Amazon.com, Inc.
Dynamically modifying user interfaces according to predicted user preference

Abstract:

Disclosed are various embodiments for generating customized user interfaces including offers for items available by multiple merchants in an electronic marketplace. A search of an item database is performed in response to receiving a search query. If an item is available from multiple merchants in an electronic marketplace, a user interface element including selectable components for a subset of the merchants is inserted in proximity to a presentation of the item in a user interface. Interactions with the user interface element can be used to predict a preferred merchant of the user.