Site Design: Amazon A/B Test New Homepage Overhaul

6 years ago from , Design Director at CollectiveBoom

I know this comes up a lot here, but this is the most progressive I have seen. Only comes up for me in incognito. New nav, full-width carousel, lots more product thumbs, much longer homepage.

Current: http://cl.ly/image/1L3l3y0Q0N3W New: http://cl.ly/image/2C1t43453b3V


  • Taron GhazaryanTaron Ghazaryan, 6 years ago

    It is still incredibly busy. My mind has been trained to ignore all of that and go for the search bar.

    6 points
  • Philippe ErieauPhilippe Erieau, 6 years ago

    Looks like the Apple online store. More product shots, less text. Nice.

    2 points
    • alec salec s, 6 years ago

      Agreed, nice step in the right direction I'd say. Looks a bit nicer and doesn't seem to sacrifice any business goals.

      0 points
  • Tyrell JamesTyrell James, 6 years ago

    I like the new design but the lack of price on each item seems mind boggling? I wonder if users only pay attention to items they hover over, or if there missing a trick on how people scan pages?

    1 point
  • Dave Yurkanin, 6 years ago

    Updated with some combination of both... http://cl.ly/image/0n3q1u0P2u2w

    0 points
    • Jason PerezJason Perez, 6 years ago (edited 6 years ago )

      This just changed for me as of this morning.


      Looks like they changed some button colors from the original "dark" mega menu, added a gradient band at the top (doesn't offend me, but doesn't appear to serve any purpose).

      Interesting to see my test bucket features the text "Your" above account-affiliated menus.

      0 points
  • Andrew SapiensAndrew Sapiens, 6 years ago

    Still a lot going on overall but I do like the more visual approach they're going for. It'd be interesting to see if there are more clicks on products since there is less information.

    Probably minor to most people but I like that the header is now on a dark background. Makes it so much easier to differentiate from the rest of the content.

    0 points