Report for www.amazon.co.uk

Overall6.8

The overall score for this website.

Accessibility7.5

How accessible the website is to mobile and disabled users.

The following tests contribute to this score:

Experience6.4

How satisfying the website is likely to be for users.

Marketing6.3

How well marketed, and popular the website is.

Technology7.3

How well designed and built the website is.

Screenshot of www.amazon.co.uk

Nibbler tested a sample of 5 pages from this website at 15:38 on 14 Apr 2021 (BST).

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Top priorities for website improvement

  • Consider a leading website analytics solution, such as WebTrends or Google Analytics. (read more)
  • Consider using descriptive words or phrases (e.g. 'News', 'September 2012 financial results') in your anchor tag to benefit search engine optimisation. (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 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 format4.0

  • 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

  • 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.
  • 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.co.uk: Low Prices in Electronics, Books, Sports Equipment & ...

www.amazon.co.uk/

Sign up to Amazon Prime for unlimited free delivery. Low prices at Amazon on digital cameras, MP3, sports, books, music, DVDs, video games, home & garden and much ...

  • 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.

Meta Tags (name attribute)

Page URLNameContent
www.amazon.co.uk/descriptionSign up to Amazon Prime for unlimited free delivery. Low prices at Amazon on digital cameras, MP3, sports, books, music, DVDs, video games, home & garden and much more.
www.amazon.co.uk/keywordsdigital camera, LCD TV, books, DVD, low prices, video games, pc games, software, electronics, home, garden, video, amazon
www.amazon.co.uk/googlenositelinkssearchbox
www.amazon.co.uk/google-site-verification0av-rdTjNpaa3p3RQn2NosWTkVHJfXXWD0i2RzdKeKc
www.amazon.co.uk/twitter:card
www.amazon.co.uk/twitter:site:id
www.amazon.co.uk/msvalidate.013C8D6512B1E530046DE0569BA27093F3
www.amazon.co.uk/refdescriptionSign up to Amazon Prime for unlimited free delivery. Low prices at Amazon on digital cameras, MP3, sports, books, music, DVDs, video games, home & garden and much more.
www.amazon.co.uk/refkeywordsdigital camera, LCD TV, books, DVD, low prices, video games, pc games, software, electronics, home, garden, video, amazon
www.amazon.co.uk/refgooglenositelinkssearchbox
www.amazon.co.uk/refgoogle-site-verification0av-rdTjNpaa3p3RQn2NosWTkVHJfXXWD0i2RzdKeKc
www.amazon.co.uk/reftwitter:card
www.amazon.co.uk/reftwitter:site:id
www.amazon.co.uk/refmsvalidate.013C8D6512B1E530046DE0569BA27093F3

Meta Tags (http-equiv attribute)

Page URLNameContent
www.amazon.co.uk/x-dns-prefetch-controlon
www.amazon.co.uk/content-typetext/html; charset=UTF-8
www.amazon.co.uk/cookieprefs?ref_=portal_banner_cppx-dns-prefetch-controlon
www.amazon.co.uk/refx-dns-prefetch-controlon
www.amazon.co.uk/refcontent-typetext/html; charset=UTF-8

