I think we can all agree Amazon.com is a pretty uninspiring website, no revelation there. They were once known for pioneering much of what is now referred to as ‘standards’ in ecommerce. These days, the online giant is looking a little worse for wear. Personally, I’ve been avoiding the website for years because of how unappealing I find it, so when I recently went to buy a Kindle I was not surprised to learn of some major fragmentation and usability problems.