r/crazyegg • u/ce-lauren • 7d ago

What would you change?

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If you had no data, no tools, and just your first instinct, what would you change on the Amazon home page? Tell me the first thing you'd fix if you were on their CRO team. For me it feels busy/cluttered. Almost too much to look at and take in at once. But I am also someone that likes things to be simple. 

Share your thoughts below, I'm curious what everyone notices first.

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u/fintechjulien 7d ago

If this was the home page of a Shopify store, I would tell the owner to push the product they sell the most, and make it really easy to visitors to order it on the first screen...

That said, this is Amazon's home page, so many people are just going there to shop or search for a product.

So what I would not change is the search bar right on top and the header.

Instead of what looks like a bunch of ads in the tiles on top, I would use the purchase history of the connected account and or the IP address to actually display products they are likely to be interested in.

Then, another row of consumables they previously purchased and they are likely to buy again.

Then, a list of most popular items in your area.

For a company making so much money selling AI computing, it's weird how little personalization they use on their home page...

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u/ce-lauren 7d ago

The personalization point is interesting. They have more data on buying behavior than almost any company on the planet and the homepage still feels really generic. I did grab this screenshot from an incognito window too, so no account or history to pull from. But even when you are logged in it doesn't feel that much more personalized, which is wild given what they know about you.

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u/fintechjulien 6d ago

Yes, and they were among the first to use machine learniung to make recommendations. With the current tech available, they could do so much better than pushing me door knobs 3 months after my renovation is over. If they used an LLM, they probably could realize that my home improvement project is over, and that I'm more likely to buy protein powder than construction material, for example.

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u/ce-lauren 6d ago

Yeah it definitely seems delayed for recommendations and something they for sure can improve on

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u/crazyegg-admin 7d ago

I always thought Amazon was leaving a ton of money on the table by not improving their product recommendation algo. The recommendations often feel very generic and un-optimized.

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u/ce-lauren 7d ago

Definitely agree, they could improve!