Amazon is upgrading its shopping app.

Amazon is piloting new homepage features and design elements on its shopping app intended to enhance personalization and navigation.

Amazon is piloting new homepage features and design elements on its shopping app intended to enhance personalization and navigation.

The e-tail giant, which recently introduced mobile AI shopping guides in the U.S., is currently testing these new experiences with select customers and intends to roll them out to more domestic customers in the coming months. Highlights include:

Personalization

Amazon is utilizing AI and machine learning technology to enhance personalization in an effort to help customers find what they’re looking for faster and surface other relevant products that align with their interests based on previous shopping behaviors, such as recent purchases and browsing history. 

The homepage will also highlight trending products, new releases, best-sellers, and deals based on customers’ unique interests and preferences.

‘Window display’

A new feature at the top of the homepage Amazon calls “Window Display” greets customers with personalized recommendations, including deals, new Prime Video and Amazon Music releases, and seasonal finds based on their shopping behaviors.