amazon.ca website review

11 files block the first paint until they finish downloading. Deferring or inlining them could save about 1.8 s.

A phone's processor spends 6.1 s on main-thread work while loading, 2.3 s of it running JavaScript. Above 2 s, taps and scrolls feel sluggish.

8 third-party services load with your homepage (media-amazon.com, Amazon Ads and Marketplace Web Service and others), adding 6.4 MB and 686 ms of main-thread time.

media-amazon.com costs a phone 676 ms of main-thread work and 6.4 MB of downloads while your page loads. Loading it after the page is usable, or only on the pages that need it, takes that off the critical path.

Your mobile performance score is 61 (desktop: 51). Pages that score under 90 lose visitors before the first paint.

11 long tasks block the main thread while loading, the longest for 745 ms. During a long task the page ignores taps.

About 300 KiB of JavaScript is downloaded but never used on this page.

The page has 2,654 HTML elements. Above 1,500, rendering and every interaction get slower on phones.

17 images could be 187 KiB smaller with modern formats (WebP or AVIF) and sizes that fit a phone screen. Google estimates it would make the page about 150 ms faster on a phone.

About 225 KiB of CSS is downloaded but never applied on this page.

Web fonts hide text while they load. Setting font-display: swap shows text immediately (about 150 ms).

10 files are served with short cache lifetimes, so returning visitors download them again (5 KiB).

Critical files load one after another instead of in parallel (3 chains). Preconnecting to key origins and preloading the hero image shortens the chain.

Scripts make the browser recalculate the layout repeatedly while the page loads, which wastes processor time on phones.

The page becomes fully interactive after 20.2 s. Good is under 3.8 s.

The first text or image appears after 4.7 s on a phone. Good is under 1.8 s.

Your largest element takes 5.8 s to render on a phone. Google's threshold for “good” is 2.5 s. The largest element is the image “New series. Watch now. Carrie. Prime.”.

Visually, the page fills in at 5.1 s (Speed Index). Good is under 3.4 s.

Scripts block taps and scrolling for 257 ms in total while the page loads. Good is under 200 ms.

4 images have no width and height attributes, so the layout jumps as each one loads.

Over the last 25 four-week periods to 2026-10-03, real Chrome visitors' tap response (inp) went from 120 ms to 124 ms at the 75th percentile (Chrome UX Report (opens in a new tab) history).

Over the last 25 four-week periods to 2026-10-03, real Chrome visitors' largest content (lcp) went from 1.2 s to 1.2 s at the 75th percentile (Chrome UX Report (opens in a new tab) history).

Your homepage downloads 7.0 MB in 318 requests on a phone: media 3.7 MB (2), images 1.4 MB (189) and scripts 675 KiB (30). Under 2 MB keeps phones on slow connections fast.

By the Sustainable Web Design model, a visit to your homepage emits about 1.98 g of CO₂e: 237.4 kg a year at 10,000 visits a month. It scales with page weight, so every byte cut lowers it.

1 element use ARIA attributes their role does not allow, which confuses screen readers.

2 tap targets are too small or too close together to hit reliably with a finger.

[role] values are not valid (1 element).

Page should contain a level-one heading: 1 element on the page fails this check, rated moderate by axe-core.

The <html> element has no lang attribute, so screen readers may read the page in the wrong voice and accent.

Users should be able to zoom and scale the text up to 500%: 1 element on the page fails this check, rated minor by axe-core.

Elements with visible text labels do not have matching accessible names. (1 element).

Your page has no <title>, so Google has to invent the blue link in search results.

No meta description, so Google writes its own snippet from whatever text it finds.

There is no <h1>, so neither visitors nor Google get a clear main headline.

No structured data (JSON-LD), so Google can't show rich results such as your logo, ratings or FAQs.

No canonical URL, so duplicate versions of the homepage (with or without www, with tracking parameters) can split ranking signals.

No Open Graph image (also missing: og:title, og:description), so links shared on LinkedIn, Slack or Facebook show no preview picture.

