I recently received a copy of an unsolicited report sent to a firm that seemed unimpressed with the writer's efforts. The reasons why are instructive to us all. Terry Swack and John Shiple.
Few sites have such a strong online brand and identity.
Browsing products is a sweet experience. The well-structured, cleanly designed site makes finding products very easy, and the tons of information available is clearly presented, which makes ordering simple. This means that you can throw away your usability guidelines and follow these companies. They spend millions on usability testing and they are driving standards by sheer market force. You have no choice but to follow their lead.