It’s not just you: Amazon’s shopping app is trying a different look

Not long after injecting more artificial intelligence into its shopping experience, Amazon is now testing a new homepage for its shopping app on Android and iOS. Millions of users in the US will see changes starting today, with more slated to see them over the coming months.

Fundamentally, the redesign seems to serve the same purpose as the current layout by surfacing personalized recommendations based on your purchase habits, browsing history, deals, and other signals based on your shopping activity. Today’s change just builds on that formula with bigger, brighter graphics, more dynamic product curations and groupings, and an increased emphasis on horizontal scrolling for the various collections and sub-hubs you’ll find. (It also…

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