Amazon is testing a redesign of its app homepage

The next time you shop on Amazon, it might be something completely different. The tech giant is testing a redesigned app with a completely different look, and began rolling it out to some customers this week.

Perhaps the most noticeable change is what Amazon calls the new “window display.” The updated homepage greets users with a large horizontally swiping panel when they open the app. Imagine something like an Instagram carousel. All of these panels are personalized recommendations for you. As you might imagine, some of these recommendations essentially amount to advertising.

Here’s a preview of what the window display will look like.

Credit: Amazon

Amazon writes in a blog post:

“The ‘windowed’ feature at the top of the homepage is great for customers, whether they’re picking up where they left off on a previous shopping trip or looking for something new, like a sale or a new release on Prime Video or Amazon Music. Even greet your customers with personalized recommendations. For example, a customer who loves sports can see deals on the latest running shoes from their favorite brands, fitness trackers, or a reminder for next week’s Thursday Night Football game. is organized into groups of related products inspired by topics, interests, or previous searches you may still be interested in. ”

Windowing isn’t the only change to the Amazon app. The company said in a blog post that it is adding a “repurchase” hub that “consolidates frequently purchased items in one place.” This means you don’t have to go through old orders to find them. just These are the kind of treats your dog will love and order every month (I speak from experience).

Changes to the Amazon homepage may not yet be reflected. At the time of this writing, my app had not changed. “We are testing these new experiences with some customers and look forward to sharing them with more U.S. customers in the coming months,” Amazon said in a statement.