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Amazon.com begins rolling out new homepage design

September 9, 2011 | 12:30 pm

Amazon_newdesign
Amazon.com began rolling out its new homepage design late Friday morning. The above is a screenshot of the new design, as viewed about 11:30 a.m.

According to anecdotal reports on Twitter, West Coast users could see the new design before those in New York. Some Amazon Prime members saw it as early as late Thursday.

The new design is thought to accommodate a tablet interface. Since early summer, rumors of a possible Amazon tablet have been heating up. In August, Forrester Research projected that Amazon could sell 3 to 5 million tablets in the last quarter of this year, if it were to launch one priced at $300 or less.

The navigation of the new design highlights multimedia. The primary categories are Instant Video, MP3 Store, Cloud Player, Kindle, Cloud Drive, Appstore for Android, Game & Software Downloads and Audible Audiobooks.

To get to books -- the old-fashioned kind -- shoppers can use the Shop by Department drop-down next to the search box. After the primary categories, Book is the first category to appear.

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The hypothetical Amazon tablet will take over the universe

-- Carolyn Kellogg

Image: Amazon.com's new homepage. Credit: Amazon.com

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