Nibbler SEO audit for www.amazon.com

Overall6.6

The overall score for this website.

Accessibility7.7

How accessible the website is to mobile and disabled users.

The following tests contribute to this score:

Experience6.0

How satisfying the website is likely to be for users.

Marketing4.1

How well marketed, and popular the website is.

Technology6.8

How well designed and built the website is.

Nibbler tested a sample of 5 pages from this website at 17:34 on 15 Apr 2024 (BST).

Top priorities for website improvement

  • Consider a leading website analytics solution, such as WebTrends or Google Analytics. (read more)
  • Sign up for a Twitter account and make sure it is linked to from your site. (read more)
  • Consider URL rewriting as an effective and transparent means of creating appropriate URLs. URLs using unusual characters (such as semi-colons or underscores), long numerals or complex phrasing are very difficult for real people to use or exchange. They also tend to be less favoured by search engines. Wherever possible ensure web addresses are 'human readable' - i.e. they should be easy to read, remember and type. In particular, avoid the use of obscure characters (including the underscore, which is not widely understood by non-technical users, or particularly memorable) and long numerals, e.g. example.com/23857984325. (read more)

Twitter0.0

This website does not appear to be associated with a Twitter account.

  • This website did not contain a link to Twitter.
    • Sign up for a Twitter account and make sure it is linked to from your site.

Analytics0.0

0% of pages use analytics

No Analytics SolutionNo

  • None of this website is using any recognised analytics software. It is still possible to gather a great deal of information from webserver logs, however complete visitor analysis requires client-side Javascript or an image not found here.
    • Consider a leading website analytics solution, such as WebTrends or Google Analytics.
  • Note that this test can only detect recognised analytics solutions. If an analytics solution is new, obscure or used in a non-standard way (e.g. it has been customised) it may not be detected.

Printability0.0

0% of pages are optimised for printing

URL format3.6

  • 4 URLs are particularly hard to type or remember.
  • One URL is too long. Long URLs are often ignored or marked down by search engines, and are frequently cut in half when exchanged in an email.
  • 3 URLs are 'dirty'. 'Dirty' URLs include one or more parameters after a question mark (e.g. www.example.com/?pagename=news), instead of a clean URL (e.g. www.example.com/news). Dirty URLs should generally be avoided wherever possible - they are almost impossible for human beings to remember, may expose the technology of the website to hackers and can confuse search engines among other problems. Their use is sometimes necessary for specific applications, and acceptable in small amounts.
  • 1 URLs include a file extension.
    • Avoid use of file extensions wherever possible. File extensions appear at the end of web addresses, and have several negative effects. They make the address harder to remember or type (particularly for non-technical users), and can reveal the underlying technology of the website making it very slightly more vulnerable to hackers. They also tie the implementation of the website to a specific technology, which can make subsequent migration of URLs difficult. Consider URL rewriting as an effective and transparent means of creating appropriate URLs.

      Page extensions

  • 20.0% of URLs include an ID query parameter (e.g. www.example.com?sessionid=1234).
    • Avoid use of any query parameter ending in id, e.g. 'sessionid;' Google explicitly states that it will not include pages with this format in their index. Consider URL rewriting as an effective and transparent means of creating appropriate URLs.

Meta tags5.2

This is how this website will look in Google search listings:

Amazon.com. Spend less. Smile more.

www.amazon.com/

Free shipping on millions of items. Get the best of Shopping and Entertainment with Prime. Enjoy low prices and great deals on the largest selection of everyday ...

Meta Tags (name attribute)

