Elegant Browser Cuts Through Amazon’s Clutter

Elegant Browser Cuts Through Amazon’s Clutter

Canopy offers a clean social layer for e-commerce sites.

Rachel Pincus
  • 15 may 2014

Sometimes finding a specific item on Amazon can be like boating down the wide South American river itself. The site has been getting increasingly cluttered with metrics and intellectual sparring between reviewers. Though the site usually will take you to the highest rated or most popular item when your search is straightforward, wading through pages to find more specialized items can feel like an experience straight out of the late 90’s – not to mention, many listings are simply the same item posted by different sellers.


Why not have some shade from that harsh onslaught of redundant information? Enter Toronto and San Francisco-based startup Canopy, which hopes to make shopping online a sleek, social, mobile-friendly, Pinterest-like experience – and add a consistent social layer that stands apart from the often isolated communities that spring up on various shopping-related websites. Images are manually curated, making even the next USB cord or SD card you need look sexy.


Why Amazon? According to co-founder Daniel Kaplan, for now, the immense size and precise organization of Amazon has been a powerful benchmark for the developers to see how the system works with the widest range of products possible – and it ensures that if a customer sees a product they like on the site, they will easily be able to buy it. Services like Pinterest that allow people to post items found anywhere on the internet have a major downside in that they can potentially direct users to items that are sold out or unavailable – particularly on Etsy, which by definition wants to sell items that have a limited supply.

Plus, there’s the advantage of Amazon’s Affiliate Program, which provides a revenue stream that is perfect for a fledgling company. A similar company, Wanelo, which also uses the affiliate program, posted a value of $100 million last year.


There’s even a possibility that systems like this might push Amazon itself to become more user-friendly. An Amazon-affiliated commenter pointed out to the writers at TechCrunch that Amazon already has a service in place called Collections that offered big images and infinite scrolling in the manner of Pinterest – though it still doesn’t look nearly as nice. However, the fact that the writers of the TechCrunch article, and possibly the developers of Canopy, didn’t even know about the feature proves that Amazon’s design has become so bloated that it’s difficult to find things. Perhaps it can reimagine its shopping experience before these scrappy affiliates start to siphon a significant amount of its cash – or start supporting the small businesses Amazon has been swiftly stomping out.

[h/t] swissmiss, TechCrunch, Wired


Editorial Roundtable: What A People-First Workplace Must Prioritize First

Syndicated Yesterday

What Could The Highway Of The Future Look Like?

As technology for automated vehicles improves, there’s a sharper focus on building a ‘smarter’ infrastructure where they can thrive

Design Yesterday

Plastic Wind Trees Are Bringing Sustainable Power To Residential Homes

These French-made turbines are offering a small, aesthetically pleasing approach to affordable personal energy


Get PSFK's Latest Report: Future of Retail: Technology Primer

See All
Home Yesterday

Dyson’s Wi-Fi Connected Fan Purifies, Cools & Heats The Air

The new luxury home appliance aims to be an all-in-one device for the connected home

Education Yesterday

Bringing Virtual Reality And Telepresence Robotics To E-Learning

This Learning Management System is embracing new technologies to reallocate teaching resources to where they should be going


Oliver Sweatman

Natural Beauty Entrepreneur

Advertising Yesterday

Brewing Company Turns Car Emissions Into Ink

Tiger Beer has created a sustainable process to transform air pollution into supplies for street art

Design Yesterday

Space-Saving Sofa Has Extra Furniture Hidden Inside

Living in an apartment with limited space? This three-in-one bed transforms based on your needs

Culture Yesterday

Browser Extension Blocks Any Pages That Make You Unhappy

The software can detect your facial movements and prevent content that brings up negative emotions


Future Of Work
Cultivating The Next Generation Of Leaders

PSFK Op-Ed august 23, 2016

Modern Workplace Culture: No More Fat Cats Or Kissing Ass

Samar Birwadker, CEO & Co-Founder of Good & Co, on designing shared organizational values to optimize employee happiness and success

PSFK Labs august 25, 2016

PSFK’s Workplace Vision: How The Nurturing Of Seeds Will Come To Define The Onboarding Process

Our Future of Work vision is a service that allows companies to assemble and deliver welcome packets that are uniquely focused on the concept of growth

Automotive Yesterday

Reserve Your Parking Spot Before You Even Get Behind The Wheel

A new Ford app allows drivers to select and arrange for a space in a garage to be available at the end of their journey, so they can travel worry-free

Work Yesterday

PSFK’s Workplace Vision: The Desk Is Becoming An Ecosystem Of Satellite Workstations

Our Future of Work vision is an app that frees employees from the tyranny of a static desk

Food Yesterday

A Tiny Amount Of This Powder Could Block All The Bitterness In Food

A new substance made from mushrooms can bond with taste receptors on your tongue to overcome unpleasant flavors

Asia Yesterday

Whimsical Dental Clinic Design Aims To Calm Patient Fears

Cheerful colors and a nod to the comforts of home are design elements tactfully aimed to help people relax

Mobile Yesterday

Messenger Service Only Delivers You Updates Three Times A Day

Formal is a new app designed to help people ignore the constant stream of texts from their phone and focus on what's in front of them


Rio Olympics
Innovation Coverage From The Rio Games

Design Yesterday

Movable Vacation House Constructed Using Concrete Boxes

The 4,000 square foot building is made up of modular frames so it can be relocated if needed due to coastline erosion

Design Yesterday

Redesigned Electric Fan Collapses For Easy Storage

Conbox can be kept in pieces and packed away when not in use

Ai Yesterday

LawyerBot Is Now Helping Homeless People Qualify For Government Housing

This robot helps people get out of parking tickets and provides free legal advice to those in need

No search results found.