Amazon A/B Tested This Bigger Price Style
I managed to capture this exciting little big price styling experiment from Amazon before it wrapped up this week. What looks like a small change actually has a few interesting differences packed into a single variation which you can see below. The experiment ran on multiple product pages and now looks like the variation has been implemented - hinting at an improvement.
(We also have a collection of pricing patterns with actual test data.)
Highlighted UI Changes From This Leak
Price Styling Changes
Some of the changes and differences in the variation include:
Larger price totals (the $9.99).
Removed decimal point on the total price.
Larger and preceding relative discount (33%).
Greater color contrast between the relative discount amount (33%) in red and total amount ($9.99).
Lowered strike through list price under the total.
Removal of the total saving amount ($5.01).
Removal of details link. I'm actually not sure where this linked to - possibly a small tool tip.
Did Etsy Just Inspire Amazon To Do This?
Perhaps it's a coincidence, but Etsy also ran a simple price styling experiment just two months ago. The Etsy experiment also ran on product pages and involved red vs black color styling changes, amongst a few other changes. Not exactly the same but also not very different either. :) Just thought to surface this as well.