Baymard Institute Home Articles Benchmarks Page Designs Research Catalog Audit Service About Search

Page Types Overview

Top-Level Navigation

218 design examples manually annotated by Baymard researchers

What’s this? Here you’ll find 218 annotated “Top-Level Navigation” design examples from Baymard’s UX benchmark of 63 major e-commerce sites. (Note: this is less than 1% of the full research catalog.)

The Top-Level Navigation is the first layer of the product navigation. Depending on the site context and category taxonomy, this should often be an Intermediary Category Page. You may also want to explore Main Drop-Down Navigation examples.

More ‘Top-Level Navigation’ Insights

Mobile Examples: Besides the desktop examples below, we also have 135+ mobile examples of Navigation Menu implementations.
Learn More: Besides exploring the 218 “Top-Level Navigation” design examples below, you may also want to read our related articles on “E-Commerce Usability: The Main Navigation Should Display Product Categories (18% Don’t)” and “Over-Categorization: Avoid Implementing Product Types as Categories (54% Get It Wrong)”.
Get Full Access: To see all of Baymard’s 66 homepage and category navigation research findings you’ll need Baymard Premium access. (Premium also provides you full access to 54,000+ hours of UX research findings, 750+ e-commerce UX guidelines, and 77,800+ UX performance scores.)

ASOS (2020)

18 adhered 7 violated

Zalando (2020)

15 adhered 6 violated

Apple Inc. (2020)

15 adhered 3 violated

Macy's (2020)

12 adhered 1 violated

Office Depot (2020)

11 adhered 3 violated

Disney Store (2020)

11 adhered 6 violated

Microsoft (2020)

10 adhered 2 violated

Crate & Barrel (2020)

10 adhered 3 violated

Build.com (2020)

10 adhered 4 violated

Northern Tool (2020)

10 adhered 3 violated

Victoria's Secret (2020)

10 adhered 8 violated

Debenhams (2020)

10 adhered 5 violated

John Lewis (2020)

9 adhered 3 violated

HP (2020)

9 adhered 3 violated

Lowe's (2020)

9 adhered 4 violated

Williams-Sonoma (2020)

9 adhered 3 violated

Sears (2020)

9 adhered 3 violated

H&M (2020)

9 adhered 8 violated

Amazon (2020)

9 adhered 5 violated

Home Depot (2020)

9 adhered 2 violated

Crutchfield (2020)

9 adhered 5 violated

Sephora (2020)

9 adhered 3 violated

Nike (2020)

9 adhered 4 violated

Cole-Parmer (2020)

8 adhered 2 violated

Neiman Marcus (2020)

8 adhered 4 violated

Marks & Spencer (2020)

8 adhered 1 violated

REI (2020)

8 adhered 3 violated

GAP (2020)

8 adhered 1 violated

Dell (2020)

8 adhered 1 violated

Overstock (2020)

8 adhered 3 violated

Kohl's (2020)

8 adhered 1 violated

Best Buy (2020)

8 adhered 0 violated

Staples (2020)

8 adhered 3 violated

Nordstrom (2020)

8 adhered 5 violated

Costco (2020)

7 adhered 5 violated

Newegg (2020)

7 adhered 3 violated

W.W. Grainger, Inc. (2020)

7 adhered 5 violated

Target (2020)

7 adhered 3 violated

B&H Photo (2020)

7 adhered 2 violated

Bass Pro Shops (2020)

6 adhered 5 violated

Cabela's (2020)

6 adhered 5 violated

Argos (2020)

6 adhered 4 violated

J.C. Penney (2020)

6 adhered 3 violated

American Eagle Outfitters (2020)

6 adhered 4 violated

Hayneedle (2020)

6 adhered 4 violated

Etsy (2020)

6 adhered 1 violated

Walgreens (2020)

6 adhered 1 violated

Wayfair (2020)

6 adhered 2 violated

Adidas (2020)

6 adhered 2 violated

TigerDirect (2020)

5 adhered 4 violated

Walmart (2020)

5 adhered 2 violated

IKEA (2020)

5 adhered 3 violated

Berlin Packaging (2020)

4 adhered 7 violated

Hitachi UK (2020)

3 adhered 8 violated

Gilt (2020)

3 adhered 3 violated

Thermofischer (2020)

2 adhered 7 violated

Arrow (2020)

