Amazon's been testing a new design for its homepage, and it appears that this rather dark-and-stormy front page has today been appearing for far more users across the U.S.
Amazon has apparently been working on a design refresh since July. Now, it seems Amazon is selectively using this new front page on a variety of operating systems and browsers. The changes aren't huge—the dominant one is a flat dark bar across the top of the page, with a new dropdown menu for Fire and Kindle products. Product pages remain unchanged.
But when millions of people visit your site every day to buy things from you, major change is a bad idea; for Amazon, this is a fairly major move. And with such a widespread rollout so far, it looks like this darker front page could be the one we're all using before too long. Let's wait and see. [Amazon via Verge]