Amazon testing new shopping app

Amazon is testing a new shopping app. The focus is on personalization and improved navigation. Users in the USA are already seeing the first changes, with more to follow in the coming months. Of course, the topic of AI also plays an important role.

Amazon app redesign

E-commerce giant Amazon is working on a major overhaul of its mobile shopping application. The goal is to improve the shopping experience for customers through increased personalization and more intuitive navigation.

A key aspect of the revision is the use of artificial intelligence and machine learning. These technologies are designed to help customers find what they are looking for more quickly. Based on individual purchasing behavior, recent purchases and browsing history, relevant products are prominently placed. Trending products, new releases, bestsellers and offers are also highlighted on the homepage according to the interests of the respective user. Of course, this is not fundamentally different than before, but it should work better and provide more relevant tips.

“Window Display” and “Buy Again”

A new feature called Window Display, a virtual shop window, greets customers at the top of the homepage with personalized recommendations. Offers, new Prime Video and Amazon Music releases as well as seasonal products are presented here. As you scroll, articles are divided into thematic groups based on the user’s interests and previous searches. This structure is intended to make it easier to explore relevant categories without having to switch between different pages.

Another central point of the revision is the redesigned “Buy Again” area. Here, frequently purchased items are grouped together in one central location to simplify routine purchases. With just one action, customers can add their preferred products to the shopping cart or add suitable items to it.

Visual refresh

In addition to the functional improvements, the app also receives a visual update. Larger and more eye-catching graphics as well as an increased focus on horizontal scrolling for different product collections and sub-sections are intended to make the shopping experience more modern and dynamic – at least according to the official statement Amazon.