a wish list. One downside is the lack of a direct option to view the search history.","Yes, the search history can be retrieved by clicking on the search bar, and everything we've seen appears below along with the products we've searched for.","The system remembers previous searches and displays them prominently under the search bar. Additionally, the user’s browsing history is accessible from the account menu.","Yes in some cases. Amazon provides several features that aid in recalling previously searched or viewed items, such as ""Your Browse History,"" ""Recommended for You"" sections, and persistent search history in the search bar dropdown. This makes it relatively easy to re-locate items. However, if a very specific search was performed without adding items to a list or cart, re-finding it might still require re-typing some terms, rather than a perfect recall mechanism for every past search query.","Amazon's website provides a search history and suggestions, but it's not always easy to find previously searched items, especially if the search terms were vague.","Search history dropdown and ""Recent Orders"" section available.",Browsing history and account features help retrieve previous searches and purchases.
Q5.3,"As I've been saying, as long as you use the interface for some of its main functions, everything is completely intuitive. If you want to do something more specific, you'll have to remember how to access it. For example, if you want to access the devices, you'll have to go through relatively hidden submenus.","The page doesn't require users to remember previous sections, as you're always inside one and continuously being shown products. Still, sometimes the amount of branching can make you feel lost, although it's rare and you can keep browsing normally.","Sometimes, when navigating between pages, you don’t remember which ones you've visited. This is because Amazon has many subcategories within each navigation menu item.",Each Amazon screen is structured to be independent from the rest.,Users hardly need to learn how to do things. Everything is intuitive and recognizable so they can act without learning.,"Most information needed to make decisions is presented on the current screen. However, in checkout flows, users may have to recall previous address/payment details unless they are pre-filled.","Yes in some cases. For core tasks like Browse products or checking out, Amazon generally minimizes the need to remember previous screens; necessary information (like product details, cart contents, shipping options) is often presented or easily accessible on the current screen. However, for complex tasks, such as comparing multiple products where details might be spread across different tabs or if navigating deeply nested settings, some memory of prior screens or steps might be required. The breadcrumb navigation helps in remembering the path, but the specific content of a previous screen might not be always readily recalled without going back.","Amazon's website sometimes requires users to remember previous steps or selections, such as navigating through multiple product categories or filtering options.","Persistent cart summary, breadcrumbs, and auto-filled forms reduce memory load.","Persistent menu and search options reduce reliance on memory, but some flows (checkout) may require recalling prior choices."
Q5.4,"In most cases, yes, but for example, completing a purchase, being a process that consists of different steps, it is normal to have to go through different screens. As we can see in the image, to complete a purchase we will have to go through 3 different screens.","When you're browsing a section and scroll down, the header doesn't remain visible. That means you lose access to navigation tools like the search bar, categories, and filters, which stay at the top. It may seem minor, but when you're at the bottom and want to return or search for something, it's not very practical.","Thanks to the navigation menu, you can always move to other sections. Each section includes elements that help users perform the related task.",,"As mentioned before, not for logging out, but all other actions are found on the screen where they must be performed.","Product pages and cart summaries include most necessary content, but some tasks (like accessing order details) require navigation to separate sections. Additionally, layered menus may hide features.","Yes in some cases. For many straightforward tasks, such as adding a product to the cart or completing a purchase, the current screen provides most of the necessary information or direct links to it. However, the sheer volume of information on Amazon means that for some tasks, users will naturally need to navigate to subsequent screens (e.g., from product overview to full description, or from cart to checkout details) to find all relevant content. While the critical elements are often present, ""all content needed"" for a deeper understanding or complex decision might require clicking further.","Amazon's website generally provides relevant information on the current screen, but some features, such as product reviews or related items, might require additional clicks or scrolling.","Product pages contain all necessary info (price, shipping, reviews).","Primary tasks are accessible, though details for multistep tasks sometimes require switching screens or opening menus."
Q5.5,"As we have seen, the interface is intuitive and has different sections and search filters so that the user can navigate precisely.","Yes, it's always divided into specific sections with little content in the more general ones, and as you define the exact product you want, more options appear. Additionally, you can always directly access the section that suits you.",All information is properly organized and as the user would expect.,"In some specialized sections (such as Amazon Business or
digital services), the organization may seem less","The system uses familiar criteria, like categorizing products by electronics, books, computing, etc., and also includes filters for brands, prices, popularity, etc., which are commonly expected by users.","Product details, price, ratings, and delivery information follow the standard pattern for e-commerce sites, making it intuitive and easy to scan.","Yes. Amazon organizes its information using highly familiar and conventional e-commerce logic. Categories are intuitive, search results are ordered predictably, and product pages follow a standard pattern (images, price, add to cart, description, reviews). This structure aligns perfectly with how users expect to find and process information in an online retail environment.","Amazon's website organizes information in a logical and familiar manner, with product categories, search filters, and navigation labels that align with user expectations.","""Customers also bought"" and ""Frequently bought together"" align with shopping behavior.",Categories and lists use retail logic familiar to most shoppers.
Q6.1,"The Amazon website is a graphical interface that gives user control based on menus or direct manipulation, so it does not require users to use the keyboard except to search for products or enter data when purchasing them. In the image we can see that Amazon is practically a catalog and therefore a GUI that does not require the keyboard for practically anything.","It's not a major downside because there aren’t many shortcuts applicable, but implementing some—like one to add to cart or open the search bar—could be useful.",The Amazon store doesn’t need keyboard shortcuts because all necessary actions can be comfortably performed with a mouse or by typing. The music and podcast service includes keyboard shortcuts to pause and skip content.,,"And if there are any, they are not easily found.","Amazon does not provide built-in keyboard shortcuts for actions like navigating categories, adding to cart, or checking out. Users must rely on tabbing and browser-level functionality.","Not always. While standard browser-level keyboard shortcuts (e.g., Tab for navigation, Enter for activation, Ctrl+F for search on page) work, Amazon itself does not explicitly expose or heavily rely on custom site-specific keyboard shortcuts for its common actions (like ""add to cart,"" ""checkout,"" or navigating specific sections). Power users who prefer keyboard-only interaction might find this a limitation for speed.","Amazon's website does not provide explicit keyboard shortcuts for common actions, which might limit efficiency for power users.",No advertised shortcuts for navigation or actions.,No discoverable keyboard shortcuts for primary flows.
