Amazon.com planning e-commerce site relaunch

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Amazon.com will launch a revamped e-commerce site this fall. The upgraded site will feature enhanced product search and tablet navigation, according to numerous media reports.

Amazon's redesigned homepage will be the default consumer destination for international tablet and PC visitors, while smartphone users will see a mobile-optimized site. Other enhanced features include fewer suggested items and bigger buttons, according to press reports.

Several news outlets have speculated that the upcoming release of a new Amazon tablet is the impetus for the revamped site. The redesigned site will enable the company to better highlight digital products like Kindle eBooks, digital games and apps from the Amazon Appstore, according to TechCrunch, which first reported the site launch.

Amazon.com has not yet announced a launch date. However, it will continue to test the revamped site throughout the fall.

“We started testing a new site design in late August,” said Sally Fouts, senior PR manager at Amazon.com. She declined to provide additional comment.

Amazon.com reported a net sales increase of 51% to $9.9 billion in the second quarter, compared with the same period of 2010. The online retailer's operating income was $201 million in Q2, a decrease of 25.5% compared with the prior year. Net income also dropped, falling 8% year-over-year to $191 million in the period.

An Amazon.com representative could not be immediately reached for comment.

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