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Amazon.com begins rolling out new homepage design

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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.

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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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-- Carolyn Kellogg

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