Amazon is testing a new homepage for its shopping app on Android and iOS in the U.S. The redesign offers bigger, brighter graphics, more personalized product curations, and an emphasis on horizontally scrolling carousels to present various collections.
Other improvements include:
- Enhanced Personalization – now utilizing AI and machine learning technology to curate products based on customer interest, previous shopping behaviors, and browsing history. For example, if the customer bought a comforter, Amazon will display matching sheets and pillow cases.
- Window Display – a carousel banner at the top of the app that displays personalized recommendations, deals, new Prime Video and Amazon Music releases, and seasonal finds. Very D2C-esque. It seems that Amazon is bringing together many areas of its offering in this top window, as opposed to just featured items for sale.
- Buy Again Hub – consolidates frequently purchased items into one location and allows customers to add their own go-to products. The hub also organizes products into categories like reorder soon, pet supplies, beauty, produce, etc.
Amazon is testing these new experiences with select customers, with plans to roll out to more U.S. customers in the coming months.