AMAZON

Overview: It should not be much of a surprise that Amazon gets it right. The “Search” is the best part of this app and it is located right up front. Just try typing something in and the results are both comprehensive and fast. Amazon is pushing the Kindle and its accessories on the Home page (2 out of 3 spots), but after logging in, the main Kindle promotion is replaced with more personalized recommendations. Where the Amazon app does fall flat is with general categories. The Amazon website lets you easily and immediately link to areas of interest like Books, Electronics, Home & Garden, Sports & Outdoors, etc. Why not create a similar shopping experience for the mobile app? Doing so would immediately expand the inventory that customers can see and make it much easier to navigate. Purchasing through the app could also be more streamlined and consistent. Sometimes the "Buy" button is on the product page where it should be, but other times it’s harder to find. Some pages have an “Add To Cart” button while others don’t. Some products make you click on “Model” (even if there is only 1 choice) or “Product Packaging,” which then offers choices like “Frustration Free” as if users are expected to know what that means. Eventually you get what you want and the inconsistencies are minor and relatively few considering the sheer number of products and retailers that make up the Amazon universe. The checkout is clean and easy and overall this app is very well done.

Nicest Touch: Scroll to the bottom of a product page and additional products keep loading automatically, so there is no need to tap for more.

Biggest Problem: Make shopping by category/department more accessible and more curated.

Overall Grade: A– (Recipient of the “AlKal Seal of Approval”)