Page URLNameContent
www.amazon.com/descriptionFree shipping on millions of items. Get the best of Shopping and Entertainment with Prime. Enjoy low prices and great deals on the largest selection of everyday essentials and other products, including fashion, home, beauty, electronics, Alexa Devices, sporting goods, toys, automotive, pets, baby, books, video games, musical instruments, office supplies, and more.
www.amazon.com/keywordsAmazon, Amazon.com, Books, Online Shopping, Book Store, Magazine, Subscription, Music, CDs, DVDs, Videos, Electronics, Video Games, Computers, Cell Phones, Toys, Games, Apparel, Accessories, Shoes, Jewelry, Watches, Office Products, Sports & Outdoors, Sporting Goods, Baby Products, Health, Personal Care, Beauty, Home, Garden, Bed & Bath, Furniture, Tools, Hardware, Vacuums, Outdoor Living, Automotive Parts, Pet Supplies, Broadband, DSL
www.amazon.com/googlenositelinkssearchbox
www.amazon.com/google-site-verification9vpzZueNucS8hPqoGpZ5r10Nr2_sLMRG3AnDtNlucc4
www.amazon.com/twitter:card
www.amazon.com/twitter:site:id
www.amazon.com/msvalidate.013C8D6512B1E530046DE0569BA27093F3
www.amazon.com/p:domain_verify5de371cb20aa4232fe72f25d97e07dd6
www.amazon.com/encrypted-slate-tokenAnYxTvLTlOu9iyL/FLnvvZhf+Jw5Qxhjx2JBb8jsYAiyYEfAnTYGnd3OfLGfoqUSdRE1iFSA6y3BPXheluiiXAaDphKlvo4VXiP1KKOxV7ztHoyX+ADDnSKwU0AVA4Al+3WQhAPMtHFjY2lQ3OqcUGY9z35KvvGBrnGN+K02T5DuZaAlaAl7DM0lNE7NumXs8JuOkV/xE70deGNXgAH+v+CWC5C1CQ+6k23p6i1gyMLaRLGk0wkd31QllIOawqLS/N48RFem26KHpg==
www.amazon.com/refdescriptionFree shipping on millions of items. Get the best of Shopping and Entertainment with Prime. Enjoy low prices and great deals on the largest selection of everyday essentials and other products, including fashion, home, beauty, electronics, Alexa Devices, sporting goods, toys, automotive, pets, baby, books, video games, musical instruments, office supplies, and more.
www.amazon.com/refkeywordsAmazon, Amazon.com, Books, Online Shopping, Book Store, Magazine, Subscription, Music, CDs, DVDs, Videos, Electronics, Video Games, Computers, Cell Phones, Toys, Games, Apparel, Accessories, Shoes, Jewelry, Watches, Office Products, Sports & Outdoors, Sporting Goods, Baby Products, Health, Personal Care, Beauty, Home, Garden, Bed & Bath, Furniture, Tools, Hardware, Vacuums, Outdoor Living, Automotive Parts, Pet Supplies, Broadband, DSL
www.amazon.com/refgooglenositelinkssearchbox
www.amazon.com/refgoogle-site-verification9vpzZueNucS8hPqoGpZ5r10Nr2_sLMRG3AnDtNlucc4
www.amazon.com/reftwitter:card
www.amazon.com/reftwitter:site:id
www.amazon.com/refmsvalidate.013C8D6512B1E530046DE0569BA27093F3
www.amazon.com/refp:domain_verify5de371cb20aa4232fe72f25d97e07dd6
www.amazon.com/refencrypted-slate-tokenAnYxYpWjrXcxLbsSqeUxnKtSc9vjCHBjwE9Kbw+mKMfoIsqzO+rsGmoa5LRBgqH9eH2UVMmppzwwGhKZJKNnZyCx0hU4tI+xFqt0BGHvfbcNkmv0Oi6Lu4TB7HhI3AVbR5p8cwxk5l0y3eFeTr3MropmXDW81TsMo195fC4efkvxYY2HKhyUgXY2TbmipV8GXc0nXFg1Ik3ue3n9k4LgrbLjQyP3BtAWM1VTjF5oU5A6YH/KMvF8ujf2RcB1qdFfvr5rFSGr8U9BapE=
www.amazon.com/customer-preferences/edit...&ref_=topnav_langencrypted-slate-tokenAnYxcMTFSdWdqID/Yrvuak0FoSiLk1uuLOO55hWC40GTrvA7usiq43acC8zfVMp+SOE6G9aNDg7mvsNb5KX/hNx0gGhMNsYe0XXiLLNgfyhwqbTX0fmTIG9CxeiUMI8kZPO9e/Gjvr6wmtwk5Tpj5nP8de0rGnPx24xeP/t7bW1OnZutZXYUE0ZDlSoCS6fRoo+xaQfJemj/zOaXjRNDYIlLHCWatKVsa9hhIuvx9BvgNe67yngW258XosGXHtPtbIkoNGwguTqd4w==
www.amazon.com/.../view.html?ref_=nav_cartencrypted-slate-tokenAnYxAbJ46KOQBlbcPsYycZ6nn3bIfh01Ibwh8c0tWjjZEy5wkz8/NMNZqaFzf7ZX0PLHDxppQmQFRwEYrlmMaqSUxc04kcQ/CbaApFxUsWgGMBGro5+DFL1E+8Cl+PAeEll/dsvO0TebIb0I4ZjvIP48le1jhkdMeUaNDQ9cg1SS9tv6PbZF+8GvvSRWvurSJeyTcEvNRtG2I2I5ww08RwbxGtshPAnipCInO2yNyuAAjhVjTSNYixZVyHF8x1tepgiJkEDbdtXv2HA=

