One of the most popular websites makes it simple for customers to purchase merchandise. I logged on to Amazon.com to purchase a textbook.  Amazon has the key features, such as navigation, search bar, deals, etc., in the appropriate places.  The navigation is located on the left hand side; the search bar is centered and at the top of the page; deals are the largest in size. All elements are used to draw in the consumer to make a purchase.

Since I have been a frequent customer the process of finding a product was made easier by scrolling down the page and there are suggested related items.  Therefore I just had to click on item, choose a size and click the ‘add to cart’ button.  I have to confirm the order and confirm my user information.  The process is hassle free since they have saved the information, even down to the shipping address. Because the process is effortless, it is much easier to continue shopping.  The cheap prices bring in the customer, but the simplistic checkout keeps the customer coming back.