Q6.2,"As I explained in the previous question, it is not necessary and therefore not applicable.",,That’s expected when using an audio streaming service.,,,"Since there are no documented keyboard shortcuts visible or in help sections, users have no guidance or learnability for power-user flows.","Not at all. Since there are very few (if any) explicitly stated custom keyboard shortcuts for general site navigation or actions, there's no clear documentation or visual cues on how to use them. Users are expected to rely on standard tab navigation and mouse interaction.","Since there are no explicit keyboard shortcuts, this question is not applicable.",,Not applicable as shortcuts are not present.
Q6.3,"For basic actions like searching for products, adding to cart, or making a purchase, Amazon provides very clear buttons and confirmation messages. For specific account setup, the platform provides a step-by-step process. However, permanent actions, such as setting up default addresses or payment methods, may be slightly hidden behind the ""Account Settings"" menus, which may not be immediately obvious to a new user.",There is no difficult interaction on the page.,,"Many actions are well guided. However, secondary actions like Prime subscriptions are more difficult to understand.",For the first time you do things there are visual indicators of how to act and small guides on how to do what you want. There are also plenty of feedback messages on the actions to understand what is being done.,"The ""Buy it again"" section and browsing history make it easy to repeat previous actions. Additionally, the cart and order history support reordering and re-navigation smoothly.","Yes. Amazon provides several mechanisms to easily repeat or access previously performed actions. For instance, ""Your Orders"" allows re-ordering items, ""Your Browse History"" enables revisiting viewed products, and ""Buy Again"" features are prominent. The search bar retains recent searches. This significantly aids in efficiency for repetitive tasks or revisiting past interests.
","Amazon's website provides some features, such as ""Buy Again"" or ""Frequently Bought Together,"" that allow users to quickly repeat previous actions, but it's not always straightforward.","""Buy Again"" and ""Reorder"" options in order history.","Account history, one-click buy, and repeat purchase make repeated actions very efficient."
Q6.4,"The products adjust, the search bar and the logo remain. It fits perfectly since it is responsive.","Yes, it changes the resolution, increasing the size of images and text while maintaining the layout. So, there are fewer images per row, but the format remains. Similarly, the description and product price remain unchanged after zooming.","It adapts to most resolutions, except for 800x600.",Amazon has a fully functional responsive design while maintaining usability and accessibility.,"In the 2 cases tested yes (mobile and computer), I can't test it on more
devices, but I have been able to verify that the elements are reorganized and resized
logically.","The responsive design adapts well across desktop, tablet, and mobile. UI components reorganize without losing core functionality or readability.","Yes. Amazon's website is highly responsive. It adapts effectively to various screen resolutions, from large desktop monitors to tablets and mobile phones. Elements resize, reorder, and hide/show as needed to provide an optimized viewing and interaction experience across different devices, demonstrating a robust responsive design implementation.","Amazon's website has a responsive design that adapts to different screen resolutions and devices, ensuring a usable experience across various platforms.",Responsive design from mobile to 4K; grid reflows seamlessly.,The website is fully responsive for various screen sizes.
Q6.5,"Amazon does not use accelerators. There are some links that could be considered accelerators, such as ""Buy Again"", but the truth is that they are scarce and not a particularly relevant part of the interface for an average user.","Amazon displays several useful accelerators, such as one-click purchase, product recommendations based on browsing history, and the ability to save payment methods.","The few keyboard shortcuts are recognizable when displayed when playing
audio content on Amazon Music.",Amazon does not use accelerators.,,"Accelerators (if any) are not visible or documented. No tooltip, hint, or visual feedback suggests the existence of power-user features like shortcuts or macros.","Yes in some cases. Amazon has several accelerators, though not always explicitly ""visible"" in the sense of a tooltip or direct label. Examples include ""1-Click ordering,"" which is a significant accelerator for frequent buyers, and personalized recommendations that accelerate product discovery. While the ""1-Click"" button is visible when available, the underlying concept of accelerating the purchase process isn't always explicitly highlighted as an ""accelerator"" feature itself. Similarly, the efficiency gained from robust search filters is an accelerator, but it's part of the standard UI rather than an 'accelerator' specific feature that's pointed out.","Amazon's website does not provide visible accelerators or shortcuts for normal users, which might limit efficiency.","No accelerators (e.g., macros, quick actions) for power users.",Not applicable as keyboard or other accelerators are not advertised or accessible.
Q6.6,The page is fully optimized and does not include loading screens or excessive waiting times. The search filters update the results almost instantly.,"In very few cases does the user need to wait more than a second. This sometimes happens when applying many filters at once within the same section, but the delay is insignificant. The same applies when processing payment methods.","With a normal connection there are no excessive loading times either
unnecessary waits","Amazon is highly optimized in terms of performance, ensuring users do not experience long wait times without information or feedback.",Sometimes it can take a while but nothing noticeable.,"Amazon is optimized for speed. Pages load quickly, and asynchronous components (e.g., reviews, recommendations) load without blocking primary interactions.","Yes in some cases. Amazon generally loads pages and displays content quickly, aiming to keep the user engaged. For instance, search results load rapidly, and product images often appear with placeholders before full resolution, preventing blank spaces. However, during peak times or with heavier pages (e.g., complex product detail pages with many reviews and dynamic content), there can be minor, occasional delays in full content rendering, or small pauses while certain elements (like recommendations or ads) load dynamically. For the most part, it is efficient, but not always perfectly delay-free.","Amazon's website generally provides a smooth and efficient experience, but some pages, such as product details or checkout, might have occasional delays or loading times.","Image-heavy pages (e.g., product galleries) load slowly on low bandwidth.",Fast response times and loading indicators keep the user engaged without waiting.