2 adhered 5 violated

Berlin Packaging (2020)

2 adhered 5 violated

Build.com (2018)

17 adhered 3 violated

L.L. Bean (2018)

15 adhered 2 violated

REI (2018)

14 adhered 4 violated

HP (2018)

14 adhered 3 violated

Musician's Friend (2018)

13 adhered 1 violated

J.C. Penney (2018)

13 adhered 3 violated

Overstock (2018)

13 adhered 6 violated

Sears (2018)

13 adhered 2 violated

Ann Taylor (2018)

12 adhered 4 violated

Costco (2018)

12 adhered 0 violated

Urban Outfitters (2018)

12 adhered 5 violated

Staples (2018)

12 adhered 2 violated

Williams Sonoma (2018)

12 adhered 4 violated

Kohl's (2018)

12 adhered 5 violated

Nordstrom (2018)

12 adhered 4 violated

Marks & Spencer (2018)

12 adhered 2 violated

Sephora (2018)

11 adhered 1 violated

American Eagle Outfitters (2018)

11 adhered 5 violated

Newegg (2018)

11 adhered 2 violated

B&H Photo (2018)

11 adhered 3 violated

Crutchfield (2018)

11 adhered 3 violated

Best Buy (2018)

11 adhered 2 violated

Lowe's (2018)

11 adhered 3 violated

Grainger (2018)

11 adhered 5 violated

Rakuten (2018)

11 adhered 4 violated

ASOS (2018)

11 adhered 1 violated

Home Depot (2018)

10 adhered 1 violated

Neiman Marcus (2018)

9 adhered 4 violated

TigerDirect (2018)

9 adhered 2 violated

Etsy (2018)

9 adhered 5 violated

Nike (2018)

9 adhered 4 violated

Hayneedle (2018)

9 adhered 5 violated

Macy's (2018)

9 adhered 7 violated

Walmart (2018)

9 adhered 4 violated

Apple (2018)

9 adhered 7 violated

Adidas (2018)

9 adhered 3 violated

John Lewis (2018)

9 adhered 1 violated

Zalando (2018)

9 adhered 5 violated

Gilt (2018)

8 adhered 6 violated

Microsoft (2018)

8 adhered 6 violated

Crate & Barrel (2018)

8 adhered 5 violated

Northern Tool (2018)

8 adhered 1 violated

IKEA (2018)

8 adhered 5 violated

Wayfair (2018)

7 adhered 4 violated

H&M (2018)

7 adhered 6 violated

Bass Pro Shops (2018)

6 adhered 3 violated

Disney Store (2018)

6 adhered 1 violated

Dell (2018)

6 adhered 3 violated

Office Depot (2018)

6 adhered 3 violated

Target (2018)

6 adhered 3 violated

Debenhams (2018)

6 adhered 2 violated

Walgreen Co. (2018)

5 adhered 0 violated

Victoria's Secret (2018)

5 adhered 3 violated

Foot Locker (2018)

4 adhered 4 violated

Argos (2018)

4 adhered 1 violated

Cabela's (2018)

3 adhered 3 violated

Amazon (2018)

3 adhered 0 violated

Tesco (2018)

3 adhered 2 violated

Office Depot (2016)

13 adhered 2 violated

REI (2016)

12 adhered 1 violated

Williams Sonoma (2016)

12 adhered 1 violated

Urban Outfitters (2016)

12 adhered 3 violated

Gap (2016)

10 adhered 2 violated

Ann Taylor (2016)

9 adhered 1 violated

Newegg (2016)

9 adhered 3 violated

Lowe's (2016)

8 adhered 1 violated

Amazon (2016)

7 adhered 1 violated

Gilt (2016)

6 adhered 4 violated

Best Buy (2016)

6 adhered 0 violated

Wayfair (2016)

6 adhered 2 violated

Costco (2016)

5 adhered 3 violated

Dell (2016)

5 adhered 7 violated

Kohl's (2016)

5 adhered 3 violated

Staples (2016)

5 adhered 2 violated

Overstock (2016)

5 adhered 2 violated

Nike (2016)

5 adhered 2 violated

L.L. Bean (2016)

5 adhered 2 violated

Dell (2016)

4 adhered 1 violated

HP (2016)

4 adhered 2 violated

Microsoft (2016)

