Maybe it is deliberate? There is some thinking that beautiful is not always more effective: http://sparknlaunch.wordpress.com/2012/02/02/keep-it-simple-stupid

Maybe it is deliberate? There is some thinking that beautiful is not always more effective: http://sparknlaunch.wordpress.com/2012/02/02/keep-it-simple-stupid-kiss-ugly-websites-that-went-viral/ http://sparknlaunch.wordpress.com/2012/02/02/keep-it-simple-... Craigslist, POF .... Maybe Amazon know something we don't? Or they have too much legacy code that they cannot change?