Accessibility Evaluation of the Amazon

Website
By- Lavanya Chadha (036)

Introduction

Web accessibility is an essential component of modern digital platforms, ensuring inclusivity

for users of all abilities, including those with visual, motor, or cognitive impairments.
The Amazon website, being a leading e-commerce platform, should meet high accessibility
standards to accommodate diverse user needs.

This report presents a detailed accessibility assessment of the Amazon website, focusing
on barriers that impact usability and inclusivity. The evaluation was conducted manually,
identifying critical design, structural, and navigational issues that hinder accessibility. These
findings are further corroborated with automated testing results at the end of the report.

Methodology

The accessibility review of Amazon was carried out using manual testing techniques,
supplemented with assistive technologies. The assessment focused on real user
experiences, ensuring an accurate representation of accessibility challenges.

Manual Testing Approach

 Visual Inspection: Evaluating text readability, contrast ratios, and content clarity.
 Keyboard Navigation Testing: Assessing whether users can navigate the website
without a mouse.
 Form and Interactive Element Testing: Identifying missing labels, improper field
structures, and navigation barriers.
 Semantic Structure Analysis: Checking if headings, ARIA landmarks, and page
hierarchy are properly implemented.
Assistive Technology Testing

 Screen Reader Testing: Using NVDA and VoiceOver to examine how elements are
read aloud.
 Keyboard Accessibility: Testing navigation using the Tab, Enter, and Arrow keys.

Identified Accessibility Issues

The following accessibility barriers were manually identified, categorized under the Web
Content Accessibility Guidelines (WCAG) 2.1 principles: Perceivable, Operable,
Understandable, and Robust.

Perceivable Issues

Missing Alternative Text for Images

 Several product images and banner graphics lack descriptive alt text.
 Screen reader users receive no information about these images, affecting their
ability to shop efficiently.
 Functional icons, such as the cart and category icons, also lack meaningful
descriptions.
Insufficient Color Contrast

 Text on promotional banners and certain buttons does not meet WCAG 2.1 contrast
requirements.
 Users with visual impairments may find it challenging to read key information,
particularly in areas with light-colored text on bright backgrounds.
Operable Issues

Keyboard Navigation Challenges ( Tab Focus Problems )

 The website contains dropdown menus, filters, and pop-ups that do not respond
well to keyboard navigation.
 Focus indicators are inconsistent or missing, making it difficult to track
movement across elements.
 Some interactive sections, such as the product filter options, cannot be selected
using only the keyboard.

Forms Lacking Proper Labels

 Several form fields, including search bars, login inputs, and checkout forms, are
missing proper labels.
 Placeholder text is used instead of actual form labels, which disappears when users
start typing, creating confusion.
 Screen readers do not properly identify the purpose of these fields, making form
completion challenging for visually impaired users.
Understandable Issues

Poor Page Structure and Missing Headings

 The first-level heading (H1) is either missing or improperly placed, disrupting page
organization.
 Important sections lack clear headings, making navigation difficult, particularly for
screen reader users.
 Structural elements, such as navigation regions and main content landmarks, are
not correctly defined.

Unclear Dynamic Content Updates

 The website features pop-ups, real-time search suggestions, and dynamically

updating sections that are not announced to screen readers.
 For example, when users add an item to the cart, no clear notification is provided
for assistive technology users.
 This creates confusion for users relying on screen readers, as they are unaware of
real-time content changes.

Robust Issues
Improper Use of ARIA and Semantic HTML

 The website relies on ARIA attributes for accessibility but does not always use
standard HTML elements correctly.
 Interactive elements, such as buttons and links, are occasionally implemented
using <div> or <span> instead of <button> or <a>.
 Some ARIA roles are overused or incorrectly applied, leading to inconsistent
behavior across assistive technologies.

Impact on Users

Issue Affected Users Potential Impact

Cannot perceive key images, affecting
Missing Alt Text Screen reader users
product understanding
Hard to read text, causing readability
Low Contrast Low vision users
challenges
Keyboard Navigation Users with motor
Difficult to navigate without a mouse
Issues impairments
Confusion in filling search, login, and
Unlabeled Forms Screen reader users
checkout fields
Improper Headings Screen reader users Difficult to navigate between sections
Unannounced Pop-ups Screen reader users Unaware of real-time content updates
Recommendations for Improvement

Provide Descriptive Alternative Text

 Ensure that all images, including product thumbnails and icons, contain meaningful
alt text.

Improve Contrast Ratios

 Adjust color schemes to meet WCAG 4.5:1 contrast requirements for readability.

Enhance Keyboard Navigation

 Implement clear focus indicators and ensure all interactive elements are accessible
via Tab navigation.

Ensure Proper Form Labeling

 Use explicit <label> elements for form fields instead of placeholders.

Correct Page Structure with Proper Headings

 Ensure all pages have a first-level heading (H1) and use a logical heading hierarchy.

Announce Dynamic Content Changes

 Use ARIA live regions (aria-live="polite") to notify screen readers of pop-ups, cart
updates, and error messages.

Verification Using the Wave Accessibility Tool

After manually identifying these issues, a Wave accessibility test was conducted to validate
the findings. The tool confirmed the presence of the following accessibility barriers:

Wave-Detected Issue Manually Identified?

Missing Alternative Text ✅ Yes, verified in product images and icons
Low Contrast Errors ✅ Yes, observed in promotional banners
 Wave-Detected Issue Manually Identified?
Unlabeled Form Fields ✅ Yes, confirmed in checkout and search inputs
No Page Landmarks ✅ Yes, manual testing showed missing ARIA regions
Missing First-Level Heading ✅ Yes, found during page structure analysis
Unannounced Pop-ups ✅ Yes, detected manually in cart updates

These results reinforce the findings from the manual assessment, proving that the Amazon
website still has significant accessibility barriers.

Conclusion

The accessibility evaluation of the Amazon website revealed multiple usability barriers,
including missing alt text, low contrast, keyboard inaccessibility, unstructured content,
and improper ARIA implementation. These critical issues hinder the browsing experience
for users with disabilities, making it difficult to navigate, search, and complete transactions
effectively.

The Wave accessibility tool confirmed these findings, reinforcing the need for significant
improvements. Implementing the recommended changes will enhance Amazon’s
accessibility, ensuring a more inclusive user experience for all visitors.