Meta Tags (http-equiv attribute)

Page URLNameContent
www.amazon.com/x-dns-prefetch-controlon
www.amazon.com/content-typetext/html; charset=UTF-8
www.amazon.com/refx-dns-prefetch-controlon
www.amazon.com/refcontent-typetext/html; charset=UTF-8
www.amazon.com/customer-preferences/edit...&ref_=topnav_langx-dns-prefetch-controlon
www.amazon.com/.../view.html?ref_=nav_cartx-dns-prefetch-controlon

Server behaviour5.8

Yes404 page

NoCompression

  • This website handles missing pages correctly by sending a 404 HTTP status code.
  • One page of this website was not served using GZIP encoding. GZIP compression is widely supported and reduces the load time of a web page.
  • 0 pages of this website are returned GZIP encoded, even if the client does not support compression. GZIP compression is good because it is widely supported and reduces the load time of a web page. However, some devices and web crawlers might not support GZIP compression so your website should obey the accept-encoding HTTP header.
  • 2 of the pages of this website return page content with or without a trailing slash on their URLs. Search engines might see these as separate pages with duplicate content which they could penalise for.
  • One page of this website returns page content with or without a trailing slash on its URL, but it uses a canonical tag to denote the correct versions. This is usually ideal, as search engines will know which version to index, but there are links on this website which point to the non canonical version.
  • Adding or removing a trailing slash to one of the URLs of this site returns an error page (404). This is OK as no content is being duplicated, but visitors might try browsing to the pages of this website with or without a trailing slash. Ideally, the alternate URL should redirect to the correct page.
  • This website follows the best practice of using a permanent (HTTP 301) redirect from http://amazon.com to http://www.amazon.com. This is ideal.

Headings6.0

accessories amazon amazon-exclusive audio badlands beauty best care cart celebrate cell clothing continue cookies deals designer discover dresses earth empty engine error experience food fragrance gourmet grocery handbags home items jewelry john kitchen lanc latest legend limits loved me's month nutrition outdoors pain passkey personal phones play quality ranch regain relieve restore saved sellers shoes shop shopbop sign sound sports spring strength styles sustainable tech trending whole without work your

  • All pages were found to use defined headings. This is excellent as it allows visitors and search engines to summarise the content of webpages quickly. Correctly defined headings aid accessibility and are particularly important for search engine optimisation.
  • Some pages did not define headings correctly. The H1 tag should be used for the most top-level heading, with H2 being used for sub-headings and H3 for further sub-headings and so-on. Not conforming to this convention may confuse visitors.
    • Ensure that headings are defined in a semantically correct way, i.e. always start with a H1 tag. This is used to summarise the page content. Further tags (H2, H3, H4 etc) are meant to summarise and partition sections within the content.