Q7.1,"For important actions like completing a purchase or deleting an address, Amazon always notifies us with a message to confirm that the user really wants to perform the action, to avoid misclicks.","I bought some padel balls to test it. It's true that you need to first enter your card, address, etc., but once you click to buy, the purchase is completed directly. It works the same when adding items to the cart.","When removing a product from the basket, you are not asked for confirmation.","Amazon always shows clear confirmation messages before executing actions that could be considered irreversible or sensitive, such as canceling an order, deleting an address, or canceling a subscription.","Before canceling an order, for example, a prior confirmation appears and before doing anything irreversible, options to confirm or cancel appear. When we go shopping, there are also multiple steps to avoid buying anything unintentionally.",Amazon shows clear confirmation steps before irreversible actions like placing an order or cancelling one. These usually involve a “Place your order” button and confirmation dialogs.,"Yes in some cases. Amazon generally provides confirmation steps for crucial, potentially irreversible actions, particularly in the checkout process (e.g., ""Place your order"" is the final step before payment). However, for actions like removing an item from a list or deleting certain account information, a clear ""Are you sure?"" confirmation might not always be present, or it might be a subtle visual change rather than an explicit pop-up warning, relying on the user to notice the change.","Amazon's website often displays warning messages before taking irreversible actions, such as deleting items from the cart or canceling orders.","""Buy Now"" lacks confirmation, but cart removal shows alerts.","Critical actions, such as order placement or account deletion, prompt confirmation messages."
Q7.2,"I couldn't 'trigger' an error myself during the test, but from what I found online, errors are indeed notified in real time (the image is a misclick and doesn’t allow me to delete it).","Yes, errors are always shown in real time. Whether you're adding to the cart or paying, errors are highlighted in red to improve usability.",,"In most forms, Amazon does not display errors immediately but waits until the user tries to submit the form to indicate which fields were filled out incorrectly.","When we are putting a new address for example we can write meaningless things that until we click on ""Add address"" no error is shown. Once done, every time a field with an error is changed it is shown whether it persists, changes or is fixed","Form errors (e.g., missing fields, invalid email) are shown inline and in real time. For example, trying to proceed in checkout without entering a valid ZIP code prompts an immediate error.","Yes in some cases. For form validations (e.g., incorrect email format, missing required fields during sign-up or checkout), Amazon often provides real-time or near real-time feedback, highlighting the problematic field and showing an error message as the user types or attempts to submit. However, for more complex system errors (e.g., a product becoming unavailable after being added to the cart, or a payment processing issue), the error might only appear on the next page load or after a submission attempt, rather than dynamically as the issue occurs in the background.","Amazon's website provides real-time validation and error messages, such as during checkout or form submission, helping users identify and correct errors.","Form validation (e.g., login, checkout) highlights errors instantly.","Many forms (e.g., login, checkout) provide real-time validation, but not all inputs provide immediate feedback."
Q7.3,"As I said, I couldn’t verify it myself.","In all cases, errors are bolded and clearly highlighted. The issue is that since most are in red, if one appears in black, it might not be perceived as an error.",,"Although they are almost always easy to interpret, there are cases where it only says the field needs to be filled in without providing additional information about the expected input or format.",The messages are clear and clearly indicate what went wrong.,"Error messages are clear, descriptive, and use non-technical language (e.g., “Please enter a valid phone number”).","Yes in some cases. For common user-input errors (e.g., ""Please enter your password,"" ""Email address already in use""), the messages are generally clear, concise, and provide actionable guidance. However, for more system-level issues or less common scenarios (e.g., a technical problem with a specific product listing, or a complex account issue), the error messages can sometimes be more generic or less descriptive, requiring the user to infer the problem or seek further help. Amazon aims for clarity but the vastness of the system can lead to some less specific messages.
","Amazon's website error messages are generally clear, concise, and easy to understand, providing users with actionable information to resolve issues.","Plain language (e.g., ""Enter a valid email address"").","Error messages are plain and actionable, typically without jargon."
Q7.4,"Most of the time, Amazon simply displays a friendly and descriptive error message so that users can understand what’s happening, instead of showing a code like error404, which would make users more nervous if they don’t know what’s going on.","No, in general Amazon does not show error codes in most messages. Form or action errors are shown next to the corresponding field.",,"Amazon does not include error codes in common error messages, which can make debugging more difficult. However, since Amazon is designed for all kinds of users (including non-technical ones), it explains the problem in a more natural way.",,Error messages do not provide any reference codes. This could be problematic for customer support or debugging purposes.,"Not at all for the end-user facing interface. While backend systems and developer interfaces (like Amazon Seller Central or AWS documentation) clearly use error codes (e.g., ""Error 8541,"" ""Error 5004""), these are generally not displayed to the typical Amazon.com shopper. User-facing error messages focus on plain language explanations rather than technical codes, which is generally a good usability practice for the general public, but means they don't explicitly fulfill this specific question's criteria about using a code for the user.","Amazon's website does not provide explicit error codes for users to reference, which might limit their ability to troubleshoot or report issues.",No error codes; generic messages lack troubleshooting details.,"Error codes are rare and often shown only for technical/system errors, not user errors."
Q8.1,"As we’ve seen in several previous sections, yes, every relevant action has a confirmation message to reduce misclicks.","Yes, for example, if a policy requires a minimum quantity of a product to be purchased, this is shown next to the quantity and applied automatically.",No confirmation messages are shown because they are not necessary.,"Whenever important actions are taken, some kind of confirmation is requested to ensure the user can review the information.","In the cases where not, a popup appears showing what you've done so you can undo it if you want.","Before completing important actions such as placing an order or deleting a payment method, Amazon displays clear confirmation steps with summary information to avoid unintended operations.","Yes in some cases. Amazon employs confirmation steps strategically for high-impact actions. For example, the final ""Place your order"" button on the checkout page acts as a confirmation before a financial transaction. Similarly, when canceling a subscription or making significant account changes, a confirmation step or a clear summary of changes is often presented. However, for less critical actions like removing an item from a shopping list or unfollowing a store, a direct ""Are you sure?"" pop-up confirmation might be omitted, relying on the user's immediate understanding of the action.","Amazon's website often displays confirmation messages before taking actions, such as confirming order cancellations or item removals.","""Place Order"" lacks confirmation, but account deletions require verification.","High-stakes actions (orders, deletions) trigger confirmation prompts."
