Nibbler SEO audit for www.amazon.com
Summary
Overall6.3
The overall score for this website.
Accessibility7.0
How accessible the website is to mobile and disabled users.
The following tests contribute to this score:
Experience5.9
How satisfying the website is likely to be for users.
The following tests contribute to this score:
Marketing3.8
How well marketed, and popular the website is.
The following tests contribute to this score:
Technology6.3
How well designed and built the website is.
The following tests contribute to this score:
Nibbler tested a sample of 5 pages from this website at 04:37 on 20 Apr 2024 (BST).
Top priorities for website improvement
- Consider a leading website analytics solution, such as WebTrends or Google Analytics. (read more)
- Define meaningful headings for all webpages. This is likely to help this website's search engine placement and assist visitors in navigating content. (read more)
- Sign up for a Twitter account and make sure it is linked to from your site. (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 Solution
- 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
- 5 pages of this website do not appear to be optimised for printing (using CSS).
- Add printable stylesheets for all pages, wherever possible. In most cases, websites can share printable stylesheets over many or all pages, as with screen-based stylesheets.
Print optimised pages
Page Print www.amazon.com/ Not detected www.amazon.com/ref Not detected www.amazon.com/customer-preferences/edit...&ref_=topnav_lang Not detected www.amazon.com/ap/signin...&openid.ns=http%3A%2F%2Fspecs.openid.net%2Fauth%2F2.0 Not detected www.amazon.com/.../view.html?ref_=nav_cart Not detected
- Add printable stylesheets for all pages, wherever possible. In most cases, websites can share printable stylesheets over many or all pages, as with screen-based stylesheets.
Media specific CSS detected
| Media | Min width | Max width | CSS file |
| all | - | 1239px | images-na.ssl-images-amazon.com/.../4171sdbgqbL.css?AUIClients/AmazonGatewayAuiAssets |
| all | - | 767px | www.amazon.com/ |
| all | 768px | 919px | www.amazon.com/ |
| all | 1240px | - | www.amazon.com/ |
| all | - | 1239px | www.amazon.com/ |
| all | - | 1239px | www.amazon.com/ |
| all | - | 767px | www.amazon.com/ref |
| all | 768px | 919px | www.amazon.com/ref |
| all | 1240px | - | www.amazon.com/ref |
| all | - | 1239px | www.amazon.com/ref |
| all | - | 1239px | www.amazon.com/ref |
| all | - | 500px | www.amazon.com/.../view.html?ref_=nav_cart |
Headings3.0
- A significant amount (20.0%) of pages do not use defined headings. This means that users and search engines may find it harder to determine the content of this website's pages. Correctly defined headings aid accessibility and are particularly important for search engine optimisation.
- Define meaningful headings for all webpages. This is likely to help this website's search engine placement and assist visitors in navigating content.
- 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
| URL | Heading | Level |
| www.amazon.com/ | Designer dresses for spring | H2 |
| www.amazon.com/ | Designer handbags for spring | H2 |
| www.amazon.com/ | Celebrate Earth Month | H2 |
| www.amazon.com/ | Trending spring styles | H2 |
| www.amazon.com/ | Best Sellers in Cell Phones & Accessories | H2 |
| www.amazon.com/ | Trending deals | H2 |
| www.amazon.com/ | Shop sustainable this Earth Month | H2 |
| www.amazon.com/ | Favorite characters | H2 |
| www.amazon.com/ | Sweet treats for spring | H2 |
| www.amazon.com/ | The latest in tech | H2 |
| www.amazon.com/ | Best Sellers in Books | H2 |
| www.amazon.com/ | Best Sellers in Kitchen & Dining | H2 |
| www.amazon.com/ | Restore your engine | H2 |
| www.amazon.com/ | Find your skin care fix | H2 |
| www.amazon.com/ | New season must-haves | H2 |
| www.amazon.com/ | Discover Lovedº1 by John Legend | H2 |
| www.amazon.com/ | Best Sellers in Clothing, Shoes & Jewelry | H2 |
| www.amazon.com/ | Best Sellers in Sports & Outdoors | H2 |
| www.amazon.com/ | Shop Mother's Day gifts | H2 |
| www.amazon.com/ | Relieve pain, regain strength | H2 |
| www.amazon.com/ | Auto parts that fit | H2 |
| www.amazon.com/ | Spring car savings | H2 |
| www.amazon.com/ | Best Sellers in Home & Kitchen | H2 |
| www.amazon.com/ref | Prime Video | H2 |
| www.amazon.com/ref | Customers' most-loved | H2 |
| www.amazon.com/ref | Best Sellers in Outlet | H2 |
| www.amazon.com/ref | Amazon exclusive toys | H2 |
| www.amazon.com/ref | Small space solutions | H2 |
| www.amazon.com/ref | Save on pre-owned Amazon devices | H2 |
| www.amazon.com/ref | Live plants & planters | H2 |
| www.amazon.com/ref | Easy, elevated t-shirts | H2 |
| www.amazon.com/customer-preferences/edit...&ref_=topnav_lang | Language Settings | H3 |
| www.amazon.com/ap/signin...&openid.ns=http%3A%2F%2Fspecs.openid.net%2Fauth%2F2.0 | Enter the characters you see below | H4 |
| www.amazon.com/ap/signin...&openid.ns=http%3A%2F%2Fspecs.openid.net%2Fauth%2F2.0 | Type the characters you see in this image: | H4 |
URL format3.6
4 URLs are less than ideal
- 4 URLs are particularly hard to type or remember.
