Amazon found the courage to run a beautiful a/b test where they put their old three column product page layout against a new two column one. Although the two column layout was arguably more beautiful with the addition of white space, margins and shadows, it was nevertheless rejected. Before it was removed we decided to leak it here to ensure its beautiful failure continues to teach us well into the future. Finally, you might also notice that this leap experiment introduced multiple changes. Given that we track the win/lose rates of some of these changes as patterns, we can infer that Amazon introduced a mixed bag of both negative and positive changes at the same time - the exact mistake that often destroys such well-intentioned and beautiful redesigns. Here are some of them: