Amazon tests new e-commerce site, app features
Amazon is piloting new homepage features and design elements on its shopping app intended to enhance personalization and navigation.
Amazon is piloting new homepage features and design elements on its shopping app intended to enhance personalization and navigation.
The e-tail giant, which recently introduced mobile AI shopping guides in the U.S., is currently testing these new experiences with select customers and intends to roll them out to more domestic customers in the coming months. Highlights include:
Personalization
Amazon is utilizing AI and machine learning technology to enhance personalization in an effort to help customers find what they're looking for faster and surface other relevant products that align with their interests based on previous shopping behaviors, such as recent purchases and browsing history.
The homepage will also highlight trending products, new releases, best-sellers and deals based on customers’ unique interests and preferences.
'Window display'
A new feature at the top of the homepage Amazon calls “Window Display" greets customers with personalized recommendations, including deals, new Prime Video and Amazon Music releases, and seasonal finds based on their shopping behaviors.
As customers scroll, the page is organized into groupings of related products by topic, interest, or previous searches that may still be of interest to them. This feature is designed to help customers explore relevant categories without jumping between pages.
'Buy Again' hub
The "Buy Again" hub consolidates frequently purchased items into one location, making it more convenient to complete common shopping tasks. With a single tap, customers can add to their go-to products and discover complementary items.
[READ MORE: Amazon releases mobile generative AI shopping assistant]
"These Amazon homepage features are designed to make navigating and discovering products even faster and easier," Amanda Doerr, VP of core shopping at Amazon, said in a corporate blog post. "We look forward to continuing to roll these updates out to all customers in the U.S. over the coming months."
