BTW: UP/DOWN arrows and Backspace is redundant. Just use PAGE UP/DOWN or CMD LEFT (chrome, mac osx) for back.
At the very least the search input should be focusable by clicking tab ONCE... not 15 times.
EDIT: The whole Tab Order just makes no sense at all:
1. Try Prime 2. Sign In 3. Try Prime 4. Wish List 5. Shopping Cart 6. Departments 7. Fire & Kindle 8-14. No visible focus 15. Search input
I bet this has NEVER been A/B tested.
Autofocus is great on search engine homepages or search-oriented sites. Amazon isn't search-oriented when on the site. They assume their recommendations are usually spot on enough that you'll click through a percentage of the time, or that you googled straight into the product page (as most people do).
My favorite sites are the ones that don't autofocus, but have a keyboard shortcut (usually '/') that focuses on search. But then I love anything that behaves like vim/less.
Click through the categories. You get much better results. (Not on mobile).
Even more annoyingly, if you are quick to click in the search field and start typing when the main page load, some late-loading JS causes the focus to be lost so I end-up typing nowhere.
I think it might be that pointless 'Department' menu on the right that causes this.
At least the search should be focusable by pressing TAB once instead of 15 times, which is insane.
Some users will of cause use the search box, but the majority clicks their way to the products they want using the menus. Amazon may have seen something similar, so not doing the auto-focus might make more sense, I doubt very much that they haven't considered it.
- that's traditionally done by people who can' tell the difference between a search and a URL so I avoid it
- depending on what exactly you mean (a normal search with "site:", or the prefix "a Harry Potter" for an amazon-search), and which settings are active, this may be a privacy concern; in many instances the special URL bar sends all text back to Google
- generally, certain services (not Google) like to substitute things for their own products; theoretically the browser could redirect to or advertise a different bookseller
- theoretically sites like Amazon could provide a nice starting point for search based on my interests / history