Mosey on over to Amazon.com today and you'll likely find things look a bit different.
This morning, Amazon increased the roll-out of the new homepage design that it's been testing for several months. As long as you're using a fairly updated browser, prepare to see a bolder look.
The new design darkens the naviagation bar and adds a "Fire & Kindle" drop-down menu, making it even easier for potential customers to find the company's hardware. Amazon has been testing out and tweaking the new style since July, according to Geekwire.
Check it out:
Amazon
For reference, here's Amazon's homepage without the new nav bar or drop-down:
Amazon
While this new look might not seem dramatically different, every adjustment matters when you're trying to convince millions of people per day to buy things from you.
(h/t The Verge)
Disclosure: Jeff Bezos is an investor in Business Insider through his personal investment company Bezos Expeditions.