Amazon is the world's largest online retailer, raking in over $74 billion in revenue last year. The company can attribute much of its success to its early foothold in online retail, vast product offerings, consistently competitive pricing, and sheer ubiquity. 

 

Unfortunately Amazon.com has suffered for years from an overall lack of clarity stemming from a cluttered layout, a confusing array of options, and a plethora of unnecessary distractions throughout the site. 

 

This is what the home page of Amazon.com looks like today:

 

 

The following is my fantasy of what Amazon.com could be.

 

 

The new design eliminates 90% of the clutter while maintaining almost all of the functionality and keeping the user's interest in mind. 

Sticky navigation is always visible and easily accessible. 

Infinite scrolling eliminates extra clicks required with dozens of pages of search results.

A convenient search box and department menu appear at the end of the results page along with clear and relevant product suggestions.