Amazon is rolling out a sleek new look that appears to be the company's latest attempt to sell more of its Fire and Kindle products.
As Business Insider noted, one of the most obvious changes is the new "Fire and Kindle" drop-down at the top of the page, beneath a darkened header. The additional tab option takes customers directly to a page featuring its Fire phone, Fire TV and Kindle products, sales of which have largely disappointed investors.
A company spokesman confirmed that the changes are only part of a test, saying, “We are constantly looking for ways to improve the shopping experience for our customers.”
Amazon has been in the process of testing new concepts since July, when the Daily Dot reported that the online retailer was testing the new feature on "select users." While Thursday's test appears to affect a wider swath of users, not every customer will notice the change right away.
So far it's unknown whether more customers will begin noticing a new look on Amazon. The company did not immediately respond to TheBlaze when asked for a comment on the matter.
Here's a "before and after" look at Amazon's homepage:
(H/T: Business Insider)
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