I’m sure you know it by now: Amazon is doing a lot of A/B testing on their services, always on the hunt for a better UX and improved conversion. As a designer I think this is a fantastic thing to do. You observe, you learn, you improve. Then rinse and repeat.
Reading today about Amazon releasing Amazon Vehicles, its vehicle research tools, I of course went and checked it out.
Browsing around I noticed that on the landing page they even do A/B testing for their Popular Body Styles section showing A) a gray-ish version of cars and B) a very colourful version of cars. It seems like a small thing but even this detail can make a big difference.
I salute you for doing this, Amazon.
I would be interested in the results — care to share? :)