Amazon Flunks Usability 101? Say it ain't so…

Ian Lurie

Amazon needs to read GrokDotCom a little more. When creating links, use the words that call for action – the trigger words.

Amazon failed to do that here:

Amazon blows it

If you’re going to sign in, which words would you click? ‘Personalized recommendations’? Or ‘sign in’?

Personally, I’d click ‘sign in’. But Amazon linked from ‘personalized recommendations’.

I actually spent a few minutes trying to figure out where to go to log in – I assumed that the personalized recommendations link described how those recos worked.

Restore my faith, oh great Lord Bezos. Fix your usability gaffe…

Ian Lurie
CEO & Founder

Ian Lurie is CEO and founder of Portent and the EVP of Marketing Services at Clearlink. He's been a digital marketer since the days of AOL and Compuserve (25 years, if you're counting). He's recorded training for, writes regularly for the Portent Blog and has been published on AllThingsD, Smashing Magazine, and TechCrunch. Ian speaks at conferences around the world, including SearchLove, MozCon, Seattle Interactive Conference and ad:Tech. He has published several books about business and marketing: One Trick Ponies Get Shot, available on Kindle, The Web Marketing All-In-One Desk Reference for Dummies, and Conversation Marketing. Follow him on Twitter at portentint, and on LinkedIn at

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  1. I’m not as sure Amazon is wrong. “Sign In” is an action with indeterminate benefit. The eye is naturally drawn to links when scanning, so highlighting the benefit seems to make more sense here.

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