Experience recommendations

Help shoppers understand pricing

Recommendation: Make it clear early in the shopper journey what they’ll be paying and whether they’re getting a good deal. For example, offer free shipping, display the cost per use for consumables across different sizes and bundle options, offer a discount for subscription or rewards program sign-up, or offer a price match guarantee if the product goes on sale after a customer has purchased it.
Shopper goal: I want to know that I am getting a good deal.
Impact: Save time for shoppers in comparing costs of their purchase across different websites. Reduce surprise costs for shoppers when they get to checkout. According to the Baymard Institute, 48% of shoppers abandon checkout due to high extra costs like shipping and taxes that are calculated at checkout.
Price ranges: If there are different prices available for a product's variations, show the lowest price alongside wording like "as low as" or "starting at" to make clear that some variations are priced higher.

Recommendation: Some shoppers are driven by product quality more than price and seek details, while other shoppers might want to know about product quality because they find that brand claims skew positive. Include authentic videos or photos from customers on detail pages to show the product in use in the real world. You can include product reviews from influencer or subject matter experts with more context about the product and how it’s used.
Shopper goal: I want to know a product is as good as it's described.
Impact: By having more information and tools for comparison on your website, including unbiased third-party insights or customer reviews, shoppers can spend less time hunting across the web for more information and feel more confident in making a purchase.

Recommendation: Make it easy for shoppers to discover your return policy, requirements, and costs before they make a purchase. For example, on the product page, you might embed return details in a collapsible section or link to your return policy page. Include information about Prime returns on your return policy page. Offer convenient return options like returning to a nearby store location.
Shopper goal: I want to understand my return options.
Impact: Boost purchase confidence by helping shoppers understand their options for returning a product if it doesn’t work out. Additionally, shoppers can spend less time searching your site for a return policy, which can help reduce the risk of checkout abandonment.

Recommendation: When shoppers discover a new brand, they want to learn more about it and feel confident that it’s a brand they can trust. Help your shoppers understand and connect with your brand by sharing your brand story, such as on an "About us" page. Additionally, be transparent about details like product materials, sourcing and manufacturing processes, company motivation and goals, and showing how engaged your brand is with its customers.
Shopper goal: I want to learn more about a brand.
Impact: Help shoppers get to know your brand and build relationships with them to inspire purchases and ultimately boost lifetime value.

Recommendation: Make it easy for Prime members to discover all the products on your site that offer Prime. You can do this with a search or filter tool, or a collections page dedicated to Prime eligible products. It’s also important to include messaging throughout your site to increase awareness about how you offer Prime on your site. Check out some examples on the Buy with Prime Merchant Brand Guidelines.

Does your website load fast enough? Shoppers expect sites to work quickly, and load times longer than one second can disrupt a shopper’s flow or make them skeptical about the credibility of your site.
Is your website accessible, and therefore usable, by all shoppers?
How does your website look on different devices? Is your website as easy to use on mobile as it is on desktop?
Are there any extra or unnecessary steps in the shopping journey or checkout process that could be removed?
Is your website copy simple and clear?