Amazon has been slowly rolling out a redesign for its website, The Verge reports, which is already available to a broader group of users in the U.S. The change, which Amazon has been working on for a few months, is likely meant to convince buyers to spend even more money on the wide variety of products the giant retailer has in stock, and can be seen on a many Internet browsers, regardless of whether the user is signed in or not.
The visual changes include various elements, such as a black bar at the top of the page, as well as dedicated links that send the shopper directly to Amazon’s own products part of the Fire and Kindle lines.
Even though the home page has been updated in the U.S., and only shows up for some customers, the individual product pages have not received any updates, though the black bar and reshuffled menus at the top are now present on these product pages as well.
It’s not clear how many Amazon users see these visual changes, as loading Amazon.com on different web browsers will get different results, with some of them showing Amazon’s new home page, and others still delivering the “old” version. Furthermore, international Amazon sites are yet to feature a redesign home page.