Amazon is doing some bucket testing I just discovered, with a brand new look to its site. Above is the front page, below is an item page. The front page is a larger break from the past than the item page, but in both cases the nav areas are the main differences. For right now at least the main content looks very similar.
They are referring to it as “doing some remodelling.” Here’s a page that talks about the changes.
For better or for worse, they’ve left in all the features, as this page explains: “Don’t worry—we didn’t remove anything. All your favorite features are still here.” So just a visual design then. It has helped consolidate many of the related features (Gold box and deals, various lists, etc.), but otherwise things are still pretty unwieldy and still overloaded. I would have liked to have seen some streamlining of features too.