I always find Amazon fascinating from a design perspective. It's without comparison the most successful e-commerce business. Yet, most designers wouldn't design the site like this if they opened Sketch. Why is there such a big difference in what a design evolves into and the design you would come up with if you sat down a designed it?
Probably Amazon like ensuring a consistent profit margin more than design. Can’t talk about the early stages of the website, but post 2010 Amazon designers definitely did their homework, they probably thought about making that outdated outlined CTA button into the sleek rounded edge CTA button but faced challenges in terms of the scale of the site and its diverse customer base(not every grandma appreciates a sleek box-shadow CTA). It might not be the most exciting branding design work out here, But UX wise, they have done a good job in making the website easy to use and accessible to a larger number of customers. Ultimately, the goal is profit, design is only a tool for them to bringing in more profit, if it brings too much complexity and volatility in profit making, Amazon is not going to risk changing that ugly outlined yellow CTA.
bit of a shame the years don't match the playhead position
They were so close too!