Q8.2,The forms have placeholders that describe the type of information required in each field.,"Yes, there is always a text that indicates the action we need to take. This applies to logging in, searching for a product, or completing a payment form.",Every information field is accompanied by a label that tells you what to enter.,"In certain fields, it may not be clear what input format is expected.","The required input is always clear, even though it doesn't specify the format to use—usually because there aren't many restrictions, like how you write a street address.","Forms include field labels, inline hints (e.g., “Phone number (optional)”), and placeholder text, reducing the chance of input errors.","Yes. Amazon's forms are generally well-designed for clarity. Input fields typically have clear, concise labels (e.g., ""Email or mobile phone number,"" ""Password,"" ""Address Line 1""). Placeholder text within fields often provides examples or further guidance (e.g., ""Enter your name""). Required fields are usually indicated with an asterisk (*) or implicitly by context, making it very clear what information is expected.","Amazon's website form fields are generally well-labeled and provide clear instructions, making it easy for users to understand what information is required.",Required fields marked with asterisks; placeholder text guides input.,"Most forms use labels and placeholders, though some (promo codes, optional fields) may lack clarity."
Q8.3,"The search engine is optimized for this type of spelling error, as shown in the image—I searched 'pikaku' but it corrected the error automatically.","Yes, the system interprets the error and adjusts the page correctly. Interestingly, it not only fixes it on the page but also in the search bar.",It even corrects misspelled words. This was the result after searching for 'vateria ortati'. It corrected the text and showed the expected results.,The search bar autocorrects queries it considers to have spelling errors. It also allows the user to confirm the original query if that was their intended search.,The following message appears when this happens.,"Amazon’s search engine is highly tolerant of misspellings and offers autocorrect suggestions, “Did you mean...”, and alternative product results when the input is ambiguous or incorrect.","Yes. Amazon's search engine is highly robust and demonstrates excellent tolerance for typos and spelling errors. It frequently provides ""Did you mean..."" suggestions for misspelled terms and often returns relevant results even with significant typing mistakes. This auto-correction and suggestion feature significantly prevents ""no results found"" errors due to minor user input mistakes, enhancing the efficiency of the search function.","Amazon's website search engine is robust and can handle typos and spelling errors, often providing relevant results or suggestions despite minor errors.","Search corrects ""iphonr"" to ""iPhone""; product titles ignore minor misspellings.","Search is robust, handling typos with suggestions and relevant results."
Q9.1,"On Amazon's part, they aim to be as non-redundant as possible, and as we've seen, all sections are well organized and clearly separated. The only redundancy might be found in a third-party seller’s repeated descriptions. (The image is not the best example, but it's hard to find one where redundancy is excessive.)","The information about the product or section is appropriate and necessary. Of course, product pages contain a lot of text, but that's due to the need for specifications and details.","On the home page, there are two blocks called 'Continue where you left off' that serve the same purpose.","There are some sections with repeated elements like promotional tags, multiple similar recommendation blocks ('Related Products', 'Customers Also Bought', 'Similar Deals') that may create a feeling of repetition or saturation.","To find more details on the screens, dropdowns are usually available to avoid overloading the page, but in some cases, there's redundancy. In the image we see up to 3 ways to access 'Best Sellers'.","Amazon often repeats product information across sections (e.g., price shown multiple times, promotions echoed in several banners). While some redundancy is strategic, it can contribute to visual clutter.","Yes in some cases. Amazon strives to be comprehensive, which sometimes leads to information appearing in multiple places. For instance, product information can be found in a concise summary at the top of the product page, and then repeated in more detail further down in the description or technical specifications. While this redundancy can be helpful for users who scan, it can also lead to a somewhat cluttered appearance for those looking for a truly minimalist experience. Recommendations and similar products often appear in various sections on the same page.","Amazon's website generally presents information in a concise manner, but some pages, such as product details, might have redundant or unnecessary information.","Homepage clutters with promotions; product pages repeat ""Add to Cart"" buttons.","Information redundancy is present, such as repeated offers and similar product listings on the same page."
Q9.2,"The website is full of brief and clear messages like 'Free shipping', 'In stock', or 'Get it in 1 day', which provide key information quickly and clearly.","Yes, the actions to be performed are always concise, and if they are not, a redirecting link is provided.",The texts are always clear and convey what they represent.,"In some product descriptions (especially from sellers), the text can become long, repetitive, and/or confusing. Although this is partly outside Amazon’s core design, it affects the overall perception of textual clarity on certain pages.","In some products, there's sometimes repeated information in the descriptions, but from the website itself, I think everything is fine.","Key product details (title, price, reviews) are generally concise. However, some product descriptions are long and contain marketing jargon, making them harder to scan quickly.","Yes in some cases. Core information like product titles, prices, and main action buttons (e.g., ""Add to Cart"") are typically short, concise, and accurate. However, product descriptions can often be quite long and detailed, and user reviews add a large volume of text. While accuracy is generally high, the sheer volume of text and varied formats (seller-provided details, user-generated content) means not all information is consistently short or concise.","Amazon's website provides a good balance of brevity and detail, but some sections, such as product descriptions, might be lengthy or contain unnecessary information.","Bullet points summarize features, but marketing copy inflates descriptions.","Essential information is concise, but some sections (promotions, upselling) are dense and repetitive."
Q9.3,"As we’ve seen, the entire page is well organized into sections that are clearly distinct from each other.","In all sections where products are described, bullet points are used. This helps clearly distinguish the product features.","In this example, these two blocks are similar, but one takes you to the offers section and the other only shows 4 discounted products.","Although the main elements are clearly differentiated, there are sections that are hard to distinguish at a glance and require specific attention from the user to be recognized.","It's easy to see what are buttons, dropdowns, titles, reviews, descriptions, etc.","Product attributes (e.g., size, color, delivery time) are visually separated using spacing, fonts, and icons, minimizing confusion between pieces of information.","Yes. Amazon generally does an excellent job of differentiating various information elements. Product titles are distinct from prices, reviews are clearly separated from descriptions, and advertisements are usually labeled (e.g., ""Sponsored""). Visual hierarchy, font variations, and clear sectioning help ensure that different types of information are not easily confused by the user.","Amazon's website generally presents distinct and clear information, making it easy for users to distinguish between different sections and content.","Sections (e.g., ""Product details"" vs. ""Reviews"") are separated, but visual hierarchy falters in dense layouts.","Product listings are mostly distinct, but heavy advertising can blur product distinctions."
