Amazon needs to read GrokDotCom a little more. When creating links, use the words that call for action – the trigger words.
Amazon failed to do that here:
If you’re going to sign in, which words would you click? ‘Personalized recommendations’? Or ‘sign in’?
Personally, I’d click ‘sign in’. But Amazon linked from ‘personalized recommendations’.
I actually spent a few minutes trying to figure out where to go to log in – I assumed that the personalized recommendations link described how those recos worked.
Restore my faith, oh great Lord Bezos. Fix your usability gaffe…