Amazon just made a subtle change to its website, and some shoppers say they're stressed

Amazon.comAmazon has changed the font for most of the text on its website.
  • 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 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. font changeAmazon.comAmazon’s old font, Ember, left, compared with the new font, Bookerly.

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.”^tfw

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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