4 adhered 3 violated

TigerDirect (2016)

4 adhered 0 violated

Crutchfield (2016)

4 adhered 3 violated

Crate & Barrel (2016)

4 adhered 2 violated

Nordstrom (2016)

4 adhered 2 violated

J.C. Penney (2016)

4 adhered 3 violated

Victoria's Secret (2016)

4 adhered 2 violated

Bass Pro Shops (2016)

3 adhered 0 violated

B&H Photo (2016)

3 adhered 3 violated

Sony (2016)

3 adhered 2 violated

Ralph Lauren (2016)

3 adhered 4 violated

Neiman Marcus (2016)

3 adhered 1 violated

Walmart (2016)

3 adhered 2 violated

Rakuten (2016)

3 adhered 3 violated

Etsy (2016)

3 adhered 2 violated

Toys'R'Us (2016)

3 adhered 0 violated

Barnes & Noble (2016)

3 adhered 2 violated

Grainger (2016)

3 adhered 2 violated

Cabela's (2016)

3 adhered 1 violated

Target (2016)

3 adhered 3 violated

Sears (2016)

3 adhered 0 violated

Home Depot (2016)

3 adhered 2 violated

Build.com (2016)

3 adhered 2 violated

Sephora (2016)

2 adhered 3 violated

Foot Locker (2016)

2 adhered 4 violated

Hayneedle (2016)

2 adhered 2 violated

Disney (2016)

1 adhered 4 violated

Macy's (2016)

1 adhered 3 violated

Walgreens (2016)

0 adhered 0 violated

American Eagle Outfitters (2016)

0 adhered 4 violated

Ann Taylor (2013)

8 adhered 2 violated

Kohl's (2013)

8 adhered 3 violated

HSN (2013)

8 adhered 9 violated

Neiman Marcus (2013)

7 adhered 4 violated

Victoria's Secret (2013)

7 adhered 6 violated

Office Depot (2013)

7 adhered 5 violated

Target (2013)

7 adhered 0 violated

HP (2013)

6 adhered 1 violated

Williams Sonoma (2013)

6 adhered 6 violated

Gap (2013)

6 adhered 4 violated

CDW (2013)

6 adhered 0 violated

Cabela's (2013)

5 adhered 0 violated

Sony (2013)

5 adhered 0 violated

Macy's (2013)

5 adhered 1 violated

American Eagle Outfitters (2013)

4 adhered 3 violated

Wayfair (2013)

4 adhered 1 violated

Costco (2013)

4 adhered 3 violated

Home Depot (2013)

4 adhered 3 violated

OfficeMax (2013)

4 adhered 5 violated

Crate & Barrel (2013)

4 adhered 1 violated

Bass Pro Shops (2013)

3 adhered 2 violated

Build (2013)

3 adhered 0 violated

J.C. Penney (2013)

3 adhered 1 violated

Overstock (2013)

3 adhered 1 violated

Amazon (2013)

3 adhered 1 violated

Nordstrom (2013)

3 adhered 1 violated

Grainger (2013)

3 adhered 6 violated

Etsy (2013)

3 adhered 0 violated

Sears (2013)

3 adhered 0 violated

Staples (2013)

3 adhered 4 violated

Hayneedle (2013)

2 adhered 0 violated

REI (2013)

2 adhered 0 violated

Walgreens (2013)

2 adhered 4 violated

Lowe's (2013)

2 adhered 2 violated

Barnes & Noble (2013)

2 adhered 2 violated

Dell (2013)

2 adhered 1 violated

Urban Outfitters (2013)

2 adhered 3 violated

Best Buy (2013)

2 adhered 3 violated

Disney (2013)

1 adhered 2 violated

Nike (2013)

1 adhered 0 violated

Microsoft (2013)

1 adhered 1 violated

Ralph Lauren (2013)

1 adhered 2 violated

Toys'R'Us (2013)

1 adhered 3 violated

L.L. Bean (2013)

1 adhered 3 violated

Rakuten / Buy.com (2013)

1 adhered 3 violated

TigerDirect (2013)

1 adhered 2 violated

Dell (2013)

1 adhered 8 violated

Walmart (2013)

1 adhered 0 violated

Newegg (2013)

1 adhered 2 violated

PC Connection (2013)

0 adhered 1 violated

Musician's Friend (2013)

0 adhered 3 violated