Amazon's Loaded Hamburger Menu Beats Its Older Dropdown Version In This A/B Test

Leak #38 from   |   Dec 27, 2019 Global

At first glance some A/B tests may seem like they are beautifully simple with a single controlled variable. Yet as we look at the experiment in more detail, more and more subtle differences start coming into view. This I think is the case with Amazon's most recent experiment where it seems that only a dropdown menu was shifted into a hamburger one - which ended up winning. 

A - Sep 16, 2019 Screenshot
IMPLEMENTED Confirmed Dec 27, 2019
B - Sep 16, 2019 Screenshot

Highlighted UI Changes From This Leak

  1. Dropdown Vs Hamburger Menu

    One of the first visible changes in this experiment was the shift of the broad "Department" menu from the navigation (A), towards the upper left into a "Hamburger" menu. Yes, this also means that the "Department" label disappeared and was replaced with an icon (B).

    This is very similar to Pattern #2: Icon Labels

  2. A More Prominent Sign-In Option

    Interestingly, the experiment wasn't a simple menu shift as after clicking the hamburger icon, users would see a very strong call to sign-in as the first option. This of course wasn't visible in the control. I would guess that encourgaing users to signin, allows Amazon to surface more relevant products and makes for an overall better experience.

  3. More Options

    The B variation menu was longer and contained more options. As a result of this a scrollbar was also added.

  4. More Padding

    Perhaps subtle, but you might notice that the B variation menu has more padding between menu option. More padding of course is known to make selections to be performed more easily - especially when using fingers.

  5. Multi-Level Options

    Another difference between the control (A) and the variation (B) that ended up winning, was that most options contained a second level. Clicking on "Echo & Alexa" for example would bring up another level of options specific to that selection. 

  6. Full Height

    And last but not least, the B variant menu also took up the full 100% height of the screen.


  • Vatsal

    Vatsal 3 years ago 10

    Hamburger menus have seen their ups and downs in terms of adoption. This experiment is a good example of going against the established "if it is not in view it is not in their minds" and all the advocacy against using hamburger menu.

    This makes a very good case study for testing our designs before rejecting them because they are not following certain rules.