Amazon A/B Tests And Keeps Both Add-To-Cart And Buy Now Buttons
For the longest time I could remember, Amazon's product pages would display two purchase oriented buttons with a very subtle difference. The "Add to Cart" would appear first and move customers into a confirming shopping cart screen with potential upsells. While the "Buy Now" button below would skip the shopping cart and try to send customers one step ahead into a shipping address selection page - essentially a very subtle shortcut.
Two months ago I managed to detect that Amazon was actually a/b testing the removal of the second "Buy Now" button on a specific product page. Finally today it looks like the experiment has completed with both buttons still being displayed - like in the old days. And so, as far as you and me are concerned, we'll count this as positive evidence in favor of shortcut buttons.
Highlighted UI Changes From This Leak
Buy Now Button Removal
The variation shows a product page with only the "Add to Cart" button. Given that the B variation was tested and not implemented, we'll assume that A is probably better.