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


Transformable Table Maximizes Utility In Small Spaces

Design & Architecture
Syndicated Yesterday

How Fashion Became All About Fonts

Why a new wave of designs have put typography front and center on your clothing

Retail Yesterday

GM And Audi Are Experimenting With Car Rentals In SF

The automakers are trying something new to capture the segment of urban dwellers who don't want to own a car


Get PSFK's Related Report: Future of Automotive

See All
Travel Yesterday

This Vertical Forest Hotel Will Improve The Air Around It

An architectural firm is creating a lush mountain lodging in China with so much greenery that it will actually clean the atmosphere

Related Expert

Mickael Delalande

Designer and illustrator of 3D Sculptures

Europe Yesterday

This Company Believes Insects Can Provide Biofuel To Power Our Future

A Polish group is testing out a new factory concept that can provide a source of renewable energy, and even serve space missions

Technology Yesterday

Music Venue Caters To Virtual Reality Events

Boiler Room has launched the first VR hub for content creators to capture special footage for the masses

Gaming & Play Yesterday

Automated Chessboard Lets You Play Against Anyone In The World

Square Off is an AI-powered board that can move the pieces on its own


Future Of Automotive
Scenarios Driving The Digital Transformation Of An Industry

PSFK Op-Ed Yesterday

Creative Leadership Expert: Experiencing A Seismic Shift From Brand Loyalty To Interface Loyalty

Marc Shillum, founder of Chief Creative Office, explains why product designers must rethink the way they capture consumer attention

PSFK Labs october 25, 2016

The Keys For Exceptional Performance On And Off The Field

PSFK Labs' new report highlights five important insights for businesses to perform better than the competition

Technology Yesterday

Contraband Recorder Helps Those In Need Capture Captive Conversations

Designer Marianna Mezhibovkaya created the device to help prison inmates capture crucial evidence of abuse

Advertising Yesterday

A Compelling Brand Purpose Is Never Born In The Boardroom

Strategist and Designer Anna-Rae Morris shares why she believes all brands exist for a reason, and how Snapchat has upended our behavior

Fitness & Sport Yesterday

Editorial Roundtable: The Xs And Os Of Performance-Enhanced Sports

WHOOP, ShotTracker, Rithmio, PlaySight, STYR Labs, EverybodyFights and Lift / Next Level Floats explain that we're only at the iceberg's tip of performance enhancement

Retail Yesterday

Kodak’s Smartphone Is Inspired By A Retro Camera

Ektra is an Android phone with a powerful lens aimed at photographers

Sustainability Yesterday

Modern Home Created Entirely Out Of Modular Shipping Crates

A project in Ecuador used the ubiquitous material to design a spacious and industrial-chic house

Retail Yesterday

Retail Concept Offers Food Hall Inspired Space For Online Brands

The store will offer a lower cost way for internet entrepreneurs to try physical retailing

Advertising Yesterday

Disney Retells Beauty And The Beast On Snapchat

In a partnership with LACMA, the entertainment platform drew from over 130,000 works in the museum's collection

No search results found.