Design for all users

When offering Buy with Prime on your website, it’s important to make sure that all your design and content is accessible to all shoppers. An accessible website is designed so that all shoppers, including people with disabilities, can use it. Studies show that improving accessibility on your site improves the customer experience for all shoppers, not just those with disabilities. To ensure your website is accessible, review the Web Content Accessibility Guidelines (WCAG), and apply them to your website. The following guidelines are a starting point based on WCAG and can’t guarantee your online store is fully accessible.

Accessibility principles

Use the following accessibility principles to evaluate whether you’re creating accessible experiences for shoppers.

Perceivable: This principle includes guidelines such as providing text alternatives for non-text content. For example, you should have "alt text" values for images to accommodate blind or vision-impaired visitors.
Operable: This principle says that you should ensure your site is effectively used by all people. For instance, a user should be able to reasonably navigate your site using just their keyboard, without a mouse.
Understandable: This principle states that your site should be rendered in such a way that aspects, like the language used, can be programmatically determined by browser accessibility plugins and other tools. It also suggests that a site should behave predictably. For example, merely changing focus on a part of a page doesn’t cause unexpected changes to the content.
Robust: This principle says that content should be implemented in a way where it can be interpreted reliably by assistive technologies. Basic adherence to this guideline includes having valid code markup so the content can be parsed by a machine.

Provide alternative text for non-text content

Alternative text provides context for non-text content, like images, icons, or illustrations, to customers who use screen readers. Screen readers make image content and functions accessible to those with visual and certain cognitive disabilities.

Dos and don'ts

Make all functionality operable by a keyboard

Ensure that all content and functions of your website are operable via keyboard alone. Ensure that your page navigates in the logical tab order, and that no keyboard traps are observed.

Dos and don'ts

Make text readable and understandable

Use language that is concise, specific, and direct. Consider all reading levels, and only use abbreviations when appropriate. Make sure that the text is large enough to read. Don't rely on text color or formatting alone, like bold, italics or underlining, to convey meaning, because screen readers or users with visual impairments may not recognize or know how to interpret the formatting.

Dos and don'ts

Color contrast

When selecting colors for UI elements like fonts, links, backgrounds, buttons, and others make sure that it’s visible to visually impaired users. You can use a contrast checker tool to check the contrast of the colors you’ve selected.

Dos and don'ts

Related resources

To check the accessibility on your website, consider the following resources.