Amazon is the kind of company that spends a lot of resources understanding how visitors use their site. I'd venture that Amazon knows exactly what product categ

Amazon is the kind of company that spends a lot of resources understanding how visitors use their site. I'd venture that Amazon knows exactly what product categories are strong "browsers" and which are strong from an "inbound link" or "search" perspective. Browser - Customers come to amazon.com, click through to a category, and just browse Inbound link - Users are fed to a landing/product page by some other source (like a shopping engine or app) Search - Someone comes to amazon.com looking for a specific product an immediately places a search Understanding which categories are used by these different classes of user allows you to re-focus your primary navigation to maximize efficiency for each class. "Browsers" need categorical navigation. Notice that the top three (non cloud service) categories available for immediate browsing are all entertainment related. These are categories with a significant requirement for discovery; that is, visitors looking to discover new content.