- 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.
- 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.
- Wherever possible reduce the length of URLs to 256 characters or less. Consider URL rewriting as an effective and transparent means of creating appropriate URLs.
Long URLs
- Wherever possible reduce the length of URLs to 256 characters or less. Consider URL rewriting as an effective and transparent means of creating appropriate URLs.
- 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.
- Remove or reduce the number of query parameters in URLs. Consider URL rewriting as an effective and transparent means of creating appropriate URLs.
- 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.
- 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 ...
- All pages include at least some metadata, but only 40.0% of pages have a description meta tag. The description meta data is important as it appears on Google's search result pages.
- Make sure that all the pages of this website include a meta description. If you don't include one, Google will choose a sample of text from the page to appear in the search engine result. By including a meta description, you can control how your search engine result will appear.
Meta Tags (name attribute)
| Page URL | Name | Content |
| www.amazon.com/ | description | 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 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/ | keywords | Amazon, 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/ | nositelinkssearchbox | |
| www.amazon.com/ | google-site-verification | 9vpzZueNucS8hPqoGpZ5r10Nr2_sLMRG3AnDtNlucc4 |
| www.amazon.com/ | twitter:card | |
| www.amazon.com/ | twitter:site:id | |
| www.amazon.com/ | msvalidate.01 | 3C8D6512B1E530046DE0569BA27093F3 |
| www.amazon.com/ | p:domain_verify | 5de371cb20aa4232fe72f25d97e07dd6 |
| www.amazon.com/ | encrypted-slate-token | AnYxjUtLGdnxmsOPM6aiPrAgQecAtsBti05ZTAA32Ynur3XAS0jQvfGbt8kRalEC7NTUiG3hnnVy5ZdURItU0Jo8fMqpmZzdoyf4crL4drg47WaGScOVR2f/yj+dbcq1e2oIJQVCFnAxBoUcePtc6D6c+NKF1YvCQBbD/ELDk6yk1vkLSBkzEb6nmXRdervZPlv9u+coP4ZVayTOwkHoQk5s0P+0p6e4vdwTiR35rw/ozhjWX+lT2KtLgCX+i0ffG0oi+wDmo8b9Sity |
| www.amazon.com/ref | viewport | maximum-scale=5, minimum-scale=0.5, shrink-to-fit=no |
| www.amazon.com/ref | description | 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 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/ref | keywords | Amazon, 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/ref | nositelinkssearchbox | |
| www.amazon.com/ref | google-site-verification | 9vpzZueNucS8hPqoGpZ5r10Nr2_sLMRG3AnDtNlucc4 |
| www.amazon.com/ref | twitter:card | |
| www.amazon.com/ref | twitter:site:id | |
| www.amazon.com/ref | msvalidate.01 | 3C8D6512B1E530046DE0569BA27093F3 |
| www.amazon.com/ref | p:domain_verify | 5de371cb20aa4232fe72f25d97e07dd6 |
| www.amazon.com/ref | encrypted-slate-token | AnYxu67oaY+zvk7WhV3nT5UrwJ5zsBvUi5xHbX29Hpzz0zPq1ThEBMYJscGOGjvBpgc2X1hn6WfI1uQa8Zvq3j09wcFZSuHlwyQCX9xmpFOqUZ0DVQkk6OkbQuQxRL54OkR1GWSTC40tj6brFmQ= |
| www.amazon.com/customer-preferences/edit...&ref_=topnav_lang | encrypted-slate-token | AnYxIbzMQvQzs/god2IMzodUFIMsYrIW8Ay7VvQmAWBoRO8E8AC2kYfu/IIu5VSRA5wgFth2RZP+I+kFKCp/oEQc6c/Qik5MbBW5QkTscYHI5IAHGWHHNGXNQ67STSCqkBEEwFCizA9B8BzrrHuUlBw0X3Ho4pa+OaUerBMKzsxAICrwz8AWhuHPzEfkKMYGHpDDLLeWLc+kCInz6mykuAKJeeCEHXwQFahCif7yvrTF6RTxaLuo1Nf/E7ZbNcYgBavtaguEMiF41aDx |
| www.amazon.com/ap/signin...&openid.ns=http%3A%2F%2Fspecs.openid.net%2Fauth%2F2.0 | viewport | width=device-width |
| www.amazon.com/.../view.html?ref_=nav_cart | viewport | width=device-width, initial-scale=1, shrink-to-fit=no |
Meta Tags (http-equiv attribute)
| Page URL | Name | Content |
| www.amazon.com/ | x-dns-prefetch-control | on |
