Amazon has announced that it is testing a new Product Detail Page layout that will let consumers compare alternative offers from “Buy Box-eligible merchants” without navigating away from the main product detail page (compare this to the existing layout here).

Being an active Amazon shopper I find navigating between the Product Listing Page (”X New and Used”) to view other offers and the “main offer” (how they compare around shipping and feedback) annoying. This first test may show Amazon just how much conversions can improve if you show competing offers right on the main page (and reduce clicks).

What does this mean for third-party merchants? First, being one of the top merchants for any SKU becomes even more important. It looks like this design will allow five or more competing offers (tabs) but this may depend on the shoppers horizontal real estate (I’d try to be in the top 3 based on this example). And assuming that “Buy Box-eligible” extends beyond Featured Merchants, will this blend both type of offers? Would be less confusing.

To me it also seems that shipping costs are more visible in this model — both the price and the S&H costs are essentially the same font size (I have to squint to even see the alternative prices). On the Product Listing Page the shipping costs are dwarfed by the actual product price. Maybe I am just making a mountain out of a mole hill.

The upsell underneath the offer is also enhanced (”About This Offer …”), definitely more eye-catching.

I would be kind of cool if Amazon would employ some Ajax to dynamically render all eligible offers in a pop-up right on the Product Detail Page which could accomplish the same (reduce clicks).

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