Amazon brings 'window shopping' to the iPad
Amazon has released an iPad app that it hopes will bring the experience of browsing to a touchscreen device.
Amazon says the free app, called Windowshop, “is a top-to-bottom re-write of Amazon.co.uk with a completely new fluid experience”.
The app features a horizontal menu of shopping categories across the top of the screen, below which are lists of the top-selling products in each category.
Scrolling down the page displays a seemingly endless list of products, making the app feel more like browsing a high street shop than searching on the web.
Dave Addey, managing director of Agant, which makes mobile apps including the popular Train Times app for the iPhone, said Amazon Windowshop showed the importance of optimising content for the device the customer is using.
He said: "They've definitely made the most of the device. It really suits the window shopping metaphor but it does take some time to get used to."
Amazon has been experimenting recently with different ways of selling its content. Last week it announced plans for a version of Windowshop for Google’s Chrome browser.
The bookseller also expanded its Kindle ebook service so that shoppers can buy ebooks from any partner website without visiting Amazon first.
Versions of the app are also available for the French and German Amazon stores.