Page headings detail

URLHeadingLevel
www.amazon.com/Designer dresses for springH2
www.amazon.com/Designer handbags for springH2
www.amazon.com/Celebrate Earth MonthH2
www.amazon.com/Trending spring stylesH2
www.amazon.com/Best Sellers in Clothing, Shoes & JewelryH2
www.amazon.com/Best Sellers in Sports & OutdoorsH2
www.amazon.com/Big sound, quality audioH2
www.amazon.com/Discover dresses on ShopbopH2
www.amazon.com/Shop Badlands Ranch dog nutritionH2
www.amazon.com/Shop sustainable this Earth MonthH2
www.amazon.com/Best Sellers in Home & KitchenH2
www.amazon.com/Best Sellers in Grocery & Gourmet FoodH2
www.amazon.com/A whole new way to workH2
www.amazon.com/The latest in techH2
www.amazon.com/Experience Lancôme's new Amazon-exclusive fragranceH2
www.amazon.com/Discover Lovedº1 by John LegendH2
www.amazon.com/Trending dealsH2
www.amazon.com/Best Sellers in Cell Phones & AccessoriesH2
www.amazon.com/Find your skin care fixH2
www.amazon.com/Play without limitsH2
www.amazon.com/Relieve pain, regain strengthH2
www.amazon.com/Restore your engineH2
www.amazon.com/Best Sellers in Beauty & Personal CareH2
www.amazon.com/refDesigner dresses for springH2
www.amazon.com/refDesigner handbags for springH2
www.amazon.com/refCelebrate Earth MonthH2
www.amazon.com/refTrending spring stylesH2
www.amazon.com/refBest Sellers in Clothing, Shoes & JewelryH2
www.amazon.com/refBest Sellers in Sports & OutdoorsH2
www.amazon.com/refBig sound, quality audioH2
www.amazon.com/refDiscover dresses on ShopbopH2
www.amazon.com/refShop Badlands Ranch dog nutritionH2
www.amazon.com/refShop sustainable this Earth MonthH2
www.amazon.com/refBest Sellers in Home & KitchenH2
www.amazon.com/refBest Sellers in Grocery & Gourmet FoodH2
www.amazon.com/refA whole new way to workH2
www.amazon.com/refThe latest in techH2
www.amazon.com/refExperience Lancôme's new Amazon-exclusive fragranceH2
www.amazon.com/refDiscover Lovedº1 by John LegendH2
www.amazon.com/refTrending dealsH2
www.amazon.com/refBest Sellers in Cell Phones & AccessoriesH2
www.amazon.com/refPlay without limitsH2
www.amazon.com/refRelieve pain, regain strengthH2
www.amazon.com/refRestore your engineH2
www.amazon.com/refFresh, clean water on tapH2
www.amazon.com/refBest Sellers in Beauty & Personal CareH2
www.amazon.com/customer-preferences/edit...&ref_=topnav_langLanguage SettingsH3
www.amazon.com/ap/signin...&openid.ns=http%3A%2F%2Fspecs.openid.net%2Fauth%2F2.0Sign inH1
www.amazon.com/ap/signin...&openid.ns=http%3A%2F%2Fspecs.openid.net%2Fauth%2F2.0Please Enable Cookies to ContinueH4
www.amazon.com/ap/signin...&openid.ns=http%3A%2F%2Fspecs.openid.net%2Fauth%2F2.0Passkey errorH4
www.amazon.com/ap/signin...&openid.ns=http%3A%2F%2Fspecs.openid.net%2Fauth%2F2.0New to Amazon?H5
www.amazon.com/.../view.html?ref_=nav_cartYour Amazon Cart is emptyH2
www.amazon.com/.../view.html?ref_=nav_cartNo items saved for laterH2

Mobile8.0

Mobile screenshot of www.amazon.comTablet screenshot of www.amazon.com
  • This website delivers a mobile optimised version of the HTML when accessed on a phone. This is good because visitors on a mobile device will be able to access this website easily.
    • Having mobile optimised HTML is good, but the best way of adapting a website for different screen sizes is to use CSS media queries.

Amount of content9.1

Rendering Chart...

  • This website has an average of 1,488 words per page. The amount of content on a website has been shown to correlate with its search engine ranking.

Images9.9

5% of images have a clearly defined size

10 images are being resized by the browser

Page titles10.0

100% of pages have defined titles

0% of page titles are weak

  • All pages were found to use page titles appropriately. Page titles appear in search results and at the top of the browser's window when visiting the site. Appropriate page titles are particularly important for search engine optimisation.

Popularityi

  • Sorry, it was not possible to determine the popularity for this website.

Source: Ahrefs

Domain agei

  • Sorry, we cannot check the domain age of .com websites.

Freshnessi

  • Sorry, we couldn't determine when this website was last updated. This is usually because its web server isn't reporting this information and we couldn't find enough other dates in the content of pages.

Fast, branded website audits

Insites creates professional website reports that can be shared with your clients.

How does Insites compare?

Tests 17 fixed tests 50+ testsCovers SEO, SEM, Google My Business, reviews, social media and much more
Add your brandingNoYes
Export & shareNoPDF & link
Lead generationNoEmbed on your site
Competitor auditsNoYes
Test as a batchNoYes
Integrations + APINoYes
Multi-lingualNo20+ languages
Try it free