The Seattle company’s Web site is one of the “iconic objects of technology” discussed in the May-June edition of Technology Review.
“Amazon is iconic, but not necessarily good design,” says Rolston. “A Jeep is iconic, but if you’ve ever ridden in a Jeep, it’s crap. Amazon represents a basic approach to e-commerce. It’s balanced cacophony: There’s search, reviews, and comments swirling around these pages. With these tools, you almost serendipitously end up with a basket of things to buy. It’s iconic because it nailed early on the basic approach of a vast catalogue.”