Why dont the Amazon redesign its site.
I took a look at the wayback screen show of amazon from 2007 below
http://wayback.archive.org/web/20070403101518/http://www.amazon.com/<p>I dont see any major changes in design from the current site.<p>Why do they stick to the same 2007ish design when every other company is redesigning for UX?
Let’s play “spot the 7 differences”:<p>1) Old: “Tabs” on top<p>2) New: “Search box” on top (the old one has a small search box in the bottom)<p>3) Old: “Browse bar” on left<p>4) New: Bigger Images with “<” and “>” arrows to rotate them<p>5) New: “Try prime” link in logo<p>6) Old: Shop in Amazon stores (Target / Office Depot)<p>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)<p>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.