Q9.4,"The element hierarchy is clear, so we can distinguish more relevant from less relevant information and more general from more specific content, making it easy and intuitive to understand what’s going on.","In many cases, descriptions are long because it’s better to provide a lot of detail when shopping online. Still, the structure is always clear and consistent.",All text elements are understandable and contain the necessary information.,"Because sellers provide their own content in certain sections, the quality of these areas does not always meet the desired standards.","The text goes from the most relevant to the detailed, and it's concise and action-oriented (inform, navigate, add to a list, etc.). I include an example of how it starts with a title and then develops the detailed information.","Most UI-level content (menus, buttons, filters) is well written and organized. However, user-generated content and third-party descriptions sometimes include long or poorly formatted text.","Yes in some cases. Navigation labels, button texts, and key transactional messages (like ""Added to Cart"") are typically short, well-organized, and quick to interpret. However, much of the content, particularly product descriptions, Q&A sections, and customer reviews, consists of longer paragraphs and sentences. While this content is necessary, it means the entire site experience isn't universally composed of short, quickly interpretable text.","Amazon's website text is generally well-organized, but some sections, such as policies or terms, might have lengthy paragraphs or complex language.",Short sentences in reviews/QA; long paragraphs in product descriptions.,"Most product and navigation text is well structured, but some dense promotional or legal text could be clearer."
Q10.1,"It depends on the task. For searches or similar actions, you can use the search history, but more sensitive actions like completing a purchase cannot be continued from another device. (The history is linked to the account, not the device, so it’s saved across all devices.)","There is a very useful option related to recent activity—whether from searches or navigating through sections—called 'Continue where you left off', which shows recently viewed products and keeps them as long as you're logged in with the same account.","If the user is logged in with their account, any change in the application will be reflected on any other device using the same account.","Amazon allows users to continue their activity from where they left off, as long as they are logged in.","The cart status, history, wishlist, order status, among others, are maintained across all devices under the same user.","Amazon saves shopping cart contents, wish lists, and browsing history across devices when the user is logged in, enabling seamless continuation of tasks.","Yes. Amazon excels at saving user state. Shopping carts are persistent across sessions and devices (when logged in). Browse history, wishlists, and ""Keep Shopping For"" sections allow users to easily pick up where they left off, even if they switch devices. This is a core strength for an e-commerce platform.","Amazon's website allows users to access their account and previous activities across devices, making it easy to pick up where they left off.",Cart/account syncs across devices; session restores after logout.,"Session, cart, and browsing state are saved across devices when logged in."
Q10.2,"As I explained in the previous section, histories are linked to the account, not the device, so they’re saved across all devices.","You could say that the shopping cart saves the items you add even if you don’t buy them immediately, and they stay there until you remove them. However, I wouldn’t consider this a save feature.",,"Amazon automatically (or rather instantly) saves relevant user information such as the shopping cart, wish lists, and user activity.","Some actions require completion to be saved (e.g., adding a new address) and do not have auto-save, but others like preferences are saved automatically.","Although there's no explicit ""autosave"" feature, the system persistently stores cart and session data without requiring user input, functioning effectively as an autosave mechanism.","Yes. While not explicitly labeled ""Autosave"" as in a document editor, Amazon's system effectively autosaves critical user actions. Items added to the cart are automatically saved. Changes to lists (e.g., Wish List, Registry) are saved immediately upon adding or removing items. Account settings changes are also saved upon submission. For an e-commerce context, this form of autosave is robust and user-friendly.","Amazon's website often autosaves user input, such as during checkout or form submission, reducing the risk of lost work.","Cart saves automatically, but forms (e.g., address entry) require manual submission.","Cart is autosaved, but other entries (wishlists, form fields) may require explicit saving."
Q10.3,"Yes, since actions are saved automatically, immediately after they are performed. In the image, we can see that I just searched for Pikachu in a previous question and it automatically recommends related products.","If you lose your internet connection, you can keep browsing the main menu because all images are cached. However, when you click on a link, the browser shows a lost connection message. On mobile, the images are not cached, and the default browser screen appears.","Amazon is always collecting information when you do something
action","As this is a website and not a work tool, in cases of external failure, the user simply waits for recovery but their activity is not affected once they resume.",,"If internet connection drops, Amazon typically resumes activity where it left off. However, there’s limited user-facing feedback during connectivity issues, and actions in progress (like checkout) may need to be repeated.","Yes in some cases. Amazon's core functionalities (like cart contents, order history, Browse history) are server-side, meaning they are robust against client-side failures like power cuts or browser crashes; the data persists. If an internet connection drops mid-action (e.g., during checkout), the session might time out or an error message will appear, but any completed steps or saved data (like items in cart) will typically remain intact when the connection is restored and the user logs back in. However, it doesn't always provide explicit ""reconnection"" or ""recover from last action"" prompts during an active transaction if a connection is lost, requiring the user to manually re-initiate or check their status.","Amazon's website generally handles external failures well, but users might still experience issues if their internet connection is lost or if they encounter technical difficulties.",Reloads gracefully after connectivity loss; progress saved in checkout.,"Lost progress may occur during checkout, but cart and key data usually persist."
Q11.1,"There is a FAQ option that helps answer common questions users may have, as well as a customer service section for more specific queries or other problems.","Yes, it is always located at the bottom of the page.",There is always the help option because it corresponds to the footer.,There is a 'Customer Service' option in the left-hand menu (accessible from the hamburger icon) and in the footer. The menu includes a 'Customer Service' section once the user is logged in.,There is a customer service section.,"Amazon provides a clearly labeled ""Help"" link in the footer and also in the account dropdown, leading to support resources.","Yes. Amazon prominently features a ""Help"" link in its main global navigation (often near the top right or within the footer), making it easy to find from almost any page on the site.","Amazon's website has a comprehensive help section, known as ""Customer Service,"" where users can find information on various topics, including ordering, shipping, and returns.","""Help"" link in footer/account menu.",Help is easily accessible from header and footer.