Headings7.0

accessories amazon appliances best clothing computers control cookie cookies currency customers' deal deals devices echo enable entertainment ever experience explore fashion featured fire furniture games garden ghosted gifts grocery home italy items kindle kitchen less lightning made mama men's mid-season more most-loved movies outdoors outlet overstock playlist please preferences products repeat sale select sellers settings shoes sign sign-in sports store streaming than therapist titles tools tradesperson trending unlimited video 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.co.uk/Amazon DevicesH2
www.amazon.co.uk/Unlimited streaming of movies & TVH2
www.amazon.co.uk/Top DealH2
www.amazon.co.uk/Sign in for your best experienceH2
www.amazon.co.uk/Accessories for Kindle, Fire and Echo DevicesH2
www.amazon.co.uk/Accessories saleH2
www.amazon.co.uk/Control Alt Repeat : PlaylistH2
www.amazon.co.uk/More titles to explore than everH2
www.amazon.co.uk/My Therapist Ghosted Me: PodcastH2
www.amazon.co.uk/Lightning DealsH2
www.amazon.co.uk/Trending DealsH2
www.amazon.co.uk/Men's most-loved shoesH2
www.amazon.co.uk/Outlet deals on overstock itemsH2
www.amazon.co.uk/Featured Home ProductsH2
www.amazon.co.uk/Featured Large AppliancesH2
www.amazon.co.uk/Amazon Fashion mid-season saleH2
www.amazon.co.uk/Customers' Most-LovedH2
www.amazon.co.uk/Pay less for clothingH2
www.amazon.co.uk/Sports & OutdoorsH2
www.amazon.co.uk/Featured Computers & AccessoriesH2
www.amazon.co.uk/Fashion gifts for himH2
www.amazon.co.uk/Best Sellers in PC & Video GamesH2
www.amazon.co.uk/Kitchen tools Made in ItalyH2
www.amazon.co.uk/Garden & OutdoorsH2
www.amazon.co.uk/Featured Home EntertainmentH2
www.amazon.co.uk/Featured FurnitureH2
www.amazon.co.uk/Fashion gifts for herH2
www.amazon.co.uk/Explore everyday essentialsH2
www.amazon.co.uk/Select Your Cookie PreferencesH4
www.amazon.co.uk/cookieprefs?ref_=portal_banner_cppCookie PreferencesH1
www.amazon.co.uk/refAmazon DevicesH2
www.amazon.co.uk/refUnlimited streaming of movies & TVH2
www.amazon.co.uk/refTop DealH2
www.amazon.co.uk/refSign in for your best experienceH2
www.amazon.co.uk/refAccessories for Kindle, Fire and Echo DevicesH2
www.amazon.co.uk/refAccessories saleH2
www.amazon.co.uk/refControl Alt Repeat : PlaylistH2
www.amazon.co.uk/refMore titles to explore than everH2
www.amazon.co.uk/refDiscover your fan shopH2
www.amazon.co.uk/refLightning DealsH2
www.amazon.co.uk/refTrending DealsH2
www.amazon.co.uk/refOutlet deals on overstock itemsH2
www.amazon.co.uk/refBabycare by Mama BearH2
www.amazon.co.uk/refFeatured Home ProductsH2
www.amazon.co.uk/refPay less for clothingH2
www.amazon.co.uk/refAmazon Fashion mid-season saleH2
www.amazon.co.uk/refCustomers' Most-LovedH2
www.amazon.co.uk/refSports & OutdoorsH2
www.amazon.co.uk/refFeatured Computers & AccessoriesH2
www.amazon.co.uk/refFashion gifts for himH2
www.amazon.co.uk/refDIY & Tradesperson StoreH2
www.amazon.co.uk/refBest Sellers in PC & Video GamesH2
www.amazon.co.uk/refKitchen tools Made in ItalyH2
www.amazon.co.uk/refMen's most-loved shoesH2
www.amazon.co.uk/refGarden & OutdoorsH2
www.amazon.co.uk/refFeatured Home EntertainmentH2
www.amazon.co.uk/refFeatured FurnitureH2
www.amazon.co.uk/refBest Sellers in GroceryH2
www.amazon.co.uk/refSelect Your Cookie PreferencesH4
www.amazon.co.uk/gp/.../refCurrency SettingsH3
www.amazon.co.uk/ap/signin...&Sign-InH1
www.amazon.co.uk/ap/signin...&Please Enable Cookies to ContinueH4
www.amazon.co.uk/ap/signin...&New to Amazon?H5

Mobile7.8

Mobile screenshot of www.amazon.co.ukTablet screenshot of www.amazon.co.uk
  • 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.

Server behaviour8.8

Yes404 page

YesCompression

  • This website handles missing pages correctly by sending a 404 HTTP status code.
  • This website was served with GZIP encoding. This is very good because it reduces the loading time of a web page.
  • 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.co.uk to http://www.amazon.co.uk. This is ideal.

Popularity9.1

97 Most popular website in the world

This website recently saw a moderate decrease in popularity.

  • This is the 97 most popular website in the world.
  • Over the past 3 months, this website has experienced a moderate decrease in popularity.
  • This website accounts for 85.8% of the Internet traffic to amazon.co.uk and its subdomains.

Source: Alexa

Amount of content9.1

Rendering Chart...

  • This website has an average of 1,585 words per page. The amount of content on a website has been shown to correlate with its search engine ranking.

Images9.7

14% of images have a clearly defined size

38 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.

Domain agei

  • Sorry, we cannot check the domain age of .co.uk 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.

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