[linvin]

It will be interesting to compare amazon with Flipkart (in India, but growing quite big now.) Flipkart has largely followed Amazon's design. Yet, flipkart has better information handling and quicker searches. (And Amazon India site is noticeably slower these days when you visit product pages.)

I think the big difference is, how quickly they can change the home page experience to respond to business decisions. For example, flipkart has got a lot of attention in selling Redmi and other phones in "flash sales" - when potential users arrive at once. And flipkart has been amazing to make it easy for users to quickly access those product areas. When they ran big billion day recently, they had changed both their home page and mobile interface to reflect the right set of options and to easily navigate in the site. In general, amazon (Indian site) hasn't been able to put up similar experiences. During the same big billion advert days, even amazon also gave big press advertisements. However, they had hardly changed their home page for the visiting users to highlight the right deals.

But then, if they continue to focus on lower prices, who will care for better UI ?!