Q11.2,"It appears on almost every screen and is also very close to the logo, making it much more visible for users.","It’s not always easily accessible because it’s at the bottom. For example, I looked for it in the profile section at the top and couldn’t find it.",,"If the user is not logged in, searching may be somewhat tiring because they must guess it is in the footer or explicitly open a rarely used menu. Also, since the menu changes after logging in, users might not think to check again for the 'Customer Service' section.","It is found in different places and with one click it takes you to the section you need. For example, we find it at the bottom of the page.",The Help section is present in multiple locations but not prominently placed on product or checkout pages. Users may need to scroll or click through menus to find it.,"Yes. The ""Help"" link is consistently placed and clearly labeled. It's easily visible in both the header and footer sections, which are standard locations for such support options, ensuring easy access for users seeking assistance.","Amazon's help section is generally easy to navigate, with clear categories and search functionality, making it simple for users to find the information they need.","Prominent in footer; labeled ""Customer Service.""",Prominently linked on all pages.
Q11.3,"Indeed, there are guides on orders, returns, account issues, payments, etc., and it also provides clear topics where users commonly face difficulties.","Yes, it includes all the main problems as well as the most frequent and trivial doubts, and also information that is usually not consulted but can be useful.","It helps you with questions, to locate orders, accessibility, return
products,...","There are options, search bars, and even the possibility to connect with a representative.",It's very intuitive and gives you options for typical problems with large buttons that make the experience enjoyable,"The Help Center covers a wide range of topics (returns, payments, deliveries) and offers guided solutions, FAQs, and contact options, effectively addressing common user issues.","Yes. The Amazon help section is exceptionally comprehensive and clearly structured to assist users in solving problems. It offers a wide range of topics, including ordering, returns, payments, account management, device support, and more. It guides users through common issues with self-service options, troubleshooting steps, and links to contact customer service if needed.","Amazon's website does not provide a comprehensive step-by-step tutorial for new users, but it does offer guided tours and tutorials for specific features, such as Amazon Prime.","Sections for returns, payments, and troubleshooting.","Help is task-focused (account, orders, returns, etc.)."
Q11.4,"As I mentioned before, there is a FAQ, and it is quite complete and well organized.","There is no dedicated FAQ section. At most, under the customer service section, you can find a place with the main issues, but it’s somewhat hidden.",,"On informational pages about Amazon services, there is a section with frequently asked questions (even if not labeled as FAQ). The help page includes a large section with FAQs accessible from a menu.",It is also implemented with buttons which makes it user-friendly.,Many product pages and help topics include FAQs. These are especially helpful in areas like returns or device support.,"Yes. While not always explicitly labeled ""FAQ,"" the Amazon help section is heavily structured around common questions and topics that function as an extensive FAQ. Users can search for specific questions or browse through categories that cover frequently encountered issues and their solutions.","Amazon's website has a comprehensive FAQ section that covers a wide range of topics, providing users with quick answers to common questions.","Dedicated FAQ for topics like Prime, shipping, and returns.",Comprehensive FAQ is available within help.
Q11.5,"The documentation is well organized and includes many sections (as we’ve seen in previous images). Within each section, users can follow a process to resolve their doubts, and if not, receive a response from Amazon.","Yes, in every section there is an explanatory video, followed by step-by-step instructions, and a final section called 'Still need help?' with different helpful contact links.","It doesn't use examples but has great documentation on how
solve problems","The structure is clear in all cases. Some include explanatory videos and examples. Also, information is organized into sections for each help topic. However, the textual content may feel tedious as it lacks visual elements.",It usually offers images and videos to complement the text and if you need more information you can call or use a chatbot.,"Most help articles are written in accessible language and include examples or scenarios, though some topics (especially involving Amazon services like Prime or Alexa) can be dense or promotional in tone.","Yes in some cases. The help documentation is generally clear and straightforward, offering step-by-step instructions for many processes. It uses simple language and often includes visual aids or specific links to guide the user. However, due to the sheer complexity and breadth of Amazon's services (e.g., selling, specific device troubleshooting, complex order issues), some advanced or niche topics might lack simple, direct examples, requiring users to interpret instructions or navigate multiple links. For common issues, it's very clear.","Amazon's help documentation is generally clear, concise, and uses examples or illustrations to help users understand complex topics or procedures.",Step-by-step guides with screenshots and contact options.,"Includes step-by-step guides and example scenarios (e.g., return process)."
Q12.1,"The element hierarchy is clear, and we can always tell what is more relevant, general, or specific.","Yes, the size is correct, but in some cases, when you're in a very large main section, the side menu can be very long and cumbersome, even though it's in alphabetical order, which makes searching easier.",All text has the necessary size to be readable.,"Due to the large amount of information, longer texts and submenus may appear excessively small.",,"Amazon uses readable font sizes across its interface, both on desktop and mobile. Main headings and body text are well balanced and accessible to most users.","Yes. Amazon uses generally adequate font sizes for body text, headings, and interactive elements. The default text size is readable on most standard desktop and mobile screens without requiring zooming. Key information like product titles and prices are often larger for emphasis, ensuring they are easily scannable.","Amazon's website generally uses adequate font sizes, but some sections, such as fine print or product details, might be too small for comfortable reading.",Body text ≥12px; zoom-friendly.,Text size is readable and adjusts for accessibility.
Q12.2,"The text and background color selection is consistent and readable in all cases, whether it’s links, information in other colors, etc.","Yes, since the background is white, it always contrasts well. Black or blue text is used (for links), and prices or discounts are highlighted in a burgundy-like red, which contrasts even better.",,"In all cases, Amazon uses colors with proper contrast between text and background.",,"Text contrast meets WCAG AA standards in most areas. Black text on white backgrounds, blue links, and colored buttons are all distinguishable and visually accessible.","Yes. The primary text on Amazon.com is dark gray or black on a white or very light gray background, which provides excellent contrast and readability. Link colors (typically blue) also generally have sufficient contrast against their backgrounds. Call-to-action buttons (e.g., orange ""Add to Cart"") also use text colors (white or dark gray) that stand out effectively.","Amazon's website uses font colors with sufficient contrast against the background, making it easy to read content.","Main text meets WCAG 2.1 AA, but light-gray secondary text fails contrast checks.","Most content meets contrast guidelines, but some call-to-action buttons are on the lower side of contrast."
