Comment by anuraggoel

This sounds reasonable. But I've always wondered about Amazon.com's UI strategy in the context of choice - they always show me much more crap than I am interested in: on the home page, on search result pages, on product detail pages, pretty much everywhere on their site. Right now I can see well over 30 'recommended' items on their homepage (and this is after the huge Kindle ad). Surely they've conducted A/B tests. Why don't they see the same results?