Amazon Navigation Menu Features Dynamic Promotions


In addition to Amazon's navigation menu promoting its digital properties ahead of the core business... notice anything interesting? It features dynamic taglines for three of the core properties: - MP3s & Cloud Player: 16m available songs - Cloud Drive: 5gb of storage - Appstore for Android: the free application of the day

For Amazon - the smartest online merchandiser / promoter - it is clearly an intentional decision to promote only three categories: new, growing categories in highly competitive areas. Amazon could off course feature deals of the day in other categories - but by doing so, it crowds the menu and creates too much noise / distraction in the menu... perhaps most importantly, those core categories are already successful, sturdy and well-trafficked. This is not true for the music, cloud and app businesses.

As you think about navigation across your site / experience - this is an example of less being more and the impact a few pixels and a small tagline can make.