Amazon A/B Tests Wider Buy Boxes On Their Product Pages
Amazon was noticed A/B/C testing at least 2 wider buy box variations on multiple product detail pages. This was an interesting "intensity" experiment where the same hypothesis (related to column widths) was varied with 2 intensities. If my observation is correct, the experiment may have completed with both B and C variations being rejected. Although let's check back on this again in the future as the experiment still feels fresh - with a possible iteration or decision lag.
Highlighted UI Changes From This Leak
Wider Right Column Buy Box
The B variation contained a wider buy box, condensing the middle body column (with product descriptions) as a result. The C variation intensified this change ever further by widening the buy box even more.
Wider Add-To-Cart And Buy Buttons
Perhaps also worth a mention that the primary calls to action were also filling in the widening buy box. Hence in both B and C variations we can see a widening of buttons - typically a good thing - yet in this experiment, perhaps were offset by other negative effects. Or perhaps the buttons were already visible enough.