Amazon is testing a homepage redesign of its app

Next time you shop on Amazon, it might look quite different. The tech giant is testing a redesigned app that’ll have a completely different look, and it began rolling out to some customers this week.

Perhaps the most noticeable change is what Amazon has called its new “window display.” In the updated homepage, upon opening the app, users are greeted with large panels that swipe horizontally. Picture an Instagram carousel of sorts. Those panels are all personalized recommendations for the user. As you might expect, some of those recommendations basically amount to advertisements.

Here’s a preview of what the window display will look like.

Wrote Amazon in a blog post:

“The “Window Display” feature at the top of the homepage greets customers with personalized recommendations whether they are picking up where they left off on a previous shopping trip or looking for something new, including deals, new Prime Video and Amazon Music releases, and seasonal finds based on their shopping behaviors. For example, customers who love sports may see the latest pair of running shoes from their favorite brand, deals on fitness trackers, or a reminder for next week’s Thursday Night Football game. As customers scroll, the page is organized into groupings of related products with inspiration by topic, interest, or previous searches that may still be of interest to them.”

The window display isn’t the only change coming to the Amazon app. It’s adding a “buy again” hub that “consolidates frequently purchased items into one location,” the company wrote in its blog. So that means you shouldn’t have to dig through your old orders to find the exact kind of treat your dog likes and you order every month (speaking from experience).

You might not yet see the changes to your Amazon homepage. My app remained unchanged at the time of this writing. Amazon said it was “testing these new experiences with select customers and look forward to sharing with more U.S. customers in the coming months.”