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amazon.com

1 page · 0.4s · Scanned just now

0/ 100
AI automation score

Mostly human-written

88% confidence

How to read this score
0–35 · Mostly human35–65 · Mixed signals65–100 · Mostly AI

The score is a fingerprint of automation, not a quality judgment. A high score means the page reads as machine-generated — not that it is bad.

What we scanned
Page title
Amazon.com. Spend less. Smile more.
Meta 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.
Final URL
https://www.amazon.com/(after redirect from https://amazon.com/)
Language
en-us
Social preview
What we saw

Amazon's homepage is a mature e-commerce site built on decades of incremental human design and engineering. The HTML structure is irregular and complex (201 internal links, 25 H2s with no H1, nested navigation), the imagery is professional product/promotional photography (not stock-photo uniformity or AI generation markers), and the prose is minimal—mostly functional labels and links rather than marketing copy. No LLM phrasing ("leverage," "seamlessly," etc.) is present. The page's complexity and lack of template-based regularity are diagnostic of a large human-engineered site, not an AI builder output.

Top findings
  • Worth notingStructure

    Missing H1 tag—accessibility best practice not followed, though not a signal of AI generation

    Evidence
    • “H1 count: 0”page
    Try this

    Add a single H1 tag at the top of main content (e.g., 'Amazon.com: Online Shopping') for semantic HTML and accessibility compliance.

What's working

Observations of human authorship the page is doing well.

  • Imagery

    High alt-text compliance (96%) with only 4 of 105 images missing descriptions—professional attention to accessibility

  • Structure

    Complex, asymmetric layout with 201 internal links and independent promotional sections—clear mark of human-built enterprise e-commerce site

SEO auditNeeds work
50/100
AI breakdown by category
  • Content25

    Minimal prose—mostly navigation labels, category names, and product links with few complete sentences; what text exists is functional, not generated copy

  • Structure12

    Highly irregular layout: multiple independent carousels, nested navigation trees, product grids, and promotional sections in no templated order—classic enterprise e-commerce site architecture

  • Imagery15

    105 images with only 4 missing alts (96% compliance); promotional photography mixed with product photography; no uniform gradient overlays or AI-generation visual markers detected

  • Tone22

    Voice is strictly transactional and navigation-focused; no personality, no jokes, no second-person address—consistent with a large retailer's functional design, not an LLM-generated persona

By the numbers
  • Words811
  • Images105
  • Alt coverage96%
  • Internal links201
  • External links39
  • Schema blocks0
  • HTML size701 KB
SEO audit detail
  • Meta tags
    All present
    Why this matters

    Why it matters. Title and description are the two strings Google shows in search results — they decide whether anyone clicks. A canonical tag tells Google which URL is the source of truth when the same content lives at multiple paths.

    Passing looks like. A non-empty title under 60 characters, a meta description under 160, and a self-referencing canonical link.

    Fix. Add the missing tags inside the page head. Treat the title as a headline you'd want to read in a SERP, not a brand slogan.

  • Heading structure
    No H1
    Why this matters

    Why it matters. Headings are how crawlers and assistive tech understand a page's outline. One H1 names the page; H2s break it into sections. Skipped levels and missing H1s confuse both.

    Passing looks like. Exactly one H1, at least one H2, and no skipped levels (no H1 → H3 jumps).

    Fix. Replace the missing or duplicate H1 with a single, descriptive heading. Promote section titles to H2; demote sub-points to H3.

  • Mobile readiness
    No viewport
    Why this matters

    Why it matters. Google indexes mobile-first. A page without a responsive viewport renders zoomed-out on phones, fails Core Web Vitals on touch, and loses its mobile ranking.

    Passing looks like. A meta viewport tag with width=device-width and a layout that reflows under 600px.

    Fix. Add a viewport meta tag set to width=device-width and initial-scale=1, then audit your largest blocks at mobile widths.

  • Page speed signals
    Image-heavy: 105 images
    Why this matters

    Why it matters. Page weight and response time directly feed Core Web Vitals. Slow LCP and oversized HTML hurt rankings more than people expect.

    Passing looks like. First-byte under 1.5s, HTML payload under 500 KB, fewer than 30 images on the initial render.

    Fix. Trim render-blocking scripts, defer non-critical CSS, and serve compressed images sized to the viewport. Move heavy components below the fold.

  • Schema markup
    No JSON-LD
    Why this matters

    Why it matters. JSON-LD structured data is how you earn rich results — review stars, FAQ accordions, breadcrumbs, article cards. Without it you're competing with one hand tied.

    Passing looks like. At least one valid JSON-LD block matching schema.org types relevant to the page (Article, Product, FAQPage, Organization).

    Fix. Add an application/ld+json script block describing the page. Validate with Google's Rich Results Test before deploying.

  • Broken links
    0/5 broken in sample
    Why this matters

    Why it matters. Broken internal links waste crawl budget, degrade UX, and signal to Google that the site isn't well-maintained. They also cap how deep crawlers reach.

    Passing looks like. Every internal link in the sample returns 2xx or 3xx. No dead anchors, no stale paths.

    Fix. Use the link list above to spot the broken paths. Either restore the missing pages or update the links to point at live URLs.

  • Image alt text
    All have alt
    Why this matters

    Why it matters. Alt text is how screen readers describe images and how Google understands what's in them. Missing alts hurt accessibility, image search, and on-page relevance.

    Passing looks like. Every meaningful image has a descriptive alt attribute. Decorative images can use alt="" to be skipped intentionally.

    Fix. Audit images in /assets and CMS uploads — write alts that describe what's in the image, not what it links to.

Heading outline

Every H1, H2, and H3 we found on the page, in document order.

Show heading outline
  1. H2Skip to
  2. H2Keyboard shortcuts
  3. H2Beauty routine essentials
  4. H2Designer gifts for Mom
  5. H2The Summer Dress Shop
  6. H2Save on Amazon Devices
  7. H2Best Sellers in Computers & Accessories
  8. H2Best Sellers in Kitchen & Dining
  9. H2Mother's Day edit
  10. H2Mother’s Day gifts by price
  11. H2Gifts for every mom
  12. H2Explore premium by price
  13. H2Best Sellers in Grocery & Gourmet Food
  14. H2Best Sellers in Beauty & Personal Care
  15. H2Gifts for every dad
  16. H2Small space solutions
  17. H2Great gifts for mom
  18. H2Find gifts for Dad
  19. H2Best Sellers in Books
  20. H2Best Sellers in Clothing, Shoes & Jewelry
  21. H2Up to 30% off skincare & more
  22. H2New markdowns from Shopbop
  23. H2Pet wellness must-haves
  24. H2New to Zappos: Hanna Andersson
  25. H2Best Sellers in Home & Kitchen
Sampled links

We HEAD-check up to five internal links to spot broken paths quickly.

Show sampled links

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