No XML sitemap at https://www.amazon.ca/sitemap.xml, so Google discovers your pages only by following links.

The homepage links to only 0 pages on your own site, so visitors and crawlers find few routes into the rest of it.

No favicon is declared in the HTML, so browser tabs and Google's mobile results may show a generic icon.

1 link has no real href, so search engines can't follow it.

No twitter:card tag. X falls back to Open Graph, which is incomplete here.

Your robots.txt shuts out ChatGPT search (OAI-SearchBot), ChatGPT (ChatGPT-User), Claude search (Claude-SearchBot), Claude (Claude-User), Perplexity (PerplexityBot) and Perplexity (Perplexity-User). These fetch pages to answer people's questions and cite the source, so your site can't be quoted or linked in those answers.

A phone browser shows 216 words, but the HTML your server sends has only 0. GPTBot, ClaudeBot and PerplexityBot read that HTML without running JavaScript, so they see an almost empty page. Server-side rendering or pre-rendering fixes it.

There is no Organization (or LocalBusiness) JSON-LD, so search engines and AI assistants have no machine-readable facts about who runs the site: its name, logo, profiles and contact details.

There is no /llms.txt, a short Markdown guide to your key pages for AI tools (llmstxt.org). It is optional and few AI tools read it yet, so treat it as a cheap extra.

robots.txt blocks GPTBot, ClaudeBot, Google-Extended and CCBot, which collect pages to train models. That's a legitimate choice and doesn't by itself stop the site appearing in AI answers.

31 of 64 tappable elements near the top of the page are smaller than 24 px, hard to hit with a thumb.

2 errors were logged to the browser console while the page loaded, for example “Failed to load resource: net::ERR_FAILED”.

4 images are displayed at the wrong aspect ratio, so they look stretched or squashed.

Chrome logged issues while loading the page (“Content security policy”).

No Strict-Transport-Security header, so browsers may still try plain http first on a return visit.

No Content-Security-Policy header, the main browser-side defence against injected scripts.

Neither X-Frame-Options nor a CSP frame-ancestors policy is set, so any site can embed yours in a frame.

X-Content-Type-Options: nosniff is missing, so browsers may guess file types.

No Referrer-Policy header, so full URLs can leak to the sites you link to.

No Permissions-Policy header to switch off camera, microphone and location for embedded content.

There is no /.well-known/security.txt telling researchers how to report a security problem to you.

amazon.ca has no CAA record, so any certificate authority may issue a certificate for it. A CAA record naming your provider (for example letsencrypt.org) closes that door.

amazon.ca's DNS answers are not signed. DNSSEC stops attackers forging them to send visitors or email elsewhere; most registrars switch it on in a click, though most sites still run without it.

We found no call-to-action buttons or links (such as “Book a demo” or “Get a quote”) anywhere on the homepage.

No testimonials, customer logos, ratings or customer counts on the homepage: nothing tells a new visitor that others already trust you.

No analytics or tag manager detected in the HTML, so you can't measure whether any of these fixes work.

No phone number or email link on the homepage, so ready-to-buy visitors have one fewer way to reach you.

The homepage has only about 216 words of visible text; thin pages give Google and first-time buyers little to go on.

There is no form on the homepage, so every lead has to click through to another page first.

No guarantee or risk reducer (money-back, free trial, no credit card) is mentioned, which is often what tips a hesitant visitor.

We found no DKIM key on the selectors the big email providers use. If you send through one of them, turning on DKIM signing improves delivery.

Email authentication: SPF record 25 points, plus 15 when it ends in -all (10 for ~all); DMARC record 25, plus 25 for a reject policy (15 for quarantine); a DKIM key on a common selector 10.

Opening the homepage sets 7 cookies (measured from a US location before any click).

No known cookie consent tool loads with the page. Some sites build their own banner, and some only show one to visitors from the EU.

Loading the homepage contacts 3 hosts run by other companies (fonts, scripts, analytics, ads), each of which sees the visitor's IP address.