- Amazon is making a subtle change to its website by altering the font of the plain text used throughout.
- The new font is called Amazon Bookerly, a typeface it developed for its Amazon Kindle e-readers.
- It replaces Amazon Ember, which was also used in Kindle devices before Bookerly became the default font.
- Amazon has said in the past that the new font makes text easier to read quickly with less eye strain.
- Some customers are not reacting well to the change.
People browsing Amazon.com recently may have stumbled upon a small change: the font choice.
Amazon is now showing text in a font called Amazon Bookerly, a snoop in the website’s source text shows. It replaces the Amazon Ember font, which Amazon started using just last year.
The change isn’t drastic, but the fonts do look markedly different. Ember is a straighter, Arial-derived font, whereas Bookerly notably has serifs, making it appear more ornate and, dare we say, fancier.
Amazon released Bookerly as the default font for its Kindle Paperwhite e-reader in 2015. Amazon has said in the past that the font is “2% easier on the eye” than other fonts and that it can help people read text more quickly.
The new font seems to be rolling out to customers in stages. A company representative did not immediately return Business Insider’s request for comment on the rollout.
Some customers have noticed the change, and as with anything sudden and unexpected, some are not super happy with it. One person said on Twitter that the new design was causing them stress, while another said they thought they were on a “scam page.”
@amazon changed its font and it’s stressing me out ????
— reggie rocket (@HopeIsAHippie) June 18, 2018
@amazon next time notify us when you change the font on your site. I thought I was on a scam page smh
— hello (@AJgoesWest) June 19, 2018
amazon is a/b testing fonts on me and i don't care for it
image 1: me, logged in
image 2: fresh, unauthenticated session pic.twitter.com/uyzlOqtmpW
— neal rice (@flakealso) June 19, 2018
In a reply to a tweet, Amazon said it would take the comments on what it called its “new font” as feedback.
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