In a bid to enhance user experience and drive sales, Amazon is rolling out a major redesign of its shopping app on Android and iOS, incorporating more artificial intelligence and personalized features. The revamped homepage, currently being tested by millions of users in the US, promises to surface more relevant product recommendations based on individual purchase habits, browsing history, and other shopping activity.

The new design boasts larger, brighter graphics, dynamic product curations, and horizontal scrolling for easy navigation. Additionally, the app will feature a new "Buy Again" hub, allowing users to quickly restock on frequently purchased items. While the changes aim to make product recommendations feel less random and more tailored to individual tastes, they also create more opportunities for targeted advertising.

This move marks Amazon's continued investment in AI-powered shopping experiences, following its recent integration of generative AI into its platform. As the e-commerce giant seeks to stay ahead of the competition, this redesign could have significant implications for the online shopping landscape.