Let’s play “spot the 7 differences”:

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.