Lead's got what I had.
Thats Amazon's R&D. They use tester cells, which means that at certain times, certain users will be shown something new, such as this design or a new homepage feature. The idea is that they monitor how you use the site. Do you use the buttons more or less, does a chart telling you what others buy after looking at your items, make you buy more... etc
Eventually these changes effect and dictate how amazon evolves, rather than making big leaps...
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