Q12.3,Text readability is ensured in all cases.,"In general, Amazon maintains good readability thanks to the use of light backgrounds and dark text. They usually combine images and text in banners, with colored backgrounds and white or black text.","They always have an appropriate font to be readable
having all kinds of images in the background.",,,Backgrounds are generally plain or blurred behind text. Even promotional banners avoid placing text over complex images without contrast overlays.,"Yes. Amazon's design is largely minimalist in terms of backgrounds. Most content areas feature plain white or light gray backgrounds, ensuring that text and images placed on top are always clearly visible and readable without interference from distracting patterns or complex background images. When promotional banners or hero images are used, text is usually placed over solid color overlays or sections of the image where contrast is maintained.","Amazon's website uses background images and patterns judiciously, ensuring that content remains readable and visually appealing.",White/light-gray backgrounds avoid visual interference.,"Plain backgrounds are used, ensuring readability."
Q12.4,Amazon partially supports users with low vision. It meets basic accessibility standards but could improve with better alternative image descriptions and stronger color contrast for secondary text.,"Amazon always ensures high contrast, which greatly enhances readability. Text scales very well when increasing resolution, which helps those who might find small text difficult to read.","Amazon has an accessibility section to help this type
of users","Although it is good practice, it does not take into account
direct way users with low vision but that relies on the systems of
accessibility that can be provided by the device and/or browser itself.","Despite having a functional zoom and adequate color contrast, there is no option to change the screen to a high contrast mode. There is also a lack of any icon labels (such as rating stars) that would make it difficult for users using a page reader to know what is","While Amazon supports screen readers and zoom, it lacks a native accessibility mode or settings for contrast/font customization. Some modal windows and dynamic content may not be fully optimized for assistive tech.ç","Yes in some cases. Amazon demonstrates a good foundational level of accessibility for users with reduced vision. As noted, color contrast is generally good, and font sizes are adequate. The site is also relatively navigable with keyboard controls, and likely compatible with screen readers (though a full screen reader evaluation is outside the scope of this general heuristic review). However, it does not offer built-in accessibility features like a direct ""high contrast mode"" or ""text size adjustment"" toggle within the website itself for users who might need more granular control beyond browser-level settings. Therefore, while it is reasonably accessible, it could offer more explicit on-site features for this user group.","Amazon's website follows accessibility guidelines, but some elements, such as font sizes or color contrast, might not be optimal for users with reduced vision.","Responsive text scaling, but no built-in high-contrast mode.","Accessible features exist (screen reader support, alt text), but some dynamic elements may need improvement."
Q13.1,"Yes. As seen in other sections, Amazon notifies us of any modifications, like '___ has been added to your cart'.","Yes, it shows confirmation messages after important actions like adding items to the cart or making a purchase.",,"Amazon offers immediate feedback so that the user does not know
you may feel disorientated while browsing or shopping.","At all times you can know the status of orders, for example, or of the purchase and return processes.","Amazon continuously updates users about system status—loading states, confirmation messages, delivery progress, stock alerts, etc.—through both UI elements and notifications.","Yes. Amazon does a very good job of keeping users informed. When performing actions like adding to cart, a confirmation message appears (e.g., ""Added to Cart""). During checkout, clear steps are outlined (e.g., ""Shipping,"" ""Payment,"" ""Review & Place Order""). Search results clearly indicate the number of results found. Order tracking provides detailed updates on package status. This consistent feedback ensures users are always aware of what the system is doing and the current stage of their interactions.","Amazon's website provides clear and timely updates on system status, such as order processing and shipping information.","""Added to Cart"" notifications; progress bars during checkout.","Status updates (order received, shipping, delivery) are clear and timely."
Q13.2,"The information is clear and constantly updated. For example, we can see how many items are currently in the cart, so we don’t even need to open the details.","Yes, whether you've made a purchase or just have items in your cart, the system updates automatically—for example, with delivery tracking or item quantity. It also shows a message under the product indicating stock status (available, low stock, or out of stock).",,"It allows the user to know what is always happening in the interface with
actions like updating the cart immediately, dynamic indications on the
product availability, etc.","We can see the updated number of products in the cart, whether we are logged in or not and the products are marked if there is a price variation and if it is in stock for example","System feedback is real-time and consistent. For instance, changes in delivery estimates, payment processing status, or product availability are clearly shown without delay.","Yes. The system status, as mentioned above, is not only visible but also dynamically updated. For example, the shopping cart icon visibly updates with the number of items added. Order tracking information is refreshed to show the latest delivery status. Dynamic elements, like price changes or stock availability, are typically updated in real-time or clearly indicated.","Amazon's website ensures that system status updates are visible and regularly updated, keeping users informed.",Real-time cart counters; delivery estimates refresh dynamically.,"Real-time statuses are available in user accounts (orders, deliveries)."
Q13.3,"Some preferences can be configured, such as default payment methods, address, and language, but there’s no way to directly change the page layout. As seen in the image, when making a purchase, it already provides the data we've set as default.","Amazon allows you to customize language, wish lists, payment methods, and more, so yes—it is highly customizable.",Amazon does not have the option to customize the user interface.,"Amazon is not a work tool and does not allow personalization
of the interface or space beyond the user's own settings (what does not affect the
interface).",Not many modifications can be made beyond preferences for content to view or language.,"Users can customize addresses, payment methods, delivery options, and even what content they see (e.g., recommended products, notifications). Personalization features are robust and easy to manage.","Yes. Amazon offers extensive personalization, empowering users to make many decisions. Users can:

Filter and sort search results based on numerous criteria (price, brand, customer review, etc.).

Manage multiple shipping addresses and payment methods.

Create and manage various lists (Wish List, Shopping List, Baby Registry, etc.).

Customize notification preferences.

Select preferred delivery options and speeds.

Personalize recommendations by providing feedback (""Not interested,"" ""Already own"").