| www.amazon.com/ | content-type | text/html; charset=UTF-8 |
| www.amazon.com/ref | x-dns-prefetch-control | on |
| www.amazon.com/ref | content-type | text/html; charset=UTF-8 |
| www.amazon.com/customer-preferences/edit...&ref_=topnav_lang | x-dns-prefetch-control | on |
| www.amazon.com/ap/signin...&openid.ns=http%3A%2F%2Fspecs.openid.net%2Fauth%2F2.0 | content-type | text/html; charset=UTF-8 |
| www.amazon.com/ap/signin...&openid.ns=http%3A%2F%2Fspecs.openid.net%2Fauth%2F2.0 | X-UA-Compatible | IE=edge,chrome=1 |
| www.amazon.com/.../view.html?ref_=nav_cart | x-ua-compatible | ie=edge |
Server behaviour5.5
404 page
Compression
- This website handles missing pages correctly by sending a 404 HTTP status code.
- This website returns GZIP encoded content 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.
- Ensure GZIP compressed content is only returned when the client sends the accept-encoding: gzip header.
- 3 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.
- Use a 301 redirect or a canonical meta tag to force search engines to see the correct version.
Duplicate pages
- Use a 301 redirect or a canonical meta tag to force search engines to see the correct version.
- 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.
- Make sure all internal links to this page go to the canonical version.
- 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.
Amount of content6.7
Rendering Chart...
- This website has an average of 863 words per page. The amount of content on a website has been shown to correlate with its search engine ranking.
Amount of content discovered
Mobile6.9
- None of this website appears to be fully optimised for viewing on a mobile or tablet (using CSS media queries). It is important to make sure your content can be viewed easily across a wide range of devices as a growing percentage of web browsing is now done on phones and tablets.
- Check how the website looks using a mobile and a tablet. Consider adding mobile-only styling using media queries. Some websites employ other techniques for mobile visitors which we cannot currently detect.
Device optimised pages
Page Mobile Tablet Viewport www.amazon.com/ Detected Detected Not detected www.amazon.com/ref Detected Detected Not detected www.amazon.com/customer-preferences/edit...&ref_=topnav_lang Not detected Not detected Not detected www.amazon.com/ap/signin...&openid.ns=http%3A%2F%2Fspecs.openid.net%2Fauth%2F2.0 Not detected Not detected Detected www.amazon.com/.../view.html?ref_=nav_cart Detected Not detected Detected
- Check how the website looks using a mobile and a tablet. Consider adding mobile-only styling using media queries. Some websites employ other techniques for mobile visitors which we cannot currently detect.
Media specific CSS detected
| Media | Min width | Max width | CSS file |
| all | - | 1239px | images-na.ssl-images-amazon.com/.../4171sdbgqbL.css?AUIClients/AmazonGatewayAuiAssets |
| all | - | 767px | www.amazon.com/ |
| all | 768px | 919px | www.amazon.com/ |
| all | 1240px | - | www.amazon.com/ |
| all | - | 1239px | www.amazon.com/ |
| all | - | 1239px | www.amazon.com/ |
| all | - | 767px | www.amazon.com/ref |
| all | 768px | 919px | www.amazon.com/ref |
| all | 1240px | - | www.amazon.com/ref |
| all | - | 1239px | www.amazon.com/ref |
| all | - | 1239px | www.amazon.com/ref |
| all | - | 500px | www.amazon.com/.../view.html?ref_=nav_cart |
Internal links7.6
- 4 links use text that is too long. Links should describe what they link to briefly. Linking a long block of text usually indicates an attempt to trick search engines into ranking those keywords highly (a strategy which does not work). Long linked blocks of text are also harder for people to scan.
