Amazon's first landing page to now.

Amazon’s first landing page looked like a college homework project: plain, gray, and full of text. Today’s version looks like a high-end digital storefront designed to convert every type of visitor. This glow-up is a masterclass in UX and conversion design.

Why It Works

• Visual hierarchy: Modern Amazon highlights products with bold images and clear sections.
• Personalization: Every user sees tailored deals and recommendations.
• Trust elements: Reviews, shipping info, and known categories reduce buying friction.
• Speed: Faster load times keep users clicking.
• Ease of navigation: Clean menus and visuals guide buyers instantly.

Examples

• Airbnb’s homepage personalizes stays based on user location.
• Netflix auto-curates thumbnails by viewing history.
• Shopify’s homepage uses clear sections and large visuals to emphasize product value.