I dont see any major changes in design from the current site.
Why do they stick to the same 2007ish design when every other company is redesigning for UX?
1) Old: “Tabs” on top
2) New: “Search box” on top (the old one has a small search box in the bottom)
3) Old: “Browse bar” on left
4) New: Bigger Images with “<” and “>” arrows to rotate them
5) New: “Try prime” link in logo
6) Old: Shop in Amazon stores (Target / Office Depot)
7) New: Big yellow button to “sign in” on bottom (the old one has a link on bottom “Where's My Stuff?”, and a small link neat the top that is almost invidsible)
Don’t let the white background fool you. Probably each on of these changes was A/B tested and they earned a few million dollars with each one of them.
It all looks so unpolished and old. You have got to admit that it looks oldish and they can do better at design.
I think they can make more of millions with a redesign.