Not
long
after
injecting
more
artificial
intelligence
into
its
shopping
experience,
Amazon
is
now
testing
a
new
homepage
for
its
shopping
app
on
Android
and
iOS.
Millions
of
users
in
the
US
will
see
changes
starting
today,
with
more
slated
to
see
them
over
the
coming
months.
Fundamentally,
the
redesign
seems
to
serve
the
same
purpose
as
the
current
layout
by
surfacing
personalized
recommendations
based
on
your
purchase
habits,
browsing
history,
deals,
and
other
signals
based
on
your
shopping
activity.
Today’s
change
just
builds
on
that
formula
with
bigger,
brighter
graphics,
more
dynamic
product
curations
and
groupings,
and
an
increased
emphasis
on
horizontal
scrolling
for
the
various
collections
and
sub-hubs
you’ll
find.
(It
also
makes
more
room
for
bigger,
thinly
veiled
ads.)
It’s
unclear
just
how
far
the
scroll
goes.Amazon
Sports
fans
may
see
a
Thursday
Night
Football
ad
alongside
a
refill
of
their
favorite
pre-workout,
for
example,
while
parents
may
see
toys,
children’s
books,
and
perhaps
the
new
colorific
Kindle
while
being
tempted
by
a
sale
on
diapers.
Amazon
says
it’s
been
iteratively
testing
different
pieces
of
these
UI
changes
for
a
while.
The
company
calls
out
a
new
Buy
Again
hub
that
makes
it
easy
to
stock
up
on
your
frequently
purchased
goods,
for
example,
and
I’ve
seen
that
change
(but
not
the
others)
for
some
time
now.
Hopefully,
product
recommendations
will
feel
a
little
less
random.Amazon
Again,
these
recommendations
were
previously
available
and
worked
similarly
in
various
forms
before,
but
I
personally
think
the
current
experience
feels
too
random
and
scattered
to
be
useful.
Amazon
is
hopeful
the
coming
changes
will
improve
on
that
and
ultimately
put
more
products
in
front
of
you
that
are
relevant
to
your
taste
and
needs
—
and
perhaps
tempt
a
little
more
money
out
of
your
wallet
along
the
way.
(Originally posted by Quentyn Kennemer)
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