This high degree of user control and personalization greatly contributes to user autonomy.","Amazon's website offers various personalization options, such as product recommendations and customized content, allowing users to make informed decisions.","Customizable recommendations, notification settings, and address management.","Strong personalization options (recommendations, wishlists, preferences) empower user autonomy."
Q14.1,"Amazon’s website is simply a shopping site, so it doesn't specifically have this kind of function. However, it does offer similar features like account deletion or resetting payment methods.","It does not allow you to reset preferences or recommendations, but you can delete them individually.","It does not allow returning the user's account to an initial state unless
that deletes the account.","This is an option that is not expected in a consumer website like this
Amazon.",,"Amazon’s web interface does not offer a way to “reset” the user interface or preferences to a factory/default state. Settings must be manually adjusted or cleared one by one (e.g., address, preferences, saved items).","Not always. For specific Amazon devices (like a Kindle or Echo), the option to reset to factory settings is available. However, for the Amazon.com website and a user's account, there isn't a single, overarching ""return to factory settings"" option. Users can individually reset specific preferences (e.g., notification settings, recommendations by marking items as ""not interested""), delete payment methods, or clear their Browse history, but there's no single button to revert all personalized settings and data on the website to a fresh, default state.","Amazon's website does not provide an explicit option to reset to factory settings, as it's not typically applicable to e-commerce platforms.","Amazon lacks ""factory settings"" (e.g., user profiles retain custom preferences).",No direct 'reset all preferences' feature for user accounts.
Q14.2,"As shown in the previous image, the consequences of the action are clearly explained.","Yes, there is a place to edit your search history, and if you delete a product, the system shows it—but it doesn’t clarify whether similar recommendations are also removed.",,,,"Since no such reset feature is provided, there is no explanatory message or warning about its effects—this is not implemented.","Yes in some cases. When a ""reset to factory settings"" option does exist for Amazon devices, the consequences are generally clearly stated (e.g., ""This will remove all your personal data, downloaded content, and return the device to its original factory settings""). For individual settings on the website that can be reverted (e.g., changing a shipping address), the consequences are implicit (the old address is replaced). However, because a global ""reset"" for the account is not available, explicit warnings about such a comprehensive action are also not present.","Since there's no explicit reset option, this question is not applicable.",,No system-wide defaults/reset option.
Q14.3,"Instead of returning to default values, similar features are used, so a 'reset' is more common than a 'default'.","Amazon applies default settings in many cases, such as delivery address, payment method, or shipping preference (Amazon Prime, fast shipping, or basic).","Amazon does not think that the user can return to a ""state of fear
defect"".","Amazon uses the term ""Predetermined"" in reference to data
relevant that the user enters only once and can be reused. This is him
case of shipping addresses and payment methods.",,"The term “Default” is used appropriately in contexts such as selecting a default payment method, default address, or language. These options are clearly labeled and functional.","Yes in some cases. While Amazon doesn't frequently use the precise term ""default"" in its user interface (e.g., ""default payment method"" or ""default shipping address"" are common terms), it often implies defaults through pre-selected options or highlighted choices. For example, during checkout, a previously used address or payment method will be pre-selected as the ""default"" for that transaction, even if the term isn't always explicitly shown alongside it. Users can then override these pre-selected options.","Amazon's website does not prominently use the term ""Default"" in its interface.","""Default payment method"" and ""default address"" in account settings.","The term ""default"" is used in areas like payment and shipping, but not for system-wide settings."
Q15.1,"Amazon’s website doesn’t involve long waits, but occasionally when loading more catalog products, there’s a loading animation so the user knows what’s happening. (I couldn't capture a photo because it’s almost instant.)","Amazon indicates that it is loading content, although there is no typical loading spinner. This isn’t a problem since it rarely takes more than a second, and loading skeletons show that content is being fetched.","When the page is loading heavy content, it shows al
user in a loading process.","Amazon executes all of them completely hidden from the user
those tasks of great computational weight such as the management of products from the
BBDD, order management, etc. In addition, it implements load indicators when it is
necessary although in most cases the response is immediate or progressive.","By loading the page in pieces, you don't see the complication of costly processes, such as managing recommendations based on user data.","Amazon handles heavy tasks—such as search queries, recommendation engines, or filtering large catalogs—in the background and presents results almost instantly. Users rarely experience noticeable lag.","Yes in some cases. For heavy operations, such as complex search queries, filtering a large number of results, or loading detailed product pages, Amazon employs various techniques to make the experience feel faster. This includes progressive loading (showing basic structure before all content), lazy loading of images, and quick rendering of initial page elements. However, in some instances, especially with very large image galleries or highly dynamic content sections, there can be brief moments where the page is ""building"" without a specific transparent loading indicator beyond the general browser spinner. The system generally prioritizes getting some content to the user quickly.","Amazon's website generally handles heavy tasks, such as image loading or data processing, in a way that's transparent to the user.",Loading animations during searches/checkout.,Actions like loading large images or processing payments show progress indicators or animations.
Q15.2,"As I mentioned in the previous section, there is a small animation, but it’s almost instant, so it's hard to capture in a photo.","As we've seen, there are no animations that provide a time reference for the process, but the layout communicates that something is being processed.",There are loading animations.,"Amazon doesn't do tasks long enough to need
indicate the remaining time.",,"Loading animations (e.g., spinners or skeleton loaders) are often shown during content loading. However, Amazon does not provide estimated wait times or progress bars for most tasks, which could improve user awareness during long operations.","Yes in some cases. Amazon primarily uses subtle visual cues rather than explicit ""remaining time"" indicators. For instance, when adding an item to the cart, a small ""Added to Cart"" pop-up or a quick visual update to the cart icon serves as a brief animation. During page loading, elements often appear progressively. For search, a simple loading spinner might appear briefly. However, there are no explicit progress bars or time estimates for longer operations, and some background updates (like recommendations loading) might happen without a clear animation. The approach is more about perceived speed and immediate feedback for specific actions, rather than formal progress indicators for all ""heavy"" tasks.","Amazon's website sometimes displays loading animations or progress indicators, but not consistently across all heavy tasks.","Spinners indicate loading, but no progress bars or time estimates.",Loading spinners/indicators are displayed during waits.