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Amazon.com is testing a new website design

September 6, 2011 | 12:03 pm

According to technology and business sources, Amazon.com is testing a new website design. At left is the current Amazon.com, with a heavy set of navigation tools at left. At right, the new version of Amazon.com.

Rumors are swirling that the new design, which lacks the classic left-side pop-up navigation, is built to be tablet-friendly.

Our Technology blog reports:

One reason behind the new site design, according to the Wall Street Journal, is to make Amazon.com easier to navigate and use for those shopping on a tablet computer, rather than on a laptop or desktop.

An Amazon tablet has long been rumored as in the works to compete with Apple's iPad, and the online retailer recently released an HTML5 website called the Amazon Kindle Cloud Reader that mimics the native Kindle app built for Apple's iPad.

The redesign also marks a shift toward Amazon giving its own digital products more prominence over products from other companies, the Journal's report said.

The rumors of an Amazon-branded tablet have been heating up all summer. In August, Forrester Research issued a report saying that Amazon could sell 3 million to 4 million tablets in the last three months of 2011 -- if it launched a device, that is, for $300 or less.


The hypothetical Amazon tablet will take over the universe

Excitement builds for imaginary Amazon tablet

Amazon now sells more Kindle e-books than print books

-- Carolyn Kellogg

Image credit: Stuart Lawder via Skitch.com