Web Design Agency

UX Case Study

Amazon.com Design Audit

Name: Amazon.com Design Review & UX Audit
Item: Amazon.com
Rating: 79
Author: Celal Dinç

Amazon.com delivers a generally strong experience. FLUENCY stands out as the main strength, while CONTENT is the area where further improvements are recommended.

79

Overall Score

Estetik100

UX/IX72

Kararlılık46

İçerik30

Teknik87

Akış100

Marka100

Motion55

Chromatic Aesthetics & Vitality

Score: 100

The colourfulness metric (Hasler-Süsstrunk) registers M=48.44. This sits inside the literature’s balanced band (20-50), indicating a design that is neither dull nor chaotic. Contrast checks, however, report a few issues.

Analysis by Celal Dinç

Colorfulness (M)

48.44

Perceptual colour vitality stays within the ideal range.

Contrast Issues (WCAG)

3 Detected Issues

Issues detected by automated WCAG contrast sampling.

Spatial Balance & Symmetry

Score: 46

Visual balance remains around %19.3, introducing noticeable left-right asymmetry. Grid adherence is limited (%24), while compositional density (44.48) suggests more room for optimizing whitespace and rhythm. On the positive side, border-radius consistency is high (%91).

Analysis by Celal Dinç

Visual Balance

%19.3

Left/right visual weight asymmetry.

Compositional Density

44.48

Higher density can increase first-encounter cognitive load.

Grid Adherence

%24

4px grid adherence.

Border-Radius Consistency

%91

Corner rounding consistency.

Typographic Science

Score: 72

A detected typographic scale of 1.125 suggests a stable relationship across hierarchy steps. Average line-height of 1.33 supports readability. The primary face is reported as Arial (sans-serif).

Analysis by Celal Dinç

Detected Scale

1.125

Compared against golden ratio / minor-third / major-third reference bands.

Avg. Line Height

1.33

Font Type

ArialSans

Interaction Physics & Gestalt

Score: 72

Interaction suitability (Fitts) is 44/100—middle-of-the-road. The average target size is measured at 69px; that indicates reasonable touch ergonomics, but some variation and standardization gaps remain. Gestalt consistency, however, is 100/100: CTAs and button styles follow a coherent visual language.

Analysis by Celal Dinç

Fitts Compatibility

44 / 100

Target size: 69px (avg).

Gestalt Consistency

100 / 100

Style variation: 1 distinct style.

Interactive Elements

Content Intelligence & Sustainability

Score: 30

Readability is around Readability IQ=44.7 and the content flow reads more complex/academic. Text weight is high: 760 words with a 4.6 text-to-image ratio. Semantic DNA is 50, indicating that hierarchy and semantic signals can be further optimized. Green UX is solid at 70/100, but sustainability signals (page weight and carbon) still provide improvement space.

Analysis by Celal Dinç

Readability IQ

44.7

Suggest clearer scan paths, shorter CTA copy, and stronger hierarchy.

Word Count

760

Text / Image Ratio

4.6

Semantic DNA

Green UX

70 / 100

Sustainability band performance.

Page Weight

5.18 MB

Carbon Footprint

99.1

3.11g

Carbon3.11g

Visual Attention & Inclusivity

Score: 60

Attention modelling shows a strong focus on the primary content shell, but visual hierarchy alignment is flagged for improvement. In a Deuteranopia simulation, 2 colour conflicts are reported—some tones become too close when viewed through a green-blindness filter.

Analysis by Celal Dinç

Attention Prediction

DIV (Primary Content)

DIV (Support Region)

DIV (Outer Shell)

Visual Hierarchy Alignment

Needs Improvement

Clarify focus/priority layers for easier scanning.

Deuteranopia Conflicts

2 conflicts

Some colours approach each other under the filter.

Color Blind Simulation

Normal

Deut.

Technology & Design Infrastructure

Score: 87

A standard design library could not be detected; the design DNA points to an Own / Lean JS (clean minimalist) approach. This architectural signature often correlates with more custom, original designs. The tech modernity score is 88 with an estimated custom code ratio around ~95%.

Analysis by Celal Dinç

Detected Frameworks

No Standard Design Library DetectedOwn / Lean JS (Clean Minimalist)

Tech Modernity Score

Custom code ratio ~95%.

Custom: ~95%

Brand Intelligence & Motion Physics

Score: 55

The AI-estimated persona aligns with The Caregiver archetype: #Growth, #Calm, #Healthy, #Modern. Motion physics is acceptable with an average around 100ms, but easing naturalness reads as robotic (linear)—potentially slightly jittery or too mechanical depending on the interaction sequence.

Analysis by Celal Dinç

AI-estimated Persona

The Caregiver

#Growth#Calm#Healthy#Modern

"Green-leaning cues are associated with growth, calmness, and harmony."

Motion Physics

100ms

100

Smoothness

Robotic (Linear)

Animation Count

Easing Naturalness

Robotic (Linear)

Scientific Foundations

Fuzzy User-driven Color Harmony

arXiv•Lai et al. (2023)

A user-centric fuzzy approach to colour harmony evaluation.

Objective Design Factors & Aesthetics

ScienceDirect•Seckler et al. (2015)

A framework linking design factors with measurable aesthetics.

Visual Complexity & Perception

SIGDOC•Michailidou et al. (SIGDOC)

Relationships between perceived visual complexity and human response.

Self-Developed Aesthetics Measure

arXiv•Zheng et al. (2011)

A self-developed aesthetics metric.

Digital Video Colourmaps for Dichromats

Color Research•Viénot, Brettel & Mollon (1999)

A colour mapping approach for dichromat views.

Web Content Accessibility Guidelines 2.1

W3C Recommendation•W3C (2018)

Accessibility and contrast requirements for text and UI components.

This review content is written as an evaluation based on data produced after analysis by our Design Audit Tool (/tools/design-audit). The metrics in this review are generated objectively by our tool. Interpretive commentary on top of those objective metrics may include personal opinion.