that seems like the google way of building product. you test all these micro changes but miss out on the macro changes the site actually needs, which doesn't really work out. no one can argue that amazon has good ux. from product to product and day to day the website layout changes. each product site has just a ton of data thrown up on it. it has horrible tracking of product purchases. for example, if looking at a paperback book, it gives no indication that you may have purchased the hardcover. it has terrible management of books that may have multiple editions. buying older books takes some time because they'll often have multiple pages for the exact same book. pre-ordering is a mess. i have been sent two video games before because i pre-ordered a game super early which then apparently got a new product page. i thought i had never pre-ordered it some time later and amazon didn't mention it, so i ordered it again since it gave no indication i had ordered that exact product. the search is not great either. comparing products is non-existent. just cycling through various options like color can be a chore just to see a different price.

just because they have a process doesn't mean it works. but yea, like someone said, i guess the general user doesn't care. i know it has lessened my use of the site.