[AndrewKemendo]

The Amazon.com desktop homepage isn't meant to be anything more than a search bar and a billboard. Go look at it.

Now go look at amazon.com on a mobile browser. Very different but still focused on search and (effectively) ads.

Even different still is the Amazon mobile app. Again, prime focus on the search bar and big huge ads.

The reality is that Amazon wants you to use it as a search engine. They now beat Google for all product searches. Everything Amazon.com does basically tells you: "Hey, just use the search bar dummy."

So, whether it's being the top results in Google which they work super hard to be, or making the amazon front ends the place you start searching - they optimize their consumer UI's to focus on getting you to search.