How Amazon A/B tests their checkout flow

Outside of Amazon’s recommendations, their most important experience is their checkout flow. This is the key determinant on how they make the purchase experience as seamless as possible for their customers (and yours too).

Their checkout experience is ripe for experimentation. The key areas they have focused on are:
Recommendations for upsell and cross-sell opportunities
Free shipping labels or thresholds that are clearly shown in order to qualify for free shipping, which can encourage overall cart value.
Adding any relevant offers such as CTAs for their Amazon Rewards Visa card.

Why we think these A/B tests are good:

These all help drive more revenue and more value by providing only relevant offers via personalization.