- Consider shortening long anchor text.
Overly long link text
Link URL Link text Page URL www.amazon.com/.../...&pd_rd_r=c630ac14-4743-4b4f-94ad-2ad87739631e Up to 29% offEnds in W-RARA Sport Band Compatible with Apple Watch Band 38mm 40mm 41mm 42mm 44mm 45mm 49mm for Women Men, made from Recycled Plastic - Soft Breathable Strap for iWatch Series SE 9 8 7 6 5 4 3 2 1 Ultra 1 2 www.amazon.com/ www.amazon.com/.../...&pd_rd_r=c630ac14-4743-4b4f-94ad-2ad87739631e Up to 30% offEnds in AOGUERBE Magnetic Power Bank, 10000mAh Foldable Wireless Portable Charger with USB-C Cable LED Display, Mag-Safe Battery Pack 22.5W PD Fast Charging for iPhone 15/14/13/12 Pro/Pro Max/Plus/Mini www.amazon.com/ www.amazon.com/.../...&pd_rd_r=c630ac14-4743-4b4f-94ad-2ad87739631e Up to 47% offEnds in Home Techpro Rug Pad Gripper for Hardwood Floors, Washable Grippers for Rug, “Vacuum TECH” - New Materials to Non Slip Rug Pads : Keep Your Rug in Place & Make Corner Flat, Under Rug Carpet Tape www.amazon.com/ www.amazon.com/.../...&pd_rd_r=c630ac14-4743-4b4f-94ad-2ad87739631e 67% offEnds in $19.99$19.99List Price: $59.99$59.99Sycelu RF Remote Control Page Turner for Kindle Paperwhite Accessories Ipad Reading Kobo Surface Comics/Novels iPhone Tablets Android Taking Photos Camera Video Recording Remote Triggers www.amazon.com/
- Consider shortening long anchor text.
- 25 links have no text describing their destination. Links on a page should describe their destination for the benefit of both screen readers and search engine spiders.
- Add meaningful anchor text that describes the link's destination. If the link contains an image, ensure you have provided alt text.
Empty link text
- Add meaningful anchor text that describes the link's destination. If the link contains an image, ensure you have provided alt text.
Images9.9
4% of images have a clearly defined size
5 images are being resized by the browser
- Most images (96.0%) don't have defined sizes using width and height attributes in the HTML. These attributes are optional, but strongly recommended as they help the browser arrange the page more quickly.
- Add width and height attributes to all image tags. The width and height you specify should be the same as the source image. If you want to resize an image in the browser, use CSS.
Non Explicitly Sized Images
- Add width and height attributes to all image tags. The width and height you specify should be the same as the source image. If you want to resize an image in the browser, use CSS.
- 5 images are being stretched in the browser.
- The width and height you specify in an image tag should be the same as the source image. If you want to resize an image in the browser, use the CSS width and height properties.
Stretched Images
- The width and height you specify in an image tag should be the same as the source image. If you want to resize an image in the browser, use the CSS width and height properties.
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.
Page titles
Freshness10.0
Last updated April 9, 2024
- It looks like this website was last updated on Tuesday, 9 April 2024. This is good because visitors perceive up-to-date websites as more credible. Websites that are updated regularly are also spidered by search engines more often.
- To find this information we used the last modified dates reported by this website's server in addition to looking for dates written on each page.
All dates found
| Date | File | Source |
| 09/04/2024 | www.amazon.com/.../view.html?ref_=nav_cart | Last modified header |
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Nibbler tested the following pages
- https://www.amazon.com/
- https://www.amazon.com/ref=nav_logo
- https://www.amazon.com/customer-preferences/edit?ie=UTF8&preferencesReturnUrl=%2F&ref_=topnav_lang
- https://www.amazon.com/ap/signin?openid.pape.max_auth_age=0&openid.return_to=https%3A%2F%2Fwww.amazon.com%2F%3F_encoding%3DUTF8%26ref_%3Dnav_ya_signin&openid.identity=http%3A%2F%2Fspecs.openid.net%2Fauth%2F2.0%2Fidentifier_select&openid.assoc_handle=usflex&openid.mode=checkid_setup&openid.claimed_id=http%3A%2F%2Fspecs.openid.net%2Fauth%2F2.0%2Fidentifier_select&openid.ns=http%3A%2F%2Fspecs.openid.net%2Fauth%2F2.0
- https://www.amazon.com/gp/cart/view.html?ref_=nav_cart